Ad Effectiveness and Performance - Life Insurance Dec 2007

Ad Momentux

Life Insurance

Ad Momentux

Table of Content Introduction .................................................................................1 Methodology .................................................................................2 Ads Tested ...................................................................................6 Detailed Findings Ads Overall Performance ................................................................ 10 Ad Performance on the 3 Key Sub Measures.......................................... 12 Perceptual Map – Ad Effectiveness..................................................... 15 Most Recalled Ads ........................................................................ 16 Sources of Top of Mind Recall .......................................................... 18 Correct Brand Identification (with ad) ................................................ 19 Correct Slogan Identification (with ad) ............................................... 20 Ad Seen or Heard Before ................................................................ 21 Ad Performance on 11 Individual Parameters........................................ 22 Demographic Profile of Respondents .................................................. 33 Socio Economic Profile................................................................... 41 Economic Profile.......................................................................... 44 Current Usage of Brand (All Respondents)............................................ 47 Appendix Tables .......................................................................... 48 Segment Wise Tables .................................................................... 61

Life Insurance

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Introduction The advertiser and the ad agency are often in sync on the objectives of an ad, but they are rarely seen to agree on its achievements. The disagreement is often about how to really measure the success of any ad. While the advertiser invariably tends to evaluate the ad from the ‘sales’ and ‘what did it do for the brand’ angle, the ad agency often latch on to the ‘recall’ and ‘popularity’ of the ad itself. Therefore, any comprehensive and widely acceptable measurement of ‘effectiveness’ of an ad would undoubtedly need to take both the angles into account. In isolation neither will make an appropriate measure of effectiveness of an ad. So what really makes an ad effective? And how does one define and measure the ‘effectiveness’ of an ad? We at JuxtConsult have managed to put together a fairly comprehensive framework for defining an ‘effective’ ad and after spending two exhaustive years in market research have also been able to put together a highly practical framework to measure it as well. Equipped with a practically workable model, we decided to measure the effectiveness of an ad at two distinct levels:

At the overall ‘ad clutter’ level, among all the ads that a consumer is bombarded day-in and day-out. Because this is how the consumers receive and react to ads in real life.

At the category ‘ad clutter’ level, among the ads that compete

directly for consumer share in specific product/service categories. The first level effectiveness of an ad (across all kind of ads) has been captured and reported in a monitor called Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. It tells you if your ad is ‘standing out’ in the daily ad clutter and ‘connecting’ with the consumers. The second level effectiveness of an ad (among competitive ads in the category) has been captured and reported in a separate monitor called Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘audience mass’ the ad is generating is favor of the brand in the category. It tells you if your ad is generating sufficient ‘consumer mass’ in the category for the brand to compete well.

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Methodology The JuxtConsult ad effectiveness measurement model

The premise of the JuxtConsult ad effectiveness measuring model is a reasonably simple one - successful advertising is defined by its effectiveness in ‘connecting’ with the intended consumers and creating a ‘preference’ for the brand. And the real creativity of an ad is in doing so is and ‘outstanding’ and ‘relevant’ way. Accordingly, any comprehensive measure of the effectiveness of an ad must take into account its: Noticeability and memorability (recall)

Appeal and likeability

Relevance and persuasiveness

Brand differentiation and brand preference building

The JuxtConsult Ad Effectiveness Measurement Model

Was the ad noticed?

Was the ad understood?

Did the ad appeal?

Was the message relevant?

Did it help build brand preference?

The Measures

Ad Recall

Message comprehension

Message believability

Originality/Distinctiveness

Likeability

Audience Identification

Message relevance

Brand Differentiation

Brand Inclination

Brand Empathy

Impact on Brand Image

Brand Consideration

The Ad – Consumer Interaction Points

The Ad Effectiveness Criteria

Noticeability

Relatability

Connectivity

Relevance

Brand preference

©

© Copyright JuxtConsult

The JuxtConsult Ad Effectiveness Measurement Model

Was the ad noticed?

Was the ad understood?

Did the ad appeal?

Was the message relevant?

Did it help build brand preference?

The Measures

Ad Recall

Message comprehension

Message believability

Originality/Distinctiveness

Likeability


Message relevance


Brand Inclination

Brand Empathy

Impact on Brand Image

Brand Consideration

The Ad – Consumer Interaction Points

The Ad Effectiveness Criteria

Noticeability

Relatability

Connectivity

Relevance

Brand preference

©


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The Derived Measures

Message Connect

Brand Impact

Ad Appeal How much is the ad noticed and appeals

How much is the ad understood, related to and convinces

How much is the ad contributing in creating brand preference

Ad Appeal Index

Ad Persuasion Index

Brand Impact Index

Ad ConnectTM Total impact created by the ad among the consumersAd Connect Quotient

Ad MomentuxTM Ad Momentum Index Consumer mass generated by the ad for the brand

The first level effectiveness of an ad (across all kind of ads) has been reported in Ad Box OfficeTM that tracks and ranks the ads on their total ‘Ad Connect Quotient’. The Ad Connect Quotient (adCQ) of an ad is

Measuring & Rating Schema

Message Connect Brand Impact

RecallLikeabilityOriginality


Ad Appeal

Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference

Brand DifferentiationBrand Inclination / Impression

Image ImpactEmpathy Created

Brand Consideration

ComprehensibilityRelevance

Persuasiveness / Believability

Consumer Connect Brand Connect

Ad Connect Quotient

Superhit Me-tooAd Ratings Measuring Overall Ad Impact

Ad-Box-Office Ad Momentux

Ad Mass, Creative Impact, Brand Impact, Ad Momentum

Ad Appeal Index Ad Persuasion Index Brand Impact Index

©


Measuring & Rating Schema

Message Connect Brand Impact

RecallLikeabilityOriginality


Ad Appeal

Ad noticed and appeals Ad is understood, relatable and convinces Ad creates brand preference

Brand DifferentiationBrand Inclination / Impression

Image ImpactEmpathy Created

Brand Consideration

ComprehensibilityRelevance

Persuasiveness / Believability

Consumer Connect Brand Connect

Ad Connect Quotient

Superhit Me-tooAd Ratings Measuring Overall Ad Impact

Ad-Box-Office Ad Momentux

Ad Mass, Creative Impact, Brand Impact, Ad Momentum

Ad Appeal Index Ad Persuasion Index Brand Impact Index

©


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calculated based on the audience votes for the ad on all the 12 distinct parameters that go to define the effectiveness of an ad as per our model. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. The second level effectiveness of an ad (among competitive ads in the category) is reported in Ad MomentuxTM that tracks category’s current and intended user ratings of individual ads on the 12 parameters through ‘live ad’ tests. These ratings are used in calculating the ‘Ad Momentum’ of the ad, a measure that represents the ‘consumer mass’ the ad is generating is favor of the brand in the category.

Survey methodology

The sampling for the Ad Box Office survey has been kept at a very large 10,000 plus non-panel based urban consumers who are surveyed online. The online surveys are conducted using a leading generic portal (e-mailers) as well as Google Ad Sense (contextual search ads). The online survey is conducted using an e-questionnaire segmented into three sections. A response format of ‘clicking’ a single or multiple options among the various given options is used for most questions. For each of these questions it is also possible for a respondent to answer ‘none’ or ‘any other’. However, all recall based answers are collected ‘unprompted’ and respondents are asked to type in the ad/slogan/name of the brand in a ‘text box’ provided for the purpose. For the category level ratings of ads (Ad Momentux Report), respondents are shown the most recent ad of one of the brand tested on ‘live’ basis (whether TVC, Print Ad, etc.). Ads from a product/service category are shown to only those respondents who were current or intended users (in next 6 months) of that category. To ensure a statistically healthy representation and calculation of the ratings for each brand reported in the Ad Momentux Report, a sample quota of 120 responses per ad (brand) has been fixed. To enlist complete and sincere responses, an incentive of a significant cash prize is announced to be given to one randomly selected respondent at the end of the each monthly survey. The online questionnaire has been pre-tested and also timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire has been structured and designed to reduce the level of ‘respondent fatigue’ to an extent that is practically possible. For Novemer 2007 Ad Momentux Life Insurance survey, over 1,177 unduplicated and clean responses were collected from the online survey campaign in about 3 weeks time. The collected data was then made representative of the urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights were derived using 5 highly lifecycle, lifestyle and market consumption relevant demographic parameters – gender, age, SEC, town class and region.

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The end result is that the findings possibly represents the ‘voice’ of over 107 million urban Indian current and intended users of life insurance services covering almost all SEC, age, income and town classes. The findings represent and effectively cover life insurance consumers from all relevant SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns). Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter

Demographic Attributes

Ad Momentux Study Respondent

Profile (Sample –1,177)

JuxtConsult India Online 2007

Representation (Sample – 7,089)

Male 68% 83% Gender

Female 33% 17%

Below 13 years Not included NA

13-18 years 6% 8%

19-24 years 25% 30%

25-35 years 39% 40%

36-45 years 21% 14%

46-55 years 8% 6%

Age Distribution

Above 55 years 2% 2%

SEC - A 19% 30%

SEC – B 32% 32%

SEC - C 29% 20%

SEC - D 10% 12%

Socio-economic

Classification

SEC - E 10% 6%

Up to 1 Lakh 25% 10%

1-5 Lakhs 24% 15%

5-30 Lakhs 25% 26%

City Type

(Population Size)

Above 30 Lakhs 25% 49%

North 20% 21%

East 9% 12%

South 30% 41%

Region-wise

Distribution

West 40% 26%

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Ads Tested HDFC Standard Life Bharti Axa LIC Jeevan Tarang ICICI Prudential Life

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ING Vyasya Life Max New York Life

Bajaj Allianz

SBI Life

Life Insurance

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Met Life Aviva Life 1 Aviva Life 2

Ad Momentux

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Findings - Ad Momentux

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Ads Overall Performance Table 2: Ad Momentux Index

Brands Relative Index Ad Momentum Share (%)

LIC 100% 48%

ICICI Prudential Life 46% 22%

Bajaj Allianz 19% 9%

Max New York Life 13% 6%

HDFC Standard Life 12% 6%

Aviva Life 9% 4%

SBI Life 4% 2%

Bharti Axa 4% 2%

ING Vysya Life 1% 0.5%

Met Life 0.6% 0.3%

Base: 1,177

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Table 3: Ad Connect Quotient

Brands Relative Index

Bajaj Allianz 100%

Aviva Life 96%

ICICI Prudential Life 95%

HDFC Standard Life 95%

Bharti Axa 81%

ING Vysya Life 74%

Max New York Life 74%

SBI Life 81%

Met Life 74%

LIC Jeevan Tarang 74%

Base: 1,177

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Ad Performance on the 3 Key Sub Measures Table 4: Ad Appeal Index

