Vivekanand Education Society Institute of

Management Studies and Research

FINAL REPORT
on
ANALYSIS OF SOCIAL MEDIA
MARKETING IN BIRLA SUNLIFE
INSURANCE
By
Omkar Prakash Warang
Roll no : 120
Faculty Mentor:
Mrs. Rupali Rajesh

Industry Mentor:

Mr. Nilay Shah

1
 A REPORT ON
ANALYSIS OF SOCIAL MEDIA
MARKETING IN BIRLA SUNLIFE
INSURANCE
By
Omkar Prakash Warang
Roll No: 120
A report submitted in partial fulfillment of
the requirements of 2 years MMS
program of Vivekanand Education Society
Institute of Management studies and
Research, Mumbai
(2016 – 2018)

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 Acknowledgements

At the start of this report, I would like to use this opportunity to extend my sincere
and heartfelt gratitude to God, all the personnel and the organization, who has helped
me in successfully completing my project. Without their active guidance and
encouragement, I would not have made headway in the project.
I am ineffably indebted to Mr. Nilay Shah, for assigning me this project and also for
the conscientious guidance and encouragement to accomplish the assignments. I
would like to express my gratitude to Birla SunLife Insurance LTD. for giving me this
opportunity and supporting me during the entire two months of internship. I am
extremely thankful and pay my gratitude to my faculty, Mrs. Rupali Rajesh for her
valuable guidance and support for the completion of this project.
I extend my gratitude to Vivekanand Education Society Institute of Management
Studies and research, for giving me this opportunity.
I also acknowledge with a deep sense of reverence, my gratitude towards my parents,
who always supported me at all times.
At last but not the least my gratitude goes to all my friends who directly or indirectly
helped me to complete this project.

Date:

Omkar Warang

Roll No. – 172

MMS (MARKETING)

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 Declaration
I, Mr. Omkar Prakash Warang, student of MMS-Semester III of Vivekananda
Education Society’s Institute of Management Studies & Research, Chembur,
Mumbai; hereby declare that, I have completed Summer Internship Project on
“Analysis of Social Media Marketing in Birla SunLife Insurance” during the
academic year 2016-18. The information submitted is true and original to the best of
my knowledge.
……………………………
Mrs. Rupali Rajesh
(Faculty Mentor)

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 Table of content
Sr. no. Topic Page Nos.

1 Executive Summary 1
2 Industry Analysis
2.1 Customer profile of the 2
industry
2.2
Competitors profiling of the
3
Industry
Challenges based by the industry 5
2.3
Government regulations 5
2.4

3 About the company

3.1 Genesis of the company and 7
its vision and mission
9
3.2 Product and services
Challenges faced by the
3.3 10
company
3.4 SWOT Analysis of the
11
company
4 On the job training
4.1 Key Results Areas 13
4.2 Target Assigned 23
4.3 Target Achieved 23

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 5 Research on the challenges
faced by the company
5.1 24
Problem identification
Data collection from 25
5.2
secondary sources

6 Results and
recommendations
Results/Learnings 36
6.1
Limitation 37
6.2
Conclusion 37
6.3
Bibliography 38
6.4

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 1. EXECUTIVE SUMMARY

The project work is pursued as a part of MMS (Masters in Management Studies) Curriculum at
“Swami Vivekanand college, Mumbai”. It is under taken as a internship at Birla Sunlife
Insurance. The project is done under expert supervision and guidance of Mrs. Rupali Rajesh and
Mr Nilay Shah. The Project is about the study of online marketing of Birla Sunlife Insurance.

In digital marketing your team should be strong enough to deliver right content
according to the target customer, as under digital marketing everyone work is
interconnected and with a team only one campaign can get ready.

Besides, while pitching to a customer, the customer would never feel an irresistible
desire to buy the policy unless he/she is in a great need for the same. For this reason, it
is important to create a brand awareness and value to an extent, that whenever a
customer thinks about insurance, they think about Birla Sun Life Insurance right away
without any second thoughts, almost the similar way it happens with LIC at the moment.

It was an amazing experience working virtually and on field. I came to many new
terminologies of digital marketing, corporate world etc. The project contain the task
which has been done by me during my internship as well as what I have learnt from it.

