PUNE

REPORT ON
“To acquire new customers for the company through various market
development activities.”

FUTURE GENERALI INDIA INSURANCE COMPANY LTD

SUBMITTED BY
MONIKA KHATRI
ENROLLMENT NO.: 18BSP3986
PGPM (2018-2020)

Under the Guidance of Under the Guidance of

Faculty Guide Company Guide
Prof. Soumitra Samaddar Mr. Tanmay
Bagaytkar.

1
 REPORT ON
“TO ACQUIRE NEW CUSTOMERS FOR THE COMPANY THROUGH
VARIOUS MARKET DEVELOPMENT ACTIVITIES.”

BY
MONIKA KHATRI
ENROLLMENT NO - 18BSP3986

FUTURE GENERALI INDIA INSURANCE COMPANY LTD

A report submitted in partial fulfilment of the requirements of PGPM

Program of IBS PUNE.

Distribution List

Faculty Guide: Company Guide:

Prof. Soumitra Sammadar Mr. Tanmay Bagaytkar

Date of submission: May 24, 2019

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 TABLE OF CONTENT
TOPICS PAGE
NO.
AUTHORISATION 5
ACKNOWLEDGEMENT 6
ABSTRACT 7
1 INTRODUCTION OF THE REPORT
1.1 EXECUTIVE SUMMARY 8
1.2 OBJECTIVES OF THE SIP 9
1.3 METHODOLOGY USED TO COLLECT DATA 10
1.4 SCOPE OF THE SIP 12
1.5 LIMITATIONS OF THE SIP 12

2 LIST OF ILLUSTRATIONS
2.1 BRIEF HISTORY OF INSURANCE 13
2.2 BEGINNING OF INSURANCE IN INDIA 14
2.3 HOW INSURANCE WORKS 14

3 CONCEPTUAL FRAMEWORK
3.1 COMPANY PROFILE 15
3.2 INDUSTRY PROFILE 15
3.3 ENTRY BARRIERS 16
3.4 COMPITETIORS 17
3.5 GROWTH OF COMPANY 17
3.6 INITIATIVES AND REWARDS 17

4 RESEARCH METHODOLOGY
4.1 PRIMARY DATA 18
4.2 SECONDARY DATA 18
4.3 SURVEY METHOD OR QUESTIONNAIRE METHOD 19

5 DATA INTERPRETATION 26

6 PROMOTIONAL CAMPAIGN 41

7 CONCLUSION 44

8 ACHIVEMENT DURING INTERNSHIP 45

9 BIBLIOGRAPHY 46

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 LIST OF GRAPHS
TOPICS PAGE
NO.
1. Graph No.1 10
2. Graph No.2 11
3. Graph No.3 15
4. Graph No.4 16
5. Graph No.5 26
6. Graph No.6 27
7. Graph No.7 25
8. Graph No.8 28
9. Graph No.9 29
10. Graph No.10 29
11. Graph No.11 30
12. Graph No.12 31
13. Graph No.13 32
14. Graph No.14 33
15. Graph No.15 33
16. Graph No.16 34
17. Graph No.17 34
18. Graph No.18 35
19. Graph No.19 35
20. Graph No.20 36
21. Graph No.21 36
22. Graph No.22 37
23. Graph No.23 37
24. Graph No.24 38
25. Graph No.25 38
26. Graph No.26 39

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 AUTHORIZATION

This is to certify that the report is submitted as partial fulfilment of the requirements of
PGPM program of ICFAI Business School, Pune.

This report document titled “To acquire new customers for the company through various
market development activities” is a submission of work done by Monika Khatri.

This report has been formally submitted to Mr. Tanmay Bagaytkar (Company guide) and
my Faculty guide Prof. Soumitra Sammadar.

This report has been verified and authenticated by:

Mr. Tanmay Bagaytkar Prof. Soumitra Sammadar

(Company Guide) (Faculty Guide)
(FGLI) (IBS PUNE)

Monika Khatri
18BSP3986

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 ACKNOWLEDGEMENT

It gives me immense pleasure to present this project report on “To acquire new customers for
the company through various market development activities” carried out at Future Generali
India Insurance Ltd, Mumbai in partial fulfilment of the PGPM Program at IBS Pune.

No work can be carried out without the help and guidance of various people. I am happy to take
this opportunity to express gratitude to those who have been helpful to me in completing this
project report.

At the outset I would like to thank my company guide Mr. Tanmay Bagaytkar, SSM – West
region, Mumbai who allowed me to undertake the projects and guide me at every point
throughout the tenure of projects. He patiently listened to my difficulties, tried to sort them out
and gave me valuable suggestions and remarks to make my projects a more meaningful one. His
guidance has made me learn a lot about the marketing research and CRM. He constantly
motivated me to overcome the hurdles and difficulties in the different projects.

I would be failing in my duty if I do not express my deep sense of gratitude to Prof. Soumitra
Sammadar, Faculty Guide IBS Pune, without his guidance it would not have been possible for
me to complete this project work.

The report wouldn’t have been complete without the help of all the above-mentioned people and
factors. Working on this report has developed my perception about this report and has been a
proofing experience.

