HDFC Life Insurance (HDFC Life) in a changing environment, competing established banks began entering the insurance business. Although several brands in the category applied with different positioning strategies, consumers were not receptive. HDFC Life, a survey that seemed to lead the senior manager of digital marketing at an impasse. The challenge was to introduce a differentiation that could be branded with HDFC despite the limitations of the category and associated … Read more »

HDFC Life Insurance (HDFC Life) in a changing environment, competing established banks began entering the insurance business. Although several brands in the category applied with different positioning strategies, consumers were not receptive. HDFC Life, a survey that seemed to lead the senior manager of digital marketing at an impasse. The challenge was to introduce a differentiation that could be associated with the HDFC brand despite the limitations of the category and the mindset of the target segment unresponsive. The case also takes into account the changing lifestyles of potential insurance customers in India, their new interest in purchasing insurance online, and the complexity of the development of a services brand in an emerging market.
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from
S. Ramesh Kumar,
Akshat Kumar
Source: Ivey Publishing
9 sides.
Release Date: 24, October 2012. Prod #: W12274-PDF-ENG
HDFC Life Insurance: Building a service mark HBR case solution