The main aim was to understand online marketing emergence and generating leads. Thus it gave me
the opportunity to learn about all the services and with the range of services. Birla Sunlife Insurance
made the task a bit easier as we were given proper guidance to execute our work. My task was divided
in 4 phases:

1. Advertisement Campaigns: Creating web pages on Facebook, Instagram, Twitter

in order to promote the brand.
2. Experience to Sales: This included the implementation of the knowledge imparted to me and the
test of my marketing skills.
3. Market Research part: Research is done to target different segment of customers.
4. Content writing: This included content writing for different digital platforms of Birla Sunlife
Insurance.

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 2. INDUSTRY ANALYSIS

The insurance industry of India consists of 53 insurance companies of which 24 are in

life insurance business and 29 are non-life insurers. Among the life insurers, Life
Insurance Corporation (LIC) is the sole public sector company. Apart from that,
among the non-life insurers there are six public sector insurers. In addition to these,
there is sole national re-insurer, namely, General Insurance Corporation of India (GIC
Re). Other stakeholders in Indian Insurance market include agents (individual and
corporate), brokers, surveyors and third party administrators servicing health
insurance claims.

Out of 29 non-life insurance companies, five private sector insurers are registered to
underwrite policies exclusively in health, personal accident and travel insurance
segments. They are Star Health and Allied Insurance Company Ltd, Apollo Munich
Health Insurance Company Ltd, Max Bupa Health Insurance Company Ltd, Religare
Health Insurance Company Ltd and Cigna TTK Health Insurance Company Ltd.
There are two more specialized insurers belonging to public sector, namely, Export
Credit Guarantee Corporation of India for Credit Insurance and Agriculture Insurance
Company Ltd for crop insurance.

2.1 Customer profile of the industry

India’s life insurance sector is the biggest in the world with about 360 million policies
which are expected to increase at a Compound Annual Growth Rate (CAGR) of 12-15
per cent over the next five years. The insurance industry plans to hike penetration
levels to five per cent by 2020.
The country’s insurance market is expected to quadruple in size over the next 10 years
from its current size of US$ 60 billion. During this period, the life insurance market is
slated to cross US$ 160 billion.
The general insurance business in India is currently at Rs 78,000 crore (US$ 11.44
billion) premium per annum industry and is growing at a healthy rate of 17 per cent.

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The Indian insurance market is a huge business opportunity waiting to be harnessed.
India currently accounts for less than 1.5 per cent of the world’s total insurance
premiums and about 2 per cent of the world’s life insurance premiums despite being
the second most populous nation.

2.2 Competitors profiling of the Industry

Bajaj Allianz:

Bajaj Allianz is a joint venture between Allianz AG one of the world's largest insurance
companies, and Bajaj Auto, one of the biggest 2 and 3 wheeler manufacturers in the world.
Bajaj Allianz is into both life insurance and general insurance. Allianz Group is one of the
world's leading insurers and financial services providers. Founded in 1890 in Berlin, Allianz is
now present in over 70 countries

HDFC Standard Life Insurance Co. Ltd:

is a joint venture between HDFC Ltd., India's largest housing finance institution and Standard
Life Assurance Company, Europe's largest mutual life company. It was the first life insurance
company to be granted a certificate of registration by the IRDA on the 23rd of October 2000.

ING Vysya Life Insurance Company Limited:

is a joint venture between Vysya Bank and ING Group of Holland, the world's 4th largest
financial services group, with presence across50 countries, and a heritage of over 150 years.

Kotak Mahindra Old Mutual Life Insurance Ltd:

is a joint venture between Kotak Mahindra Bank Ltd. (KMBL), and Old Mutual plc. Kotak
Mahindra is one of India's leading financial institutions and offers a range of financial
services such as commercial banking.

Life Insurance Corporation of India:

(LIC) is an autonomous body authorized to run the life insurance business in India with its
Head Office at Mumbai. It has been established by an act of the Parliament.

ICICI Prudential Life Insurance :

ICICI Prudential life insurance is a part of ICICI Bank.

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Max New York Life Insurance Company Limited
is a joint venture between Max India Limited, a multi-business corporate, and New York Life
International, a global expert in life insurance. New York Life is a Fortune 100 company that
has over 160 years of experience in the life insurance business.

MetLife India Insurance Co. Pvt Ltd

is a joint venture between MetLife Group and its Indian partners. The Indian partners include
J&K Bank, Dhanalakshmi Bank, Karnataka Bank, Karvy Consultants, Geojit Securities,
Way2Wealth.