Monika Khatri
18BSP3986

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 Abstract

Future Generali India Insurance (FGII) Company Limited is a private general insurance company
in India. Future Generali India Life Insurance Company Limited is a joint venture between three
leading groups: Future Group – A leading retailer in India, Generali Group- A global insurance
group that features among top 50* smartest companies in the world and Industrial Investment
Trust Limited (IITL) – A leading investment company. Future Generali is present in India in
both the Life and Non-Life businesses as Future Generali India Life Insurance Co. Ltd. and
Future Generali India Insurance Co. Ltd.
During internship period we will be getting training (Theoretical) by our mentor. As we have
started with the market research during the being of our internship, we have been provided with
the theoretical knowledge of that we can explore ways of improving existing products and
services, and increasing profitability for the Company.
Identifying target markets and developing strategies for the products to communicate with them
is also carried side by side through various Concepts.
In Sales we are Liaising with other internal departments such as sales and distribution,
Advertising, Print Ads, SWOT, PESTLE, and ANSOFF MATRIX etc. all this topic is been
covered in our day to day training by mentor for the given products.
Social Media Strategy/Digital Marketing includes monitoring and analyzing market trends,
Media planning for the existing Product of the company.
Prepare high impact reports on weekly, monthly basis and for marketing activities of our own
product provided by the company.

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 1. INTRODUCTION OF THE REPORT

1.1) EXECUTIVE SUMMARY

Future Generali India Insurance (FGII) Company Limited is a private general insurance company
in India. Future Generali India Life Insurance Company Limited is a joint venture between three
leading groups: Future Group – A leading retailer in India, Generali Group- A global insurance
group that features among top 50* smartest companies in the world and Industrial Investment
Trust Limited (IITL) – A leading investment company. Future Generali is present in India in
both the Life and Non-Life businesses as Future Generali India Life Insurance Co. Ltd. and
Future Generali India Insurance Co. Ltd.
This project has been a great learning experience for me at the same time it gives me enough
scope to implement my analytical ability.
The first part gives an insight about the insurance. It is purely based on whatever I learned at
Future Generali India Insurance Ltd. one can have a brief knowledge about insurance, brand
management, new product development, customer relationship management of Future Generali
other than that the real servings come when one moves ahead.
At Future Generali India Insurance Ltd initially trainee was imparted process of activities done
by Future Generali for advertisement and promotional activities and product knowledge. They
were given sufficient time to know about the strategies and make us work on new product
development for market segmentation or targeting people. And same strategies are applied on
actual product of Future Generali India Insurance Ltd.
During the period of internship, we have done segmentation, targeting, promotional, activities
and make plans for advertisement. We worked in teams of different-2 students of different
university the main aim is to learn how to promote advertise and manage brand and also how to
promote our company at various rural areas. Also, we did surveys to promote our company
advertisements and also, we did survey at different rural areas in Mumbai. To understand their
needs and wants from an Insurance company.
The purpose of all the survey was to understand the perception of the consumers and also to
develop and implement short-term and long-term marketing strategies and advertising campaigns
in order to create and increase brand awareness which was carried out by different surveys and
promotional campaigns.

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1.2) OBJECTIVES OF THE SIP

1. Understanding and analyzing different life products of our company.

2. To understand the perception of the customer about the product of our company through
ads of Future Generali.
3. Analyzing the customer (Rural Area) preparing Promotional Campaigns and product
focusing on their needs and wants.
4. Developing and implementing short-term and long-term marketing strategies and
advertising campaigns in order to create and increase brand awareness.

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1.3) METHODOLOGY USED TO COLLECT DATA

 STATEMENT OF THE REPORT

To acquire new customers for the company through various market development activities.
As marketing research is a systemic and formalized process, it follows a certain sequence of
Research action. The marketing process has the following steps:

Step 1: Problem Definition

Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

 SOURCES OF DATA

The data has been collected from two sources i.e. Primary and Secondary

SOURCES OF
DATA

Primary Secondary
Data Data
Gr
aph1

Primary Data: - Primary data means data that are collected by different techniques like
questionnaire, Depth interview, Survey, Schedules etc. In this project, primary data has been
collected by the means of questionnaire and face to face interview.

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Secondary Data: - Secondary data means data that are already available i.e.: they refer to the data
which have already been collected and analyzed by someone else. Usually published data are
available in: Various publications of the central, state/local governments or foreign governments,
technical and trade journals etc. The secondary data involved in this project has been gathered
from the research papers, literatures, company records, Print Media, Census and other
government records, Administrative database and internet.

 COLLECTION OF DATA

To check data, they have tool that is called “Independent Quality check” which consist of
following criteria’s
Image – we need to submit image after every face to face interview we carried out for pour
project in case the image is not proper or not following the criteria then the interview will be
canceled.
Survey method used for conducting the research is as follows:

PRIMARY DATA Questionnaire

Websites
SECONDARY DATA Newspapers
Magazines

Graph2

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  ANALYSIS OF THE DATA

Once the important task of collecting the data is completed, it is required that the data should be
systematically analyzed from all the aspects. The data should be analyzed by tabulating and
drawing statistical inferences. This makes the information collected appropriate and easy to
understand.

