Impact of Advertisements on Investors at HDFC Standard Life Insurance

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Visit www.projectskart.com for more information
PROJECT
ON
“IMPACT OF ADVERTISEMENT ON INVESTORS
– A CASE STUDY IN HDFC STANDARD LIFE
INSURANCE”
MBA
ICFAI NATIONAL COLLEGE
GULBARGA
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS OF
COLLEGE GULBARGA
COMPANY GUIDE FACULTY GUIDE
WWW.PROJECTSKART.COM 1

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DECLARATION
I declare that this project entitled “IMPACT OF
ADVERTISEMENT ON INVESTORS – A CASE STUDY IN
HDFC STANDARD LIFE INSURANCE” is my work carried
out under the valuable guidance of my faculty guide and my
company guide.This report neither full nor in part as ever before
been submitted for awarding of any degree of either this university
or any other university.
Place:
Date:

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CERTIFICATE
This is to certify that the Internship Project-2007 title
“IMPACT OF ADVERTISEMENT ON INVESTORS – A CASE
STUDY IN HDFC STD LIFE” a bonafide work of
SHARANAPPA KARUR (Enrollment No: 6ND06851Center:
GULBARGA). As original and has been done under my
supervision in partial fulfillment of the requirement for the award
of M.B.A for the period of four months from March 14 2007 to
July 14 2007.]
I am pleased to record here that his performance during the
period was extremely satisfactory.
FACULTYGUIDE CENTREHEAD
Mrs.ANITA.C Mr. PRAKASH

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[Certificate from Faculty Supervisor]
CERTIFICATE
This is to certify that the Management Thesis-I titled IMPACT OF
ADVERTISEMNT ON INVESTORS – A _CASE STUDY IN HDFC
STANDARD LIFE INSURANCE. Submitted by SHARANAPPA G
KARUR
Enroll No: 6ND06851 during Semester-III of the PG Program
(Class of 2008) embodies original work done by him.
Signature of the Faculty Supervisor
Name (in Capitals) :
Designation :
Center : GULBARGA

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ACKNOWLEDGEMENT
At the outset, I would like to thank almighty in helping me
complete this project report. I thank ICFAI National College for
providing me an opportunity to undertake a project in Hyderabad.
My sincere thanks to Mr.ARAVIND PEMMARAJU,
Branch Manager of HDFC SLIC ABIDS branch Hyderabad, for
providing me an opportunity to prepare this project and for
spending his valuable time with me to give appropriate and
relevant information that was needed.
I express my sincere gratitude to my guide Mrs. ANITA,
who helped me with her valuable guidance during the various
stages of my project work. I also take the opportunity to express
my profound thanks to all my lecturers for their encouragement
and guidance.
I would also like to thank my close friends all my group
mates for extending their support and co-operation in completing
this project work. I am also thankful to all my relatives who
directly or indirectly assisted me in preparing this report.
I also grateful to Mr. P TRINAD (centre head), Mr.
RAKESH (SDM), for their support, encouragement and guidance.
I extent the thank to Mr. V S ONKAR (Principal INC, Gulbarga)
SHARANAPPA KARUR

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ABSTRACT
This project is dealing with study on “IMPACT OF
ADVERTISEMENT ON INVESTORS – A CASE STUDY IN
HDFC S.L.I.C.” The scope of study is about the advertisements
and the presence of HDFC SLIC with reference to in door
advertisements and their advertisements & their effectiveness &
out door advertisements, how the people like to watch them. To
know the awareness in the public prefer to watch the ads and print
media. With a huge cut throat competition in insurance there is a
need for each company to know its market share along with various
aspect affecting the market share to come out of the competition as
the leader. One has to have knowledge about their product and that
of the competition and this information has to be up dated
frequently as changes are fast in knowledge society. The 21st
century the brands are less depend on attributes and more depend
on awareness, life style the associated target customers. The rate of
acceleration will be so high that increasingly the past will no more
be the indicator of the future. The focus of sale will shift price to
Company’s promotions.

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CONTENTS:
Sl
no
CONTENTS
Chapter-1
Project
1 Introduction
2 Objectives of Project Title
3 Limitations
4 Research Methodology of study
Chapter-2
5 Industry profile
Chapter-3
6 Company profile
Chapter-4 Product Analysis
Chapter-5
7 Why the topic is advertisement
8 History of advertisement
9 Definition of advertisement
10 Training Schedule and structure
11 Questionnaire
12 Data Analysis
13 List of Table
14 List of charts
15 Findings
16 Suggestions
17 Conclusion
18 Chapter – VI On The Job Training
19 Bibliography
Chapter-I

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Introduction
Life Insurance is “contract where by for a stipulated
premium, the insuring company agrees to pay the insured, or his
beneficiary, a fixed sum or its equivalent in income upon the
happening of death or some other specified event.”
The first Indian Life insurance company was the oriental
Life Insurance Company, which was started In India in 1818 at
Kolkata. A number of players (over 250 in life and about 100 in
non-life) mainly with regional focus flourished all across the
country. However the Government of India, concerned by the
unethical standards adopted by some players against the
consumers, nationalized the industry in two phases in 1956(life)
and in 1972 (non-life). The Insurance business of the country was
then brought under 2 public sector companies, Life insurance
Corporation of India (LIC) and General Corporation of India
(GIC).Reforms were initiated with the passage of Insurance
Regulatory and Development Authority Bill 1999. IRDA was setup
as an independent regulatory authority, which has put in place
regulation in line with global norms. So far in the private sector, 12
life insurance companies and 9 general insurance companies have
been registered.
HDFC STANDARD LIFE Insurance Company is a joint
agreement between 2 companies. Standard Life is one of the
leading insurance companies in the world. It was incorporated in
14th. August 2000.
OBJECTIVES

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The objectives of the study are as under. They are to
 know the consumers buying behavior
 determine in which media is effective for advertising
 Know hoe to consumer to watch an ads.
 know about the short of promotional scheme the customer like
 Know which type of out door advertising is effective
( Media, Press, News paper etc).
 Determine the market & presence of HDFC SLIC & other
insurance companies.
 about the awareness about the different insurance companies
 Know about the effect of Ads on consumers.
 Know about the display Ads.
LIMITATIONS:

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· People were not willing to respond to the questions
· Locating the target customers of HDFC STD LIFE is
very time consuming.
· Busy working schedule of the people
· Survey is little bit costly
· Detail study is not possible due to time constrain
· Getting appointment with concerned persons is time
consuming and may not find him also.
· Some of the information we got is not reliable
and accurate

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RESEARCH METHODOLOGY OF THE STUDY
The scope of study is about the advertisements and the
presence of HDFC SLIC with reference to in door advertisements
and their advertisements & their effectiveness & out door
advertisements, how the people like to watch them. To know the
awareness in the public prefer to watch the ads and print media. A
process of finding a solution to a problem or a question through the
use of scientific tools & techniques. It is a methodical & purposeful
study conducted for present study on. Impact of advertisement on
investors, Therefore, market research that will be adopted to collect
data in an organized manner, with subsequent recording &
analyzing of such data that will help to make effective decision
process. The market research process consists of the following
stages:
1. Defining the problem:
The scope of study is about the advertisements and the
presence of HDFC SLIC with reference to in door advertisements
and their advertisements & their effectiveness & out door
advertisements, how the people like to watch them. To know the
awareness in the public prefer to watch the ads and print media.
2. Developing research plan:
This study was conducted based on the information
providing by the Branch-Manager of HDFC STD LIFE and the
respondents who were administered the questionnaire during the
survey.
3. Collection and sources of
data: Sampling plan:

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Sampling Units ---
The survey is conducted with the help of convenience sampling
method. Customers will be stratified or segmented according to
their age, demography etc. The data is collection is done through
Primary and Secondary.
a. Primary Data: Primary data is collected through
Questionnaire and personal interview with different type
of people and financial consultants
b. Secondary data: Secondary data is collected through
Magazines, Broachers of HDFC SLIC, and websites.
Sample Size ---Sample size was 100 respondents. Personal
interview, questionnaire method & telephone interviews were
adopted to communicate with customers.
4. Analysis of the Collected Information: This method involves
converting raw data into useful information. The collected
information is coded and edited. The data after coding is tabulated,
evaluated & analyzed using statistical applications i.e., Hypothesis
testing- Z test of significance for proportion and graphical method.
5. Report Research Findings:
This phase marks the culmination of the marketing research
effort. The report with the research findings is a formal written
document. After data analysis, a detailed research report indicating
the extent to which the objectives set for the research process have
been fulfilled is made. The research findings & personal
experience is used to propose recommendations to improve on
existing strategy.