Reliance Life Insurance Company

Limited is a part of Reliance Capital Ltd. of the Reliance- Anil Dhirubhai Ambani Group. The
company acquired 100 per cent shareholding in AMP Sanmar Life Insurance Company in
August 2005. Taking over AMP Sanmar Life provided Reliance Life Insurance a readymade
infrastructure and a portfolio.

SBI Life Insurance

is a joint venture between the State Bank of India and Cardiff SA of France. SBI Life Insurance
is registered with an authorized capital of Rs 500 crore and a paidup capital of Rs 350 cores.

Tata AIG Life Insurance Company

Limited is a joint venture between Tata Group and American International Group, Inc. (AIG).
Tata Group is one of the oldest and leading business groups of India. Tata Group has had a
long association with India's insurance sector having been the largest insurance company in
India prior to the nationalization of insurance. The Late Sir Dorab Tata was the founder
Chairman of New India Assurance Co. Ltd., a group company incorporated way back in 1919.

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 2.3 Challenges based by the industry

People depend on insurance for a multitude of reasons, but it all boils down to one basic
principle: minimizing personal risk on a day-to-day basis. Clients pay a fee, and in exchange,
insurers promise to cover any costs associated with future calamities (which may or may not
actually occur). Paying for peace of mind: it’s a relatively simple concept.

But today, determining what constitutes risk is anything but easy. As new technologies
emerge and consumer trends and preferences change, pricing policies and marketing them
effectively is an ongoing and constantly evolving challenge.

2.4 Government regulations

Government provides tax relief to citizens earning up to Rs 5 lakh (US$ 7500), the
government will be able to increase the number of taxpayers. Life insurers will be able to sell
them insurance products, to further reduce their tax burden in future. As many of these
people were understating their incomes, they were not able to get adequate insurance
cover.
Demand for insurance products may rise as people’s preference shifts from formal
investment products post demonetization.
The Budget has attempted to hasten the implementation of the Digital India initiative. As
people in rural areas become more tech savvy, they will use digital channels of insurers to
buy policies.
The Government of India has taken a number of initiatives to boost the insurance industry.
Some of them are as follows:

The Union Cabinet has approved the public listing of five Government-owned general
insurance companies and reducing the Government’s stake to 75 per cent from 100 per

1
cent, which is expected to bring higher levels of transparency and accountability, and enable
the companies to raise resources from the capital market to meet their fund requirements.
The Insurance Regulatory and Development Authority of India (IRDAI) plans to issue
redesigned initial public offering (IPO) guidelines for insurance companies in India, which are
to looking to divest equity through the IPO route.
IRDAI has allowed insurers to invest up to 10 per cent in additional tier 1 (AT1) bonds, that
are issued by banks to augment their tier 1 capital, in order to expand the pool of eligible
investors for the banks.
IRDAI has formed two committees to explore and suggest ways to promote e-commerce in
the sector in order to increase insurance penetration and bring financial inclusion.
IRDAI has formulated a draft regulation, IRDAI (Obligations of Insures to Rural and Social
Sectors) Regulations, 2015, in pursuance of the amendments brought about under section
32 B of the Insurance Laws (Amendment) Act, 2015. These regulations impose obligations on
insurers towards providing insurance cover to the rural and economically weaker sections of
the population.

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 3. COMPANY PROFILE

Established in 2000, Birla Sunlife Insurance Company Limited (BSLI) is a joint

venture between the Aditya Birla Group, a well known and trusted name globally
amongst India conglomerates and Sun Life Financial Inc, leading international
financial services organization from Canada. The local knowledge of the Aditya Birla
Group combined with the domain expertise of Sun Life Financial Inc., offers a
formidable protection for its customers' future.

With an experience of over 10 years, BSLI has contributed significantly to the growth
and development of the life insurance industry in India and currently ranks amongst
the top 7 private life insurance companies in the country. Known for its innovation
and creating industry benchmarks, BSLI has several firsts to its credit. It was the first
Indian Insurance Company to introduce "Free Look Period" and the same was made
mandatory by IRDA for all other life insurance companies. Additionally, BSLI
pioneered the launch of Unit Linked
Life Insurance plans amongst the private players in India. To establish credibility and
further

1
transparency, BSLI also enjoys the prestige to be the originator of practice to disclose
portfolio on monthly basis. These category development initiatives have helped BSLI
be closer to its policy holders expectations, which gets further accentuated by the
complete bouquet of insurance products (viz. pure term plan, life stage products,
health plan and retirement plan) that the company offers.

