SUMMER TRAINING REPORT

ON

DESIGNING OF BRANDING AND ADVERTISING

STRATEGY: A STUDY OF ADITYA BIRLA SUN
LIFE INSURANCE COMPANY LIMITED

In partial fulfillment of the requirements for the

award of the Degree of MASTERS OF BUSINESS
ADMINISTRATION (IT AND
TELECOMMUNICATION)
(2017-2019)

Name of Student: STUDENT NAME

Roll Number: < >
Industry Guide's Name: ________________

UNIVERSITY INSTITUTE OF APPLIED

MANAGEMENT SCIENCES
P A N J A B U N I V E R S I T Y, C H A N D I G A RH
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Certificate

Declaration from the Candidate:

I Himani Baggaa, student of MBA (IT AND TELECOMMUNICATION),
Roll No. 20113 do hereby certify that the Project work titled Branding and Advertising
Strategy for Aditya Birla Sun Life Insurance Company Limited is a bonafide work carried
out by me.

Name: Himani Baggaa

Class: MBA IT AND TELECOMMUNICATION
Signature of the candidate………………………

Place: Chandigarh Date:

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Acknowledgment

I, therefore, acknowledge my indebtedness to all those who generously helped by sharing

their valuable time and experience with me, without which this project would have never been
accomplished.

In the beginning, I take this opportunity to express my profound gratitude and deep regards to
my company guide Mr. Saurab Srivastav under whose guidance I came to learn the various
aspects of Life Insurance. It was his perceptive guidance, constant encouragement,
constructive criticism and affection, which were the guiding light during the tenure of his
work.

I convey my sincere thanks and regards to Mrs. Rachita Sambyal my faculty guide from
UIAMS Panjab University Chandigarh, for her cordial support, valuable information and
guidance, which helped me in completing this task through various stages.

I also thank the faculty and placement cell of UIAMS Panjab University Chandigarh, to help
me get an opportunity to work in this wonderful organization.

Himani Baggaa
University Institute of Applied Management Sciences,
Panjab University

Chandigarh

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Abstract
The report deals with analysis for Aditya Birla Sun Life Insurance Company Limited using
different tolls and techniques of research so that it helps the company to understand what
problems they are facing due to which they are not able to achieve targets and goals. Strategic
solutions suggested in order to have better share in market and to deal with various
competitors by doing brief research on the various competitors of Aditya Birla Sun Life
Insurance Company Limited and knowing their strength and weakness. Suggesting the
company with different campaigns as per the objectives given so, that there is an increase in
brand awareness. Creating various storylines for Video Ad‟s and Print Ad‟s for the company
that can be run on various social media platforms. Once the target group is identified,
consumer behavior of the targeted market is studied. refer this project is collected through
questionnaire which is designed according to the objectives given by the company. The
questionnaire is filled by the urban customers to understand the demands of the customer and
how to fulfill their expectation from the product. The secondary data is collected from
internet, company data.

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Table of Content:

Chapter Preface Page No.

Chapter 1 Introduction 10

1.1 What is Branding? 10

1.2 What is Advertising? 11

1.3 Brief background of the Organization 15

1.4 Competitors of ABSLI 26

1.5 SWOT Analysis 31

1.6 Porter‟s Model 33

Chapter 2 Review of Literature 37

Chapter 3 Scope, Need and Objectives of the Study 41

Chapter 4 Research Methodology 42

4.1 Research Process 42

4.2 Data Collection 42

Chapter 5 Data Interpretation and Analysis 43

Chapter 6 Conclusion, Suggestions and Recommendations 55

6.1 Conclusion 55

6.2 Suggestions 57

6.3 Recommendations 59

6.4 Limitation 65

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 Bibliography 66

Annexure 67

List of Figures:
FIGURE PREFACE PAGE NO.

Figure 1.2 Marketing Channel 12

Figure 1.3 Organization Structure 17

Figure 1.3 Location of Offices 18

Figure 1.3 Sales Channel 19

Figure 1.3 Policy Issuance Method 20

Figure 1.3 Plans offered 21

Figure 1.4 Market Share 24

Figure 1.6 Porter‟s Analysis 30

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