1.4) SCOPE OF THE STUDY

1. As Insurance will always be needed it is the good platform to learn many new concepts.
2. Insurance is a dynamic industry where innovation and development of new ideas and
products is highly appreciated.
3. Knowledge about Marketing concepts that actually needed in the cooperate world.
4. Knowledge about Life Insurance Products in-depth.
5. Plenty of room to grow - You can scale any heights you wish in the insurance industry.

1.5) LIMITATIONS OF THE STUDY

1. The information and data may not be accurate. So, need to check source of the data always
which consumes a lot of time.
2. The way things are measured may change over time, making historical comparisons is
difficult.
3. Large amount of data so, difficult to segregate the data as per our research.
4. The process of data collection is time-consuming because it involves observation,
conducting interviews or distributing questionnaires for respondents.
5. The responses received may be inaccurate because of inherent bias by the respondents.

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 2 LIST OF ILLUSTRATIONS

5.1) BRIEF HISTORY OF INSURANCE

Insurance has been known to exist in some form or other since 3000 BC. The Greeks had started
benevolent societies in the late 7th century AD, to take care of the funeral and families of
members who died. The friendly societies of England were similarly constituted. The Great fire
of London in 1666, in which more than 13000 houses were lost, gave a boost to insurance and
the first fire insurance company, called the Fire Office, was started in 1680. The origin of
insurance business as in vogue at present, is traced to the Lloyd’s Coffee House in London.
Traders who used to gather in the Lloyd’s coffee house in London, agreed to share the losses to
their goods while being carried by ships. The losses used to occur because of pirates who robbed
on the high seas or because of bad weather spoiling the goods or sinking the ship. In India,
insurance began in 1818 with life insurance being transacted by an English company, the
Oriental Life Insurance Co. Ltd. The first Indian insurance company was the Bombay Mutual
Assurance Society Ltd, formed in 1870 in Mumbai. This was followed by the Bharat Insurance
Co. in 1896 in Delhi, the Empire of India in 1897 in Mumbai, the United India in Chennai, the
National Indian and the Hindustan Cooperative in Kolkata.
Later, were established the Cooperative Assurance in Lahore, the Bombay Life, the Indian
Mercantile, the New India and the Jupiter in Mumbai and the Lakshmi in New Delhi. These were
all Indian companies started as a result of the swadeshi movement in the early1900s. By the year
1956, when the life insurance business was nationalized and the life insurance corporation of
India was formed on 1st September 1956, there were 170 companies and 75 provident fund
societies transacting life insurance business in India. After the amendments to the relevant laws
in 1999, the L.I.C did not have the exclusive privilege of doing life insurance business in India.
1912: The Indian Life Assurance Companies Act enacted as the first statute 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 businesses.
1938: Earlier legislation was consolidated and amended by the Insurance Act with the objective
of protecting the interests of the insuring public. 1956: 245 Indian and foreign insurers and
provident societies were 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 crores from the
Government of India.

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5.2) BEGINNNING OF INSURANCE IN INDIA
Insurance regulation formally began in India with the passing of the Life Insurance Companies
Act of 1912 and the provident fund Act of 1912. Several frauds during 20's and 30's sullied
insurance business in India. By 1938 there were 176 insurance companies. The first
comprehensive legislation was introduced with the Insurance Act of 1938 that provided strict
State Control over insurance business. The insurance business grew at a faster pace after
independence. Indian companies strengthened their hold on this business but despite the growth
that was witnessed, insurance remained an urban phenomenon. The Government of India in
1956, brought together over 240 private life insurers and provident societies under one
nationalized monopoly corporation and LIC was born. Nationalization was justified on the
grounds that it would create much-needed funds for rapid industrialization. This was in
conformity with the Government's chosen path of State led planning and development. The (non-
life) insurance business, however, continued to thrive with the private sector till 1972. Their
operations were restricted to organized trade and industry in large cities. The general insurance
industry was nationalized in 1972. With this, nearly 107 insurers were amalgamated and grouped
into four companies- National Insurance Company, New India Assurance Company, Oriental
Insurance Company and United India Insurance Company. These were subsidiaries of the
General Insurance Company (GIC).

5.3) HOW INSURANCE WORKS

There are certain principles, which make it possible for insurance to remain a preferred and fair
arrangement. The first is that it is difficult for any one individual to bear the consequences of the
risks that he is exposed to. It will become bearable when the community shares the burden. The
second is that the peril should occur in an accidental manner. Nobody should be in a position to
make the risk happen. In other words, none in the group should set fire to his assets and ask
others to share the loss. This would be taking unfair advantage of an arrangement put into place
to protect people from the accident risks they are exposed to. The occurrence has to be random,
accidental and not the deliberate creation of the insured person.
Example: In a village, there are 400 houses, each valued at Rs. 20000.every year, on an average,
4 houses get burnt, resulting into a total loss of Rs. 80000. if all the 400 owners come together
and contribute Rs.200 each, the common fund would be Rs.80000. this would be enough to pay
Rs.20000 to each of the 4 owners whose houses got burnt. Thus, the loss of Rs. 20000 each of 4
owners is shared by 400 house owners of the village, bearing Rs.200each. This works out to 1%
of the value of the house which is the same as the probability of risks (4 out of 400 houses).