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Chapter-II
INDUSTRY PROFILE
2.1 Introduction
2.2 History of Insurance
2.3 Origin of Insurance
2.4 Insurance Business Today
2.5 Insurance Business in India
2.6Tax Treatment
2.7Insurance Regulatory Development Authority
2.8 Important milestone
2.1 Introduction

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Insurance, legal contract that protect people from the
financial costs that result from loss of life, loss of health, lawsuits
or property damage. Insurance provides a means for individuals
and societies to cope with some of the risks faced in everyday life.
People purchase contracts of insurance called policies from a
variety of insurance organization.
Almost everyone living in modern industrialized countries
buys insurance. For instance laws in most states require people
who own a car to buy insurance before driving it on public roads.
Lenders require anyone who finances the purchase of a home or car
with borrowed money to insure that property. Business partners
take out life insurance on each other to make sure the business will
succeed even if one of the partners dies.
2.2 History of Insurance
Over 5000 years ago, in China, insurance was seen as a
preventative measure against piracy on the sea. Piracy, in fact, was
so prevalent, that as a way of spreading the risk, a number of ships
would carry a portion of another ship's cargo so that if one ship
was captured, the entire shipment would not be lost.
In another part of the world, nearly 4,500 years ago, in the
ancient land of Babylonia, traders used to bear risk of the caravan
trade by giving loans that had to be later repaid with interest when
the goods arrived safely. In 2100 BC, the Code of Hammurabi
granted legal status to the practice. It formalized concepts of
“bottomry” referring to vessel bottoms and “respondent” referring
to cargo. These provided the underpinning for marine insurance
contracts. Such contracts contained three elements: a loan on the
vessel, cargo, or freight; an interest rate; and a surcharge to cover
the possibility of loss. In effect, ship owners were the insured and
lenders were the underwriters.

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Life insurance came about a little later in ancient Rome,
where burial clubs were formed to cover the funeral expenses of its
members, as well as help survivors monetarily. With Rome's fall,
around 450 A.D., most of the concepts of insurance were
abandoned, but aspects of it did continue through the Middle Ages,
particularly with merchant and artisan guilds. These provided
forms of member insurance covering risks like fire, flood, theft,
disability, death, and even imprisonment.
During the feudal period, early forms of insurance ebbed
with the decline of travel and long-distance trade. But during the
14th to 16th centuries, transportation, commerce, and insurance
would again reemerge.
Insurance in India can be traced back to the Vedas. For
instance, yogakshema, the name of Life Insurance Corporation of
India's corporate headquarters, is derived from the Rig Veda. The
term suggests that a form of "community insurance" was prevalent
around 1000 BC and practiced by the Aryans. And similar to
ancient Rome, burial societies were formed in the Buddhist period
to help families build houses, and to protect widows and children.
3. Origin of insurance
With the marine route being the bedrock of trade and
commerce in those days, the practice of bottomry evolved, spread.
With the growth of towns and trade in Europe, medieval guilds
(group organized on the basis of some common objective, like
traders) pooled in money to protect their members from loss by fire
and shipwreck, to pay ransom if they were captured by pirates, and
to provide burial and support in sickness and poverty. By the
middle of the 14th
century as evidenced by the earliest known
insurance was common among maritime nations of Europe.
Lloyd’s of London, the largest marine insurer today, was
founded in 1688 in a coffee shop in London. Lloyd’s Coffee House

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became the preferred place for merchants, ship owners and
underwriters to transact business. Insurance developed rapidly with
the growth of British commerce in the 17th
and 18th
centuries, and
started becoming organized along the way going through a period
of default and closures.
The British brought insurance to India in 1818 replete with
imperialist prejudice. The Oriental Life insurance company, the
first insurance company in the country, insured only European
widows. British insurance eventually began insuring Indian lives,
but for a premium that was 15-20percent higher than that payable
by the British. It was only 1870 that the disparity was corrected.
Six Indians peeved by this second class treatment, set up Bombay
Mutual Life assurance society, and started Insuring Indian lives at
the same cost as British lives.
NATIONALIZATION:
Post Independent, discontent against insures reached a
pitch. Business was chaotic, foreign insures were leaving the
country, and Indian insures driven by greed business considerations
weren’t earning much credibility. The cry for nationalizing
insurance grew louder- a move that insurance were of course
opposed to.
On 19 January 1956, the life insurance business was
nationalized. In one swoop the government snapped up 245 insures
and provident societies. Eight months later Life insurance
corporation was formed, which took over the business the erstwhile
private insures and stated expanding at a frenetic pace. Today this
monolith has 2100 branch offices 800000 agents and offers a bevy
of insurance and investment product. Similar circumstances led to
the nationalization of non-life (General life insurance). As in life
insurance pre-nationalization there was inordinately large number
of insures, many of whom were notorious for flouting investment
norms and delaying settlement of claims. Non-life

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insurance was nationalized in 1972. General Insurance Corporation
of India was setup as holding company; a total of 107 private
insures were merged and grouped to form GIC’s four subsidiaries.
PRIVATISATION:
There were various reasons given by the government to
nationalize the insurance sector: take insurance to the masses,
facilitate the flow of long-term funds into development of
infrastructure in the country, and safeguard the interest of
policyholders. Towards this end state insures did develop the
insurance sector, though most experts believe these monopolies
could have done much, much more.
In the early nineties the government went on a reforms
binge and started loosening controls on Indian Industry. In 1993,
the government appointed the Malhotra Committee headed by
former RBI Governor R.N.Malhotra to draw up a blueprint for
insurance sector re-forms. The panel submitted its report a year
later, recommending privatizations backed by staff entry guidelines
and stringent regulation, so as to avoid a repeat of the pre-
nationalization free-for-all.
2.4 Insurance Business Today
Since the 1970’s the insurance business has grown
d4ramtically and undergone tremendous change. As a result of the
deregulation of financial services business- including insurance,
banking and securities trading the roles, product and services of the
formerly distinct business have become blurred. For instance
citizens in the U.S state of California voted in 1988 to allow banks
to sell insurance in the state. In Canada banks may also soon be
allowed to sell Insurance.

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Advances in the communication technology have also
allowed traditionally distinct financial business to keep
instantaneous track of developments in other business and compete
for some of the same customers. Some insurance companies now
offer deposit accounts and mortgages. In the United States life
insurance companies now sell more pension plans and other asset
management services than they do conventional life insurance.
Developments in computer technology that have given
insurance provider that ability to quickly access and process
information have allowed them to custom design policies to fit the
needs of individual customers. But increasing complexity of
policies has also made some aspect of buying and selling insurance
more difficult.
For examples though the Internet offers tremendous access
to information about prices, it has done little to simplify the
process of comparing the offerings of different insurance policies
and services. Therefore consumers have increasingly come to view
insurance as a commodity, differing only in price from provider to
provider. This attitude may lead people to buy insurance that does
not give them the kind of coverage they need.
Other types of technology and scientific development may
also have great effect on insurance. By providing a broad scope of
new information about people’s medical predispositions, genetic
testing has the potential to redefine how providers of life and
health insurance determine risk. Genetic engineering in medical
treatment may provide new ways to extend people’s lives changing
traditional assessment of the life expectancy.
2.5 Insurance Business in India:
The first Indian life insurance company was the Oriental
life insurance company which was started in India in 1818 at
Kolkata. The Indian life insurance act 1912 was the first statutory

