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CASE DETAILS:
While any person who is online or active on mobile, earning and who is capable of purchasing insurance is our TG. Our
focus TG is defined as follows:
(SEC A) 25-40 years - Primarily male, with a mix of working females
Our focus geographies so far have been the top-10 cities that contribute about 70% of our business. Our current penetration
stands at 30% outside the top-10 tier-1 cities. The market outside tier-I cities is still largely under-penetrated, which we
believe has a huge potential for future business as the internet and mobile penetration grows in India. While we have
continued to grow our business in cities outside the tier-I category, there hasnt been a dedicated marketing effort for the
same. Given the huge potential that this market holds, we would like to develop a focused plan to target this market.
SPECIFIC DELIVERABLES:
Segmentation of Tier-II financial consumer in India. Determine segmentation criteria and approximate the size of this
segment.
Determine the key drivers for this consumer to shop online insurance products
What are the barriers for this consumer to buy insurance online?
Marketing plan and success metrics: How would you go about targeting the consumer in this segment? Your plan should
include overall communications strategy, promotion mix, recommended media plan and success metrics.
RECOMMENDED METHODOLOGY:
We leave you to choose the best way to gather data (primary or secondary research), how you would present insights and
recommendations. We are looking at both qualitative and quantitative insights, backed by suitable and robust methodology.
EXPECTED OUTCOME:
1. Marketing plan & strategy with timelines
2. Best platform to target the defined audience mentioned above
3. Final submissions are expected to be clear and precise, with recommendations that can be executed in the near future
BUDGET:
Rs 20 cr (approx)