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 3 CONCEPTUAL FRAMEWORKS

3.1) COMPANY PROFILE

Future Generali India Insurance Company Limited is a joint venture between three leading
group: Future group – A leading retailer in India. it operates some of India’s most popular chain
like-SBIGBAZAAR, Hometown, Ezone, CENTRAL, FOOD BAZAR and Generali group- A
global insurance group that features among top 50* smartest companies in the world and
Industrial Investment Trust Limited (IITL) – A leading investment company.
Future Generali is a private general insurance company. It commenced business in September
2007 and achieved break-even in its 6th year of operation. It received an ISO 9001:2008
certification in 2013 and ISO 27001:2013 Certification in 2014. The company has tie ups with
many banks including UCO Bank, [6] Bank of Maharashtra, Laxmi Vilas Bank and Nainital
Bank The company’s portfolio comprises insurance products categorized within Personal,
Commercial & Social/Rural Insurance.
Vision - Our vision is to actively protect and enhance people's lives.
Mission - Our mission is to be the first choice by delivering relevant and accessible insurance
solutions.
Values - Our value is to deliver on the promise, our people, live the community and be open.

3.2) Industry Analysis -

Graph3

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Above chart explains that insurance industry can be broadly divided into two: General Insurance
and Life Insurance. While general insurance or non-life insurance covers risk to other insurable
assets such as property, vehicles, health etc, and life insurance relates to risk cover for life or
disability/accidents of an individual or a group of individuals.
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. During April 2015 to March 2016 period, the life insurance industry
recorded a new premium income of Rs 1.38 trillion, indicating a growth rate of 22.5 %.

Graph4

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.
Life Insurance: covers
 Whole Life
 Endowment Term
 Investment linked
 Life annuity plan
 Medical and health
 Risks Covered under Life Insurance are Premature Death, Income during Retirement and
Illness.

3.3) ENTRY BARRIERS –

 Licensing requirement
 Investment in branch network
 Regulatory requirements

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3.4) COMPETITORS -
 Bajaj Allianz General Insurance
 ICICI Lombard
 Sahara Life Insurance
 Reliance Life Insurance
 Max Life Insurance
 Kotak Mahindra Life Insurance

3.5) GROWTH OF COMPANY

 In 2012, FGII insured the music concert by AR Rahman for Rs 4 crore.

 By FY 2017, the company issued 372 film insurance policies
 In 2016, FGII launched i-MoSS, an application for motor claim surveyors for faster
settlement of motor claims.
 In April 2016, the company tied up with 10 medium and small-size banks in Kolhapur
and Sangli districts, aimed towards increasing rural insurance penetration
 The company launched ‘Health Total’, a comprehensive health insurance product in
2015. It introduced a new micro insurance cover, ‘Sukshma Hospicash’ in 2016. In the
same year, online exclusive travel insurance products were also launched by the
company.
 As of 2017, Future Generali has over 12.6 lakh customers in 125+ locations across India.
They settle over 1,80,000 claims every year. They have around 2,000 active corporate
clients and over 6,000 agents.

3.6) INITIATIVES & AWARDS

 Their CSR unit is called Sneh which focusses on health, education and environment.

Their major initiatives include village adoption, desktop donation drive, anti-tobacco
awareness workshop, autism awareness, financial literacy workshop and self-defense
education for women.
 The company extended its support to ‘Muktshala’ - a residential facility to restore the
educational rights of 80 tribal children of migrant workers at Mahad in Raigad district of
Maharashtra.
 The company won the Best Product Launch PR Campaign of the Year award at the
Kamikaze Corporate Communication & PR Leadership Summit 2019.
 The company was the winner of the ET Now Sales Champion award for the Year 2018.
 The company was ranked among the top 50 companies in India in the People Capital
Index (PCI) survey for enabling professional development of our employees.
 HR Excellence Awards in 2016.

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 4 RESEARCH METHODOLOGY

The sources used to collect the data in this research are primary data and secondary data .
4.1) PRIMARY DATA

Primary research involves the collection of original primary data by researchers. It is often

undertaken after researchers have gained some insight into an issue by reviewing secondary
research or by analysing previously collect primary data It can be accomplished through various
methods, including questionnaires and telephone interviews in market research,
or experiments and direct observations in the physical sciences, amongst others. The distinction
between primary research and secondary research is crucial among market-research
professionals. Primary data is obtained from studies, interviews and experiments conducted by
the researchers personally. Secondary data is collected from published sources and research
conducted by other people. Primary data is harder to obtain, but is tailored specifically to your
study and therefore more important as a source than secondary data.
TYPES OF PRIMARY DATA

 SURVEYS

 OBSERVATION

 INTERVIEW

 EXPERIMENTS

4.2) SECONDARY DATA

Secondary data refers to data that was collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organisational records and data that was originally collected for other
research purposes. Primary data, by contrast, are collected by the investigator conducting the
research. Secondary data is the data that have been already collected by and readily available
from other sources. Such data are cheaper and more quickly obtainable than the primary data and
also may be available when primary data cannot be obtained at all.
Secondary data analysis can save time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, can provide larger and higher-quality databases that
would be unfeasible for any individual researcher to collect on their own. In addition, analysts of
social and economic change consider secondary data essential, since it is impossible to conduct a
new survey that can adequately capture past change and/or developments. However, secondary
data analysis can be less useful in marketing research, as data may be outdated or inaccurate.

