This Case is about MARKETING
PUBLICATION DATE: October 24, 2012 PRODUCT #: W12274-HCB-ENG
HDFC Life Insurance (HDFC Life) was contending in a varying environment as traditional banks started entering the insurance company. While several brands in the group advertised with distinct placement strategies, consumers were unreceptive. HDFC Life commissioned a survey that appeared to lead the senior supervisor of digital marketing to a dead end.
The challenge was to introduce a distinction that may be related to the HDFC brand regardless of the unreceptive mindset of the target section as well as the limits of the group. The case also takes into account the complexities of creating a services brand in an emergent marketplace, their new interest in buying insurance online and also the changing lifestyles of prospective insurance buyers in India.