“A comparative study on Birla Sun Life Insurance with Max New York Life & HDFC Standard Life” SUBMITTED BY GAURAV SHARMA Enrollment no.-07919201709 STUDENT OF LINGAYA’S LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES MANDI ROAD, NEW DELHI-110047 FOR THE PARTIAL FULFILLMENT OF BACHELOR IN BUSINESS MANAGEMENT UNDER THE SUPERVISION OF Mr. DEEPAK LALCHADANI SUBMITTED TO GURU GOBIND SINGH INDRAPASTHA UNIVERSITY DELHI, INDIA 1
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“A comparative study on Birla Sun Life Insurance with
Max New York Life & HDFC Standard Life”
SUBMITTED BY
GAURAV SHARMA
Enrollment no.-07919201709
STUDENT OF
LINGAYA’S LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES
MANDI ROAD, NEW DELHI-110047
FOR THE PARTIAL FULFILLMENT OF
BACHELOR IN BUSINESS MANAGEMENT
UNDER THE SUPERVISIONOF
Mr. DEEPAK LALCHADANI
SUBMITTED TO
GURU GOBIND SINGH INDRAPASTHA UNIVERSITY DELHI, INDIA
1
CERTIFICATE
Certified that this project report “A comparative study on Birla Sun Life Insurance with Max New York Life & HDFC Standard Life” is the bonafide work of “Gaurav Sharma”who carried out the project work under the supervision of Mr.Deepak Lalchandani
<<Signature of the Head of the Department>> <<Signature of the Class Incharge>> SIGNATURE SIGNATURE
DR. Rakesh Gupta Mr.Deepak Lalchandani
(HEAD OF THE DEPARTMENT) (Project Incharge)
B.B.A-3RD SEM.
Lingya’s lalita devi institute of management and science
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TABLE OF CONTENTS
Particular Page no.
• Acknowledgement 04 • Preface 06• Executive Summary 07• Research Objectives 08• Research Methodology 08• Research Design 09• Sampling Methodology 09• Sampling Size 10• Limitation 10• Introduction 11• Company Profile 16• Organization Members 20• Products 22• SWOT Analysis 41• Insurance Regulatory & Development Authority (IRDA) 43• Competitors 45• Data Analysis & Interpretation 50• Finding & Suggestions 56• Conclusion 57• Bibliography 58• Questionnaire (Annexure 1) 59
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ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during the writing of this report. My deepest thanks to Lecturer, Mr.Deepak Lalchandani (the Guide of the project for guiding) for correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to the hod of, B.B.A Deparment for extending his support. My deep sense of gratitude to Mr.Jayant Dua (Managing Director of Birla Sun Life Insurance Head Office – MUMBAI) support and guidance. Thanks and appreciation to the helpful people at Mr. Saurov Ghosh is Head & Senior Vice President - Human Resources MUMBAI, for their support. I would also like to thank my Institute and my faculty members without whom this project would have been a distant reality.
Flexibility: can adapt to different types of clients and new situation.
Using a good database is very essential:
“80% of our business comes from 20% of our customers” is a frequent
statement at any sales convention. There’s hardly a sales executive who is
not aware of the 80/20 rule.
Insurance customer sales cycle
Service
Follow-Up
Close sale- Purchase
Proposal
15
Sales desire-Response
Information
Inquiry
Awareness
COMPANY PROFILE
Birla Sun Life Insurance Company Limited (BSLI) is a joint venture
between the Aditya Birla Group and Sun Life Financial Inc., a leading
international financial services organization. The local knowledge of the
Aditya Birla Group combined with the expertise of Sun Life Financial Inc.,
offers a formidable value proposition to customers.
Sun Life Financial and its partners today have operations in key markets
worldwide, including India, Canada, the United States, the United Kingdom,
Hong Kong, Philippines, Japan, Indonesia, China and Bermuda. Sun Life
Financial Inc. had assets under management of over US$ 386.82 billion, as
on 31 March 2007. Sun Life Financial Inc. is a leading performer in the life
insurance market in Canada.
BSLI in its five successful years of operations has contributed significantly
to the growth and development of the life insurance industry in India. It
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pioneered the launch of Unit Linked Life Insurance plans amongst the
private players in India. It was the first player in the industry to sell its
policies through the Bank assurance route and through the internet. It was
also the first private sector player to introduce a pure term plan in the Indian
market. This was supported by sales practices, which brought a degree of
transparency that was entirely new to the market. The process of getting
sales illustrations signed by customers, offering a free look period on all
policies, which are now industry standards were introduced by BSLI.