Brands Ad Appeal* Relative Index


Aviva Life 100%

Bajaj Allianz 100%


Bharti Axa 86%

SBI Life 78%

ING Vysya Life 76%



Met Life 76%

Base: 1,177

* Measures the creative appeal of the ad, how much is the ad able to stand apart, get noticed and appeal (Ad Appeal Index = Ad Recall + Likeability + Originality + Audience Identity Connect)

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Table 5: Ad Persuasion Index

Brands Ad Persuasion† Relative Index

Bajaj Allianz 100%

Aviva Life 93%


Bharti Axa 91%



ING Vysya Life 70%

SBI Life 78%

Met Life 72%


Base: 1,177

† Measures how much the ad is really understood and made ‘sense’ to the audiences as consumers and not just as viewers (Ad Persuasion Index = Ease of Comprehension + Message Relevance + Message Believability)

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Table 6: Brand Impact Index

Brands Brand Impact‡ Relative Index

Bajaj Allianz 100%

Aviva Life 96%


Bharti Axa 94%


ING Vysya Life 74%


SBI Life 78%

Met Life 74%


Base: 1,177

‡ Measures how much the ad not only differentiates the brand in the consumers minds but also how much preference does it generates for the brand in consumer’s hearts and minds (Brand Impact Index = Brand Differentiation + Inclination in favor of the Brand + Empathy Created for the Brand + Impact on Brand’s quality image perception + Stimulation of Brand Consideration)

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Perceptual Map – Ad Effectiveness

.3.2.1-.0-.1-.2-.3

.2

.1

-.2

Attr

ibut

e

Brand

SBI Life

HDFC Standard Life

0.0

-.1 Brand Impact

Ad Appeal

Met Life

LIC Jeevan Tarang

ING VysyaICICI Prudential

Bharti AxaAviva

Message ConnectMax New York LifeBajaj Allianz

.3.2.1-.0-.1-.2-.3

.2

.1

-.2

Attr

ibut

e

Brand

SBI Life

HDFC Standard Life

0.0

-.1 Brand Impact

Ad Appeal

Met Life

LIC Jeevan Tarang

ING VysyaICICI Prudential

Bharti AxaAviva

Message ConnectMax New York LifeBajaj Allianz

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Most Recalled Ads Table 7: Top of mind ad recall

Rank Brands TOM Ad Recall

1 LIC 50%

2 ICICI Prudential Life 17%

3 Bajaj Allianz 7%

4 Max New York Life 6%

5 HDFC Standard Life 5%

6 Aviva Life 4%

7 Tata AIG 4%

8 SBI Life 2%

9 Bharti Axa 2%

10 ING Vysya Life 0.5%

11 Met Life 0.3%

12 Others 3%

Base: 1,120

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Table 8: Spontaneous ad recall (3 recalls)

Rank Brands Spontaneous ad recall

1 LIC 70%


3 Tata AIG 21%

4 Bajaj Allianz 21%


6 Aviva Life 13%


8 SBI Life 4%

9 Bharti Axa 3%

10 ING Vysya Life 3%

11 Met Life 3%

12 Others 7%

Base: 1,120

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Sources of Top of Mind Recall Chart 1: Mediums that TOM ad recall is attributed to

Base: 1,120

46%

28% 26%15% 14% 12% 8% 4%

85%

0%

20%

40%

60%

80%

100%

Overall

TV NewspaperMagazine InternetRadio Outdoor (Hoarding/Kiosk, etc)In-shop (Poster, Leaflet, etc) Direct mailerDont clearly remember

OND '07

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Correct Brand Identification (with ad) Table 9: Ads correctly identified with the brand

Brands ICICI Prudential Aviva Life Bajaj Allianz Bharti Axa HDFC Standard Max New York LIC Jeevan Tarang ING Vysya SBI Life Met Life

Correct Brand Identification 62% 57% 55% 54% 52% 48% 39% 35% 32% 18%

Incorrect Brand Identification 33% 18% 37% 34% 42% 48% 45% 59% 45% 66%

Unsure 4% 25% 8% 11% 6% 4% 16% 6% 23% 16%

Base: 1,177

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Correct Slogan Identification (with ad) Table 10: Ad slogans correctly identified with the brand

Rank Brands Aviva 1 Aviva 2 Bajaj Allianz Bharti Axa HDFC Standard ICICI Prudential ING Vysya LIC Jeevan Tarang Max New York Met Life SBI Life

1 Be life confident 1% 16% 21% 54% 1% 10% 8% 9% 5% 15% 15%

2 Have you .. today? 0.6% 16% 0.1% 1% 0.1% 0.2% 0.8% 0.5% 9% 18% 0.1%

3 Jaisi zarurat waisa Insurance 37% 0.8% 55% 5% 3% 0.3% 7% 11% 0.2% 1% 3%

4 Jeete raho 0.3% 14% 0.8% 6% 0.8% 62% 7% 1% 4% 4% 6%

5 Kal Par Control 47% 9% 3% 13% 2% 3% 11% 5% 3% 9% 8%

6 Mera Farz 0.3% 0.2% 0.0% 2% 4% 0.0% 35% 0.0% 0.4% 4% 0.5%

7 Niyamit amdani aur jeevan 0.2% 0.1% 0.3% 0.0% 0.1% 0.2% 0.0% 39% 0.3% 1% 0.0%

8 Sar Utha Ke Jiyo 0.0% 6% 0.0% 2% 52% 0.7% 0.3% 6% 0.0% 23% 6%

9 With Us, You're Sure 0.2% 3% 0.1% 0.0% 1% 0.0% 0.0% 0.1% 1% 0.0% 32%

10 Your Partner For Life 1% 3% 6% 0.7% 6% 9% 17% 3% 48% 4% 2%

Base: 1,177

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86%

52%71% 74%

87%71% 65% 72%

58%47%

67%

7%

14%

12% 9%

8%

16% 21% 12%20%

8%

4%45%

30%23%16%14%14%5%

18%17%34%

7%

0%

20%

40%

60%

80%

100%

Aviva Life Aviva Life 2 BajajAllianz

Bharti Axa HDFCStandard

Life

ICICIPrudential

Life

ING VysyaLife

LIC JeevanTarang

Max NewYork Life

Met Life SBI Life

Yes May be NoOND '07

Ad Seen or Heard Before Chart 2: Viewership recall of ad

Base: 1,177

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Ad Performance on 11 Individual Parameters Table 11: Most liked ads

Rank Brands Average score4

1 SBI Life 4.5

2 Aviva Life 1 4.4

3 HDFC Standard Life 4.3

4 LIC Jeevan Tarang 4.2

5 Bharti Axa 4.1

6 ICICI Prudential Life 4.0

7 Met Life 4.0

8 Aviva Life 2 3.8

9 ING Vysya Life 3.7

10 Max New York Life 3.7

11 Bajaj Allianz 3.3

Base: 1,177

4 Average score (rating) has been taken and calculated on a scale of 5

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Table 12: Ads perceived as most original

Rank Brands Average Score5

1 Aviva Life 1 4.5

2 SBI Life 4.4



5 Bharti Axa 4.2



8 Aviva Life 2 4.0

9 Bajaj Allianz 4.0

10 Met Life 4.0


Base: 1,177


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Table 13: Ads most identified with



2 SBI Life 4.2

3 Bajaj Allianz 4.0





8 Aviva Life 2 3.7

9 Aviva Life 1 3.6

10 Met Life 3.6

11 Bharti Axa 3.4

Base: 1,177


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Table 14: Ads most easily understood


1 SBI Life 4.9


3 Aviva Life 1 4.7


5 Bajaj Allianz 4.4

6 Bharti Axa 4.4




10 Met Life 4.4

11 Aviva Life 2 4.0

Base: 1,177

7Average score (rating) has been taken and calcul ated on a scale of 5

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Table 15: Ads perceived as most relevant (to current needs)


1 Bajaj Allianz 4.2

2 Aviva Life 1 4.1

3 Aviva Life 2 4.1



6 Bharti Axa 3.9



9 Met Life 3.9


11 SBI Life 3.4

Base: 1,177

8 Average score (rating) has been taken and calcul ated on a scale of 5

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Table 16: Most convincing (believable) ads



2 SBI Life 4.7

3 Aviva Life 1 4.5

4 Bharti Axa 4.4


6 Bajaj Allianz 4.3

7 Met Life 4.3



10 Aviva Life 2 4.1


Base: 1,177


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Table 17: Ads differentiating the brand the most



2 Aviva Life 1 4.1


4 Met Life 4.1

5 Bajaj Allianz 4.0

6 Bharti Axa 4.0



9 Aviva Life 2 3.9


11 SBI Life 3.7

Base: 1,177


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Table 18: Ads creating most positive brand impression



2 SBI Life 4.3

3 Aviva Life 1 4.2

4 Bharti Axa 4.2




8 Met Life 3.9

9 Aviva Life 2 3.8


11 Bajaj Allianz 3.7

Base: 1,177


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Table 19: Ads enhancing brand quality perceptions the most



2 SBI Life 4.4

3 Aviva Life 1 4.3

4 Bajaj Allianz 4.3


6 Aviva Life 2 4.2


8 Met Life 4.2

9 Bharti Axa 4.1



Base: 1,177


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Table 20: Most emotionally connecting ads



2 Aviva Life 1 4.3


4 SBI Life 4.2

5 Aviva Life 2 4.1

6 Bajaj Allianz 4.0

7 Bharti Axa 4.0




11 Met Life 3.8

Base: 1,177


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Table 21: Ads creating brand consideration the most (building brand preferences)


1 Aviva Life 1 3.9




5 Bajaj Allianz 3.7

6 Met Life 3.7


8 Aviva Life 2 3.4

9 Bharti Axa 3.4


11 SBI Life 3.2

Base: 1,177


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Respondent’s Profile

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Demographic Profile of Respondents Chart 3: Gender breakup

Base: 1,177

68%

33%

0%

20%

40%

60%

80%

100%

Overall

Male FemaleOND '07

Ad Momentux

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Demographic Profile of Respondents Chart 4: Age group distribution of respondents

Base: 1,177

6%

21%

8%

2%

25%

39%

0%

20%

40%

Overall

13-18 years 19-24 years 25-35 years36-45 years 46-55 years Above 55 years

OND '07

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Chart 5: City class - by population size

Base: 1,177

OND '07

25% 24% 25%25%

0%

20%

40%

Overall

Upto 1 Lakh 1-5 Lakhs 5-30 Lakhs Avove 30 Lakhs

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Chart 6: City class - by market size