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TYPES OF SECONDARY DATA

 PUBLISHED DATA

 PERSONNEL RECORDS

 ELECTRONIC DATA

 GOVERNMENT RECORDS

 PUBLIC SECTOR RECORDS

 INTERNET

4.3) SURVEY METHOD OR QUESTIONNAIRE METHOD

 Project 1

At first, we have started with the Market Research. In this project we have done the research part
of our Future Generali product with many Marketing concepts such as 4 Quarters of Marketing

1. Quarter 1 – Communication
2. Quarter 2 – Play with Brand
3. Quarter 3 – Competitors
4. Quarter 4 – Sales

SWOT Analysis, TOWS Matrix, Target Group, Right Target Audience (RTA) this are those
group or audience which are the right target for our company or our company product, Costing
related to the product i.e. Newspaper and Television Costing keeping in mind with the upcoming
festivals or days and also trends, Yearly Campaign which gets divided into 4 Quarters. Also, we
created the Business Model which consist of

1. Key Partners (such as Vendors, distributors etc.)

2. Key Recourses (Within and outside the origination)
3. Key Activity (Quarter 2)
4. CRM (Customer Relationship Management – Quarter 4)
5. Distribution Channels (Both Online and Offline)
6. Target Audience (Right Target Audience)
7. Cost Structure
8. Cost Revenue

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Apart from Market Research we have covered the Strategies used by Future Generali
Competitors for the social media platform. We have studied 6 Competitors throughout our
research part that how our competitors are ahead of us through various social media platform
such Facebook, Instagram, LinkedIn, YouTube. Social Media Strategy/Digital Marketing
includes monitoring and analyzing market trends, Media planning for the existing Product of the
company. Online networking Strategy/Digital Marketing incorporates observing and breaking
down market patterns, Media getting ready for the current Product of the organization.

Branding of our company products included which branding appeal is to be followed such as
Rational Appeal, Emotional Appeal, Jingles when we need to launch any advisement or any
product. Many branding concepts also were covered such as Core Identity, Co-Branding, Silver
Bullet, Multi-branding, Branding Personality, Umbrella Branding, Beverage Branding, Generic
Branding. Brand and Product Matrix through which Repositioning was carried out.
Types of Ads for our company like social media, hording, radio ads, TVC, transient ads (mostly
on planes), in applications (in between), between movies.
Print ads were also defined in such a way where the costing where also included with images,
banners and many more for better result.
In ads media planning, spot buying, media mix were covered also pros and cons of print media.
media brief we covered which includes all the types of ads costing, schedule, media mix, target
coverage, geographic coverage, media rich, qualitative aspects of media, flexibility and budget.

Ad Schedule was one of the most interesting learning of our internship.

We learnt that there are 3 types of ad, schedule.

1. Continuity. (full year advertisement)

2. Flighting. (seasonal advertisement only during festivals & occasions)
3. Pulsing. (mixture of Continuity and flighting.)

Media Brief is planning the whole document of the advertisement.

Process of Media Brief

1) Media mix. (Selection of media)

2) Target coverage. (Finding the Target Audience)
3) Geographic Coverage. (Region of the Advertisement)
4) Scheduling. (When the advertisement will be aired)
5) Reach vs Frequency. (Why are we doing the ad)
6) Creative Aspects.
7) Flexibility. (Changing the time of the ad’s)
8) Budgeting. (Deciding the cost of the ad’s)

Then we were given a budget of Rs 3 crores and we had to plan a media brief for our company’s
product with the help of CPM table (Cost per millennium) and present it to our tutor.
SEO was quite a technical thing as we used to learn about the ad words of the google search
engine and then we used to optimize it and find out the key word for that particular word, with
the help of that we used to analyze that how many searches are there for one particular word.

20
During Facebook Campaign we came to know about how the advertisement works on Facebook
as how a brand is promoted on this social media stage.
Facebook campaign advertisements are much more effective and cost saving ads as compared to
print media. Over here we have and accurate target audience and we will come to know the exact
number of views of our advertisement.

The main Objective behind all the above concepts was to Understand and analyze different
life products of our company in various platforms.

 Project 2

I am also working on the on-going project of Future Generali in which we have studied all the
Promotional Campaigns on YouTube official page of our company. Through which we have
learnt the consumer behavior of our company i.e. by preparing the questionnaire in which we are
going to prepare the Promotional Campaigns for our company. The following is the
questionnaire prepared via Google forms and then it was circulated to various respondents.

This questionnaire was prepared to know what exactly people need in ads related to insurance
and also the main objective behind this Survey was to Develop and implement short-term and
long-term marketing strategies and advertising campaigns in order to create and increase brand
awareness.