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body that started to regulate the life insurance business in India.
The Government of India nationalized the industry in 2 phases in
1956(life) and in 1972(non-life). The insurance business of the
country was then brought under 2 public sector companies. I.e. LIC
and GIC.
Central Government took over the companies that were
present at that time and as result the LIC was formed. Since then
LIC has worked towards spreading life insurance and building a
wide network across the length and breath of the country.
The first general insurance company was established in the
year 1850 in Calcutta by the British. In 1957 General insurance
council a wing of the insurance association of India frames a code
of conduct for ensuring fair conduct and sound business practices.
2.6 Tax Treatment
One of the several reasons given to buy life insurance is to
save up tax. Its true there are extremely generous tax breaks to be
availed of with life insurance, both at the time of investment and
payback, but that alone isn’t good reason to buy policies.
Premiums:
For the salaried the rebate under section 88 of the Income
Tax Act is an effective way to lower tax liability. Under this
section a percentage of investment made in specified instrument
can be claimed as rebate within limits, and be subtracted from the
tax payable. Premiums paid towards all the life insurance plans

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qualify for tax rebate under section 88 along with investment like
PPF and NSC.
Death Claims and Maturity Benefit:
Insurance payback- income, maturity benefit and death
claims from most plans are tax-free. There are 2 exceptions though.
The first case is if under the LIC’s Jeevan Aadhar insurance plan
the handicapped dependent dies before the individual paying the
premiums. In this case the survival benefit will form part of the
income of the individual for that year and will be taxed at the
income tax rate applicable.
The other exception to this rule is single-premium plans,
whose tax-free status was revoked by an amendment to the tax
rules in Budget in 2003. Under the new arrangement if the annual
premium paid on any life insurance policy exceeds 20% of the
amount payable on maturity (not death), the returns from the plan
will be taxed in the hands of the policyholder at the time of receipt.
This clause has been made applicable with retrospective effect,
which means that it will apply to fresh single premium policies
sold, as also to existing plans that mature on or after 1st
April 2003.
Single premium plans are affected the most by this
amendment as the premium payable on them is usually more than
20% of the sum assured. These plans essentially in the nature of
insurance bonds were being used by individuals in the higher
income bracket to earn high tax-free returns
2.7 Insurance Regulatory Development Authority
Reforms in the insurance sector were initiated with the
passage of the IRDA Bill in Parliament in dec1999. The IRDA
since its incorporation as a statutory body in April 2000 has
fastidiously stuck to its schedule of framing regulations and

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registering the private sector insurance companies. The other
decision taken to provide the supporting system to the insurance
sector particularly in the life insurance companies was the launch
of the IRDA’s online service for issue and renewal of licenses to
agents.
Since being set up as an independent statutory body the
IRDA has put in a framework of globally compatible regulations.
In the Private sector 12 life insurance and 6 general insurance
companies have been registered.
MAJOR PLAYERS UNDER IRDA
1. Life Insurance Corporation of India
2. ICICI prudential
3. Bajaj Allianz
4. HDFC Standard life
5. TATA Aig
6. Aviva
7. SBI Life
8. Sunmet life
9. AMP Sanmar
10. ING Vysya
11. Kotak Mahindra

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12. Birla sun life
2.8 Some of the important milestones in the life insurance
business in India are:
· 1818: Oriental Life Insurance Company, the first life
insurance company on Indian soil started functioning.
· 1870: Bombay Mutual Life Assurance Society, the first
Indian life insurance company started its business.
· 1912: The Indian Life Assurance Companies Act enacted
as the first statute to regulate the life insurance business.
· 1928: The Indian Insurance Companies Act enacted to
enable the government to collect statistical information
about both life and non-life insurance businesses.
· 1938: Earlier legislation consolidated and amended to by
the Insurance Act with the objective of protecting the
interests of the insuring public.
· 1956: 245 Indian and foreign insurers and provident
societies are taken over by the central government and
nationalized. LIC formed by an Act of Parliament, viz.
LIC Act, 1956, with a capital contribution of Rs.5 crore
from the Government of India.
Chapter-III
COMPANY PROFILE

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3.1 HDFC STANDARD LIFE INSURANCE COMPANY LTD
3.2 INCORPORATION OF HDFC STANDARD LIFE
3.3 MISSION, VISION AND VALUES
3.4 ORGANIZATIONAL STRUCTURE
3.5 ABOUT STANDARD LIFE
3.6 BACKGROUND OF STANDARD LIFE
3.7 HDFC STANDARD LIFE PRODUCT
3.8 HDFC GROUP PRODUCTS
COMPANY PROFILE
Name of the Company: HDFC Standard Life Insurance Company
Ltd.
Year of establishment: 1977

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Name of the CEO: Deepak Satwalker
3.1 HDFC STANDARD LIFE INSURANCE COMPANY
HDFC and Standard Life first came together for a possible
joint venture, to enter the Life Insurance market, in January 1995.
It was clear from the outset that both companies shared similar
values and beliefs and a strong relationship quickly formed. In
October 1995 the companies signed a 3 year joint venture
agreement. Around this time Standard Life purchased a 5% stake
in HDFC, further strengthening the relationship. The next three
years were filled with uncertainty, due to changes in government
and ongoing delays in getting the IRDA (Insurance Regulatory and
Development authority) Act passed in parliament. Despite this
both companies remained firmly committed to the venture.
In October 1998, the joint venture agreement was renewed
and additional resource made available. Around this time Standard
Life purchased 2% of Infrastructure Development Finance
Company Ltd. (IDFC). Standard Life also started to use the
services of the HDFC Treasury department to advise them upon
their investments in India. Towards the end of 1999, the opening of
the market looked very promising and both companies agreed the
time was right to move the operation to the next level.
Therefore, in January 2000 an expert team from the UK
joined a hand picked team from HDFC to form the core project
team, based in Mumbai. Around this time Standard Life purchased
a further 5% stake in HDFC and a 5% stake in HDFC Bank. In a
further development Standard Life agreed to participate in the
Asset Management Company promoted by HDFC to enter the
mutual fund market. The Mutual Fund was launched on 20th July
2000.

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3.2 Incorporation of HDFC Standard Life Insurance
Company Limited:
The Company was incorporated on 14th August 2000 under
the name of HDFC Standard Life Insurance Company Limited. On
the 23rd of October 2000, this ambition was realized when HDFC
Standard Life was the only life company to be granted a certificate
of registration. HDFC are the main shareholders in HDFC Standard
Life, with 81.4%, while Standard Life owns 18.6%. Given
Standard Life's existing investment in the HDFC Group, this is the
maximum investment allowed under current regulations. HDFC
and Standard Life have a long and close relationship built upon
shared values and trust. The ambition of HDFC Standard Life is to
mirror the success of the parent companies and be the yardstick by
which all other insurance company's in India are measured.
Corporate Strength:
· Strong Brand
· Customer base over 2 million
· Stable and experienced management
· High service
· High quality loan portfolio
3.3 Mission:
· They aim to be the top new life insurance company in
the market.
· This does not just mean being the largest or the most
productive company in the market, rather it is a
combination of several things like-
1. Customer service of the highest order

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2. Value for money for customers
3. Professionalism in carrying out business
4. Innovative products to cater to different needs of
different customers
5. Use of technology to improve service standards
6. Increasing market share
Vision statement:
“ The most successful and admired life insurance company which
means that we are the most trusted company, the easiest to deal
with, offer the best value for money, and set the standards in the
industry. In short, “The most obvious choice for all”.
Values:
· Security: Providing long term financial security to our
policyholders will be our constant endeavor. We will
be doing this by offering life insurance and pension
products.
· Trus t: We appreciate the trust placed by our
policyholders in us. Hence, we will aim to manage their
investments very carefully and live up to this trust.
· Innovation: Recognizing the different needs of our
customers, we will be offering a range of innovative
products to meet these needs
3.4 ABOUT HDFC
Background
HDFC was incorporated in 1977 with the primary objective
of meeting a social need – that of promoting home ownership by
providing long-term finance to households for their housing needs.
HDFC was promoted with an initial share capital of Rs.100