Values of Birla Sunlife Insurance.

Integrity
Commitment
Passion
Seamlessness
Speed

Our CSR philosophy

For us in the Aditya Birla Group, reaching out to underserved communities is part of
our DNA. We believe in the trusteeship concept. This entails transcending business
interests and grappling with the "quality of life" challenges that underserved
communities face, and working towards making a meaningful difference to them.

3.1 Vision
"To actively contribute to the social and economic development of the communities
in which we operate. In so doing build a better, sustainable way of life for the weaker
and marginalized sections of society and raise the country's human development
index" - Mrs. Rajashree Birla, Chairperson, Aditya Birla Centre for Community
Initiatives and Rural Development.

3.1 Mission

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 To help people mitigate risks of life, accident, health, and money at all stages and
under all circumstances. Enhance the financial future of our customers including
enterprises.

3.2 Insurance Policies of Birla Sunlife Insurance

The insurance policy, we were given, consisted of 3 plans – retirement plan, child
plan and money back plan under 2 categories – Vision Life and Money Back Plus.
Researches showed that 42% of the consumers buy insurance based on word-of-
mouth information, 20% online, 15% in physical insurance offices and 23% through
other sources. We segmented our customer base based on the 3 plans and the common
age group was 20-40 years, with child plan being the odd one out with 30-40 age
barrier. Accordingly, the TG was determined.

Mumbai Population (18.41 mn)

Not satisfying age criteria (69% =
12.7 mn lacs)
Not satisfying age criteria
(70% of 5.71 mn)

Brand Loyal (69%

of 1.71 mn)

The TG for child plan would be 2.4 lacs (only 14% lie in the 30-40 age group). Now,
going into digital marketing, the online TG would be 20% of 5.3 lacs, viz. 1.06 lacs
for retirement and moneyback plan and 48000 for child plan.

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 3.3 Challenges faced by the company

This is the biggest limitation found in this sector. Most of the people are not aware
about the importance and the necessity of the insurance in their life. They are not
aware how useful life insurance can be for their family members if something
happens to them.

Perception of the people towards Insurance sector

People still consider insurance just as a Tax saving device. So today also there is
always a rush to buy an Insurance Policy only at the end of the financial year like
January, February and March making the other 9 months dry for this business.

Insurance does not give good returns

Still today people think that Insurance does not give good returns. They are not aware
of the modern Unit Linked Insurance Plans which are offered by most of the Private
sector players. They are still under the perception that if they take Insurance they will
get only 5-6% returns which is not true nowadays.

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 3.4 SWOT Analysis

STRENGTH:

Multi-channel distribution and one of the largest distribution networks in India.

Customer centric products and services.

Superior investment and risk management framework.

1 Million Policies sold within 3 and half years.

Company has maximum number of MDRT as well as good number of HNI advisors.

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.

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:

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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’: It’s still difficult task to win the confidence of public
towards private company.

The company is facing major threats from LIC whose major stake is of Government.

Plans for all income groups are not available which can create adverse effect later on
the market share of the company.

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 4.1 Key Result Area

This study aims at promoting the Birla Sunlife Insurance as a brand through social
media marketing. It is a continuous process which includes a systematic way of
understanding the customer sentiment and delivering accordingly.

This study helps me to get the reality check of a market where actual comparison
between the classroom knowledge and the real situation can be done. By just learning
theory and facing actual situations the concepts and practices might vary. The study
helps to understand the different concepts of digital marketing, but while implementing
it might differ from situation to situation.

This study helps to understand and know how to deal with different kinds of customers
or a clients and how to make an impressive online campaigns as follows:

Quarter 1:

We decided to post about mortality rates, ROIs, insecure future, accidental deaths,
bringing up children, etc. We will post videos including CCTV footages of accidents
from traffic cameras, and end them with quotes like “Now keep your family
financially secure. Posts on interesting statistics, post retirement planning, issues
with no pension, etc. will also be there. Some sample images to be posted are given
below.

