Abstract

The caselet provides details on the integrated marketing communications campaign implemented by SBI Life (one of the leading life insurance companies in India) for its Pension schemes. The caselet illustrates the application of a dipstick study that helped SBI Life differentiate from competitors with the help of a new marketing communications campaign for its pension schemes. The caselet intends to enable students to understand the importance of a focused marketing communications strategy to promote financial products like pension schemes. The caselet also describes the factors that forced SBI Life to shift to a product specific marketing communications campaign.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product specific advertising in the insurance sector
• Promoting pension schemes
• The advertising planning process
• and Integrated marketing communications for financial products.

Keywords

SBI Life, State Bank of India, Bancassurance, Pension scheme, ICICI Prudential, Aviva Life Insurance, O&M, Niche Channels, Unaided Recall, 360-degree communications, Direct mailers, Below-the-Line media mix, Hoardings, On-Ground sales promotion contest and Dipstick study