Bajaj Allianz’ Marketing Strategies


The caselet highlights the strategies that Bajaj Allianz followed to market its life and non-life insurance policies. It details the innovative insurance products offered by the company that managed to grab the attention of consumers. The caselet describes how restructuring, tie-ups with banks, etc., have improved the company’s reach in the Indian insurance market.

Imp Points :

  • Marketing strategies for insurance products
  •  How tie-ups with banks can help in boosting sales of insurance services
  •  Importance of product innovation in insurance industry
  •  Role of a good distribution network in marketing insurance services

Allianz Bajaj Life Insurance Co. Ltd. came into existence on March 12, 2001, whereas Bajaj  Allianz General Insurance Co. Ltd. was formed on May 2, 2001Both the organizations came into existence when the German insurance company Allianz AG (Allianz) and Bajaj Auto of India (Bajaj) came together to form a joint venture in the Indian insurance market.

Allianz of Germany is an insurance company, which was established in Berlin in 1890. Over the years, the company was able to spread its operations across 70 countries worldwide…

Questions for Discussion:

1. Do you think Allianz has chosen the right partner for a joint venture to enter the Indian insurance market? Justify your stand.

2. Do you think Bajaj Allianz has given enough importance to marketing mix? Justify your stand.

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hello, this is sunil Newaskar working as Visiting faculty for BMS / MMS (Finance ) with various colleges. also having shreya consultancy (in Project management and capital budgeting) . regards sunil newaskar

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