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As part of physical campaigns, one of the ideas included a High Striker game (a game where
there’s a wooden or rubber hammer, with which you hit with huge strength and a digital
display shows the points based on how strongly you hit, and the one with the highest point

20 | P a g e
 wins), which will be hosted at R City Mall. Prizes and T-shirts will be given to the top 10
performers. Another idea involved a flash mob at 7 stations across Mumbai – Dadar,
Andheri, Bandra, CST, Churchgate, Thane and Vashi. There will be 3 teams – the first will
cover Thane and Vashi, 2nd will cover Bandra, Dadar, Andheri and the 3rd team will cover
Churchgate and CST. There will be 15 persons per team, with 10 performing in the flash
mobs. Each flash mob will be performed for around 10-15 mins per location, finishing the
entire thing in around 30 minutes. The flash mob would spread awareness regarding train
accidents, and also include dance and stunt performances, to ensure it gets spread over social
media fast. Also, there will be our own cinematographers to cover each event.

Cost – High Striker:

T-shirt (10 winners + 10 event coordinators) = Rs. 500 x 20 = Rs. 10000

Gift Hampers = Rs. 5000 x 10 = Rs. 50000

Space cost of a kiosk at R City Mall = Rs. 90000

LED screen (8x6) = Rs. 20000

Host = Rs. 2000

Event Management and other costs = Rs. 28000

So, total cost comes around Rs. 2 lacs.

Average footfall on weekends at R City Mall is 2 lacs. Considering this event to be only at
evening and assuming around 50% of them actually attends the event, an estimated 50000 will
witness this event. Applying our inverted funnel model on this number, we get a TG of 4805.
Assuming 2% conversion rate, the profit generated from policies would be Rs. 5000 x 96 = Rs.
4.8 lacs (SP of each policy = Rs. 20000, CP = Rs. 15000). Deducting the total cost from this,
total profit becomes Rs. 2.8 lacs.

Cost – Flash Mob:

Speaker cost = Rs. 1000 x 3 = Rs. 3000
Placard cost = Rs. 2000 x 3 = Rs. 6000
Transportation cost (via train 1st class and taxi) = Rs. 6600
T-shirt cost = Rs. 20000
Total cost = Rs. 77600
Videography cost = Rs. 7000 x 3 x 2 = Rs. 42000

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 Now, calculating the relevant footfall at each station, the total footfall comes to around
74000. Applying the inverted funnel model on this, the TG comes to around 2133. A 2%
conversion gives the potential conversion to be 43, generating around Rs. 2.15 lacs profit
through policies. Deducting the total cost from this, the total profit comes to around Rs.
137400. If any extra cost is required to get a permit for hosting the event, that must be
deducted from this in that case.

Market Research:

A survey was done to get a feedback of the flash mob and high striker campaigns. The
questionnaires are provided below:

Flash Mob:

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High Striker:

Across 46 responses, it was found that more than 65% of the respondents felt that both of
these campaigns would be successful, and also showcases the brand as one that cares for its
customers.

Quarter 2:

Since the product has already been launched in real life, this phase will be quite different than
that of the dummy product’s. In this phase, we needed to be creative in our promotions to
engage the consumers. One of our ideas involved a scripted bidding process, which will have
products like umbrella, watches at the beginning and then end with a product called “you

23 | P a g e
life”, where the bidder will bid for his own life. People will keep on rising the amount, with
the auctioneer motivating them to rise the bid more as their life cannot be restricted to a
certain amount. Finally, a person will hold up a placard with “Birla Sun Life” written over it
in place of the money amount, and the auctioneer will hammer “SOLD”. The USP of this
campaign would be: “BSLI provides you the maximum value for your life”. Another idea for
the 2nd quarter involved hiring some porters in 6 busy railway stations of Mumbai, who will
help lone travelling passengers or elderly people with their luggages free of cost. The USP of
this campaign would be: With BSLI, you will never have to carry your burden alone. The
latter idea can be recorded and made in the form of a social media video ad as well. There will
be 10 coolies assigned in 4 stations and 8 in the other 2 – total of 56. There will be
coordinators from BSLI to make sure the porters do their job effectively. There will be
cinematographers to cover the events at each location, who will later edit and merge them to
create the video ad. The cost and conversion of the latter campaign was determined. Renting
each of the coolies at the rate of Rs. 1000, and taking into account the cost of their dress (Rs.
600) , that is to be provided by BSLI, the total cost accounts to Rs. 89600. Calculating the
total footfall during our 12 hours of the campaign in those 6 stations and applying the inverted
funnel procedure, we found out that our TG is 4094 and applying the 50-50-16 conversation
method, 164 policies will be sold eventually, suggesting a total profit of Rs.
730400, after deducting the campaign cost. The campaign will be made into an ad. Hence the
respective cost and conversion for the cinematographers and social media promotions were
deduced.

