SRI KRISHNA COLLEGE OF TECHNOLOGY

SCHOOL OF MANAGEMENT

Marketing mix of  ICICI Prudential

Life Insurance

Mr. Hari .P.V

I MBA
21TPMB043
 INTRODUCTION
• ICICI Prudential Life Insurance Company Limited is a life insurance company in India
Established as a joint venture between ICICI Bank Limited and Prudential Corporation
Holdings Limited,ICICI Prudential Life is engaged in life insurance and asset management
business. In 2016, the firm became the first insurance company in India to be listed in the
domestic stock exchanges
 Products in the Marketing Mix 
• ICICI Prudential Life Insurance has a customer-centric approach.The organization has long term
savings and protection plans for different stages of life.The company has cost-effective products, good
customer support, consistent growth in investments, and a fast claim settlement process.
• Products of ICICI Prudential Life Insurance are:
Term Insurance
• ICICI Pru iProtect Smart
Health Insurance
• ICICI Pru Heart / Cancer Protect
• ICICI Pru Smart Health Cover
Unit Linked Insurance Plans
• ICICI Pru Signature
• ICICI Pru1 Wealth
• ICICI Pru LifeTime Classic
• ICICI Pru Guaranteed Wealth protector
• ICICI Pru Smart Life
Saving Plans
• ICICI Pru Future Perfect
• ICICI Pru Cash Advantage
• ICICI Pru Savings Suraksha
• ICICI Pru Assured Insurance Plans
• ICICI Lakshya Wealth
• ICICI Pru Lakshya Lifelong Income
Retirement Plans
• ICICI Pru Signature
• ICICI Pru Immediate Annuity
• ICICI Pru Easy Retirement Regular Premium
• ICICI Pru Easy Retirement Single Premium
 Place in the Marketing Mix
• ICICI Prudential has multiple channels for selling its policies. ICICI is selling its policies
through its branches. Insurance Advisors are also recruited by the company. Bancassurance is
also a channel for selling its policies. ICICI Prudential has branches all over the country to
market its products. Marketing Executives are trained to explain the features and benefits of
ICICI Prudential Life Insurance. ICICI is also selling its policies through Online Channel. ICICI
Prudential has a simple claim settlement process.
 Price in the Marketing Mix
• Premium depends on the Insurance Cover and Age of the Insurer. ICICI Prudential has
competitive pricing and benefits as per the IRDA Regulations. Yearly and Monthly Premium
Payment Options are available in the insurance policies of ICICI Prudential Life Insurance.
 Promotion in the Marketing Mix
• ICICI Prudential is taking every possible measure to promote its policies. ICICI Prudential Life
Insurance is using modern techniques for promoting its products and services. Online
advertisements the company is using Google Ad Network and other Ad Networks. The
company is using Facebook Marketing, Whatsapp Marketing, Tiktok Marketing for its
promotion. ICICI Prudential is also advertising its products on Television, Print Media, and
Magazines. It is also using Hoardings for promoting its products throughout the country. It is
also promoting its products on various Social Media Platforms. These aggressive techniques are
developing a good image among the customers of the company.