Base: 1,177

OND '07

27%

11%7%

0%

10%

20%

30%

40%

50%

Overall

Metro Urban uptowns Emerging Towns Others

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Table 22: Top 10 cities

Rank Cities Overall

1 Mumbai 12%

2 Delhi 9%

3 Bangalore 8%

4 Chennai 5%

5 Hyderabad 4%

6 Pune 4%

7 Kolkata 3%

8 Secunderabad 2%

9 Visakhapatnam 1%

10 Lucknow 1%

Base: 1,177

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Chart 7: Region-wise break-ups

Base: 1,177

OND '07

20%

9%

40%

30%

0%

10%

20%

30%

40%

50%

Overall

North East South West

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Native Language of Respondents

Table 23: Top 10 languages

Rank Languages Overall

1 HIndi 24%

2 Marathi 19%

3 Tamil 8%

4 Telugu 7%

5 Kannada 7%

6 Malayalam 6%

7 Gujarati 6%

8 Bengali 5%

9 Urdu 4%

10 English 3%

Base: 1,177

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Socio Economic Profile Chart 8: Socio economic classification

Base: 1,177

OND '07

19%

32%

10% 10%

29%

0%

10%

20%

30%

40%

Overall

SEC - A SEC - B SEC - C SEC - D SEC - E

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Chart 9: Socio economic classification

Base: 1,177

OND '07

12%

22%19%

47%

0%

10%

20%

30%

40%

50%

Overall

Up to SSC/HSC College but not GraduateGraduate & above-general stream Graduate & above-professional

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Chart 10: Occupational breakup

Base: 1,177

OND '07

21%

7%

13%

4%

14%

34%

7%

0%

10%

20%

30%

40%

Overall

Jr level salaried emp Sr level salaried emp Self Employed BusinessmenStudent Housewife Others

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Economic Profile Chart 11: Monthly family income

Base: 1,177

47%

34%

12%

7%

0%

20%

40%

60%

Overall

Upto Rs. 10K 10-30K 30-50K Above 50K

OND '07

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Chart 12: Most expensive vehicle owned by the household

Base: 1,177

16%

30%

7%

0%

10%

20%

30%

40%

Overall

2 Wheeler 4 Wheeler Others Don't own a vehicle

OND '07

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Chart 13: Ownership of credit cards (individually)

Base: 1,177

69%

31%

0%

20%

40%

60%

80%

Overall

Don't own a credit card Own a Credit CardOND '07

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Current Usage of Brand (All Respondents) Table 24: Brands currently used by respondents

Rank Brands % Respondents

1 LIC 69%


3 Bajaj Allianz 8%


5 Tata AIG 5%

6 Aviva Life 4%


8 SBI Life 2%

9 Met Life 0.7%

10 ING Vysya Life 0.6%

11 Bharti Axa 0.4%

12 Others 0.2%

Base: 893

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Appendix Tables

49

Table 1: Likeability rating of the ads

Likeability Absolutely love the ad

Like it very much

Neither hate it nor like it

Don't like it much

Absolutely hate the ad TOP2 BOTTOM2

Aviva Life 1 58% 32% 5% 5% 0.3% 90% 5%

Aviva Life 2 24% 34% 41% 1% 0.7% 57% 2%

Bajaj Allianz 14% 36% 15% 34% 1% 50% 35%

Bharti Axa 29% 54% 15% 2% 0.1% 83% 2%

HDFC Standard Life 53% 30% 10% 7% 0.0% 83% 7%

ICICI Prudential Life 38% 44% 8% 0.9% 9% 82% 10%

ING Vysya Life 25% 45% 16% 2% 12% 70% 14%

LIC Jeevan Tarang 43% 41% 12% 2% 3% 83% 5%

Max New York Life 12% 51% 36% 2% 0.0% 63% 2%

Met Life 42% 24% 27% 3% 4% 66% 7%

SBI Life 61% 28% 10% 1% 0.5% 88% 2%

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Table 2: Audience identification rating of the ads


Its just made for

me

I somewhat relate to what is said in the

ad

I can't make out if the ad is meant for

me or not

I don't really relate to what is

said in the ad

It is definitely not for me TOP2 BOTTOM2

Aviva Life 1 9% 65% 13% 5% 8% 74% 13%

Aviva Life 2 33% 45% 3% 2% 18% 78% 20%

Bajaj Allianz 23% 63% 7% 3% 5% 86% 8%

Bharti Axa 18% 45% 13% 7% 17% 63% 24%

HDFC Standard Life 31% 64% 4% 0.8% 0.4% 95% 1%

ICICI Prudential Life 34% 47% 13% 2% 4% 81% 7%

ING Vysya Life 29% 53% 8% 8% 3% 82% 11%


Max New York Life 8% 74% 13% 4% 0.9% 82% 5%

Met Life 14% 61% 5% 14% 7% 75% 20%

SBI Life 44% 45% 2% 3% 6% 89% 9%

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Table 3: Origanility rating of the ads

Origanility It is highly original & unique

It is only somewhat original & unique

I can't say for sure

It is a fairly usual & ordinary ad

It is an utterly common & ordinary

ad TOP2 BOTTOM2

Aviva Life 1 60% 28% 11% 0.5% 0.0% 89% 0.5%

Aviva Life 2 43% 18% 36% 1% 2% 61% 3%

Bajaj Allianz 38% 33% 25% 3% 2% 71% 4%

Bharti Axa 51% 22% 26% 1% 0.1% 73% 1%

HDFC Standard Life 58% 23% 15% 2% 2% 81% 4%

ICICI Prudential Life 43% 32% 17% 8% 0.9% 75% 9%

ING Vysya Life 62% 16% 12% 9% 0.8% 78% 10%

LIC Jeevan Tarang 47% 32% 16% 0.8% 5% 78% 6%

Max New York Life 35% 23% 33% 3% 7% 58% 9%

Met Life 38% 33% 24% 5% 0.7% 71% 5%

SBI Life 66% 15% 10% 10% 0.0% 81% 10%

52

Table 4: Comprehensibility rating of the ads

Comprehensibility Clearly &

easily understood it

More or less got

the idea

Not too sure if I understood it

correctly

Don't think I understood what

the ad meant

It definitely & absolutely went

over my head TOP2 BOTTOM2

Aviva Life 1 79% 18% 3% 0.2% 0.2% 96% 0.3%

Aviva Life 2 60% 16% 1% 7% 16% 76% 23%

Bajaj Allianz 53% 39% 3% 5% 0.8% 92% 6%

Bharti Axa 58% 33% 0.4% 6% 2% 91% 9%



ING Vysya Life 63% 27% 9% 0.2% 1% 90% 1%


Max New York Life 62% 27% 1% 10% 0.4% 89% 10%

Met Life 66% 21% 5% 3% 5% 87% 8%

SBI Life 94% 4% 0.2% 0.0% 2% 98% 2%

53

Table 5: Persuasiveness/believability rating of the ads

Persuasiveness/ Believability

Absolutely convinced about the

brands claimed

Find it more or less

believable

Can't decide whether to

believe or not

Really don't believe whats said, can't be

trusted

Find it absolutely unconvincing &

unbelievable TOP2 BOTTOM2

Aviva Life 1 65% 23% 11% 0.3% 0.2% 88% 0.5%

Aviva Life 2 42% 25% 32% 0.7% 0.6% 67% 1%

Bajaj Allianz 47% 42% 7% 0.8% 3% 89% 4%

Bharti Axa 52% 34% 13% 0.6% 0.8% 86% 2%

HDFC Standard Life 81% 17% 3% 0.1% 0.0% 97% 0.1%

ICICI Prudential Life 52% 33% 0.2% 14% 2% 85% 15%

ING Vysya Life 56% 31% 12% 0.5% 0.2% 87% 0.7%


Max New York Life 32% 49% 17% 2% 0.0% 81% 2%

Met Life 51% 30% 14% 5% 0.6% 80% 5%

SBI Life 74% 22% 2% 0.3% 2% 96% 2%

54

Table 6: Brand inclination rating of the ads

Brand Inclination Fallen in love with the brand

Created a soft spot for the

brand

Didn't create any impression/likeness

towards brand

Dislike the brand after

seeing the ad

Absolutely hate the

brand now TOP2 BOTTOM2

Aviva Life 1 39% 41% 19% 0.2% 0.6% 80% 0.8%

Aviva Life 2 14% 51% 35% 0.7% 0.0% 65% 0.7%

Bajaj Allianz 13% 54% 28% 4% 0.7% 67% 5%

Bharti Axa 28% 61% 10% 1% 0.0% 89% 1%

HDFC Standard Life 27% 68% 5% 0.0% 0.1% 95% 0.1%


ING Vysya Life 27% 60% 13% 0.0% 0.5% 86% 0.5%

LIC Jeevan Tarang 38% 49% 13% 0.3% 0.0% 87% 0.3%

Max New York Life 13% 61% 25% 0.1% 1% 74% 1%

Met Life 23% 56% 14% 3% 3% 80% 6%

SBI Life 35% 61% 4% 0.0% 0.0% 96% 0.0%

55

Table 7: Empathy rating of the ads

Empathy Created Ad really touched me very deeply &

emotionally

It tickled me positively

It left me cold, didn't trigger any

emotion

I found ad fairly

depressing

I found the ad absolutely repulsive

TOP2 BOTTOM2

Aviva Life 1 53% 27% 12% 8% 0.0% 80% 8%

Aviva Life 2 37% 35% 25% 2% 1% 72% 3%

Bajaj Allianz 23% 61% 11% 1% 4% 84% 6%

Bharti Axa 27% 58% 7% 6% 2% 86% 8%



ING Vysya Life 59% 32% 7% 0.4% 2% 91% 2%

LIC Jeevan Tarang 40% 32% 19% 8% 0.1% 73% 8%

Max New York Life 19% 51% 21% 9% 0.1% 69% 10%

Met Life 19% 62% 6% 9% 4% 81% 13%

SBI Life 43% 40% 14% 2% 0.4% 83% 3%

56

Table 8: Brand differentiation rating of the ads


I see the brand as highly diff.

from its competition

I see the brand as somewhat diff.


Can't say anything

with surety

I hardly see the brand as diff.


