Abstract

The caselet highlights the strategies that Bajaj Allianz followed to market its life and non-life insurance policies. It details the innovative insurance products offered by the company that managed to grab the attention of consumers. The caselet describes how restructuring, tie-ups with banks, etc., have improved the company’s reach in the Indian insurance market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies for insurance products
• How tie-ups with banks can help in boosting sales of insurance services
• Importance of product innovation in insurance industry
• and Role of a good distribution network in marketing insurance services.

Keywords

Allianz Bajaj Life Insurance Co. Ltd., Bajaj Allianz General Insurance Co. Ltd., Bajaj Allianz Life Insurance Co. Ltd, Allianz AG (Allianz), Bajaj Auto of India (Bajaj), insurance company, joint venture, Indian insurance industry, brand recall, life and non-life group products, restructure, multi-channel distribution strategy, bancassurance, innovative products, customized product