Case Name :      HDFC Life Insurance: Building a Service Brand

Authors :           S. Ramesh Kumar, Akshat Kumar

Source :             Ivey Publishing

Case ID :            W12274

Discipline :        Marketing

Case Length :    09 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

HDFC Life Insurance (HDFC Life) was competing in a changing environment as established banks began entering the insurance business. Even though several brands in the category advertised with different positioning strategies, consumers were not receptive. HDFC Life commissioned a survey that seemed to lead the senior manager of digital marketing to a dead end. The challenge was to introduce a differentiation that could be associated with the HDFC brand despite the limitations of the category and the unreceptive mindset of the target segment. The case also takes into consideration the changing lifestyles of potential insurance buyers in India, their new interest in purchasing insurance online and the complexities of developing a services brand in an emerging market.