I don't see the brand as diff. from its competition at

all

TOP2 BOTTOM2

Aviva Life 1 45% 32% 13% 9% 0.4% 78% 9%

Aviva Life 2 37% 21% 41% 0.5% 0.3% 58% 0.7%

Bajaj Allianz 34% 45% 15% 3% 4% 79% 7%

Bharti Axa 31% 41% 26% 1% 1% 72% 2%



ING Vysya Life 50% 26% 20% 0.6% 3% 77% 3%


Max New York Life 30% 41% 27% 2% 0.3% 71% 3%

Met Life 44% 25% 29% 0.9% 1% 69% 2%

SBI Life 42% 28% 4% 4% 21% 70% 25%

57

Table 9: Message Relevance rating of the ads

Message Relevance

Precisely reflects my

current need & is highly

relevant

Somewhat reflects my

current need & is relevant

Can' say anything

with surety

Hardly reflects my current need

& is not very relevant

Doesn't reflect my current need at all & highly irrelevant

TOP2 BOTTOM2

Aviva Life 1 52% 14% 29% 2% 3% 66% 5%

Aviva Life 2 41% 29% 29% 0.5% 0.0% 70% 0.5%

Bajaj Allianz 41% 46% 9% 3% 2% 87% 5%

Bharti Axa 33% 26% 38% 3% 0.4% 59% 3%



ING Vysya Life 40% 25% 27% 2% 7% 65% 8%


Max New York Life 22% 52% 24% 2% 0.2% 74% 2%

Met Life 38% 25% 31% 6% 0.2% 63% 7%

SBI Life 30% 32% 13% 6% 21% 61% 26%

58

Table 10: Image impact rating of the ads

Image Impact

Dramatically improved the

image of brand in my eyes

Marginally improved the image of the

brand in my eyes

Didn't improve the image of the brand in

my eyes at all

Marginally deteriorated the

image of the brand in my eyes

Dramatically deteriorated the

image of the brand in my eyes

TOP2 BOTTOM2

Aviva Life 1 46% 36% 18% 0.3% 0.0% 82% 0.3%

Aviva Life 2 43% 34% 23% 0.0% 0.0% 77% 0.0%

Bajaj Allianz 38% 51% 9% 0.5% 0.7% 90% 1%

Bharti Axa 44% 41% 6% 0.7% 8% 85% 9%

HDFC Standard Life 48% 48% 2% 0.0% 2% 96% 2%


ING Vysya Life 41% 41% 10% 6% 2% 82% 8%


Max New York Life 22% 62% 15% 0.3% 0.4% 84% 0.6%

Met Life 43% 39% 14% 2% 1% 82% 4%

SBI Life 60% 26% 11% 0.4% 2% 86% 3%

59

Table 11: Brand preference creation rating of the ads

Brand Preference Creation

Most certainly buy this brand

only

Most certainly try out this brand as

well

May try out this brand

Unlikely to try out this brand

Most certainly not buy this brand at all TOP2 BOTTOM2

Aviva Life 1 51% 7% 26% 17% 0.0% 57% 17%

Aviva Life 2 31% 20% 27% 7% 15% 51% 22%

Bajaj Allianz 29% 16% 47% 7% 0.9% 45% 8%

Bharti Axa 19% 26% 36% 12% 7% 45% 18%


ICICI Prudential Life 18% 51% 31% 0.4% 0.0% 69% 0.4%

ING Vysya Life 34% 29% 36% 2% 0.0% 62% 2%


Max New York Life 14% 14% 59% 3% 9% 29% 13%

Met Life 25% 32% 34% 8% 0.6% 57% 9%

SBI Life 19% 28% 28% 0.9% 24% 47% 25%

60

Table 12: Elements liked in the ad

Elements Liked In The Ad Aviva Life Insurance

Aviva Life 2 Insurance

Bajaj Allianz

Bharti Axa

HDFC Standard Life Insurance

ICICI Prudential Life Insurance

ING Vysya Life

LIC Jeevan Tarang Life Insurance

Max New York Life Insurance

Met Life

SBI Life

Message is highly relevant for me 55% 43% 36% 38% 39% 61% 34% 42% 39% 54% 37%

Ad conveys the message in a very interesting way 37% 59% 27% 56% 57% 43% 53% 44% 58% 47% 71%

Benefit offered by the brand is appealing 21% 29% 28% 25% 56% 24% 45% 44% 30% 60% 56%

Idea is very differet, original & unique 27% 15% 55% 29% 52% 31% 60% 50% 35% 63% 72%

Models/actors used are my favorites

29% 6% 2% 16% 17% 7% 19% 13% 12% 11% 20%

Love background music/jingle in the ad 23% 15% 11% 20% 36% 17% 18% 21% 49% 29% 22%

Ad completely involves me 18% 19% 5% 20% 25% 23% 35% 15% 18% 16% 49%

Not applicable 5% 0.0% 4% 0.2% 0.7% 0.0% 0.0% 0.0% 3% 2% 10%

61

Segment Wise Tables -

Ads with Highest Rating

62

Table 13: Likeability

Male Female 13-18 19-24 25-35 36-45 46-55 >55 years

LIC Jeevan Tarang Policy

ICICI Prudential

Bharti Axa Bajaj Allianz

LIC Jeevan Tarang

ICICI Prudential

LIC Jeevan Tarang

HDFC Standard


Bajaj Allianz

Max New York Life Bharti Axa ICICI

Prudential LIC Jeevan

Tarang Aviva Life Insurance

LIC Jeevan Tarang

Aviva Life Insurance

Max New York Life

HDFC Standard

ICICI Prudential


HDFC Standard

Max New York Life

ICICI Prudential

HDFC Standard Life Insurance Tata AIG Met Life

Insurance Max New York Life

SBI Life Insurance

Max New York Life

SBI Life Insurance


Bharti Axa LIC Jeevan

LIC Jeevan Tarang

HDFC Standard Bharti Axa Aviva Life

Insurance ICICI

Prudential Max New York Life

SBI Life Insurance Bharti Axa Aviva Life Insurance

LIC Jeevan Tarang

HDFC Standard Tata AIG HDFC

Standard Bajaj

Allianz


SBI Life Insurance

Bajaj Allianz

Aviva Life Insurance Tata AIG SBI Life

Insurance Bajaj

Allianz SBI Life

Insurance

ING Vysya Life Insurance

Aviva Life Insurance - ING Vysya

Life Bajaj

Allianz Bharti Axa ING Vysya Life -

Bajaj Allianz HDFC Standard - Met Life

Insurance ING Vysya

Life Bajaj

Allianz Met Life

Insurance -

Met Life Insurance ING Vysya Life

- SBI Life Insurance

Max New York Life

ING Vysya Life

Bharti Axa -

Tata AIG Met Life - Tata AIG Met Life Met Life - -

63


Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler

Don't own any vehicle


ICICI Prudential


ICICI Prudential

ING Vysya Life

ICICI Prudential

HDFC Standard Life Bharti Axa


LIC Jeevan Tarang

Aviva Life Insurance Bharti Axa Aviva Life

Insurance LIC Jeevan

Tarang Policy Aviva Life Insurance


SBI Life Insurance Max New York Life Bharti Axa Met Life



LIC Jeevan Tarang Policy Bajaj Allianz


Bajaj Allianz

SBI Life Insurance


Max New York Life

SBI Life Insurance

Max New York Life

ICICI Prudential

Bharti Axa HDFC Standard

HDFC Standard Life Bajaj Allianz Bajaj Allianz HDFC

Standard Life ICICI

Prudential Tata AIG


Aviva Life Insurance Tata AIG Tata AIG Bharti Axa Bharti Axa SBI Life


Max New York Life Insurance Bharti Axa Max New

York Life SBI Life

Insurance ICICI

Prudential Bajaj Allianz Bajaj Allianz Met Life Insurance

Bajaj Allianz SBI Life Insurance

ICICI Prudential

HDFC Standard Life Tata AIG ING Vysya

Life ING Vysya

Life Aviva Life Insurance


ING Vysya Life Bajaj Allianz Max New

York Life HDFC

Standard Life Max New York Life Bharti Axa SBI Life

Insurance

Met Life Insurance Met Life Insurance

ING Vysya Life


Met Life Insurance Tata AIG Met Life

Insurance ING Vysya

Life

Tata AIG Tata AIG Met Life Insurance - - Met Life

Insurance Tata AIG HDFC Standard Life

64


North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs




ICICI Prudential

ICICI Prudential

ICICI Prudential

ICICI Prudential




Max New York Life


LIC Jeevan Tarang Policy Bharti Axa Bharti Axa HDFC

Standard Life

SBI Life Insurance ICICI Prudential Bharti Axa Bharti Axa Aviva Life

Insurance SBI Life




HDFC Standard Life

ICICI Prudential

SBI Life Insurance

ING Vysya Life

Max New York Life

HDFC Standard Life Bajaj Allianz

Bajaj Allianz ING Vysya Life Tata AIG Bajaj Allianz Bharti Axa LIC Jeevan

Tarang Policy SBI Life

Insurance ICICI

Prudential


Met Life Insurance Bajaj Allianz Max New

York Life Bajaj Allianz Bajaj Allianz Aviva Life Insurance

Max New York Life

Met Life Insurance Max New York Life

ING Vysya Life

HDFC Standard Life

Max New York Life

Aviva Life Insurance Bajaj Allianz Tata AIG

ING Vysya Life Insurance Bharti Axa HDFC

Standard Life Aviva Life Insurance

SBI Life Insurance

HDFC Standard Life

ING Vysya Life

SBI Life Insurance

Bharti Axa SBI Life Insurance


ING Vysya Liferance Tata AIG Tata AIG Met Life

Insurance Bharti Axa

Max New York Life Insurance Bajaj Allianz Met Life

Insurance Met Life

Insurance HDFC

Standard Life ING Vysya

Life Max New York Life

Met Life Insurance

Tata AIG - SBI Life Tata AIG Met Life Met Life - ING Vysya

65

Table 16: Audience identification

Male Female 13-18 years 19-24 years 25-35 years 36-45 years 46-55 years >55 years


ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life

Insurance Bajaj Allianz LIC Jeevan Tarang Policy

HDFC Standard Life


Max New York Life

Max New York Life



ICICI Prudential

ICICI Prudential


HDFC Standard Life Insurance Bajaj Allianz ICICI

Prudential HDFC

Standard Life SBI Life

Insurance HDFC

Standard Life Max New York Life

ICICI Prudential



HDFC Standard Life

ICICI Prudential

ICICI Prudential

LIC Jeevan Tarang Policy Tata AIG Max New

York Life

Bajaj Allianz Aviva Life Insurance


Met Life Insurance

Max New York Life


HDFC Standard Life


SBI Life Insurance Bharti Axa Bajaj Allianz Max New York Life Bharti Axa Met Life