Being a customer centric company, BSLI has invested heavily in technology
to build world class processing capabilities. BSLI has covered more than one
and a half million lives since inception and its customer base is spread across
100 cities in India. All this has assisted the company in cementing its place
amongst the leaders in the industry in terms of new business premium
income. Birla Sun Life Insurance (BSLI), one of the leading private life
insurers in India today announced the inimitable achiever, cricketer Kapil
Dev as their corporate brand ambassador. The cricketing supremo will be
endorsing BSLI in all its marketing initiatives. Birla Sun Life Insurance is a
value-driven brand which has a national brand recall of 70 per cent. The
objective of appointing a brand ambassador is to grow its brand recall as it
goes national in its distribution reach and fuel business growth. As a brand
ambassador, Kapil Dev will play a key role in the brand and product
marketing and promotional activities. BSLI has always used an integrated
marketing approach, which will be strengthened further.
Commenting on the association with Kapil Dev, Mr. S. K. Mitra, Director,
Financial Services, Aditya Birla Group and currently in charge of BSLI
expressed, "The Birla Sun Life Insurance business distribution network is
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national in nature covering more than 1000 points across the country .We
have made our entry in several tier I and tier II towns. It is therefore very
important for the brand to connect at the grassroots level and create trust.
We believe that our association with Kapil Dev as our brand ambassador
will help us create this connect in a shorter period of time. We therefore now
have two strong connects — our parent brand Birla and our brand
ambassador Kapil Dev".
Kapil Dev, also known as the Haryana Hurricane, was born on 6 January
1959 in Chandigarh. He played his first competitive game of cricket at the
age of 13 years and made his test debut on 16 October 1978 at Faisalabad
against Pakistan. Kapil Dev remained India's top strike bowler for almost 15
years. His extraordinary test match figures of more than 5000 runs and 434
wickets along with 64 catches show that he was a world class cricketer and
an all-rounder. He has raised the mantle of India to sporting glory by
winning us the World Cup.
In a study conducted by BSLI, Kapil Dev connected extremely well with the
life insurance category and had high acceptance by the masses. Our survey
suggests that he is seen as a very good fit for the BSLI brand. He is very
much loved and respected by a vast majority of the population.
On 26 November 2006, Birla Sun Life was host the annual golf tournament
at the Chamber Golf Club in Mumbai where Kapil Dev was participate.
About Birla Sun Life Insurance
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Birla Sun Life Insurance Company Limited is a joint venture between the
Aditya Birla Group, one of the largest business houses in India and Sun Life
Financial Inc., a leading international financial services organization. The
local knowledge of the Aditya Birla Group combined with the expertise of
Sun Life Financial Inc., offers a formidable protection for your future.
Birla Sun Life Insurance (BSLI), in its five successful years of operations,
has contributed significantly to the growth and development of the life
insurance industry in India. It pioneered the launch of unit linked life
insurance plans amongst the private players in India. It was the first player in
the industry to sell its policies through the banc assurance route and through
the internet. It was the first private sector player to introduce a pure term
plan in the Indian market. This was supported by sales practices which
brought a degree of transparency that was entirely new to the market. The
process of getting sales illustrations signed by customers and offering a free
look period on all policies, which are now industry standards, were
introduced by BSLI. Being a customer-centric company, BSLI has invested
heavily in technology to build world class processing capabilities. BSLI has
covered more than a million lives since inception and its customer base is
spread across more than 1000 towns and cities in India. All this has assisted
the company in cementing its place amongst the leaders in the industry in
terms of new business premium income. The company's current capital base
is Rs.520 crore.
About the Aditya Birla Group
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The Aditya Birla Group has a turnover close to Rs.38,000 crore (as on 31
March 2008) and is one of the largest business houses in India. It enjoys a
leadership position in all the sectors in which it operates. With over 75
business units spanning the South East Asian belt, Africa, Canada and the
UK among others, it is reckoned as India's first multinational corporation.
The group is anchored by 72,000 employees and has seven lakh
shareholders, with a market capitalization of Rs.53,400 crore.
