CERTI FI CATE

This is to certify that the project entitled “

ASTUDYOFSTRATEGYANDFUNCTIONING OF FIELD FORCES IN BAJAJ ALLIANZ
GENERALINSURANCE
”
is a bonafide work of
ANKIT KUMAR
, a student of Lovely Professional University, Chaheru, Phagwara (Punjab)-144402, bearing
Registration Number-10810218, and was successfully conductedat BajajAllianz General
Insurance Co.Ltd.,Ghaziabad Office, from1
st
July 2009 to 14
th
August 2009, for the partial fulfillment of thecourse M.B.A of Lovely Professional
University,Phagwara (Punjab).Mr.RahulTomar,Direct Marketing Incharge(Sales
Manager)BajajAllianz General Insurance,
 ACKNOWLEDGEMENT
“No man is indispensable but there are certain mortal without whom the quality work suffers their
guidance becomes important in acquiring quality results”.I would like to express my gratitude to all
those who gave me the possibilities to complete this thesis.I want to thank Sales Manager, Bajaj Allianz,
Ghaziabad,
Mr.Rahul Tomer
f o r g i v i n g m e p e r m i s s i o n t o c o m m e n c e t h i s t h e s i s i n t h e f i r s t instance, to do the necessary
research work and for being my Company Guide.With a deep sense of gratitude and humble submission I would
like to expressmy heartiest gratefulness to my Faculty Guide Lec t.
Rohit Duggal
, whose help,stimulating suggestions and encouragement helped me in all the times of researchfor and writing
of this thesis.I a m a l s o g r a t e f u l t o m y p a r e n t s a n d f r i e n d s w h o i n s p i r e d m e t o p u t m y
b e s t efforts.
Bajaj Allianz General Insurance Co. Ltd.

INTRODUCTION
A marketing strategy is a process that can allow an organization to concentrate its (always limited)
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Marketing strategy as a key part of the general corporate strategy marketing strategy is
most effective when it is an integral component of corporate strategy, defining how the organization
will engage customers, prospects and competitors in the market arena for success. It is partially
derived from broader corporate strategies, corporate missions, and corporate goals. They should
flow from the firm's mission statement. They are also influenced by a range of micro environmental
factors. Marketing strategy and sectarian tactics and actions: A marketing strategy also serves as the
foundation of a marketing plan. A marketing plan contains a set of specific actions required to
successfully implement a marketing strategy. For example: "Use a low cost product to attract
consumers. Once our organization, via our low cost product, has established a relationship with
consumers, our organization will sell additional, higher-margin products and services that enhance the
consumer's interaction with the low-cost product or service."A strategy consists of well thought out
series of tactics. While it is possible to write a tactical marketing plan without a sound, well-
considered strategy, it is not recommended. Without a

sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as

thefundamental underpinning of marketing plans designed to fill market needs and reach
marketingobjectives[3]. It is important that these objectives have measurable results.A good
marketing strategy should integrate an organization's marketing goals, policies,
andaction sequences (tactics) into a cohesive whole. Many companies cascade a strategy
throughoutan organization, by creating strategy tactics that then become strategy goals for the next
level or group. Each group is expected to take that strategy goal and develop a set of
tactics to achievethat goal. This is why it is important to make each strategy goal
measurable.M a r k e t i n g s t r a t e g i e s a r e d y n a m i c a n d i n t e r a c t i v e . T h e y a r e p a r t i a l
l y p l a n n e d a n d p a r t i a l l y unplanned. See strategy dynamics.

Types of marketing strategies

Every marketing strategy is unique, but if we abstract from the individualizing details, each can be
reduced into a generic marketing strategy. There are a number of ways of categorizing thesegeneric
strategies. A brief description of the most common categorizing schemes is
presented below:Strategies based on market dominance - In this scheme, firms are classified based
on their
markets h a r e o r d o m i n a n c e o f a n i n d u s t r y . T y p i c a l l y t h e r e a r e t h r e e t y p e s o f
m a r k e t d o m i n a n c e strategies:

Leader
•

Challenger

Follower Porter generic strategies - strategy on the dimensions of strategic scope and
strategic strength. Strategic scope refers to the market penetration while strategic
strength refers to the firm’s sustainable competitive advantage.