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million.HDFC has ‘AAA’ rating by CRISIL and ICRA for seven
consecutive years. These reflects the efficiency by which HDFC
manage their asset bases of Rs.21450 Cr. Billion. HDFC’s 120
offices have serviced customers in over 2400 cities/towns.
SUBSIDIARIES AND ASSOCIATES
· HDFC Bank
· HDFC Mutual Fund
· HDFC Standard Life Insurance Company
· HDFC Realty
· HDFC Chubb General Insurance Company Ltd.
· Intelenet Global Services Ltd.
· Credit Information Bureau (India) Limited
· Other Companies Co-Promoted by HDFC:
 HDFC Trustee Company Ltd.
 GRUH Finance Ltd.
 HDFC Developers Ltd.
 HDFC Ventures Trustee Company
Ltd.
 HDFC Investments Ltd.
 HDFC Holdings Ltd.
 Home Loan Services India Pvt. Ltd.
3.5. Background of Standard Life:
The Standard Life Assurance Company, the main

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shareholder of the Standard Life Asia, is Europe's largest mutual
life insurance company with a history of more than 175 years. The
company's financial position is regarded as "very strong" by
Standard & Poor's (AA) and "excellent" by Moody's (Aa2). It
provides financial services to more than 5 million customers, and
employs over 13,000 staff in offices throughout the United
Kingdom, Republic of Ireland, Spain, Canada, Germany, Austria,
Hong Kong, China and India. These reflects the efficiency by
which Standard Life manage their asset bases of $121Billion
respectively.
SUBSIDIARIES AND ASSOCIATES
· Standard Life
· Standard Life Bank
· Standard Life Healthcare
· Standard Life Investment
3.4 ORGANIZATIONAL STRUCTURE
CHAIRMAN
EXECUTIVE DIRECTOR

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TERITORY DEVELOPMENT MARKET DEVELOPMENT
MANAGER MANAGER
ACCOUNTS DEVELOPMENT MARKET DEVELOPMENT
MANAGER MANAGER
TERITORY CO-ORDINATOR
CUSTOMER EXECUTIVES
ROUTE AGENTS
3.7 HDFC STANDARD LIFE INSURANCE
PRODUCT
HDFC STANDARD LIFE offer various insurance products that
satisfy different needs of different people. Company offers you
product for individual life cover as well as group cover.
The different product that is given by the company can be
categorized in to PIPS:

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PROTECTION INVESTMENT
Term Assurance Single premium whole of
Loan cover term assurance
life
PENSION SAVINGS
Personal pension plan
Endowment assurance plan
Unit linked personal pension
Unit linked endowment
assurance plan
plan
Money back plan
Children’s plan
Unit linked young star plan
Protection, Investment, Pension and savings.
Product Profile
HDFC Standard Life offers plan that cover the risk of loss
of income earning capacity on happening of specified events.
Uncertainty is part of our everyday life. However, all the
uncertain events can be insured. The focus is only on those
uncertain events where income earning capacity is lost. Income
stops on the happening of four major events.

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o Death
o Sickness
o Accident
o Retirement
First 3 events are uncertain. Nobody can predict when they
will happen. So we can have insurance for them. However,
Retirement is a certain event. We know our age of retirement and it
is a certain event so there can be no insurance cover for retirement.
Another important point to be considered is the nature of accidents
or sickness. There could be minor illness or accidents resulting in
temporary disability. All of them need not result into loss of
income earning capacity. We cover only those accidents and
sickness where the income earning capacity is lost either
permanently or for a specified minimum period.
The Role
Insurance is a basic need that everyone has. Our role as
Insurance Solutions provider is to make him aware of these
underlying needs and help him to arrive at appropriate solutions
that would cater to his insurance needs. In this process, we will
help him to build up a financial plan for a sound future. It calls for
high degree of professionalism and integrity. A strong faith in the
company along with customer orientation is a must.
Insurance Products
Today there are many insurance products available in the
market. Each company has its set of products that it offers to the
customers. This makes it difficult to keep track of all the products
all the time. A better way to understand them is by way of
classification. All insurance products can be classified in 4 basic
categories.

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This classification is based on the needs of the customers.
Accordingly each of these categories has end need to be satisfied
and all the products coming under that category aim to fulfill that
need. E.g. Products coming under investment category aim to
provide long-term real growth over the period. Thus understanding
these categories will not only help us to understand various
products but also help us to position our products strongly in a
competitive market. Let us take a look at the distinctive features of
each category.
· Protection type of products: A typical protection type of
product aims at protecting income earning capacity of the
customers on happening of uncertain events mentioned
above during the term of product. These are the pure risk
products having no savings element. Naturally, these
products don’t have any maturity benefits. High-risk cover
at low costs is the unique feature of this type that makes
this category most attractive for the prospects who want
high insurance cover without spending much for it.
Usually offered for a definite term, mainly the assurances
come under this type. Various riders offered by different
companies are also a part of protection category.
· The claim is paid only if the stipulated event even happens
otherwise there are no maturity values at the end of the
term. You’ll also find variations when some companies
offer to refund all the premiums paid but these products
still come under this category.
· Investment type of products: In investment type of
products, the focus is on maximizing returns for the
customer over a period time. In a way, it is opposite to
protection type where the focus is maximizing the risk
cover. Here the risk cover is very low. The objective is to

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put maximum investments. The underlying principle is to
commit money for a certain period of time and get the
benefits of real long- term growth. The products are
usually single premium policies where the entire premium
is collected in advance. Surrenders are discouraged and
there is a commitment for a certain minimum number of
years. In death during the term, value of the investments is
returned.
· Pension Products: This is another very popular type of
products. Along with the risk of an untimely death or
disability, we also have a risk of living too long –
outliving our source of income. In other words, one needs
to ensure that he gets a decent income even after his
retirement and continues to get it as long as he lives! This
is where we have pension products addressing the need for
a comfortable retirement. One can opt for an immediate
pension or for pension at a future date (also called as
deferred pension). There is a range of options that one can
have when selecting a pension plan. There is a great
amount of flexibility when it comes to selecting a pension
product. The important point to be noted is that pension is
a part of one’s present income that reserves for future
consumption. Every year that income is accumulated and
invested. The lump sum accumulation then is used for
purchasing pension on the vesting date.
· Saving type of products: People like to save. Our savings
rate has been well above 20% of our GDP for last few
years. They save for events like children’s marriage,
education etc. Savings types of products aim to strike a
good balance between risk cover as well as returns. It acts
as a protection on savings. Sum assured is usually the
targeted savings that one looks for. He gets that amount at
the end of the term along with bonuses if it is a
participating policy. He gets that amount at the end of the
term along with bonuses if it is a participating policy. On
the protection side if any unfortunate event happens

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during the term, the sum assured (in other words the
targeted savings) is still paid. So it encourages a person to
save for an event at the same time that his savings are
protected. This is the unique advantage of savings through
life insurance that no other financial product offers. We
find very popular products like Endowment Assurances;
Money Back plans in this category.
As stated earlier all the products come under these 4 broad
categories. To understand a product, it is essential to find out the
category of that product based on its features. Needless to say that
it will not be possible to compare one category product to another.
Each category is unique and caters to particular needs of the
customer. The best approach is to find out what customer needs
and then suggest a solution accordingly. Our products are
classified within the broad framework of PIPS categories.
Children's Plan
Give your child the perfect start in life
As a parent, your priority is your child’s future and being
able to meet their dreams and aspirations. Today, providing a good
education, establishing a professional career or even a modest
wedding is expensive. Costs are increasing fast. Will you be able to
provide for all these needs of your child?
Plan today to ensure a bright future for your child. Start
building savings today with our HDFC Children’s Plan. So that
your child is able to lead a life of respect and dignity with a
secured financial future.
Children’s Plan
The Children’s Plan gives you:

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o Invaluable financial support to your child.
o Helps you customize an ideal plan for your child.
o Provides you multiple options for multiple benefits
The HDFC Children’s Plan is designed to secure your
child’s future by giving your child (the beneficiary) a guaranteed
lump sum on maturity or in case of your unfortunate demise early
in the policy term. The premiums, paid by you, are invested by the
company to give you good long-term returns.
3 EASY STEPS TO YOUR OWN PLAN
Step 1 Choose the amount and policy term based on your
child’s future needs
Step 2 Choose any one of the 3 plan options as per your child’s
requirement.
Step 3 Work out the premium payable with your
Financial Consultant.
3.8: Group Product:
Group Term Insurance:
HDFC Standard Life Insurance offers a Group Insurance
scheme for companies called 'Group Term Insurance’. This product
has been designed to offer innovative features and a high degree of
customization.
Gratuity Plan

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The HDFC Gratuity Plan is an insurance policy, which
offers you, as an employer and gratuity scheme trustee, a new and
flexible way to fund your gratuity liability. The contributions that
you decide to invest in this policy will assist you in meeting your
gratuity obligations in a systematic manner.
Leave Encashment Plan
The HDFC Leave Encashment Plan is a flexible insurance
policy which helps employers and leave encashment scheme
trustees in funding leave encashment obligations without the
employer’s profit and loss account being unexpectedly impacted.
Development Insurance Plan:
This product is well suited for the economically weaker
sections of society and caters specifically to their needs. It makes
available life cover at affordable rates.
Chapter-IV
Product Analysis
1. CHILDRENS PLAN:

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Children’s plan is designed to provide a lump sum to the
child at maturity. It also provides financial security to the child in
future; even in case of the insured unfortunate death during the
policy term children’s plan receive simple reversionary bonuses,
which arte usually added annually. This is a flexible plan with
three options for you to choose from depending on your
requirements.
2. UNIT LINKED YOUNG STAR PLAN:
HDFC Unit linked young star plan is designed to provide a
lump sum to the child at maturity it also provides financial security
to the child in the future. Even in case of the insure parents
unfortunate death during the policy term the unit linked young star
plan also gives the option of additional protection against the six
common critical illness. The premiums are invested in units of the
investment funds of your choice, based on the prevailing unit
prices. On maturity the values of the units will be paid on death the
selected basic some assured is paid and the policy continuous until
maturity. Following the valid death or critical illness clime, we will
pay the future premium into your policy as and when they would
have fallen due.
3. ENDOWNMENT ASSURENCE PLAN
It is a participating (with profits) insurance plan that offers the
following features:
· Provides Financial support to the family by way of a
lumpsum payment incase of the unfortunate death of the
life assured within the term of policy.

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· Provides the lump sum payment to the life assured plus
nay bonus additions.
· This plan is with profit saving plan and is well suited for
saving your long term financial goals.
· This plan also helps provide for the needs of your family
in your absence by paying out a lump sum in the event of
your unfortunate death during the term of the policy.
4. UNIT LINKED ENDOWNMENT ASSURENCE
The unit linked endowment plan is an insurance policy that
is designed to pay a lump sum on maturity or on earlier death. The
unit linked endowment plan also gives the option of additional
protection against the six common critical illnesses, as well as
additional protection if death is a result of an accident.
5. MONEY BACK PLAN
It is a participating insurance plan that offers the following
· Payment of cash lump sums, each of which is a proportion
of the basic sum assured, at 5year intervals during the
term of the policy.
· On survival up to maturity, a payment equal to the basic
sum assured plus the bonus additions less the cash lump
sums paid earlier is provided.
· In case of the unfortunate death of the life assured within
the term of the policy, the basic sum assured plus any
bonus additions is provided .This is over and above the
earlier payouts.
6. SINGLE PREMIMUM WHOLE LIFE INSURANCE PLAN

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Single Premiums Whole of Insurance Plan is well suited to
your long-term investment needs. This participating plan offers the
following benefits
A sound Investment
The money is invested in the profits fund. The fund aims to
provide secure and stable long term growth. Normally; we will
declare a compound reversionary bonus for the policy year and add
it to policy at its anniversary.
Flexibility of term
Even after choosing the policy, the policy term can be
decided. For a 4weeks after any one of the 10TH
, 15TH, 20TH and
subs sequent 5 years anniversaries, the assured can be received and
also bonus if any. Once the surrender value the policy can be
terminated any time, after it has been in force for at least 6 months
and receives a surrender value. Then the nominee gets the sum
assured secured by the premium, plus any attaching bonuses.
7. TERM ASSURENCE PLAN
Under this plan, a sum assured is payable in case of death
of the life assured during the term of the contact. One can choose
the lump sum that would replace the income lost to ones death.
Since this non-participating plan is a pure risk cover plan, no
benefits are payable on the survival to the end of the term of the
policy.
8. LOAN COVER ASSRENCE PLAN
This plan provides a lump sum on the unfortunate death of
the life assured during the term of the plan. The lump sum will be a

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decreasing percentage of the initial sum assured. As the
outstanding loan doctresses as per the policy schedule.
9. PERSONAL ASSURENCE PLAN
The policy is basically a savings contact, which is designed
to provide an income for life from retirement, with an option to
take the lump sum elsewhere to buy the annuity, provided it is
permitted by the prevailing regulations.
Chapter-5
Project Title

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“IMPACT OF ADVERTISEMENT ON INVESTORS – A CASE
STUDY IN HDFC STANDARD LIFE INSURANCE”
WHY THE TOPIC OF ADVERTISEMENT
In the 21st
century the more emphasis will be on the
creative advertisement & various promotions. The brand equity &
brand development will be dependent on various promotions. The
MBA coerces in marketing will focus more on creativity,
imaginations, ideas, & innovation. The ability to look at numbers
& analyze will not be sufficient. The MBA must be able to relate
it to the people.
Brand management groups will be structured like movie
companies or TV channel production companies. They actually
produce movies to promote their brands. The advertising &
promotion will subsidize the market. The companies may develop
joint promotions companies so as to deliver more value to
customers. The prevalent from of the alliance of this century is
likely to be “Advertisements with promotional schemes”.
INTRODUCTION TO ADVERTISENENT
History of Advertisement:
In earlier times advertise meant merely to announce or to
inform. Some advertisements today still do just that: provides
information about ‘birth’ ‘deaths’ ‘engagements’ with little or no
intention to persuade. The majority of classified advertisements

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provide useful information about jobs, accommodations, and sale
of second hand vehicles, & furniture etc. Recruitment
advertisement tender notices and similar type of public
announcements also provide the public with valuable information,
which would otherwise be difficult to obtain easily. The earliest
advertisements in the first English news paper in India the 18th
century was little more than public announcements about the
arrival of ships and merchandise from abroad.
Advertising as we understand it today was not used until
about 200 years ago. The form of advertisement for the
transmission of information dates back to ancient Greece &
Roman. Cries and signs were used to carry information for
advertising goods & services well before the development of
printing. Even during the middle ages advertising signs were
extensively used. These signs generally considered of illustrations
of symbols of the products advertised. The upsurge in advertising
came after development of printing. When printing techniques
were perfected, and as this industry developed, this signs were
replaced by writing words and messages.
During the 17th
century when news papers started appearing
in various parts of words, news paper advertising began to
develop. This was an important phase in history of advertising.
During this century, news papers appeared through out Europe,
and advertisements in them were very different from those by
illustrations and signs at the locations of mercantile
establishments. The invention of printing revolutionized the
advertising but news papers had a large number of
advertisements. At the end of 17th
century a great number of
commercial newspapers were published in England and else
where earlier advertisements in the newspapers were for books,
marriage offers new beverages and for travel. Advertising is the
source of revenue for news papers and selling came into
existence. Around 1840 several people were selling space in
newspapers were brought out on regular basis.