Survey for Future Generali.

* Required
1. Name *
2. Age *
3. Contact No
4. Gender *
 Male
 Female
5. What comes in your mind when you recall word "Insurance"? *
6. For whom do you prefer to insure? *
 Parents
 Spouse
 Kids
 Other:

7. What would you prefer more in insurance policies? *

 Long term Returns
 Instant benefits
 safety and securities
 Other:
8. Do you plan investing in policy after seeing ads? *
 Yes
 No

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 9. Which sort of Advertisement content will you prefer in case of Insurance ads? specify the
reason? *
 Emotional
 Fear
 Funny
 Informative
10. What is the impact of " FEAR Based Advertisement "on you?
 Positive
 Negative
 Moderate
 Other:
11. According to you what is the best length for commercial Ads? *
 30 sec
 30 sec - 60 sec
 60 sec -90 sec
 < 90 sec
12. According to you, which is the foremost and leading advertisement related to insurance
sector? *

13. Do you think celebrity endorsement is necessary in insurance ads?

Please specify the reason? *

As the survey was only to understand what exactly Consumer wants to see in the advertainments
related to Insurance so the survey was only conducted for 1 day and in 1 day I received 27
responses.

 Project 3

After the above Survey we studied the latest ad i.e. Be prepared to fight cancer financially with
Future Generali cancer protect insurance plan. We studied the whole ad properly why it was
made and what impact was there on the audience after showing this ad. Through which we have
learnt the consumer behavior of our company. We also want to the perception of the audience
after watching the ad so we have created questionnaire for this survey also, to know how much is
the reach of this ad. The main objective behind this survey is to understand the perception of
the customer about the product of our company through ads of Future Generali.
This was be face to face interview by the audience to get their response.

Following is the Questionnaire prepared.

1. Name – 
2. Age – 
3. Contact no –
4. Gender –

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5. How well do you remember Name of the company after seeing the advertisement?
 Remember it well (Both Company and ad)
 Remember Company well
 Remember only ad
 Don’t remember the ad at all

6. Did you find the duration of advertisement appropriate to convey the Message? If no
specify the reason.
 Yes
 No

7. Does this advertisement leave the lasting impact on the mind regarding the brand? If no
please specify the answer?
 Yes
 No

8. Do you think the advertisement is informative?

 Yes
 No

9. According to you did the lead actor and the supporting actor role was impactful enough
to buy the cancer plan?

10. Do you appreciate the atmosphere where the advertisement was video graphed?
 Yes
 No

11. Does this advertisement leave the lasting impact on the mind regarding the brand?
 Yes
 No

12. What do you like the most or least about this ad?

13. Was the purpose of the advertisement serve from the beginning?
 Agree
 Neutral
 Disagree

14. How was the content, quality and music of this advertisement?
 Satisfactory
 Neutral
 Dissatisfactory

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 15. Please select one of the following concepts or feelings that you think is most closely
associated with the ad.
 Living an active and full life
 Making smart choices
 Caring for others
 Personal security
 Making a better world
 Feeling healthy

16. What is the impact of fear-based advertisement on you?

 Positive
 Negative

17. Any suggestions or changes to be required to do in this advertisement?

18. At any point while watching this video did you felt like to skip the video?
 Yes
 No

19. Do you think celebrity endorsement is necessary in insurance ads? If yes then specify the
celebrities to be taken for this advertisement to be endorsed.
 Yes
 No
 Celebrity name -

20. Which competitors’ advertisement according to you is the best?

 HDFC
 ICICI
 LIC
 Aditya Birla
 Others

21. How do you rate the advertisement in the scale 1 -10?

 Project 4
After the above Survey we studied the Rural area in which we had to go to the responses and
understand their way of living. How they spend their earnings, do they have any savings for
future, do they have their own hose or rented apartments. Also, how many members are educated
in the family and what all they do for their earnings. If they are aware of Insurance and how they
react to the word insurance, who all are educated in the family and the important for which they
are monetarily ready and if any best investment plan in their mind. The main objective behind
all the above survey is to Analyze the customer (Rural Area) preparing Promotional
Campaigns and product focusing on their needs and wants.
This was face to face interview in different rural parts of Mumbai.

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Questionnaire for the survey
 Name
 Age
 Gender
 Family Members
 Contact No

1. Who all are earning members in your family?

 Earning:
 Dependent:

2. How many educated people in your family?

3. What is the most important factor for which you should monetarily ready?
 Child plan
 Education plan
 Marriage plan
 Health policy
 Others

4. Best investment plan as per your convenience?

 Gold
 Land
 Stock market
 Bank, Fix deposits
 Insurance

5. What do you fear about most which is uncertain in life?

6. Do you have any back up plan for this uncertainty?
7. How much amount you are comfortable to pay as a premium on daily basis?
 0-8
 8-16
 16-24
 24-32
 32-40
 40-48

8. How are you willing to pay a premium?

 Daily
 Monthly
 Quarterly
 Yearly
 Lump sum

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 5. DATA INTERPRETATION

 Project 2
As this Survey was only for 1 day, I received 27 responses.

