SYNOPSIS
A PROJECT REPORT ON DETERMINING MARKET SHARE AND
CUSTOMER PREFERENCES
OF
NAME - SWATI DUHOON
CLASS -BBA(B&I) VIth sem
COMPANY PROFILE
ICICI PRUDENTIAL’S equity base stands at Rs.6.75 billion with ICICI Bank and Prudential
plc holding 74% and 26% stake respectively. In the year ended March 31, 2004, the company
had issued over 430,000 policies, for a total sum assured of over Rs.8, 000 crore and premium
income in excess of Rs.980 crore. The company has a network of about 30,000 advisors; as well
as 12 bank assurance tie-ups. Today the company is the #1 private life insurers in the country
Vision and Value
To make ICICI Prudential the dominant Life and Pensions player built on trust by world-class
people and service.
This we hope to achieve by:
Understanding the needs of customers and offering them superior products and
service.
Leveraging technology to service customers quickly, efficiently and conveniently.
Developing and implementing superior risk management and investment strategies to
offer sustainable and stable returns to our policyholders.
Providing an enabling environment to foster growth and learning for our employees
And above all, building transparency in all our dealings.
The success of the company will be founded in its unflinching commitment to 5 core values --
Integrity, Customer First, Boundary less, Ownership and Passion. Each of the values describes
what the company stands for, the qualities of our people and the way we work.
We do believe that we are on the threshold of an exciting new opportunity, where we can play a
significant role in redefining and reshaping the sector. Given the quality of our parentage and the
commitment of our team, there are no limits to our growth.
ICICI and Prudential came together in 1993 to form Prudential ICICI Asset Management
Company, which has today emerged as one of the leading mutual funds in India. The two
companies bring together two of the strongest financial service brands in Asia, known for their
professionalism, excellent quality of service and long term commitment to YOU. Riding on the
success of this relationship, the two companies joined hands once more in 2000, to form ICICI
Prudential Life Insurance, with a commitment to provide leading-edge life insurance solutions.
ICICI Bank has 74% stake in the company, and prudential plc has 26%.
ICICI Bank
ICICI Bank (NYSE:IBN) is India’s second largest bank with an asset base of Rs. 106812 crore.
ICICI Bank provides a broad spectrum of financial services to individuals and companies. This
includes mortgages, car and personal loans, credit and debit cards, corporate and agricultural
finance. The Bank services a growing customer base of more than 7 million customer accounts
and 5 million bondholders’ accounts through a multi-channel access network. This includes
about 450 branches and extension counters, 1675 ATMs, call centers and Internet banking
(www.icicibank.com). ICICI Bank posted a net profit of Rs.1, 206 crore for the year ended
March 31, 2003. ICICI Bank is the only Indian company to be rated above the country rating by
the international rating agency Moody’s and the only Indian company to be awarded an
investment grade international credit rating. The Bank enjoys the highest AAA (or equivalent)
rating from all leading Indian rating agencies.
OBJECTIVE OF THE STUDY
To identify the market potential of ICICI Prudential.
To evaluate the customer preference of ICICI Prudential.
To recommend the market positioning of ICICI Prudential.
Compare study with other insurance company
To analyze the customer preference in buying of our Insurance.
RESEARCH METHODOLOGY
SAMPLING TECHNIQUE
Sample size – 50
Simple Random Sampling
DATA COLLECTION PROCESS:
Primary source – questionnaire
Secondary source- internet
QUESTIONNAIRE
1. Name ____________________________
2. Age Group (Tick appropriate One)
20-25 25-30 3 0-35 35-40 40-45
45-50 50(Above)
3. Sex
Male Female
4. Education Qualification _____________________________
5. Do You Know About Life Insurance/General Insurance
(Y/N) If Yes _____________________________
6. Do You Have any Life Insurance Policy (If Yes, Mention It)?
7. Before Buying An Insurance Policy How Much Important Do You Attach To the Following
Attributes On The Scale of 4? (4 for Most Preferable One &1 for Least)
(A) Investment (B) Saving For Future
(c) Risk Cover (D) Tax Saving
8. From Where Did You Come To Know About Insurance?
(A) T.V / Media (B) Friends /Relatives
(C) Insurance Agents/Advisor (D) Investment
9. Annual Gross Income?
(A) <100000 (B) 100000 To 200000
(C) 200000 To 500000 (D) >500000
10. As A Customer You Believe Which Carries More Value? (Tick One)
(A) Service (B) Credibility
11. Rate The Following Companies On The Basis Of Following Attributes?
Fine –3 Good –2 Average –1
Attributes ICICI LIC Bajaj-Allianz Birla Sun Life
Prudential
Service
Accessibility
Credibility
BIBLIOGRAPHY
ICICI PRUDENTIAL PRODUCT MODULE
INSURANCE IN INDIA.COM
WWW.ICICI.COM
WWW.ICICIPRULIFE.COM