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In the 19th
century advertising marked a great expansion. In
1892 the first advertising agency sprang up in London. (Reynell
by sons). In 1841 in USA the first advertising agency was started
(founded by Volney palmer). In 1875 the modern advertising
agency was set up in Philadelphia (N.V Ayer & sons). They
offered not only space selling but also many other services.
Towards the end of 19th
century, creative advertisement
developed.
By the end of 1920s advertising had grow into major
industry in USA. By then majority of automobiles and package
food were advertised on large scale. This led to expansion of
advertising agency business. It was in 1948 that television
becomes a popular medium for advertising. During the next 5 to 7
years it was considered to be an important advertising medium.
In our 20th
century advertisement bloomed to its full form.
More emphasis was laid on advertisement copy. Art services and
advertisement production became more and more important.
Media selection was also considered equally important.
Definitions:
T he American marketing association, Chicago, defines as
“any paid form of non personal presentation of ideas, & services
by an identified sponsor”.
John E Kennedy, a Canadian copy writer describes
advertising as “salesmanship in print”. Sidney Bernstein
reinforces Kennedy’s defenation by describing “advertising as a
substitute for human sales man”.

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When a marketer or a firm has developed a product to satisfy
market demand after thoroughly analyzing the market, there is a
need for establishing contact with the target market to eventually
sell the product. Advertising is one of the means of such mass
communications along with such with such other means of
publicity. Sales promotion and public relations. Services, images
& ideas through information and persuasion.
Basically an advertisement is an announcement to the public of
a product service or idea through a medium to which the public has
access. The media may be print, such as newspapers, posters,
banners, & hoarding. Electronic media such as radio, television,
video, cable, phone, web site or other. An advertisement of
persuasive mass communication with the public. The
communication is usually one sided in one direction from the
advertiser and to the public. The members of the public are free to
respond to it in their own way. Advertising creates awareness of
brand, to supplement the advertising with sales promotion, which
are often more effective in actually getting consumer to try the
brand.
Advertising is multidimensional. It is a form of mass
communication, a power full marketing tool a component
economic system, a means of financing to the mass media, a social
institution, an art form, an instrument of business management, a
field of employment and a profession.
Advertising process:
There is a transmission of message from sender to the
receiver. The end result of the advertising process understands a
message. The message is transmitted through media or certain
channels. The response to the message is known by receiving the
feed back from the recipient of advertisement.

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The sender is the source of the message in symbolic form. It
is called encoding. The media like TV or newspaper carries this
message. The receiver who shows particular response that is
communicated back to the sender.
Receives the message must accomplish three tasks in order to be
effective.
1. It must gain attention of the receiver
2. It must be understood
3. It must stimulate the needs of the receiver and suggest
appropriate method to satisfy these needs.
DATA ANALYSIS
Table –1
7. Do you want to improve your financial position?
SL Do you want to improve NO OF IN

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NO. your financial position RESPONDENTS PERCENTAGE
1 YES 100 100%
2 NO 00 00%
3 TOTAL 100 100%
100
80
60
40 3-D Column 1
20
0
yes no
The above inference we come to know that out of total sample
size of 100; 100 i.e., 100% say that they want to improve their financial
position. This shows that everybody want to improve their financial
position.
8. Do you know about HDFC STANDARD LIFE?
SL Do you know about HDFC NO OF IN
NO. STANDARD LIFE RESPONDENTS PERCENTAGE
1 YES 80 80%
2 NO 20 20%
3 TOTAL 100 100%

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80
60
40
East
20
0
yes no
From the above table and graph it could be inferred that out
of total sample size of 100; 100 i.e., 80% say they know about
HDFC SLIC, and 20% of people they don’t know about HDFC
SLIC.
9. Did you have insurance policy?
SL Did you have insurance NO OF IN
NO. policy RESPONDENTS PERCENTAGE
1 YES 90 90%
2 NO 10 10%
3 TOTAL 100 100%

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100
80
60
40 East
20
0
yes no
The above inference we come to know that out of total sample size
of 100; 100 i.e., 90% say they have insurance policy, and only 10%
of people say that they not have insurance policy.
10. If yes in which company did you taken insurance policy?
SL If yes in which company NO OF IN
NO. did you taken insurance RESPONDENTS PERCENTAGE
policy
1 LIC 38 38%
2 ICICI 10 10%
3 HDFC 40 40%
4 Bajaj allianz 12 12%
5 TOTAL 100 100%

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40
30
20
East
10
0
LIC ICICI HDFC Bajaj Allianz
The above inference we come to know that out of total
sample size of 100; 100 i.e., 38% of people taken insurance policy
in LIC, 10% of people taken insurance policy in ICICI, 40% of
people taken insurance policy in HDFC SLIC, 12% of people
taken insurance policy in Bajaj allianz.
11) What is the reason for preferring that company?
SL What is the reason for NO OF IN
NO. preferring that company RESPONDENTS PERCENTAGE
1 Good return 44 44%
2 Good service 30 30%
3 Trust 16 16%
4 Popular 05 05%
5 Others 05 05%
6 TOTAL 100 100%

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50
40
30
20
East
10
0
Good Goood Trust Popular Othes
return service
for good return, 30% of people taken insurance policy for good
service, 16% of people taken trustiness of the company, 05% of
people seeking only popular, and 05% of people seeking other
purpose.
12). Are you taken which type of insurance policy?
SL Are you taken which type NO OF IN
NO. of insurance policy RESPONDENTS PERCENTAGE
1 Children’s plan 25 25%
2 Unit linked young star 30 30%
3 Unit linked young star plus 25 25%
4 Pension plan 10 10%
5 Money back policy 05 05%
6 Other 05 05%
7 TOTAL 100 100%

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30
25
20
15
East
10
5
0
CP ULYS ULYS Plus Pen.plan Money.B.P Other
of unit linked young star plan, 25% of taken unit linked young star
plan, 25% of people taken children’s plan, 10% of people taken of
pension plan, 05% of people taken money back policy, and 05% of
people taken other policies.
13. For what purpose did you taken insurance policy?
SL For what purpose did you NO OF IN
NO. taken insurance policy RESPONDENTS PERCENTAGE
1 Tax benefit 30 30%
2 Risk cover 20 20%
3 Good return 30 30%
4 Secured life 20 20%
5 TOTAL 100 100%

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30
25
20
15
10 East
5
0
Tax benefit Risk cover good return Secuerd
Money
of 100; 100 i.e., 30% of people taken insurance policy taken for tax
benefit, 20% of people policy taken for risk cover, 30% of people
policy taken for good return, 20% of people for secured money.
14. How do you feel about HDFC insurance industry advertisement?
SL How do you feel about NO OF IN
NO. HDFC insurance industry RESPONDENTS PERCENTAGE
advertisement
1 Very good 40 40%
2 Good 40 40%
3 Better 15 15%
4 Poor 05 05%

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5 TOTAL 100 100%
40
35
30
25
20
East
15
10
5
0
v.good good better poor
of 100; 100 i.e., 40% of people are said that HDFC SLI
advertisement is very good, 40% people said good, 15% of people
says better, and only 05% of people say poor.
15. Which places are better suitable for attracting
customers through advertisement?
SL Which places are better NO OF IN
NO. suitable for attracting RESPONDENTS PERCENTAGE
customers through
advertisement
1 Public place 40 40%
2 Corporate co. 17 17%
3 College 20 20%

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4 Rural area 20 20%
5 Other places 03 03%
6 TOTAL 100 100%
40
30
20
10
3-D Column 1
0
Public Corporate- College Rural area Other
place co
size of 100; 100 i.e., 40% of people are said that public place
better suitable for advertisement, 17% of people say corporate
company, 20% of people say rural area and colleges and 03% of
people say other different places.
16. Are you favors of which insurance company?
SL Are you favors of which NO OF IN
NO. insurance company RESPONDENTS PERCENTAGE
1 LIC 32 32%
2 HDFC SLIC 28 28%
3 Bajaj allianz 15 15%
4 Reliance 12 12%
5 ICICI 08 08%
6 Others 05 05%
7 TOTAL 100 100%

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35
30
25
20
15
3-D Column 110
5
0
LIC HDFC Bajaj Relience ICICI Other
Allianz
of 100; 100 i.e., 32% of people are favor of LIC, 28% of people are
favor of HDFC SLIC, 15% of people are favor of Bajaj allianz,
08% of people are favor of ICICI pru, 12% of people favor of
Reliance, 05% of people are favor of other insurance company.
17. Which advertising media is more popular for insurance industry?
SL Which advertising media is NO OF IN
NO. more popular for insurance RESPONDENTS PERCENTAGE
industry
1 Television 64 64%
2 News paper 13 13%
3 Radio 03 03%
4 Magazine 08 08%
5 Displays 12 12%
6 TOTAL 100 100%

