Strategic Marketing Managemnt

ASSIGNMENT

ON

STRATEGIC MARKETING MANAGEMENT

A CASE STUDY OF ICICI PRUDENTIAL LIFE INSURANCE COMPANY LIMITED

ASSIGNMENT
ON
STRATEGIC MARKETING MANAGEMENT
A CASE STUDY OF ICICI PRUDENTIAL LIFE INSURANCE COMPANY LIMITED

Table of Contents

Contents Pages

Introduction -
Background -
Marketing Strategy Process -
Marketing vs. Corporate Strategy -
Strategic Positioning -

Relationship Marketing -

Strategic Objectives of ICICI Prudential -

Environmental Analysis -

SWOT Analysis - -

Internal Analysis -

Impact of Globalisation -

Conclusion -

INTRODUCTION

Marketing has a significant role in this modern, consumer- driven and ultra competitive global market. The definitions of marketing are varied from author to author and it may be functional or strategic. (M.S.Wilson & Gilligan, 2008) In my point of view marketing is a technique applied by persons, natural or corporate to reach their product or services into the hands of customers with the objective of their survival in the competitive market, maximisation of profit and customer satisfaction.

In this essay my endeavour is to discuss and explain the marketing management strategy, various marketing tools, its implementation etc., through my chosen organisation ICICI PRUDENTIAL LIFE INSURANCE COMPANY, herein after referred as “the case understudy” is a market leader in the private life insurance sector in India.

BACKGROUND

The case under study is ICICI PRUDENTIAL LIFE INSURANCE COMPANY a joint venture between ICICI bank, India’s largest private bank and prudential plc –a UK based international financial service group. The total capital of the company is [pic] 47.80 billion. The company started its operation in December 2000,

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