Product details

The case examines the demand for various products in the Indian insurance market. It also discusses the attractiveness of various products currently in the Indian market. The case throws light on changing customer preferences and the need for developing customised products. It also examines the role of customised products in providing a competitive advantage. In this context, the case discusses the features and benefits of whole life policies. The case is structured to enable students to: (1) discuss the different types of insurance products available and the demand for each product in the Indian market; (2) understand customers'' needs and preferences for insurance products; (3) understand the benefits of whole life policies; and (4) understand the need for the customisation of insurance products. The case is aimed at MBA/PGDBA students, and is intended to be part of the insurance marketing or services marketing curriculum.