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80
60
40
3-D Column 1
20
0
TV News paper Radio Magazine Displays
The above inference we come to know that out of total sample size of
100; 100 i.e., 64% of people say that television advertisement is more
popular for insurance industry, 13% of people say that news paper
advertisement is more popular, 03% of people says radio, 08% of
people say magazine advertisement, 12% of people says display
advertisement more insurance industry.
18. Which type of advertising method will be more effective on investors?
SL Which type of advertising NO OF IN
NO. method will be more RESPONDENTS PERCENTAGE
effective on investors
1 Emotional 40 40%
2 Happy 13 13%
3 Song 12 12%
4 Secured life 25 25%
5 Others 10 10%
6 TOTAL 100 100%

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4 0
3 0
2 0
10 Ea s t
0
Em o t i o n a l Ha p p y S o n g S e c u r e d Ot h e r s
l i f e
size of 100; 100 i.e., 40% of people say that emotional
advertisement is bringing more effective on investors, 13% of
people are side of happy movements advertisement, 12% of
people are side of song, 25% of people are side of secure life,
10% of people are side of other method of advertisement.
19. Which type of display shoes is more effective on investors?
SL Which type of display NO OF IN
NO. shoes is more effective on RESPONDENTS PERCENTAGE
investors
1 Pictures 19 19%
2 Plain text 17 17%
3 Film star 30 30%
4 Sports man 24 24%
5 Others 10 10%
6 TOTAL 100 100%

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30
25
20
15
10 East
5
0
Pictures Plain textFilm star Sports others
man
of 100; 100 i.e., 19% of people say that picture display shows that
more effect on investors, 16% of people are say that plain text is
showing more effect on investors, 30% of people are say that film
stars display advertisement is showing more effect on investors,
20. Which type of promotional scheme is more helpful to attract
the customer?
SL Which type of promotional NO OF IN
NO. scheme is more helpful to RESPONDENTS PERCENTAGE
attract the customer
1 Gift 12 12%
2 Cash prize 28 28%
3 Holiday trips 12 12%
4 Discount 15 15%
5 Gold 33 33%

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6 TOTAL 100 100%
35
30
25
20
15 East
10
5
0
Gift Cash Prize Holyday trips Discount Gold
of 100; 100 i.e., 12% of people say that providing gift to the
customers is best promotional scheme, 28% of people say cash
prize is best promotional sceme, 12% of people say that providing
holiday trips to the customers is best scheme, 15% of people say
that discount scheme is better, and 33% of people say that
arranging gold scheme to the customer is more better.
21. Which is the popular advertising company?
SL Which is the popular NO OF IN
NO. advertising company RESPONDENTS PERCENTAGE
1 LIC 10 10%
2 HDFC 40 40%
3 Reliance 20 20%
4 ICICI 20 20%
5 Others 10 10%
6 TOTAL 100 100%

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40
30
20
East
10
0
LIC HDFC RELIANCE ICICI OTHERS
The above inference we come to know that out of total sample size of
100; 100 i.e., 40% of people say that HDFC SLIC is the more
popular advertising insurance company, 20% of people say ICICI
& Reliance insurance companies are popular advertising, and
than remaining LIC and other insurance companies are popular in
advertisement.
22. Do you have intention to take another policy?
SL Do you have intention to NO OF IN
NO. take another policy RESPONDENTS PERCENTAGE
1 YES 30 30%
2 NO 70 70%
3 TOTAL 100 100%

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70
60
50
40
30 3-D Column 1
20
10
0
Yes No
of 100; 100 i.e., 30% of people say that they are not ready to take
another policy and 70% of people say they are ready to take
insurance policy.
23. If yes are you ready to take which policy?
SL If yes are you ready to NO OF IN
NO. take which policy RESPONDENTS PERCENTAGE
1 Children’s plan 08 08%
2 Unit linked young star 10 10%
3 Unit linked young star plus 08 08%
4 Pension plan 02 02%
5 Others 00 00%

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6 TOTAL 100 100%
10
8
6
4 Ea s t
2
0
C - P U LYS U LYS P LU S P e n s i o n Ot h e r
p l a n
of 100; 100 i.e., 08% of peoples are ready to take children’s plan,
10% of people ready to take unit linked young star,08% of peoples
are ready to take unit linked young star plus, and 02% of peoples
are ready to take pension plan.
24. Are you aware of HDFC standard life Insurance?
SL Are you aware of HDFC NO OF IN
NO. standard life Insurance RESPONDENTS PERCENTAGE
1 YES 80 80%
2 NO 20 20%
3 TOTAL 100 100%

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80
60
40
East
20
0
Yes No
of 100; 100 i.e., 80% of peoples are aware of HDFC SLIC, and
20% of peoples are not aware of HDFC SLIC.
FINDINGS
· Above analysis I find out that 100% of people say that
they are ready to improve there financial position and no
one person says not ready to improve financial position.
This shows everybody ready improve their financial
position.

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· It clearly states that 80% people know about HDFC SLIC
and 20% people don’t know about HDFC SLIC.
· I find out that 90% people are taken insurance policies and
10% of peoples are not taken insurance policy.
· The above analysis I come to know that out of total
sample size of 100; 38% of peoples taken policies in LIC,
35% of people taken policies in HDFC SLIC.
· Above analysis I find out that maximum % of people
preferring good company for good return and 30% of of
people choosing good company for good service, and less
percentage of people choosing good company for popular..
· I find out that more percentage people taken unit linked
young star plus plan, and less percent of people taken
pension plan.
· I find out that 30% of people taken policy for tax benefit,
30% of people taken policy for good return, 20% of
people taken policy for risk cover, and 20% of people
taken policy for secure money.
· I find out that 40% of people say very good feel about
HDFC SLIC, and 40% saying good, better 15%, poor only
05% people says.
· I come to know through this survey 43% of people says
that public place better suitable for attracting the
customers through advertisement, 17% people says
corporate company, 20% of people says rural areas and
colleges.
· I found out that maximum peoples are favors of LIC, 28%
of people favors of HDFC SLIC.
· I come to know that television advertisement is more
popular for insurance advertisement 64% of people says
that, 13% of people say news paper advertisement is
popular for insurance industry, more less percent of

I
people says radio advertisement more popular for
insurance industry.
· I come to know that maximum percent of people says that
emotional advertisement is more effect on investors, and
less percent of people says that music.
· I come to know that 30% of people say that film stars
display advertisements are more effect on investors, and
less percent of people says that pictures only.
· I come to know that 33% of people say that gold
promotional scheme is better to attract the customers, 28%
of say that cash prize promotional scheme help full to
attract the customers, gift 12%,discount 15, holiday trips
12% of people says.
· I come to know that maximum percent of people says that
HDFC SLIC is the popular advertising insurance industry,
and only 10% of people say LIC popular insurance
industry.
· I come to know that 30% of people have intention to take
insurance policy, and 70% of peoples not have intention to
take insurance policy.
· Finally in come to know 80% of peoples are aware of
HDFC SLIC,
SUGGESTIONS:
· Through the company has a good brand name, they should
expand there business at rural areas.

