Aegon LI loading . . . .

Media Plan for

Aegon Life Insurance

P resented b y : G roup 3
Abhishek Bohra Anshuman Mishra Karandeep Singh
Nivedita Bhardwaj Pranav Khandelwal Sreedevi M
Industry Background

 Though 78% households are aware

of insurance products,
 only 24% own life insurance cover
and
 1.2% opt for health insurance





Source : Max New York Life NCAER India Financial Protection Survey
The Indian Life Insurance
Industry
 Untapped market
 Most popular financial product
 21 companies in India - almost 15
private
 Growth : more than 16 per cent for
the nine-month period ended 31
December 2008,
 Total premium : Rs131,400 crore, up
from Rs113,000 crore
 Contributes 7% to the country’s GDP

Market Share of Major
Players
Factors Affecting Purchase
Decision

 Psycho graphical factors - lifestyle

 Economical factors – income level
 Social factors – social beliefs and
morals
 Politico legal factors – legal
regulations
 Demographical factors -
Occupational factor
(service/business), Age factor,
Gender, Marital status factor, etc
Share of Insured
Households
Major Source of income
of Insured
Vs.Uninsured HHs
Major Source of income
of Insured Vs.Uninsured
HHs
Educational level-
insured versus
uninsured household
Educational level-
insured versus
uninsured household
Marketing objective

 Tomake an impactful launch in India

 Tobecome one of the top 6
Insurance companies in India by
2010
Marketing strategy
Communication
 Media objective

R e a ch in g yo u n g m a le a d u lts a g e d b e tw e e n 2 5
a n d 4 5 ye a rs w ith in co m e le ve lm o re th a n R s.
0 , 0 0 0 p e r m o n th a im in g a t in su ra n ce a s w e lla s
g o o d re tu rn s.
Whom to Advertise (TG)
Whom to Advertise (TG)
Which Geographic Areas to
Cover
Media Strategy
Print Media

Budget: 6,90,00,000
Out Of Home Branding

Budget : 24 , 00 , 000
OOH- Cost Calculation
Period :
2Months
Cost
Total BQS & shelters 1444000
Total Que Manager 353875
Hoardings 300000
Bus Branding 128250
Bus Back 1140350
Balloons 240000
Video walls 1000000
Grand total 4606475

Budget : 24 , 00 , 000
Television




Budget : INR 56 , 00 , 000 /-

Go Online

Publisher size intensity cost

Timesjob.com 158*140 1,00,000 520000
yahoo.com 728*90 1,00,000 735000
Opportunities:
THANK YOU !