Summary |
This book deals in Marketing Management practices in LIC. The Marketing Management of LIC is done by the Executive Director Marketing. The Marketing Department deals with planning and development of new business, opening of new offices and matters relating to development officers and agents etc. The product Management of LIC has been analysed under managerial dimension relating to product management have been cost specification related services, Packaging, Product Mix etc. Consumer Dimension LIC has adopted suitable measures for redressal of consumer grievances. Societal Dimension of LIC of LIC have been analyzed under LIC product for under privileged class, group insurances under social security group schemes and product for substandard lives.
Brand Management has been analyzed under branding the product, Brand equity, Brand Mix Strategy.
Pricing Management is analyzed under pricing concept, dimension of pricing, pricing strategies & price administration.
Place and Channel Management is discussed the role of agents. Promotion management is reveals how LIC promote their product in market.
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