Graph 5

The research done gives the data that maximum people fell under 40. Almost, 75% people are
below 40 age.
According to the survey done there were 56% of people who belong to the age limit below 30
years of age, 50% were in the age group of 25-40 years and 36% were from the age bracket of
40-50 years of age.

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 Graph 6

The research done gives the data that most of the people directly connect with the safety and
security when the recall the word insurance
According to the survey done there were 75% of people prefers Safety and security followed by
safety of family.

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 Graph 7

The research done says that most of the people prefers insurance for their parents and followed
by spouse and kids.
From the research done 66.7% is for parents and 11.1% is for both parents and spouse and rest
for others option.

Graph8

The research done says that most of the people prefers safety and securities from insurance
policies.
From the research done 66.7% prefers safety and securities and 22.2% prefers long term benefits.

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 Graph 9

The research done says that most of the responses prefers informative content in the ads of
insurance
From the above research 77.8% response prefers informative ads and 14.8% prefers funny ads.

Graph 10

The research done says that more responses are moderate for the fear-based ads.
From the above research we can conclude that 48.1% prefers Moderate and 37% prefer negative
impact of fear-based ads.

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 Graph 11

The research done says that most response prefers 30-60 sec ads.
From the above research 59.3% responses prefers 30-60 sec ads and 44.4% prefers >30 sec ads.

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 Graph 12

The research done says that most of the responses have mentioned LIC as the foremost and
leading advertisement related to insurance sector.
From the above research 26.5% people have LIC as the foremost and leading advertisement
related to insurance sector.

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Do you think celebrity endorsement is necessary in insurance ads? Please
specify the reason?
27 responses
No
Yes
Yes, most people follow them
Yes, celebrity persuades the fan base...their say or take on it is more impactful than a regular model. Insurance is
important to all so all should be insured in life
No.
Yes, as they have fan followings which can create great impact on audience.
No, I don't think so
No, if someone wants to take an insurance, he/she will take. No celebrities required for that.
Yes... because ppl trust more on celebrity than themselves
Not at all
Not at all. I will not invest depending on celebrities’ suggestions.
No, it is not necessary Advertisement must connect with the emotions of the viewer
No. Not at all
No insurance is important for its value not for its glam factor. It’s better to communicate the value it ads to your life
than the glam quotient
No
No. Public didn't want face for information.
Might not
No, it should make impact, doesn’t matter if presented by celebrity.
May be, it helps to increase brand value.
No, it's insurance not beauty product
Yes, because a celebrity can create attraction towards the ad.
Graph13

From the above research mostly, people don’t prefer celebrity endorsement in the insurance ads.
50 – 60% responses don’t prefer.

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  Project 3

Graph 14

The research says that after seeing the ad 52% responses don’t remember that ad at all. Only
28% responses remember the ad and company both are the ad and 10% remembers the ad.

Graph 15

The research says that 76% people found the duration of ad appropriate to convey the message.

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 Graph 16

The research says that on 60% responses they’re was the ad leaves the lasting impact on the
mind regarding the brand.

Graph 17

The research says that 74% response says that the ad is informative

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 Graph 18

The research says that 85% of response says that they appreciate the atmosphere where the ad
was video graphed.

Graph 19

The research says that 59% response agreed to the question that was the purpose of the ad serve
from the beginning and 33% are for neutral.

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 Graph 20

The research says that 54% response were satisfied with the content, quality and music of the ad
whereas 7% were dissatisfied.

Graph 21

The research says that 57% is positive impact of fear-based ads.

36
 Graph 22

The research says that only 36% response felt like to skip the video while watching it.

Graph 23

The research says that 64% response think that celebrity endorsement is not necessary in
insurance ads.

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 Graph 24

The research says that 40% response that LIC ad according to them is best and 18% ICCI and
others and 15% Aditya Birla.

Graph 25

The research says that 24% response prefers making smart choices, 24% for personal security,
22% for caring for others that most closely associated with the ad.

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 Graph 26

The research says that 26% have rated 8 out of 10, 18% for 7 out of 10, 17% for 9 out of 10 for
the overall ad.

 Project 4
 In this project we analyzed many rural parts of Mumbai such as Thakkar Bappa Colony,
Ashok Samarth nagar, Dharavi, Kurla (West) and Govandi.
 From all the above rural parts we received 150 responses.
 The research says that most of the family members were around 8+ but only 1 or 2
earning among all which creates a lot of difficulty in savings.
 Also, only 10% people were only educated i.e. SSC from the 150 responses again they all
don’t work in a proper origination due to illiteracy they work as a labor in any startup or
under any business.
 As they have more kids, they think that best investment plan would be marriage plan or
gold for their future.
 They have fear of losing money in case they have saved any for future, Fear is that
they may lose while having any disease to any family member or any marriage
 They also don’t have any backup plan for any uncertainty in their life.

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 Some of them were also not able to recall what insurance is and what benefits are
provided after having insurance.
 The research says that people from the rural area need to be educated properly
about Insurance for their benefits only.
 66.6% people are from rural in India so, we should focus also in rural parts to
educate them and convince them for the insurance.
 The research says that people from rural part prefers small investments i.e. 300 –
500 per year and benefits they need is double within 2 – 3 years.
 As, rural part is more in India we should start focusing on the rural parts and try to
make them release that how important insurance is and how beneficial it is.
 Thus, I concluded that rural part of India should be given more priority and every
insurance company should try to convince rural areas people to get insured and
save money via insurance.