Insurance SBI Life

Insurance SBI Life

Insurance

Bharti Axa Met Life Insurance

Met Life Insurance


HDFC Standard Life

SBI Life Insurance Bajaj Allianz -

Max New York Life Insurance Tata AIG Aviva Life

Insurance Bharti Axa Tata AIG Max New York Life

Aviva Life Insurance -


SBI Life Insurance - ING Vysya

Life Bajaj Allianz Bharti Axa Bharti Axa -

Met Life Insurance HDFC Standard Life - SBI Life

Insurance ING Vysya

Life ING Vysya

Life ING Vysya

Life -

Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Met Life -

66





ICICI Prudential

Aviva Life Insurance Bajaj Allianz ING Vysya

Life ICICI

Prudential HDFC

Standard Life Bharti Axa

SBI Life Insurance LIC Jeevan Tarang Policy

HDFC Standard Life

ICICI Prudential

ICICI Prudential



ICICI Prudential


Max New York Life Bajaj Allianz Bharti Axa LIC Jeevan

Tarang Policy HDFC

Standard Life LIC Jeevan

Tarang Policy Met Life

Insurance

HDFC Standard Life Insurance Bajaj Allianz LIC Jeevan

Tarang Policy LIC Jeevan

Tarang Policy Max New York Life


Max New York Life

Max New York Life

Met Life Insurance HDFC Standard Life

SBI Life Insurance

Met Life Insurance


SBI Life Insurance

ICICI Prudential




ICICI Prudential Tata AIG Bajaj Allianz Bajaj Allianz SBI Life

Insurance Bajaj Allianz

Aviva Life Insurance Bharti Axa Bharti Axa SBI Life

Insurance Bharti Axa ING Vysya Life Tata AIG Aviva Life

Insurance

Bharti Axa SBI Life Insurance Tata AIG HDFC

Standard Life Tata AIG Max New York Life Bajaj Allianz Tata AIG

Bajaj Allianz ING Vysya Life

Met Life Insurance


Met Life Insurance Bharti Axa ING Vysya

Life SBI Life

Insurance

ING Vysya Life Insurance Tata AIG Max New

York Life Max New York Life

HDFC Standard Life Tata AIG Bharti Axa HDFC

Standard Life

Tata AIG Met Life Insurance

ING Vysya Life - - Met Life

Insurance Met Life

Insurance ING Vysya

Life

67




ICICI Prudential


ICICI Prudential

ICICI Prudential Bajaj Allianz Bharti Axa LIC Jeevan

Tarang Policy



ICICI Prudential Bajaj Allianz LIC Jeevan

Tarang Policy ICICI


Tarang Policy HDFC

Standard Life

SBI Life Insurance Aviva Life Insurance

Max New York Life


Max New York Life

SBI Life Insurance

SBI Life Insurance


Bajaj Allianz HDFC Standard Life Bharti Axa Max New

York Life ING Vysya


ICICI Prudential Bajaj Allianz


ING Vysya Life Bajaj Allianz SBI Life

Insurance Aviva Life Insurance Bharti Axa HDFC


ICICI Prudential Life Insurance Met Life Tata AIG Bharti Axa Bharti Axa Met Life Bajaj Allianz ICICI

Prudential


Max New York Life

HDFC Standard Life

Met Life Insurance Bajaj Allianz LIC Jeevan

Tarang Policy Aviva Life Insurance Tata AIG

Met Life Insurance Bharti Axa ING Vysya Life

HDFC Standard Life

Met Life Insurance

HDFC Standard Life

ING Vysya Life

SBI Life Insurance

ING Vysya Life SBI Life Aviva Life Aviva Life Tata AIG Aviva Life Met Life Met Life

Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG SBI Life

Insurance ING Vysya


ING Vysya Life

Tata AIG - SBI Life Insurance

ING Vysya Life

HDFC Standard Life

Tata AIG - Bharti Axa

68

Table 19: Origanility



ICICI Prudential

Max New York Life Bajaj Allianz LIC Jeevan

Tarang Policy ICICI


Tarang Policy HDFC

Standard Life


Bajaj Allianz Bharti Axa LIC Jeevan

Tarang Policy Aviva Life Insurance Bajaj Allianz Aviva Life


Tarang Policy


Max New York Life

ICICI Prudential Bharti Axa SBI Life



ICICI Prudential


LIC Jeevan Tarang

HDFC Standard Life

HDFC Standard Life

ICICI Prudential

Max New York Life

SBI Life Insurance

Max New York Life

Bajaj Allianz Tata AIG LIC Jeevan Tarang Policy

Met Life Insurance Bharti Axa SBI Life

Insurance Bajaj Allianz Aviva Life Insurance

Bharti Axa Bharti Axa Bajaj Allianz Max New York Life

HDFC Standard Life

HDFC Standard Life


SBI Life Insurance SBI Life Insurance

Met Life Insurance

Aviva Life Insurance Tata AIG Aviva Life

Insurance ICICI

Prudential Bharti Axa




ING Vysya Life Bajaj Allianz ING Vysya

Life Bharti Axa SBI Life Insurance


Met Life Insurance - ICICI

Prudential ING Vysya

Life Bharti Axa ING Vysya Life -

Met Life Insurance HDFC Standard - SBI Life

Insurance Max New York Life Tata AIG Met Life

Insurance -

Tata AIG ING Vysya Life - Tata AIG Met Life

Insurance Met Life

Insurance Tata AIG -

69





ICICI Prudential


ICICI Prudential

ICICI Prudential

ICICI Prudential




Aviva Life Insurance Tata AIG Aviva Life


Tarang Policy HDFC


ICICI Prudential Life Insurance Bajaj Allianz Bharti Axa Bajaj Allianz ING Vysya SBI Life

Insurance Max New York Life Bajaj Allianz


Max New York Life Bajaj Allianz Met Life




ICICI Prudential


HDFC Standard Life

SBI Life Insurance

SBI Life Insurance


HDFC Standard Life

SBI Life Insurance

Met Life Insurance


Aviva Life Insurance Tata AIG LIC Jeevan

Tarang Policy Bajaj Allianz Bajaj Allianz ICICI Prudential

Max New York Life

Bajaj Allianz Bharti Axa HDFC Standard Life

HDFC Standard Life Bharti Axa Bharti Axa Bajaj Allianz Tata AIG

Bharti Axa ING Vysya Life

Max New York Life


HDFC Standard Life

ING Vysya Life

ING Vysya Life



SBI Life Insurance

Met Life Insurance Bharti Axa Met Life

Insurance Max New York Life Bharti Axa SBI Life

Insurance


ICICI Prudential - Tata AIG Tata AIG Met Life

Insurance ING Vysya

Life

Tata AIG - ING Vysya Life - - Met Life

Insurance Tata AIG HDFC Standard Life

70




LIC Jeevan Tarang


ICICI Prudential


Tarang Policy



Tarang Policy ICICI

Prudential ICICI

Prudential Aviva Life Insurance


ICICI Prudential

ICICI Prudential


ING Vysya Life Bharti Axa SBI Life

Insurance HDFC

Standard Life

Bajaj Allianz HDFC Standard Bajaj Allianz Bharti Axa Aviva Life

Insurance SBI Life


Tarang Policy Bajaj Allianz


Met Life Insurance Tata AIG SBI Life

Insurance Bajaj Allianz Max New York Life

HDFC Standard Life

Max New York Life


Max New York Life Bharti Axa Max New

York Life Max New York Life


Aviva Life Insurance Tata AIG


ING Vysya Life

HDFC Standard Life

SBI Life Insurance

Met Life Insurance Bajaj Allianz ICICI

Prudential

Max New York Life Bharti Axa Aviva Life Aviva Life Bharti Axa Aviva Life ING Vysya SBI Life


Met Life Insurance

Met Life Insurance

HDFC Standard Life

HDFC Standard Life

Met Life Insurance

Met Life Insurance

Tata AIG Bajaj Allianz

HDFC Standard Life

ING Vysya Life

Met Life Insurance Tata AIG Tata AIG Bharti Axa

ING Vysya Life Insurance - SBI Life

Insurance Tata AIG Tata AIG ING Vysya Life

Max New York Life

ING Vysya Life

71

Table 22: Comprehensibility



Max New York Life Bharti Axa Bajaj Allianz LIC Jeevan

Tarang Policy Bajaj Allianz LIC Jeevan Tarang Policy

HDFC Standard Life


ICICI Prudential


Prudential ICICI



Aviva Life Insurance Bajaj Allianz ICICI

Prudential HDFC



Max New York Life

ICICI Prudential




ICICI Prudential

SBI Life Insurance

HDFC Standard Life Tata AIG Max New

York Life

Bajaj Allianz LIC Jeevan Tarang Policy

HDFC Standard Life


Max New York Life


HDFC Standard Life


Bharti Axa Tata AIG Bajaj Allianz Met Life Insurance Bharti Axa Max New

York Life Bajaj Allianz Bajaj Allianz

SBI Life Insurance Bharti Axa Met Life Insurance

Max New York Life

HDFC Standard Life

SBI Life Insurance

SBI Life Insurance Bharti Axa


Met Life Insurance



ING Vysya Life

ING Vysya Life

ICICI Prudential

SBI Life Insurance


SBI Life Insurance - ING Vysya

Life Tata AIG Bharti Axa Bharti Axa -


Insurance Bajaj Allianz Tata AIG ING Vysya Life -

Tata AIG ING Vysya - Tata AIG Met Life Met Life Met Life -

72





ICICI Prudential


ICICI Prudential


ICICI Prudential

Aviva Life Insurance Bharti Axa



Aviva Life Insurance Bajaj Allianz ING Vysya

Life LIC Jeevan

Tarang Policy HDFC


Tarang Policy

SBI Life Insurance Max New York Life

HDFC Standard Life

Met Life Insurance

ICICI Prudential


Max New York Life

Max New York Life

Max New York Life Insurance Bajaj Allianz Bajaj Allianz Bharti Axa Max New

York Life HDFC


Tarang Policy ICICI

Prudential


HDFC Standard Bharti Axa LIC Jeevan

Tarang Policy Bharti Axa SBI Life Insurance


Aviva Life Aviva Life SBI Life Tata AIG Bajaj Allianz Bajaj Allianz SBI Life Met Life

