Marketing Strategies in the Indian Insurance Market

Marketing Strategies in the Indian Insurance Market
Case Code: INS016
Case Length: 04 Pages
Period: 2003
Pub Date: 2003
Teaching Note: Available
Price: Rs.100
Organization: Varied
Industry: Insurance
Countries: India
Themes: -
Marketing Strategies in the Indian Insurance Market
Abstract Case Intro


These caselets examine the growing competition in the Indian insurance sector with the entry of private players (after liberalization of the sector), and the alarm it gave to Life Insurance Corporation (LIC), the public sector giant in India.

Caselet 1 discusses the key marketing strategies that Life Insurance Corporation (LIC) should adopt to withstand the competition.

Caselet 2 focuses on the kind of customer service that LIC should provide, and the extent to which it should use information technology, in order to achieve its objectives. This caselet also covers the difficulties faced by Life Insurance Corporation in using information technology.


  • Understand the level of competition prevailing in the Indian insurance industry
  • Discuss strategies and plans to counter the moves of competitors
  • Understand the threat to the Life Insurance Corporation (LIC) posed by potential competitors


Competition, Indian Insurance Sector, Entry, Private Players, Liberalization Sector, Life Insurance Corporation, LIC, Marketing Strategies, Customer Service, Information Technology

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