KEY PEOPLE OF ORGANIZATION
BOARD OF DIRECTORS
Mr. Kumar M Birla Mr. Donald A Stewart, Mr. Bishwanath N Puranmalka Mr. Ajay Srinivasan Mr. Gary M Comerford Mr. Suresh N Talwar Mr. Gian P Gupta His Highness Maharaja G Singh Mr. Stephan Rajotte Dr. Bharat K Singh
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INVESTMENT COMMITTEE
• Mr. B. N. Puranmalka• Mr. Eugene Lundrigan• Mr. Vikram Mehmi• Mr. Fabien Jeudy• Mr. Vikram Kotak
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Management Team
Mr. Vikram MehmiPresident & Chief Executive Officer
Mr. Mayank BathwalChief Financial Officer
Mr. Mario BraganzaChief Operating Officer
Mr. E.N. GoveiaHead - Direct Sales Force
Mr. Amit PunchhiSenior Vice President - Third Party Distribution
Mr. Bhavesh SanghviHead - Group Life & Pensions
Mr. Snehal ShahSenior Vice President – Operations
Ms. Anjana GrewalSenior Vice President - Marketing & Communications
Mr. Rajesh BhojaniSenior Vice President - DSF Expansion
Mr. K.H. VenkatachalamVice President - Human Resource
Mr. Fabien JeudyVice President, Chief & Appointed Actuary
Mr. Lalit VermaniVice President - Compliance
Mr. Melvyn D'souzaVice President - Risk Management and Internal Audit
Being away from India doesn't mean you have to compromise the
safety and security of your loved ones. In fact, your savings from
your time overseas can be easily canalized to meet your family's
needs - now and in the future.
STRENGTH :
• Multi-channel distribution and one of the largest
distribution networks in India.
• Implementing Six-Sigma process.
• Customer centric products and services.
• Superior investment and risk management framework
• 1 Million Policies sold within 3 and half years.
• Training process of the company is very strong.
• Different plan for different peoples
• According to the change in surrounding environment like
changes in customer requirement .
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WEAKNESS:
• COMPANY does not penetrate on the rural market at a
time.
• There is no plan for the low income group.
• Fees for the advisor is high than the other company .
OPPORTUNITY:
• Insurance market is very big, where company can expand
its horizon in insurance industry .
• Though good investment and insurance it is easy to top
Indian customers.
• The huge insurance market (77%) is left so company has
opportunity to expand our products.
THREATS:
• ‘OLD HABITS DIE HARD’: Its still difficult task to win the
confidence of public towards private company.
• The company is facing major threats from LIC -which is an
only government company.
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IRDA(INSURANCE REGULATORY
DEVLOPMENT AUTHORITY)
The insurance sector has been opened up in India, as there was an urgent
need. The international experience indicates those country with a liberalized
insurance sector have witnessed a rapid growth in premium volumes
enhancing the domestic saving rate. This happened in China, Malaysia and
Singapore where a competitive market has led to improvement in Services
and quicker settlement of claims. It is also important to note that competition
will bring about advancement in information, communication and
technology. And rightly therefore a decision was taken by the Government
of India to open up Insurance sector. The establishment of IRDA in the
month of April 2000 has been important development in this direction,
making the end of monopoly in the insurance sector.
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WHY INSURANCE IN INDIA:
• Only 22% of the insurance population has been extended cover.
Market penetration is low and the potential to exploit is high.
• Insurance premium per capita is very low.
• Lack of comprehensive social system benefit and welfare means that
demand for pension products is high.
• Huge middle class of approximately 300 Million.
• Existing insurance company score low on customer service front.
The insurance market registered growth in the Asian region even though
India’s share in global insurance is less than 0.5% (1988) as compared to
USA (24.2%) and Japan (21%). Studies have reveled that in an emerging
market, as disposable income rises, Insurance premiums as a ratio of GDP
shoots up. The confederation of Indian Industry projected a growth of Life
Insurance premiums from Rs. 350 Billion at present to Rs.140 Billion. The
growth of non-life insurance premium is expected to increase from 75 billion
to 375 billion. Out of which, only 10% is tapped by the existing insurer.
How many Indians are aware that LIC has more than
60Products and GIC has more than 180Products? Not only there is a
reduction in the premiums of Life Insurance products have long overdue
since Indian morality rate has decreased three folds in the last 50years. There
is also scope to increase the yield on life insurance policies (presently 6%)
with proper risk management in place.
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It is been debated that insurance business does not produce profit in
the first five years cross subsidization is a feature of Indian market. Even the
first portfolio vote that is considered profitable, cross subsidizes other
departments. Tariffs reduction is likely to reduce profits; further insurers
have to institute proper claims management progress in order to extract
efficiencies. At present life insurance business in the country is taxed at
12.5% of the profit in financial year. The government is soon to present a
new model of taxing life insurance companies at international rates.