Bajaj Allianz Bharti Axa Tata AIG SBI Life Insurance

Tata AIG ING Vysya Life


Bharti Axa ING Vysya Life

Max New York Life

HDFC Standard Life

LIC Jeevan Tarang Policy Bharti Axa Met Life

Insurance Tata AIG


SBI Life Insurance

ICICI Prudential

Max New York Life

Met Life Insurance

Max New York Life Tata AIG

ING Vysya Life

Insurance


Met Life Insurance


HDFC Standard Life Tata AIG Bharti Axa SBI Life

Insurance

Tata AIG Tata AIG ING Vysya Life - - Met Life

Insurance ING Vysya

Life HDFC

Standard Life

73






ICICI Prudential


Tarang Policy




Tarang Policy ICICI

Prudential ICICI


SBI Life Insurance ICICI Prudential

ICICI Prudential Bharti Axa


Bharti Axa LIC Jeevan Tarang Policy

HDFC Standard Life

Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan


Max New York Life

SBI Life Insurance Bajaj Allianz


HDFC Standard Life Bajaj Allianz Max New

York Life ING Vysya

Life SBI Life

Insurance HDFC

Standard Life ICICI

Prudential


ING Vysya Life

SBI Life Insurance Bharti Axa LIC Jeevan


Max New York Life


Max New York Life Tata AIG HDFC

Standard Life Bajaj Allianz Met Life Insurance Bajaj Allianz Tata AIG

Max New York Life Insurance Bharti Axa HDFC

Standard Life Aviva Life Insurance Tata AIG HDFC

Standard Life Met Life

Insurance Met Life

Insurance


SBI Life Insurance


Insurance Aviva Life Insurance

ING Vysya Life

ING Vysya Life

Bharti Axa Bajaj Allianz Met Life Insurance

ING Vysya Life

HDFC Standard Life

ING Vysya Life Tata AIG SBI Life

Insurance


Met Life Insurance

Met Life Insurance - Max New

York Life Bharti Axa

74

Table 25: Persuasiveness/ believability



ICICI Prudential Bharti Axa Bajaj Allianz LIC Jeevan

Tarang Policy ICICI


Tarang Policy HDFC

Standard Life


Max New York Life


Prudential Bajaj Allianz Aviva Life Insurance


HDFC Standard Life Insurance Bajaj Allianz ICICI



LIC Jeevan Tarang Policy Tata AIG ICICI

Prudential

Bajaj Allianz LIC Jeevan Tarang Policy


ICICI Prudential

SBI Life Insurance

HDFC Standard Life

Max New York Life

Max New York Life



HDFC Standard Life

Met Life Insurance

Max New York Life

Max New York Life

HDFC Standard Life


Bharti Axa Tata AIG Bajaj Allianz HDFC Standard Life Bharti Axa SBI Life

Insurance Bajaj Allianz Bajaj Allianz


Max New York Life

HDFC Standard Life


SBI Life Insurance

SBI Life Insurance


SBI Life Insurance - Aviva Life

Insurance Tata AIG ING Vysya Life

ICICI Prudential -


Met Life Insurance - ING Vysya

Life Bajaj Allianz Bharti Axa Bharti Axa -

Met Life Insurance HDFC Standard Life - Tata AIG ING Vysya

Life Tata AIG ING Vysya Life -

Tata AIG ING Vysya Life - SBI Life

Insurance Met Life

Insurance Met Life

Insurance Met Life

Insurance -

75





ICICI Prudential


ICICI Prudential


ICICI Prudential


SBI Life Insurance LIC Jeevan Tarang Policy Bajaj Allianz Bajaj Allianz ING Vysya

Life LIC Jeevan

Tarang Policy HDFC


Tarang Policy


Max New York Life Bharti Axa Met Life

Insurance ICICI


Max New York Life

Max New York Life


HDFC Standard Life




SBI Life Insurance


ICICI Prudential

Max New York Life Insurance Bajaj Allianz SBI Life

Insurance Tata AIG Max New York Life

HDFC Standard Life


Bajaj Allianz Bharti Axa HDFC Standard Life Bharti Axa Bajaj Allianz Bajaj Allianz SBI Life

Insurance Met Life

Insurance

Bharti Axa Aviva Life Insurance Tata AIG SBI Life

Insurance Bharti Axa ING Vysya Life Bajaj Allianz Tata AIG


ING Vysya Life

Max New York Life

HDFC Standard Life

Met Life Insurance Bharti Axa Tata AIG Aviva Life

Insurance


SBI Life Insurance

ICICI Prudential

Aviva Life Insurance Tata AIG Max New

York Life Bharti Axa SBI Life Insurance

Met Life Insurance Tata AIG Met Life Insurance Max New - Tata AIG ING Vysya

Life HDFC

Standard Life

Tata AIG Met Life ING Vysya - - Met Life Met Life ING Vysya

76






ICICI Prudential

ICICI Prudential Bajaj Allianz ICICI


Tarang Policy




Tarang Policy ICICI

Prudential Bharti Axa HDFC Standard Life


ICICI Prudential Bharti Axa Max New

York Life Bharti Axa LIC Jeevan Tarang Policy



Met Life Insurance Bharti Axa LIC Jeevan


SBI Life Insurance

SBI Life Insurance

ICICI Prudential

Bajaj Allianz HDFC Standard Life Bajaj Allianz Max New

York Life Bharti Axa Max New York Life



Max New York Life Tata AIG SBI Life

Insurance ING Vysya

Life LIC Jeevan

Tarang Policy Bajaj Allianz Max New York Life

Met Life Insurance Bharti Axa ING Vysya Life

HDFC Standard Life Bajaj Allianz Met Life

Insurance Aviva Life Insurance Tata AIG


ING Vysya Life



SBI Life Insurance

HDFC Standard Life

ING Vysya Life

Met Life Insurance


SBI Life Insurance

HDFC Standard Life Tata AIG Tata AIG Aviva Life

Insurance Met Life

Insurance ING Vysya

Life


Met Life Insurance


York Life SBI Life

Insurance

77

Table 28: Brand inclination




Tarang Policy ICICI


Tarang Policy HDFC

Standard Life

ICICI Prudential Life Insurance Bajaj Allianz Max New

York Life Bharti Axa ICICI Prudential


ICICI Prudential



Max New York Life

ICICI Prudential

HDFC Standard Life


HDFC Standard Life


ICICI Prudential



HDFC Standard Life


SBI Life Insurance Bajaj Allianz Tata AIG Max New

York Life

Bharti Axa Aviva Life Insurance Bajaj Allianz ICICI

Prudential Bharti Axa Max New York Life

Max New York Life


SBI Life Insurance Met Life Insurance


Max New York Life

HDFC Standard Life

Met Life Insurance


Max New York Life Insurance Bharti Axa Met Life

Insurance Met Life

Insurance Tata AIG SBI Life Insurance Bajaj Allianz Bharti Axa

Bajaj Allianz SBI Life Insurance - Aviva Life

Insurance ING Vysya

Life Aviva Life Insurance

HDFC Standard Life

SBI Life Insurance

ING Vysya Life Insurance Tata AIG - ING Vysya

Life Bajaj Allianz ING Vysya Life

ING Vysya Life -


Insurance Max New York Life Bharti Axa Met Life

Insurance -

Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Bharti Axa -

78





ICICI Prudential


ICICI Prudential


ICICI Prudential



HDFC Standard Life Bajaj Allianz ING Vysya

Life LIC Jeevan




Max New York Life

Aviva Life Insurance Bharti Axa ICICI



ICICI Prudential

Met Life Insurance HDFC Standard Life Bharti Axa LIC Jeevan


HDFC Standard Life

Max New York Life

Met Life Insurance

HDFC Standard Life Insurance Bajaj Allianz SBI Life

Insurance Tata AIG Bharti Axa SBI Life Insurance




ICICI Prudential

Met Life Insurance Bajaj Allianz Bajaj Allianz ICICI


Bharti Axa Bharti Axa Max New York Life

SBI Life Insurance


ING Vysya Life Bajaj Allianz Aviva Life

Insurance


Met Life Insurance

HDFC Standard Life

Met Life Insurance Bharti Axa Tata AIG Tata AIG


ING Vysya Life Tata AIG Max New

York Life HDFC


ING Vysya Life

SBI Life Insurance

ING Vysya Life Insurance Tata AIG Bajaj Allianz Aviva Life

Insurance Tata AIG Tata AIG Met Life Insurance

HDFC Standard Life



Insurance Bharti Axa ING Vysya Life

79






ICICI Prudential

ICICI Prudential

ICICI Prudential

ICICI Prudential



ICICI Prudential

Max New York Life Bharti Axa LIC Jeevan

Tarang Policy Bharti Axa Bharti Axa HDFC Standard Life


ICICI Prudential



Max New York Life




HDFC Standard Life Bharti Axa Bajaj Allianz Bharti Axa Bajaj Allianz SBI Life

Insurance ICICI

Prudential

Bajaj Allianz Met Life Insurance Bajaj Allianz SBI Life

Insurance ING Vysya

Life SBI Life

Insurance HDFC



ING Vysya Life

ING Vysya Life


Tarang Policy Aviva Life Bajaj Allianz

Met Life Insurance Bharti Axa Tata AIG HDFC Standard Life

Met Life Insurance

Aviva Life Insurance Bajaj Allianz Tata AIG


Max New York Life

HDFC Standard Life

Met Life Insurance

Max New York Life

Met Life Insurance

Met Life Insurance

Met Life Insurance


SBI Life Insurance



SBI Life Insurance

HDFC Standard Life

ING Vysya Life

SBI Life Insurance

Bharti Axa Bajaj Allianz Met Life Insurance Tata AIG Tata AIG ING Vysya


ING Vysya Life

80

Table 31: Empathy created



ICICI Prudential Bharti Axa Bharti Axa LIC Jeevan


HDFC Standard Life


York Life Bajaj Allianz ICICI Prudential

ICICI Prudential Tata AIG LIC Jeevan

Tarang Policy

Bajaj Allianz Max New York Life Bajaj Allianz Met Life


HDFC Standard Life

Max New York Life

ICICI Prudential

Life HDFC Standard Life


ICICI Prudential


SBI Life Insurance


HDFC Standard Life

Max New York Life

Bharti Axa LIC Jeevan Tarang Policy


Max New York Life Bharti Axa Aviva Life

Insurance Bajaj Allianz Aviva Life Insurance

Aviva Life Insurance Tata AIG HDFC

Standard Life HDFC

Standard Life HDFC





Insurance ICICI

Prudential SBI Life

Insurance


SBI Life Insurance


ICICI Prudential Bajaj Allianz Bharti Axa Aviva Life

Insurance -


Met Life Insurance - ING Vysya

Life ING Vysya

Life Tata AIG ING Vysya Life -



ING Vysya Life

Met Life Insurance -

Tata AIG ING Vysya Life - Tata AIG Met Life

Insurance Met Life

Insurance Bharti Axa -

81





ICICI Prudential


ICICI Prudential


ICICI Prudential


SBI Life Insurance LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz ING Vysya

