Strategic Media Planning

Aegon LI loading . . . .

Media Plan for Aegon Life Insurance P resented b y : G roup Abhishek Bohra Nivedita Bhardwaj

Anshuman Mishra Pranav Khandelwal

3 Karandeep Singh Sreedevi M

Industry Background  Though

78% households are aware of insurance products,  only 24% own life insurance cover and  1.2% opt for health insurance     Source : Max New York Life NCAER India Financial Protection Survey

The Indian Life Insurance Industry  Untapped market  Most popular financial  21 companies in India

product - almost 15

private  Growth : more than 16 per cent for the nine-month period ended 31 December 2008,  Total premium : Rs131,400 crore, up from Rs113,000 crore  Contributes 7% to the country’s GDP 

Market Share of Major Players

Factors Affecting Purchase Decision  Psycho graphical factors - lifestyle  Economical factors – income level  Social factors – social beliefs and

morals  Politico legal factors – legal regulations  Demographical factors Occupational factor (service/business), Age factor, Gender, Marital status factor, etc

Share of Insured Households

Major Source of income of Insured Vs.Uninsured HHs

Major Source of income of Insured Vs.Uninsured HHs

Educational levelinsured versus uninsured household

Educational levelinsured versus uninsured household

Marketing objective  To  To

make an impactful launch in India become one of the top 6 Insurance companies in India by 2010

Marketing strategy

Communication

Media objective

R e a ch in g yo u n g m a le a d u lts a g e d b e tw e e n 2 5 a n d 4 5 ye a rs w ith in co m e le ve lm o re th a n R s. 0 , 0 0 0 p e r m o n th a im in g a t in su ra n ce a s w e lla s g o o d re tu rn s.

Whom to Advertise (TG)

Whom to Advertise (TG)

Which Geographic Areas to Cover

Media Strategy

Print Media

Budget: 6,90,00,000

Out Of Home Branding       

Budget : 24 , 00 , 000

OOH- Cost Calculation Cost

Period : 2Months

Total BQS & shelters

1444000

Total Que Manager

353875

Hoardings

300000

Bus Branding

128250

Bus Back

1140350

Balloons

240000

Video walls

1000000

Grand total

4606475

Budget : 24 , 00 , 000

Television  

Budget : INR 56 , 00 , 000 /-

Go Online

Publisher Timesjob.com yahoo.com

size

intensity

158*140

1,00,000

728*90

1,00,000

cost 520000 735000

Opportunities:

THANK YOU !