New entrants should be well advised to look ahead to the stage where
brand strength will be a competitive advantage and sketch their alliances
accordingly. In fact, we believe that alliance related to distribution rather
than to produce or technology will prove most valuable in the long run.
COMPETITORS
Max new york life insurance co. profile
Max New York Life Insurance Company is a joint venture between New
York Life International Inc., a Fortune 100 company and
America's largest life insurance provider and Max India Limited
one of the leading multi-business corporations in India. Max New
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York Life Insurance Co Ltd is a Rs. 250 crore joint venture with a
paid up capital of Rs. 807 crore.The insurance agents employed at
Max New York Life Insurance Co Ltd are trained in-house with a
rigorous training program of over 152 hrs, much higher than the
standard 100 hrs of mandatory training laid down by the IRDA.
Around 345 Max New York Agent Advisors qualified for Million
Dollar Round table (MDRT) membership in 2006.
It is an internationally renowned congregation of world's top
insurance agents.
Max New York Life brings to you specially customized
products and services that are flexible and can e customized to
suit your needs. It now has 30 life insurance products and 8 riders
that can be customized to over 800 combinations enabling
customers to choose the policy or plan that best fits their need.
These include:
INDIVIDUAL INSURANCE
Protection Plans:• Whole Life• Level Term• Five Year Term R & C• Life Partner Plus
Savings:o Life Gain Endowmento Life Pay Money Backo Life Gain Plus 20o Life Gain Plus 25o 20-Year Endowment
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Unit Linked:o Life Maker Premiumo Life Maker Goldo Life Maker Platinumo Life Maker Pensiono Life Invest
GROUP INSURANCEo Group Term Lifeo Group Gratuityo Employee Deposit Linked Insuranceo Credit Shieldo Unit Linked Group Gratuityo Unit Linked Group Superannuation
RURAL INSURANCEo Max Surakshao Easy Termo Max Mangal Endowmento Max Vriksha Money Back
Many insurance companies provide medical insurance, general insurance,
premium insurance, company insurance and group insurance policies. But
the qualities of a true leader shine out. The annual report of Max New York
Insurance Co. shows that they have achieved this by their sheer dedication to
their customers and the hard work of their insurance agents.
HDFC standard life insurance co. profile
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Established on 14th August 2000, HDFC Standard Life
Insurance Co. Ltd. is a joint venture between Housing
Development Finance Corporation Limited (HDFC Limited) -
India's leading housing finance institution, and a Group Company
of the Standard Life Plc, UK. The Company is one of leading
private insurance companies, offering a range of individual and
group insurance solutions, in India. Being a joint venture of top
financial services groups, HDFC Standard Life has adequate
financial expertise to manage long-term investments safely and
resourcefully.
HDFC Standard Life Insurance offers a range of individual
and group solutions , which can be easily personalized to
specific needs.
Protection Plans• HDFC Term Assurance Plan• HDFC Loan Cover Term Assurance Plan• HDFC Home Loan Protection Plan
Children's Plans• HDFC Children's Plan• HDFC Unit Linked Young Star II• HDFC Unit Linked Young Star Plus II• HDFC Unit Linked Youngster Champion
Retirement Plans • HDFC Personal Pension Plan• HDFC Unit Linked Pension II• HDFC Unit Linked Pension Maximiser II• HDFC Immediate Annuity
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Savings & Investment Plans• HDFC Unit Linked Endowment Plus II• HDFC SimpliLife• HDFC Unit Linked Endowment II• HDFC Unit Linked Enhanced Life Protection II• HDFC Unit Linked Wealth Maximiser Plus• HDFC Unit Linked Endowment Winner• HDFC Endowment Assurance Plan• HDFC Money Back Plan• HDFC Single Premium Whole of Life Insurance Plan• HDFC Assurance Plan• HDFC Savings Assurance Plan
Health Plans • HDFC Critical Care Plan• HDFC SurgiCare Plan
Group Plans • Group Term Insurance Plan• Group Variable Term Insurance Plan• Group Unit Linked Plan - Gratuity• Group Unit Linked Plan - Superannuation• Group Unit Linked Plan - Leave Encashment
Its group solutions have been planned to offer complete flexibility, together
with a low charging structure. As of 31 December, 2008, the
Company's new business premium income stood at Rs. 1,839.70
Crores; it has covered over 812,811 lives so far. Given below is a
comprehensive list of policies and products on offer by HDFC
Standard Life Insurance.