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 6. PROMOTIONAL CAMPAIGN

In on-going activity, we have done a free health care checkup on 5th May,2019 in a society under
the supervisors of Suburban diagnostics.
The idea is to provide the highest quality of healthcare that is affordable and accessible to all. We
were divided in teams. There’s team of specialist doctors of Suburban hospital.
In this campaign we were doing branding of Future Generali and Data collection.
The location was decided on the bases of no of people living their and also on the bases of the
availability of the location clubhouse. We decide Hiranandani estate, Thane because there are
almost 89 buildings which was a huge target for campaign.
We did promotions 3 – 4 days via posters, hording. Also, budget of 8000 was given to us by our
company so, every thing should be done under 8000. We gave 4500 to the society in which we
did the campaign. And rest money we used for other purposes i.e. for promotions.
On the campaign day we there was 1 photobooth of Future Generali were everyone was clicking
the picture after doing the free health checkup. In free health checkup we provided Health,
weight, BMI, Blood pressure, Random Sugar test, Height and Weight. Report was provided to
everyone via email on next day. Campaign was from 8.am to 2.pm.
We also created survey form for the everyone who were coming for the health checkup.
Following is the survey form we used during health checkup.

Name:
Age:
Gender:
Contact no:
Email Id:

1. Are you insured or not?

 Yes
 No

2. If insured, then from which company you have taken up the insurance?
 Future Generali
 LIC
 HDFC
 ICICI Prudential
 PNB MetLife
 Bajaj Allianz
 Birla Sun life
 Any other (Please Specify: ………………)

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3. What influences you to get insured?
 Print ads
 Social Media
 Reference from friends and relatives
 Insurance agent

4. How many insurance policies do you have?

 Up to 2
 3-5
 6
 More than 6

5. Which is the most important factor for which you have insured yourself?
 Risk Coverage
 Security to family
 Tax Benefits
 For saving

6. Which of the following policies do you have?

 Endowment policy
 Single Premium policy
 Pension plan policy
 Child policy
 Money back policy
 Any other

7. On what basis would to like to pay premium?

 Monthly
 Quarterly
 Half Yearly
 Yearly

8. Has your policy lapsed any time due to non-payment of insurance premium?
 Yes
 No

9. If you plan to take an insurance policy, which factor would you give maximum importance to?
 Premium amount
 Terms of policy
 Returns on policy
 Benefits given

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10. Which criteria you will choose to select an insurance company?
 Credit rating of the company
 Benefits of plan
 Claim settlement ratio
 Premium payment plan

The above was the survey form which was filled by everyone who visited our campaign. From
the data base which was filled by everyone the result was that 85% of people were having the
insurance policy from other company. And most of the people having LIC insurance policy.
Some were having 2-3 insurance policy. Some only had 1 because of high premium they pay.
70% people were having the criteria that benefits of plan for an insurance company. Most of the
people preferred benefits given after taking the policy from an insurance company. Most
important factor to get insured for everyone was risk coverage and benefits after taking the
insurance.

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 7. CONCLUSION

 Our training was a very enriching experience for me, I have learnt so many things, I got
sight into the insurance world. Insurance role in everyone’s life lot more than ever before,
currently there is a comprehensive range of products covering each type of policy
available in the market.
 During my internship period I have learnt a lot more things about inusrance itself. And
not only about inurance but also more about how exactly cooperate works.
 Many concepts got cleared by internship such RTA, Tows matrix, all the branding
concepts which now can be used for promotional campaign during colloge days.
 We have studied various insurance plans covered under Future Generali, and their
features. Future Generali also gives various Riders, which provides extra benefits to the
customers.
 The perception of every consumer related to insurance policy is not cleard which need to
be cleared by ads or surveys. Many consumers only get attach to the agents for the policy
whivch need to be changed.
 In rural part of India people are not at all aware of insurance policies and benefits of
inurance policy, so their company should focus and eduacted them and create awernes for
the same. As 66.7%is rural part of our country we should focus on the same.

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 8. ACHIVEMENT DURING INTERNSHIP

1. I have to generate lead for the company so I have brought 2 clients of FG Assured Educ
Plan B (5-year-old child) and of Money back.
2. After completing the lead generation for the company, I was certified as the
FRONTRUNNER Intern.
3. I have also trained students of marketing in Future Generali during my internship apart
from my internship.

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 9. BIBLIOGRAPHY
Books
 Life Insurance (Insurance Institute of India)
 Insurance Industry (ICFAI publications)

Websites
 https://general.futuregenerali.in/
 https://life.futuregenerali.in/
 https://www.owler.com/company/futuregenerali
 https://www.futuregroup.in/
 http://www.irdindia.in/journal_ijrdmr/pdf/vol2_iss3/2.pdf
 https://en.wikipedia.org/wiki/Future_Generali_India_Life_Insurance_Company

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