Life LIC Jeevan




Max New York Life

LIC Jeevan Tarang Policy Bharti Axa Bajaj Allianz Aviva Life


Tarang Policy ICICI

Prudential

HDFC Standard Life Insurance Bajaj Allianz Bajaj Allianz LIC Jeevan

Tarang Policy ICICI

Prudential SBI Life

Insurance Aviva Life Insurance Bajaj Allianz


HDFC Standard Life

SBI Life Insurance Tata AIG Max New

York Life HDFC

Standard Life ICICI

Prudential Met Life

Insurance


Met Life Insurance

LIC Jeevan Tarang Policy Bajaj Allianz SBI Life




Insurance Bharti Axa Bharti Axa Bajaj Allianz Max New York Life


Max New York Life

HDFC Standard Life

Met Life Insurance

Max New York Life Tata AIG Tata AIG


ING Vysya Life

Met Life Insurance

Max New York Life Tata AIG ING Vysya

Life ING Vysya

Life SBI Life

Insurance

Met Life Insurance Tata AIG ICICI Prudential

Aviva Life Insurance - Tata AIG Bharti Axa ING Vysya

Life



Insurance Met Life

Insurance HDFC

Standard Life

82






ICICI Prudential



Tarang Policy




Tarang Policy ICICI

Prudential Bharti Axa Aviva Life Insurance


ICICI Prudential Bharti Axa Bajaj Allianz Bharti Axa SBI Life

Insurance HDFC

Standard Life

Bajaj Allianz Met Life Insurance Bharti Axa LIC Jeevan


Max New York Life


Max New York Life


HDFC Standard Life Bajaj Allianz SBI Life

Insurance ING Vysya

Life SBI Life

Insurance HDFC

Standard Life ICICI

Prudential


Max New York Life Tata AIG Max New

York Life Bharti Axa LIC Jeevan Tarang Policy

Aviva Life Insurance Bajaj Allianz


ING Vysya Life

HDFC Standard Life

Max New York Life

Met Life Insurance Bajaj Allianz Tata AIG

ING Vysya Life Insurance Bharti Axa Aviva Life


SBI Life Insurance

HDFC Standard Life

ING Vysya Life

Met Life Insurance


SBI Life Insurance

HDFC Standard Life Tata AIG Tata AIG Aviva Life

Insurance Met Life

Insurance SBI Life

Insurance


Met Life Insurance




ING Vysya Life

Met Life Insurance

ING Vysya Life Tata AIG ING Vysya

Life

83

Table 34: Brand differentiation



ICICI Prudential Bharti Axa Bajaj Allianz Aviva Life

Insurance Bajaj Allianz LIC Jeevan Tarang Policy

HDFC Standard Life


York Life LIC Jeevan


Tarang Policy ICICI




Max New York Life

ICICI Prudential

HDFC Standard Life

ICICI Prudential


Max New York Life

ICICI Prudential

Bajaj Allianz Met Life Insurance

HDFC Standard Life

Max New York Life Bharti Axa Met Life

Insurance Bajaj Allianz Max New York Life



Met Life Insurance

ICICI Prudential

SBI Life Insurance

Max New York Life

SBI Life Insurance


Bharti Axa Bharti Axa Bajaj Allianz Aviva Life Insurance Tata AIG SBI Life

Insurance ICICI

Prudential Bajaj Allianz

Max New York Life Insurance Tata AIG LIC Jeevan

Tarang Policy Met Life

Insurance HDFC


HDFC Standard Life -


SBI Life Insurance - Bharti Axa Bajaj Allianz HDFC

Standard Life ING Vysya -

SBI Life Insurance Aviva Life Insurance - ING Vysya

Life ING Vysya

Life ING Vysya

Life Met Life

Insurance -


Insurance Max New York Life Bharti Axa Bharti Axa -

Tata AIG ING Vysya - Tata AIG Met Life Tata AIG Tata AIG -

84





ICICI Prudential

LIC Jeevan Tarang Policy Bajaj Allianz ING Vysya

Life ICICI





ICICI Prudential

ICICI Prudential


LIC Jeevan Tarang Policy Bharti Axa


Max New York Life Bajaj Allianz Bharti Axa Aviva Life


Max New York Life

Met Life Insurance

Met Life Insurance Bajaj Allianz HDFC Standard Life Tata AIG Max New

York Life Bajaj Allianz HDFC Standard Life Bajaj Allianz


Aviva Life Insurance Bharti Axa SBI Life

Insurance Bharti Axa HDFC Standard Life

SBI Life Insurance

ICICI Prudential


HDFC Standard Life

Max New York Life

HDFC Standard Life Bajaj Allianz ING Vysya

Life ICICI


Aviva Life Insurance Bharti Axa ICICI



Tarang Policy SBI Life

Insurance Met Life


Bajaj Allianz ING Vysya Life

Met Life Insurance

Met Life Insurance

Met Life Insurance Bharti Axa Bajaj Allianz Tata AIG

Bharti Axa SBI Life Insurance Tata AIG Aviva Life

Insurance Tata AIG Max New York Life ING Vysya SBI Life


Met Life Insurance

SBI Life Insurance

Max New York Life - Tata AIG Bharti Axa HDFC Sta

Tata AIG Tata AIG - - - Met Life Insurance Tata AIG ING Vysya

Life

85






ICICI Prudential


Tarang Policy



Tarang Policy ICICI




ICICI Prudential

ICICI Prudential



Max New York Life

SBI Life Insurance

HDFC Standard Life

Bajaj Allianz Met Life Insurance Bharti Axa Bharti Axa Bharti Axa Bharti Axa ICICI

Prudential Bajaj Allianz


Max New York Life Bajaj Allianz Max New

York Life ING Vysya

Life LIC Jeevan

Tarang Policy HDFC

Standard Life ICICI

Prudential


ING Vysya Life

ING Vysya Life

Met Life Insurance Bajaj Allianz Met Life


Max New York Life

Met Life Insurance HDFC Standard Life Tata AIG HDFC


SBI Life Insurance Bajaj Allianz Tata AIG



Met Life Insurance


ING Vysya Life

SBI Life Insurance

Max New York Life Insurance Bajaj Allianz Met Life

Insurance SBI Life

Insurance SBI Life

Insurance HDFC

Standard Life Met Life

Insurance Met Life

Insurance


HDFC Standard Life

ING Vysya Life

HDFC Standard Life

ING Vysya Life Tata AIG ING Vysya

Life

Tata AIG - SBI Life Insurance Tata AIG Tata AIG - Max New


86

Table 37: Message relevance





HDFC Standard Life


Max New York Life

Max New York Life


ICICI Prudential

ICICI Prudential

Max New York Life


Bajaj Allianz Bajaj Allianz ICICI Prudential




York Life




ICICI Prudential

Max New York Life


HDFC Standard Life


Bharti Axa Aviva Life Insurance

HDFC Standard Life

Met Life Insurance

SBI Life Insurance

Max New York Life



SBI Life Insurance Bajaj Allianz Max New

York Life Bharti Axa SBI Life Insurance Bajaj Allianz ICICI

Prudential


Insurance ING Vysya

Life Bajaj Allianz HDFC Standard Life

ICICI Prudential

SBI Life Insurance

SBI Life Insurance Tata AIG - Bharti Axa HDFC Standard Life

ING Vysya Life

Aviva Life Insurance -


Met Life Insurance - SBI Life

Insurance Tata AIG Bharti Axa ING Vysya Life -

Met Life Insurance ING Vysya Life - HDFC


Life Met Life

Insurance Bharti Axa -

Tata AIG HDFC Standard Life - Tata AIG Met Life

Insurance - - -

87


Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler

Four wheeler





ICICI Prudential

ICICI Prudential

ICICI Prudential

Max New York Life



ICICI Prudential Bajaj Allianz Bajaj Allianz Aviva Life




SBI Life Insurance Max New York Life

LIC Jeevan Tarang Policy Bharti Axa ING Vysya

Life Bajaj Allianz HDFC Standard Life Bajaj Allianz

Max New York Life Insurance Bajaj Allianz Bharti Axa SBI Life




ICICI Prudential


HDFC Standard Life

ICICI Prudential

HDFC Standard Life


SBI Life Insurance

ICICI Prudential Bharti Axa



Tarang Policy Bajaj Allianz ING Vysya Life

SBI Life Insurance


Bajaj Allianz Bharti Axa SBI Life Met Life Bharti Axa Bharti Axa Tata AIG Met Life


Met Life Insurance


Met Life Insurance

Max New York Life Bajaj Allianz SBI Life

Insurance


ING Vysya Life

Max New York Life Tata AIG Tata AIG HDFC


Life HDFC

Standard Life

Met Life Insurance Tata AIG HDFC Standard Life

Max New York Life - Tata AIG Bharti Axa ING Vysya

Life

Tata AIG Met Life ING Vysya - - Met Life Met Life Tata AIG

88




LIC Jeevan Tarang

LIC Jeevan Tarang

ICICI Prudential



Tarang



Tarang ICICI

Prudential Bharti Axa Aviva Life Insurance

Bajaj Allianz ICICI Prudential

ICICI Prudential

LIC Jeevan Tarang

Max New York Life

Max New York Life

LIC Jeevan Tarang Bajaj Allianz


ING Vysya Life Bharti Axa Max New

York Life Bajaj Allianz Bharti Axa SBI Life Insurance

Max New York Life


Max New York Life Bajaj Allianz Bharti Axa ING Vysya

Life LIC Jeevan

Tarang HDFC

Standard HDFC

Standard


HDFC Standard

ING Vysya Life

HDFC Standard

SBI Life Insurance


Prudential

Max New York Life Bharti Axa Tata AIG Aviva Life Tata AIG SBI Life Aviva Life SBI Life

Met Life Insurance Met Life Aviva Life SBI Life Bharti Axa Met Life Tata AIG Bharti Axa


Met Life Insurance

Met Life Insurance


HDFC Standard

Met Life Insurance

ING Vysya Life

ING Vysya Life Insurance Bajaj Allianz HDFC

Standard Tata AIG HDFC Standard

ING Vysya Life

Max New York Life Tata AIG

89

Table 40: Image impact



Max New York Life Insurance Bharti Axa Bajaj Allianz LIC Jeevan


HDFC Standard Life


ICICI Prudential

Max New York Life Insurance Bharti Axa ICICI

Prudential ICICI




Prudential Met Life




ICICI Prudential





SBI Life Insurance

HDFC Standard Life Tata AIG Max New York

Life Insurance





HDFC Standard Life


Bharti Axa Aviva Life Insurance Bajaj Allianz HDFC

Standard Life Bharti Axa Max New York Life Insurance


SBI Life Insurance Tata AIG Met Life Insurance

ICICI Prudential

HDFC Standard Life

SBI Life Insurance Bajaj Allianz -


SBI Life Insurance


Aviva Life Insurance Tata AIG ING Vysya Life

Insurance ICICI

Prudential -


Met Life Insurance - ING Vysya Life

Insurance ING Vysya Life

Insurance Bharti Axa Met Life Insurance -

Met Life Insurance

HDFC Standard Life - SBI Life

Insurance Bajaj Allianz Met Life Insurance

ING Vysya Life Insurance -

Tata AIG ING Vysya Life Insurance - Tata AIG Met Life

Insurance Tata AIG Bharti Axa -

90

Table 41: Image impact

Sec-A SEC-B SEC-C SEC-D SEC-E Two Four wheeler Don't own




ICICI Prudential


ICICI Prudentia


SBI Life Insurance

ICICI Prudential



Tarang HDFC


Tarang Policy

ICICI Prudential

Max New York Life Insurance Bajaj Allianz Bharti Axa Aviva Life




HDFC Standard Life Bajaj Allianz Bharti Axa Met Life

Insurance Max New York Life Insurance

SBI Life Insurance

Max New York Life Insurance Bajaj Allianz


HDFC Standard Life

SBI Life Insurance



HDFC Standard

SBI Life Insurance

Met Life Insurance



HDFC Standard Life Tata AIG Bajaj Allianz Bajaj

Allianz ICICI

Prudential ICICI

Prudential

Bharti Axa Bharti Axa Tata AIG SBI Life Bharti Axa ING Vysya Bajaj Allianz Aviva Life