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DATA ANALYSIS & INTERPRETATION
Ques 1. If Insurance policy of Birla Sunlife, what kind
of policy?
No of Peoples Have BSLI Plan
Health, 10%
Retierment , 22%
Life, 68%
Health
Retierment
Life
Inference
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On the basis of above analysis it has been concluded that around 68% of the
policy holders are having life plan, 22% of them are having Retirement plan
and rest of them are having the health plan.
Question.2 Are you satisfied with the Insurance plan you have?
No. of people satisfied with the plan
72%
28%
Yes
No
Inference
On the basis of the analysis it has been concluded that around 72%of the
people are satisfied with plan they and rest if them are not satisfied.
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Ques.3 Are you satisfied with the services provided by the company regarding new plans and schemes?
No. of people satisfied with the services provided by the company
82%
18%
Yes
No
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Inference
On the basis of the above analysis it has been concluded that around 82% of
the policy holders are satisfied with the services provided by the
company and rest of them are not satisfied.
Ques.4 Are you interested to make more investments in BSLI ?
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No. of Peoples want to more investment in BSLI
67%
33%
Yes
No
Inference
On the basis of the above analysis it has been concluded that around 67% of
the policyholders are interested to make more investments in BSLI and
rest of them are not interested.
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Ques. 5 Do you have any other Insurance Plan apart from BSLI?
60%9%
11%
8%12% LIC
BSLI
BAJAJ ALIYANZ
ICICI
Others
Inference
From the above analysis it has been concluded that around 89% of policy
holders are having other insurance plans apart from BSLI , in which
around 60 % are having LIC insurance plans, 11% are having Bajaj
Allianz, 9% are having Birla Sunlife, 8% are having ICICI Pru. and 12%
are having other company insurance plans.
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Ques. 6 If you get any attractive plan than are you ready to switch over?
People ready to switch to attractive Schemes if offered by other
companies
82%
18%
Yes
No
Inference
On the basis of the above analysis it has been concluded that around 82% of
the policy holders are ready to switch over if they get good attractive
insurance plan and rest of them don’t.
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FINDING & SUGGESTIONS
1) Even though most of the policy holders are satisfied with
policies, plans they have but some new attractive insurance plans should
be introduce to bind them not to switch over to other companies
insurance plans.
2) The company should find out the no. of people who are not
having any of the insurance plans through an intensive market research
and motivate them to get insured.
3) Leveraging technology to service customers quickly, efficiently
and conveniently.
4) Developing and implementing superior risk management and
investment strategies to offer sustainable and stable returns to our
policyholders.
5) Company should target each and every class of the society
6) Company should provide full information to the customers
before targeting so they can take interest .
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CONCLUSION
In the conclusion it can be said that the Birla sun Life Insurance deserves a
special position in the life insurance sector. The various policies provided by
the company reduces the risk exposure of different segment of the society.
In the project the different policies of the company have been studied in
order to know about the different criteria for the pension amount, how to
claim, what are the benefits, what are the added risk covered by the policy
etc. The criteria for claiming and the premium amount is very reasonable so
even a lay man can take the policy very easily.
The company should try to tap the rural and the semi urban sector as it is
lacking on in this sphere. It has to come up with new policies and the
strategies in order to compete with the new emerging private players.
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BIBLIOGRAPHY
By the help of Books
• Business Environment written By
“Francis Cherunilam
• Marketing Management written BY
“ Phillip Kotlar”
By the help of Other Sources
• By the head’s and the consultant of the Birla Sun Life.
By the help of Websites
• www.BirlaSunlife.com
• www. irda. gov. in
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• Birlasunlife New Advisor Book
• www.google.com
(Annexure 1)
QUESTIONNAIRE
I, Gaurav Sharma Student of Lldims, pursuing my BBA ,
carrying out a project work in partial fulfillment of my live project.
I am undertaking a project
“A comparative study on Birla Sun Life Insurance with
Max New York Life & HDFC Standard Life”
In view of this, I hereby request you to give your feed back
on the questionnaire given below. Please note that your response
will be kept confidential. Please mark the appropriate answer.
NAME ------------------------------------------------------ ---------------------------AGE ----------- Nationality ----------------------- Income ------------------------Contact --------------------------------, -------- ------------------------------------Address ----------------------------------------------------- ------------------------------------