Strategic Marketing Managemnt
ASSIGNMENT
ON
STRATEGIC MARKETING MANAGEMENT
A CASE STUDY OF ICICI PRUDENTIAL LIFE INSURANCE COMPANY LIMITED
ASSIGNMENT
ON
STRATEGIC MARKETING MANAGEMENT
A CASE STUDY OF ICICI PRUDENTIAL LIFE INSURANCE COMPANY LIMITED
Table of Contents
Contents Pages
Introduction -
Background -
Marketing Strategy Process -
Marketing vs. Corporate Strategy -
Strategic Positioning -
Relationship Marketing -
Strategic Objectives of ICICI Prudential -
Environmental Analysis -
SWOT Analysis - -
Internal Analysis -
Impact of Globalisation -
Conclusion -
INTRODUCTION
Marketing has a significant role in this modern, consumer- driven and ultra competitive global market. The definitions of marketing are varied from author to author and it may be functional or strategic. (M.S.Wilson & Gilligan, 2008) In my point of view marketing is a technique applied by persons, natural or corporate to reach their product or services into the hands of customers with the objective of their survival in the competitive market, maximisation of profit and customer satisfaction.
In this essay my endeavour is to discuss and explain the marketing management strategy, various marketing tools, its implementation etc., through my chosen organisation ICICI PRUDENTIAL LIFE INSURANCE COMPANY, herein after referred as “the case understudy” is a market leader in the private life insurance sector in India.
BACKGROUND
The case under study is ICICI PRUDENTIAL LIFE INSURANCE COMPANY a joint venture between ICICI bank, India’s largest private bank and prudential plc –a UK based international financial service group. The total capital of the company is [pic] 47.80 billion. The company started its operation in December 2000,
ON
STRATEGIC MARKETING MANAGEMENT
A CASE STUDY OF ICICI PRUDENTIAL LIFE INSURANCE COMPANY LIMITED
ASSIGNMENT
ON
STRATEGIC MARKETING MANAGEMENT
A CASE STUDY OF ICICI PRUDENTIAL LIFE INSURANCE COMPANY LIMITED
Table of Contents
Contents Pages
Introduction -
Background -
Marketing Strategy Process -
Marketing vs. Corporate Strategy -
Strategic Positioning -
Relationship Marketing -
Strategic Objectives of ICICI Prudential -
Environmental Analysis -
SWOT Analysis - -
Internal Analysis -
Impact of Globalisation -
Conclusion -
INTRODUCTION
Marketing has a significant role in this modern, consumer- driven and ultra competitive global market. The definitions of marketing are varied from author to author and it may be functional or strategic. (M.S.Wilson & Gilligan, 2008) In my point of view marketing is a technique applied by persons, natural or corporate to reach their product or services into the hands of customers with the objective of their survival in the competitive market, maximisation of profit and customer satisfaction.
In this essay my endeavour is to discuss and explain the marketing management strategy, various marketing tools, its implementation etc., through my chosen organisation ICICI PRUDENTIAL LIFE INSURANCE COMPANY, herein after referred as “the case understudy” is a market leader in the private life insurance sector in India.
BACKGROUND
The case under study is ICICI PRUDENTIAL LIFE INSURANCE COMPANY a joint venture between ICICI bank, India’s largest private bank and prudential plc –a UK based international financial service group. The total capital of the company is [pic] 47.80 billion. The company started its operation in December 2000,
Bibliography: Andrews, K. R. (1987). The Concept of the Corporate Strategy. Mc Graw Hill Companies Inc. Baines, P., Fill, C., & Page , K. (2008). marketing. New York: Oxford University Press Inc.New York. financial express. (2010, December 07). FDI in insurance could rise up to 49%-Montek. Retrieved January 16, 2011, from The Financial Express: http://www.financialexpress.com Financial Express Hooly, G., Piercy, F. N., & Nicoulad, B. (2008). Marketing Startegy and Competitive Positioning. Harlow: Prentice Hall. ICICI PRUDENTIAL LIFE INSURANCE . (2010). INSURANCE,LIFE INSURANCE,ETAL. Retrieved DECEMBER 30, 2010, from ICICI PRUDENTIAL LIFE INSURANCE WEBSITE: http://www.iciciprulife.com/public/default.htm ICICI PRUDENTIAL Life Insurance Insurance Regulatory Development Authority. (2007, july 12). History of insurance in India. Retrieved January 1, 2011, from Insurance Regulatory Development Authority: http://www.irda.gov.in kaye, C., & Loon Loh, k m.s.wilson, R., & gilligan, c. (2008). Strategic marketing Management-Planning,Implimentation & Control. In R. m.s.wilson, & C. gilligan, Strategic marketing Management-Planning,Implimentation & Control (p. 139). oxford: Elsevier Ltd. M.S.Wilson, R., & Gilligan, C. (2008). Strategic Marketing Management-Planning,Implimentation & Controll. Oxford: Elsevier Ltd. Payne, A., Christopher, A., Clarke, M., & Peck, H. (1995). relationship Market for Competitive advantage. Oxford: Butterworth-Heinemann. Special Correspondent,The Hindu. (2008, December 16). The Hindu- Buisiness. Retrieved January 16, 2011, from The Hindu: http://www.hindu.com [pic]