FB reach = 75000
Final conversion after inverted funnel (50-50-16) = 86
Promotional cost = Rs. 5000 (Rs. 2500/day for 2 days)
Photographer cost = Rs. 3000 x 6 = Rs. 18000
Cinematographer cost = Rs. 7000 x 6 = Rs. 42000
Total cost = Rs. 65000
Total profit = Rs. 3.65 lacs (after deducting all costs)

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Quarter 3:

In this quarter, we analysed segregated our competitors into 2 parts – (a) LIC and (b) Others,
consisting of HDFC, SBI, Bajaj Allianz, etc. While Birla Sun Life Insurance’s strengths lie in
their pan-India presence alongwith its financial support from the huge Birla group alongwith
the Canadian company Sun Life, they also focus on customer satisfaction. We did a page-
optimisation test on the websites of all these companies using GTMetrics website and found
out that BSLI leads by a significant margin – a factor that also contributes to its strengths.

Bajaj HDFC
Page Optimisation BSLI Allianz Life SBI LIC
PageSpeed (%) 90 74 46 64 72
Yslow (%) 81 62 44 65 61
Loading Time (sec) 4.6 8.1 15.3 8.6 9.2
Total Page size
(KB) 619 801 1536 557 1116

While analyzing the competitors, we found out that LIC’s strengths lie in its long-term
presence and trust factor due to a governmental image. Being the largest state-based company
with the largest number of agents and funds and pan-India presence also adds to its strengths,
resulting in a market share of over 70%. However being a government agency, it lacks
innovation – a weak point we can breach through. For the other competitors, multilayer
distribution channel, strong paying capabilities and pan-India presence have been few of the
common strengths. However, most of them have not penetrated the rural India and BSLI can
exploit that to their advantage. Then we worked on the content of few video ads – one
involving Tom chasing Jerry with “Life is a race” dialogue on background, and then pausing
the video and delivering our customised dialogue regarding securing the race.

Since there is very little differentiating factor in the insurance sector, hence it would be best to
go for aggressive advertising. We designed a content that involved two infants sleeping in
cradles, and shown to have a fictional conversation (modulated voice to be provided in
background for depicting the conversation). They will converse about how their fathers have
secured their future by buying insurance policies – one of BSLI, the other of some XYZ
insurance company. One will talk about the various benefits (tax and death benefits, efficient
claim settlement, great returns etc.), while the other would also mention his benefits. Then the
BSLI-covered child would talk about how BSLI would protect him if his father dies, and smile,
while the other would make a crying face, to inflict a humorous yet aggressive impact. Also,

25 | P a g e
we planned on making a chain video ad, like Vodafone’s “Data Strong Network” campaign,
where they are using an old couple like a series of short tales over few ads, however felt this
idea would not fit in case of the insurance sector.

The costs were determined for the ad.

Ad shooting cost = Rs. 50000

Location Cost = Rs. 5000

Two babies each costing Rs. 5000 = Rs. 10000

Narrator = Rs. 10000

Production and promotion Costs are taken into consideration during calculation of profit.

The ad would be telecasted during 5 IPL matches (30 sec ad) and on Zee Marathi (regional)
and Star Plus and Zee TV (national). We would book a seasonal pass for these 3 channels, so
that it gets telecasted during their best shows throughout the month.

IPL:

Total Mumbai viewers = 5.9mn

After inverted tunnel, TG = 1.7 lacs

Considering 50-50-16 conversion over 5 runs, profit = Rs. [1.7 x 500 x 0.04 x
(1+0.96+0.962+0.963+0.964) – 90] = Rs. 67 lacs (Rs. 90 lacs is the cost over 5 runs for 30-sec
ads during IPL)

Cost of monthly passes of Zee Marathi, Zee TV and Star Plus are Rs. 16.3, Rs. 49 and Rs. 38
lacs

Zee Marathi – considering 20% from Mumbai and 10% watch the ad, profit = Rs. 12.2 lacs

Zee TV – considering 10% from Mumbai and 20% watch the ad, profit = Rs. 10.7 lacs

Star Plus – considering 20% from Mumbai and 10% watch the ad, profit = Rs. 5.2 lacs

Total profit = 67+12.2+10.7+5.2 – 0.75 = Rs. 94.35 lacs

26 | P a g e
Quarter 4:

In this quarter, it is important for us to continue with the communications with ads and
posts that would provide a trust factor to our existing and potential customers. Some of the
ads we designed are:
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 4.2 Target Assigned

1 To approach prospective clients and pitch the life insurance policies.

2 To study the different criteria of digital marketing services.

3 To analyze the approach which help them to get more business?

4 To know how to pitch a client while meeting, basically, how to talk, what to talk, how to
make client engage in your conversation.

