Abstract

This caselet discusses the approach of Max New York Life (MNYL) to become a leading player in the life insurance segment of India. It talks about the training methodologies and process improvements undertaken by the company. The distribution system developed by MNYL has been discussed both in rural and urban markets. The product differentiation strategies followed by MNYL also form a part of this caselet.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Need for SWOT analysis before planning competitive strategies
• Importance of training in Life Insurance Industry
• Impact of a wide distribution network
• and Product differentiation in Life Insurance.

Keywords

Max New York, LIC, Insurance, Training, Agents, Franchisee, Bancassurance, Policy, Rider, Distribution