Name :

Mobile :
Email :

Anirban Biswas
+91985483883
UM14128@stu.ximb.
ac.in

Company Guide:
Location:
Institute:

Mrs. C. Shanthi
Bhubaneswar
Xavier Institute of
Management
Bhubaneswar

SUMMER INTERNSHIP PROJECT

Project Proposal

I.

Details of the Project:

Name of the Organization:

Title of The Project:
Area of Project:

II.

IDBI Federal Life Insurance Co Ltd

Marketing Mix Case Study
Marketing

Project Description:

The new government of India has put tremendous emphasis on financial inclusion.
Despite strong improvement in penetration and push from government, India largely
remains an under-penetrated market in insurance sector. The market today is primarily
dependent on push, tax incentives and mandatory buying for sales. However there lies
immense opportunity in this sector.
Currently 24 life insurance companies are operating in India. The main purpose of this
study is to find out what mix of the 4 Ps of marketing can ensure a better position in
market for IDBI Federal and how product, price, place and promotion are interlinked with
each other. The study also aims to assist in determining the correct marketing strategy
for an intensely competitive market like insurance sector.

Objective of the Project:

III.

To study the marketing mix of IDBI Federal

What product the customers want
What price are customers willing to pay
What is the right place for selling the insurance
How to promote the products of IDBI Federal

IV.

Methodology:

V.

Primary data collection by online and offline survey via questionnaire method
Pan-India survey comprising of members in the age group ranging from 25-60
years.

Limitations of the Study:

The sample taken may not truly represent the views of the entire population
In a rapidly changing industry, analysis on one day or in one segment can change
very quickly.
The respondents may give wrong information knowingly or unknowingly, which
may affect the reliability of the result

Date: 20 April 2015