5 To know the right way of writing a proper content for the Online webpages.

4.3 Target Achieved

1. Converted one prospective customer for Money Back plus plan.

2. Created online and offline campaigns in order to enhance brand image of Birla Sunlife
Insurance.
3. Created content in order to increase traffic on digital platforms of Birla Sunlife Insurance.
4. Analyzed the effect of the campaigns through Surveys.
5. Successfully drafted a plan for High Striker and Flash mob.

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 5. Problem Identification

Technical Aspects of problem:

 Finding the online presence of Birla SunLife Insurance.

 Understanding why it is so weak.
 Identifying what solutions would be better for it.
 How to improve their presence, etc.

Business Aspect of the problem:

 To find customers for the insurance policies.

 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

5.1 Data collection from Secondary sources

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon
that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and
awareness. Compared to traditional methods of advertising, Digital Marketing offers rather
realistic costs (particularly important for small- and medium-size businesses and start-ups),
accurate targeting and excellent reporting.

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DIGITAL MARKETING CHANNELS

1. SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid ("organic") search results. SEO may target different
kinds of search, including image search, local search, video search, academic search,[1] news
search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content, HTML

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and associated coding to both increase its relevance to specific keywords and to remove barriers
to the indexing activities of search engines. Promoting a site to increase the number of back links,
or inbound links, social book marking, directory submission is the another SEO tactic.

SEO OR
ORGANIC

2. SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through optimization
and advertising.] SEM may use search engine optimization (SEO), which adjusts or rewrites
website content to achieve a higher ranking in search engine results pages, or use pay per click
listings.

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 SEM/PAID ADS

SEM/PAID ADS

3. SMM (Social Media Marketing)

Social media marketing is the process of gaining website traffic or attention through social media
sites.

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Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it across their social networks. The resulting electronic word of
mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand or company. When
the underlying message spreads from user to user and presumably resonates because it appears to
come from a trusted, third-party source, as opposed to the brand or company itself, this form of
marketing results in earned media rather than paid media.

Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to express
and share an opinion or an idea somewhere along the business’s path to market. Each participating
customer becomes part of the marketing department, as other customers read their comments or
reviews. The engagement process is then fundamental to successful social media marketing.

Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform -- and you should
be too!

In fact, people are 51% more likely to make a purchase after "liking" a brand on Facebook.
Face book marketing requires a good intellects and unique thinking to make the campaign
effective.

So what we have today!!!!

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In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.

Thumb rules:

6 Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it more
attractive
7 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
8 Ensure FB apps have relevant info, your audience is looking for
9 Analyze what works, and what doesn’t work: Face book Insight. Edge Rank. Social bakers

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Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time.
Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience

So what we have today!!!

The very first thing in twitter marketing you need to understand and learn the twitter terminologies
well.
1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations
around a specific topic. Clicking on a hashtag takes you to search results for that term.

2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username of
whomever you want to mention in your Tweet, and it will appear in the Mentions section (in the
Connect tab). All @username mentions are clickable and link back to the mentioned individual’s
profile.

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3 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is public,
and will show up in your home timeline and the timeline of the person to whom you are responding.
The reply will also be visible in the home timelines of people who follow both you and the person
to whom you sent the reply. Meaning, someone not in the conversation has to follow both of the
people replying to be able to read both sides of the conversation.

4.RETWEET
You can pass along someone’s Tweet by retweeting. Just hit the retweet button to send the original
message to all of your followers.

5 LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box and
it will automatically be shortened to 19 characters. This makes it easier to fit long URLs into the
140 character limit.

6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving something that’s
really interesting to you.

7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and reciver should
be following each other

Thumb rules:
 Remember, you just have 140 characters to play around. Compose your message within
120 characters or less and leave atleast20 characters so that others can re-tweet (RT).
 Utilization of # hash tags Tweets with hash tags get twice the engagement of those
Create a list of #Hash tags relevant to your brand Build a campaign around those #Hash
tags and invite followers to re-tweet.

