NATIONAL INSURANCE ACADEMY,
PUNE
P016 – PROGRAMME ON INTEGRATED MARKETING
STRATEGIES (LIC)
Background:
The
life insurance industry in India, with multiple players, operates in an
increasingly competitive landscape driven by evolving customer expectations,
technological advancements, and regulatory changes. To sustain growth, insurers
must optimize their distribution channels, refine product strategies, and
enhance customer engagement.
A
well-defined marketing strategy is essential for organizations to allocate
resources efficiently, maximize market opportunities, and achieve a sustainable
competitive advantage. This programme is designed to equip participants with the
knowledge and skills required to develop and implement effective marketing
strategies, ensuring alignment between organizational strengths and market
demands.
The
programme will focus on the dynamic role of marketing officials across channels
in leveraging LIC’s distribution network—including Tied Agency, CLIA,
Bancassurance, IMFs, Web Aggregators, and CSCs—to drive business growth. It
will provide insights into optimizing the product mix, strengthening
distribution channels, and improving business quality while maintaining
compliance with regulatory frameworks.
Participants
will gain a comprehensive understanding of the competitive strategies adopted by
insurers, analyse the strengths and weaknesses of current distribution models,
and explore innovative ways to enhance productivity. Special emphasis will be
placed on sustainable business models, digital transformation, and the role of
customer-centric marketing in driving long-term profitability.
By
the end of the programme, participants will be well-equipped to navigate the
evolving insurance landscape, implement strategic marketing initiatives, and
contribute effectively to the organization’s growth in today’s highly
competitive market.
Objectives:
At
the end of the programme the participants would be able to
§
Stay
Updated on Market Trends & Economic Environment – Understand the latest
developments in the business landscape and their impact on life insurance.
§
Market
Research, Segmentation & Strategy Development – Utilize market
intelligence, customer insights, and competitive analysis to formulate effective
marketing and branding strategies.
§
Customer-Centric
Approach & Value Delivery – Recognize evolving customer behaviour,
expectations, and the importance of personalized engagement to enhance retention
and satisfaction.
§
Optimizing
Distribution Channels & Sales Force – Analyze and strengthen Tied, CLIA,
Bancassurance, IMFs, Web Aggregators, and CSCs to improve productivity, business
quality, and operational efficiency.
§
Recruitment,
Retention & Motivation of Sales Force – Strengthen agency force, CLIA-supervised
agents, and distribution teams through role clarity, training, and professional
development.
§
Product
Promotion & Business Growth – Develop and execute strategies for marketing
ULIP, Non-par, Health, Pension, and Micro-Insurance products.
§
Brand
Management & Effective Communication – Enhance brand positioning and
visibility through strategic marketing communication.
§
Strategy
Execution & Business Excellence – Translate marketing and distribution
strategies into actionable plans for sustainable long-term growth.
Contents:
§
Current
Economic & Financial Market Scenario – Implications for Life Insurance
§
Insurance
Industry Overview – Global & Indian Perspective
§
LIC
in the Listed Environment – Post IPO Challenges & Growth Opportunities
§
Life
Insurance Marketing – Trends, Tools & Emerging Global Strategies
§
Strategic
Marketing – Branding, Segmentation, Targeting & Positioning
§
Digital
& Social Media Marketing – Leveraging Apps, AI & Big Data for Direct
Marketing
§
Optimizing
Product Mix – ULIP, Non-par, Annuity, Micro-Insurance & Health Insurance
§
Distribution
Channel Management – Strengthening Tied, Bancassurance, Web Aggregators, IMFs,
CSCs & Alternate Channels
§
Managing
Channel Conflict & Enhancing Productivity in CLIA and Other Distribution
Channels
§
Customer
Relationship Management (CRM) – Consumer Analytics, Buyer’s Behaviour &
Relationship Marketing
§
Competitive
& Market Intelligence – Research, SWOT & Strategy Formulation
§
Regulatory
& Compliance Framework – IRDAI Marketing Regulations & Corporate
Agency Guidelines
§
B2B
& Institutional Marketing – Interaction with Channel Partners (Banks, IMFs,
Corporate Agents, CSCs) for Insurance Penetration
§
Niche
Marketing – HNI, Pension, Health & Micro-Insurance Segments
§
Sales
& Business Process Optimization – Robust Sales Strategies &
Productivity Enhancement
§
Communication
& Presentation Skills – Business Etiquette & Managing
Meetings/Marketing Events
§
Financial
Planning as a Marketing Tool for Insurance Advisors &
Clients
§
MS
Excel Hands-on – Enhancing Marketing & Sales Analytics Capabilities
Participants Profile:
Marketing officials in the cadre of AO, ADM and DM across the marketing channels except Marketing Managers to be nominated by HRD Depts. of Zonal Offices and Central Office.
Trainees nominated for this programme in the last two years should not be renominated.
Duration: 3 days
I.
21.04.2025
- 23.04.2025
II.
19.05.2025
- 21.05.2025
III.
18.06.2025
- 20.06.2025
IV.
21.07.2025
- 23.07.2025
V.
11.08.2025
- 13.08.2025
VI.
17.09.2025
- 19.09.2025
VII.
27.10.2025 - 29.10.2025
VIII.
19.11.2025 - 21.11.2025