Bajaj Allianz ING Vysya Life Insurance


HDFC Standard Life

Met Life Insurance Bharti Axa Tata AIG Tata AIG


SBI Life Insurance

ICICI Prudential


York Life ING Vysya Life

Insurance SBI Life

Insurance

Met Life Insurance Tata AIG Met Life


HDFC Standard Life Tata AIG Bharti Axa ING Vysya Life

Insurance


ING Vysya Life Insurance - - Met Life

Insurance Met Life

Insurance HDFC

Standard Life

91

42: Image impact

North East South West Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10




ICICI Prudential


Prudentia LIC Jeevan

Tarang Policy

HDFC Standard Life

ICICI Prudential

Max New York Life Insurance Bajaj Allianz LIC Jeevan

Tarang Policy Bharti Axa Bharti Axa Aviva Life Insurance

SBI Life Insurance

Met Life Insurance Bharti Axa Bharti Axa Max New York

Life Insurance ICICI

Prudential SBI Life

Insurance HDFC

Standard Life


ICICI Prudential



SBI Life Insurance

LIC Jeevan Tarang Bajaj Allianz


ING Vysya Life Insurance Tata AIG Max New York

Life Insurance Bharti Axa Max New York Life Insurance

HDFC Standard


Met Life Insurance

Max New York Life Insurance Bajaj Allianz SBI Life



Tarang Policy Bajaj

Allianz Met Life

Insurance

ICICI Prudential

HDFC Standard Life


HDFC Standard Life Bajaj Allianz Met Life


ICICI Prudential



SBI Life Insurance

HDFC Standard Life

Met Life Insurance Tata AIG


SBI Life Insurance

HDFC Standard Life

Met Life Insurance Tata AIG Aviva Life

Insurance ING Vysya

Life ING Vysya Life

Insurance



HDFC Standard Life Tata AIG Tata AIG SBI Life

Insurance

Tata AIG - SBI Life Insurance Tata AIG Met Life


Insurance Max New York Life Bharti Axa

92

Table 43: Brand preference


ICICI Prudential

ICICI Prudential Bharti Axa Bajaj Allianz ICICI

Prudential ICICI



Tarang

LIC Jeevan Tarang Policy Bajaj Allianz Max New York

Life Insurance LIC Jeevan


HDFC Standard Life



Aviva Life Insurance Tata AIG Bajaj Allianz ICICI


Tarang Policy Max New York Life Insurance Bajaj Allianz HDFC

Standard

HDFC Standard Life


ICICI Prudentialnce


Tarang Policy HDFC

Standard Life -

Bharti Axa Max New York Life Insurance


ING Vysya Life Bajaj Allianz SBI Life

Insurance ICICI

Prudentia -


Met Life Insurance Bharti Axa HDFC

Standard Life Tata AIG Aviva Life Insurance -




Met Life Insurance

SBI Life Insurance Bharti Axa ING Vysya

Life -

ING Vysya Life Bharti Axa - SBI Life Bharti Axa Aviva Life SBI Life -

Met Life Insurance

HDFC Standard Life

- HDFC Standard Life

Met Life Insurance

Bajaj Allianz Met Life Insurance

-

SBI Life Insurance

ING Vysya - Max New York

Max New York


Tata AIG -

Tata AIG Met Life - Tata AIG ING Vysya Met Life Bharti Axa -

93


Sec-A SEC-B SEC-C SEC-D SEC-E Two wheeler Four wheeler Don't own


ICICI Prudential




Tarang Policy Bajaj Allianz

ICICI Prudential


LIC Jeevan Tarang Policy Bharti Axa ICICI




SBI Life Insurance Bajaj Allianz Tata AIG Bajaj Allianz ING Vysya Life


Tarang Policy HDFC


HDFC Standard Life

Max New York Life Insurance Bharti Axa Tata AIG Bharti Axa Bajaj Allianz ICICI

Prudential ICICI

Prudential


ICICI Prudential

Met Life Insurance


HDFC Standard Life

SBI Life Insurance Tata AIG


HDFC Standard Life

HDFC Standard Life

SBI Life Insurance




Met Life Insurance


SBI Life Insurance Bajaj Allianz Aviva Life


Tarang Policy Tata AIG Bajaj Allianz Aviva Life Insurance

Bharti Axa ING Vysya Life Insurance

SBI Life Insurance


Met Life Insurance

SBI Life Insurance


SBI Life Insurance

ING Vysya Life Insurance Bharti Axa Met Life

Insurance - - Max New York Life Insurance

Met Life Insurance

HDFC Standard Life

Met Life Met Life - - Bharti Axa Bharti Axa ING Vysya

Tata AIG Tata AIG - - - Met Life Tata AIG Max New York

94




ICICI Prudential


ICICI Prudential

ICICI Prudential

ICICI Prudential

ICICI Prudential


SBI Life Insurance

LIC Jeevan Tarang Policy Bajaj Allianz LIC Jeevan


Tarang Policy Max New York Life Insurance Bharti Axa LIC Jeevan

Tarang Policy

HDFC Standard

HDFC Standard Life

ICICI Prudential Bajaj Allianz Bajaj Allianz Bajaj Allianz LIC Jeevan

Tarang Policy Tata AIG

Bajaj Allianz

Aviva Life Insurance Bharti Axa Max New York

Life Insurance ING Vysya Life


Tarang Policy Bajaj Allianz Bajaj Allianz

LIC Jeevan Tarang Bharti Axa Tata AIG Bharti Axa Bharti Axa HDFC

Standard Life HDFC

Standard Life ICICI

Prudential

ICICI Prudential





SBI Life Insurance


HDFC Standard Life

Met Life Insurance

SBI Life Insurance


HDFC Standard Life

SBI Life Insurance


SBI Life Insurance

Met Life Insurance

Max New York Life



Met Life Insurance



Bharti Axa Met Life Insurance

HDFC Standard Life Tata AIG HDFC

Standard Life ING Vysya Life


SBI Life Insurance

ING Vysya Bajaj Allianz SBI Life SBI Life Met Life Met Life ING Vysya Life Bharti Axa

95

Index: Charts Chart 1: Mediums TOM ad recall attributed to..............................18 Chart 2: Viewership of ad ......................................................21 Chart 3: Gender breakup .......................................................34 Chart 4: Age group distribution of respondents ............................35 Chart 5: City class - by population size ......................................36 Chart 6: City class - by market size...........................................37 Chart 7: Region-wise break-ups ...............................................39 Chart 8: Socio economic classification .......................................41 Chart 9: Socio economic classification .......................................42 Chart 10: Occupational breakup ..............................................43 Chart 11: Monthly family income .............................................44 Chart 12: Most expensive vehicle owned by the household...............45 Chart 13: Ownership of credit cards (individually).........................46

96

Index: Tables Table 1: Life Insurance user population representation of the study’s sample data for October-December 2007 quarter........................... 5 Table 2: Ad Momentux Index ..................................................10 Table 3: Ad Connect Quotient .................................................11 Table 4: Ad Appeal Index.......................................................12 Table 5: Ad Persuasion Index ..................................................13 Table 6: Brand Impact Index...................................................14 Table 7: Top of mind ad recall ................................................16 Table 8: Spontaneous ad recall (3 recalls) ..................................17 Table 9: Ads correctly identified with the brand...........................19 Table 10: Ad slogans correctly identified with the brand.................20 Table 11: Most liked ads........................................................22 Table 12: Ads perceived as most original....................................23 Table 13: Ads most identified with ...........................................24 Table 14: Ads most easily understood........................................25 Table 15: Ads perceived as most relevant (to current needs)............26 Table 16: Most convincing (believable) ads .................................27 Table 17: Ads differentiating the brand the most..........................28 Table 18: Ads creating most positive brand impression ...................29 Table 19: Ads enhancing brand quality perceptions the most............30 Table 20: Most emotionally connecting ads .................................31 Table 21: Ads creating brand consideration the most (building brand preferences)......................................................................32 Table 22: Top 10 cities .........................................................38 Table 23: Top 10 languages ....................................................40 Table 24: Brands currently used by respondents ..........................47

97

Index: Appendix Tables Table 1: Likeability rating of the ads.........................................49 Table 2: Audience identification rating of the ads.........................50 Table 3: Origanility rating of the ads.........................................51 Table 4: Comprehensibility rating of the ads ...............................52 Table 5: Persuasiveness/believability rating of the ads...................53 Table 6: Brand inclination rating of the ads.................................54 Table 7: Empathy rating of the ads...........................................55 Table 8: Brand differentiation rating of the ads............................56 Table 9: Message Relevance rating of the ads ..............................57 Table 10: Image impact rating of the ads ...................................58 Table 11: Brand preference creation rating of the ads....................59 Table 12: Elements liked in the ad ...........................................60 Table 13: Likeability ............................................................62 Table 14: Likeability ............................................................63 Table 15: Likeability ............................................................64 Table 16: Audience identification ............................................65 Table 17: Audience identification ............................................66 Table 18: Audience identification ............................................67 Table 19: Origanility ............................................................68 Table 20: Origanility ............................................................69 Table 21: Origanility ............................................................70 Table 22: Comprehensibility ...................................................71 Table 23: Comprehensibility ...................................................72 Table 24: Comprehensibility ...................................................73 Table 25: Persuasiveness/ believability......................................74 Table 26: Persuasiveness/ believability......................................75 Table 27: Persuasiveness/ believability......................................76 Table 28: Brand inclination ....................................................77 Table 29: Brand inclination ....................................................78 Table 30: Brand inclination ....................................................79 Table 31: Empathy created ....................................................80 Table 32: Empathy created ....................................................81 Table 33: Empathy created ....................................................82 Table 34: Brand differentiation ...............................................83 Table 35: Brand differentiation ...............................................84 Table 36: Brand differentiation ...............................................85 Table 37: Message relevance ..................................................86 Table 38: Message relevance ..................................................87 Table 39: Message relevance ..................................................88 Table 40: Image impact ........................................................89 Table 41: Image impact ........................................................90 Table 42: Image impact ........................................................91 Table 43: Brand preference....................................................92 Table 44: Brand preference....................................................93 Table 45: Brand preference....................................................94

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