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  Posts with images have double the engagement of those without even though users can’t
see them until they click on them. It creates an interest among the audience.

Linked in Marketing

LinkedIn is the world's largest social network for professionals. With over 161 million registered
users in more than 200 countries, more than two million companies have created LinkedIn
Company Pages to vie for their attention. If you are in B2B business this platform is very useful
for you to connect with companies directors and marketing person.

Pinterest
It is a visual discovery social network. It is a way of sharing images of anything,from fashion to
pets to pot plants. You can crete your own online pinboards to suits any theme and share ot with
likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right platform.
Pinterest is now one of the top 10 social networking sites tracked by Hitwise.

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How brands can use pinterest
Pinterest does not encourage product pushing, this means brands must look at crating boards that
are culture and lifestyle related. You can create boards on trends, behind the scences, preliminary
sketches for products etc.

Instagram
Instgram, the new revolutionary photo-sharing program, making it easier that ever to share your
best pictures with the world. The social media program allow you to upload, add digital filters, and
then post your pictures on your Instagram-feed, as well as other social networking sites. You can
connect your Instgram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email
account. This makes it easy to share your pictures on multiple platforms all at once.

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Google +
Google has described Google+ as a "social layer" that enhances many of its online properties, and
that it is not simply a social networking website, but also an authorship tool that associates web-
content directly with its owner/author. It is the second-largest social networking site in the world
after Facebook. 540 million monthly active users are part of the Identity service site, by interacting
socially with Google+'s enhanced properties, like Gmail, +1 button, and YouTube comments..In
October 2013, Google counted 540 million active users who used at least one Google+ service, of
which 300 million users are active in "the stream".

You tube
YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet
after Google, who owns YouTube. YouTube video watching is a significant activity on the
Internet, with over 1 billion visits to YourTube daily and over 100 million videos watched daily.
And it's easy for anyone who sees your video to rate it and share it with his Social Network.

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 2. ODA (Online Display Ads)
Display advertising appears on web pages in many forms, including web banners. Banner ad
standards continue to evolve.

3. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process include-
 Undertake the comprehensive research and analysis the online content.
 Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

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 6. Result/Learning

 Got to know about challenges and opportunities for digital marketing in India.
 Gain basic understanding of Social Media Marketing.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of MMS curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need to have leaders
within an organization. Leaders will deal with the customer, project, etc. as a leader.
 Healthy Competition forced to do better job, the trick is to learn from your competitors quicker
than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try brings out the best out of all.
 Time management is a big management lesson I have learnt as an individual.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.

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 6.1 Limitations

1. Permission from authorized department to conduct a Flash mob on railway premises.

2. Finding a reliable source to manage the event in Malls.

3. Selecting the most appropriate form of promotion on digital media in order to reach
maximum audiences.

6.2 Conclusion

Digital marketing plays a very crucial role in establishing brand awareness, thus contributing to
market penetration. With around 5% market share in the insurance sector, Birla Sun Life Insurance
is in a need of properly executed advertisements and promotions through different media. Once
they gain the trust of people, their sales would certainly boost without much difficulty. However,
with very little scope of differentiation in the insurance sector and with around 70% market share
held by LIC, it would still be a challenging task for them. Since Birla deals with the commodity
market, hence it has almost no differentiating factor. Hence it must cut down their costs and at
the same time, be aggressive with their advertising and other marketing strategies. Hence as a
part of insurance company, the suggestion to BSLI would be to check on their costs and also do
aggressive advertising and promotions. Since Birla Sun Life is not a market specialist, hence it is
important for them to enhance their branding so much that people think on only BSLI whenever
they think of insurance, similar to what LIC has right now.

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 Bibliography

 Video - 19 Social Media Marketing Tips For Small Business (https://goo.gl/8Hw4SE)

 Videos – Rule of Three (CNBC TV18)
 PDF – BSLI Insurance Schemes
 PDF – BSLI Vision Life Income Plan, BSLI MoneyBack Plus, BSLI Vision Star Plan
 Google Form – Market Research (https://goo.gl/forms/3fFknPACeFoy0TM03)
 Website - http://www.themediaant.com/
 www.BirlaSunlife.com
 www.irda.gov.in

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