I
· Company has to use more and more promotional activities
like distributing the company brochures and publishing in
newspapers and through Radio, television, earning boards
etc.
· Company should concentrate on providing door to door
advertisement.
· Should provide better services to the customers.
.
CONCLUSION:
“Training is an act of increasing the knowledge and skill of
students for doing a particular study”
According to my study it states that HDFC standard life is such
organizations, which always focus on customers and advertisement

I
for competition in insurance sector, according to my study it is also
a one of the leading insurance company.
Chapter-VI
ON THE JOB TRAINING (O.J.T)

I
HDFC Standard Life is the company where I have doing my on the
job program, which is India’s most respected private insurance
company. My OJT was started on 20th
March 2007.
1. Objectives:
The main Objective of the OJT is to develop our self and adapt to
any situation, gain a new experience and to face people around us,
which would help us in future. The other objectives are,
· To visit corporate and collect database.
· To get a real time experience with the working
atmosphere in an organization
· To make Telecalling and fix appointment.
· To study more about the insurance products
· To learn the real art of convincing people
· To visit potential client and impart the knowledge about
the product and convince them to purchase the products.
· To study about Recruitment and Training procedure
adopted by Financial Consultants in HDFC STD LIFE.
2. Task:
· Collecting the data base
· Making the cold calls
· Fixing the appointments

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· Meeting the clients for converting them as prospective
customer as well as to become a Financial Customer.
3. Strategy:
Actually the company has said to meet the friends, relatives,
colleges, etc.suspected customers directly or to collect the contact
numbers. And then make cold calls, and meet them. So I started my
OJT by collecting database mainly from friends, relatives, and
different company people. And I met the clients to convert them as
a prospective customer. I was able to convert them as prospective
customer.
a. Questionnaire:-First strategy is Preparing Questionnaire.
Preparing questionnaire based on MT title. Preparing
questionnaire is one of the strategy we can get total
information about particular customers. Using
questionnaire we can analyze the data perfectly and easily
get the result of that research.
b. Field work:-After Preparing Questionnaire next step is
going to field work .To meet the different type people and
taking feedback of that questionnaire. In this step we have
to collect the maximum data.
c. Cold calls:-After collection of data next step is a cold call.
In this step based on data making calls to particular client
and explaining about benefits of financial consultants and
fixing appointment to customer.

I
4. OJT Target:
In the training schedule itself company has given me information
about the OJT, which I have to undertake for the period of four
months, which starts from 14th
of March 2007 to 14th
of July 2006.
OJT is a total fieldwork in which I have given a target and I have
been informed to visit friends, relatives, local Hospitals, Corporate
offices, Housewife’s to reach my target. Our OJT will be
undertaken in groups. Company has divided us in different groups
and each group has assigned a target depending on the individual
targets.
5. Achievements:
Within 4 months I sold 06 policy of Rs 10,000 each premium.i, e.
60000 business.
6. LIMITATIONS

I
· People were not willing to respond
· Some of the information we got is not reliable and
accurate
· Locating the target customers of HDFC STD LIFE is very
time consuming
· Detail study is not possible due to time constrains
· The natural market area used to conduct the survey is also
limited
· Not getting the appointments from the customers through
telecalling during the working hours, when they will be
busy with their work.
Respondents may have to be contacted repeatedly, to fix the
appointments at their convenient time
7. LIMITATIONS

I
· People were not willing to respond
· Some of the information we got is not reliable and
accurate
· Locating the target customers of HDFC STD LIFE is very
time consuming
· Detail study is not possible due to time constrains
· The natural market area used to conduct the survey is also
limited
· Not getting the appointments from the customers through
telecalling during the working hours, when they will be
busy with their work.
· Respondents may have to be contacted repeatedly, to fix
the appointments at their convenient time.
7. CONCLUSION:
By under going this OJT each day I got different experience by
met to different customers. And the OJT has given me tremendous

I
exposure about the customer’s perception and their level of
satisfaction. By meeting different type of customers my
communication skill has also improved. By this I learnt how to sell
the products, I learn how to convince to the customers, how to
behavior with others, building network, how to spend money,
Whatever exposure we are getting here it will definitely help us in
future.
BIBLIOGRAPHY

I
To obtain more information regarding the present study & to
substantiate it with theoretical following references were made:
List of Books and other Supplementary material referred:
o Retail management- ICFAI National College,
Course Material published in March 2004. Rajan
Saxena – Marketing Management, Second Edition,
sixth reprint 2004, published by Tata McGraw Hill
publishing company limited, New Delhi 1997
o Philip Kotler – Marketing Management, 10th
edition (The millennium edition), published by
Prentice Hall of India Private Limited. Chapter 6-
analyzing Consumer Markets & Buyer Behavior,
Page No- 159-186.
o Marketing Management-Developing marketing
Strategies ICFAI National College, Course
Material published in March 2004.
WEBSITES VISITED:
o www.Hdfc std life insurance.com
o www. IRDA .COM
o www.licisuranceltd.com
o www.insurence .com
Questionnaire
Dear Respondents

I
I (Sharanappa Karur) am a student of MBA at ICFAI National
College, Gulbarga am doing project in HDFC STANDARD LIFE.
This questionnaire is designed to study the “Impact of
Advertisement on Investors – A case study regards with HDFC
standard life insurance” . Your contribution to this study would
be immeasurable to this area. The data obtained will be kept
confidential & strictly used only for academic purpose. I request
you to give us your precious time to fill the questionnaire.
1. Name:-……………………………Age…………
2. Sex: Male [ ] Female [ ]
3. Education: a) SSLC [ ] b. PUC [ ]
c. Graduate [ ] d. Post- Graduate [ ]
4. Occupation:-……………………..
5. Annual income:-
[ ] Below 2 lakhs [ ] above 5 lakhs
[ ] below 7 lakhs [ ] above 7 lakh
6. Phone No:-……….. E-mail ID:-………..
7. Do you want to improve your financial position: - Yes [ ] No
[ ]
8. Do you know about HDFC STANDARD LIFE? Yes [ ] No
[ ]
9. Did you have insurance policy?

[ ] yes [ ] no
I
10. If yes in which company did you taken insurance policy?
a) [ ] LIC b) [ ] HDFC c) ICICI pru
d) [ ] Reliance e) [ ] Bajaj allianz f) other
11. What is the reason for preferring that company?
a) [ ] Good return b) [ ] Good service c) [ ] Trust
d) [ ] Popular e) [ ] other
12. Are you taken which type of insurance policy?
a) [ ] Children’s plan b) [ ] Unit linked young star
c) [ ] Unit linked young star plus d) [ ] Pension plus
e) [ ] Other plans………
13. For what purpose did you taken insurance policy?
a) [ ] for tax benefit b) [ ] for risk cover
c) [ ] for good return d) [ ] for secure money
e) [ ] any other purpose……
14. How do you feel about HDFC insurance industry
advertisement?
a) [ ] very good b) [ ] good c) [ ] better

I
d) [ ] poor
15. Which places are better suitable for attracting customers
through advertisement?
a) [ ] public place b) [ ] corporate companies
c) [ ] colleges d) [ ] rural areas e) [ ] other places……
16. Are you favors of which insurance company?
a) [ ] LIC b) [ ] HDFC c) [ ] bajaj allianz
d) [ ] reliance e) [ ] other ins co, ………..
17 Which type of advertising media will be more effective on
investors?
a) [ ] TV b) [ ] news paper c) [ ] displays
d) [ ] radio e) [ ] magazines f) [ ] other media…..
18. Which type of advertising method will be more effective on
investors?
a) [ ] Emotional b) [ ] secure for life
c) [ ] Music or song d) [ ] fantasy e) [ ] others
19. Which type of display shoes is more effective on investors?
a) [ ] pictures b)[ ] plain text c)[ ] film stars
d) [ ] politicians e) [ ] others

I
20. Which type of promotional schemes is more helpful to attract
the customer?
a) [ ] Gifts b) [ ] cash price c) [ ] Holiday trips
d) [ ] discount e) [ ] Gold f) [ ] others
21. Which is the popular advertising insurance company?
a) [ ] LIC b) [ ] HDFC c) [ ] AVIVA
d) [ ] reliance e) [ ] other
22. Do you have an intention to take another policy?
a) [ ] yes b) [ ] No
23. If yes which type of policy?
a) [ ] Children’s plan b) [ ] Unit linked young star
c) [ ] Unit linked young star plus d) [ ] Pension plus
e) [ ] Other plans………
24. Are you aware of HDFC standard life insurance?
a) [ ] Yes b) [ ] No
“THANK YOU FOR YOUR VALUABLE TIME & CO-
OPERATION”

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