Marketing Mix Of Birla Sun Life Insurance and 7Ps (Updated 2025)

December 18, 2024 | By Hitesh Bhasin | Filed Under: Marketing Mix of Brands

The Marketing mix of Birla Sun Life Insurance analyses the 7Ps of Birla Sun Life Insurance which includes the Product, Price, Place, Promotion, people, physical evidence and process of Birla Sun Life Insurance. Birla Sun Life Insurance is one of the major companies associated with the insurance sector. It was formed in 2000 and was a joint venture between two trusted global names, Sun Life Financial Inc. and Aditya Birla Group.

Birla Sun Life Insurance is one of the top ten insurance companies in India and is known for its innovative ideas and leading products and for creating benchmarks in this field. Its vision is to become a role model and a leader in the financial services sector by implementing its core values like commitment, integrity, passion, speed, and seamlessness. Some of its major rivals are as follows-

Bajaj Allianz Life Insurance Company Limited
AEGON Religare Life Insurance Company
ICICI Prudential Life Insurance Company Limited
Life Insurance Corporation of India

About Birla Sun Life Insurance

Type: Life insurance company
Industry: Financial services
Founded: August 4, 2000
Founders: Aditya Birla Group and Sun Life Financial
Headquarters: Mumbai, India
Area served: India
Key people: Kumar Mangalam Birla (Chairman) and A. Balasubramanian (CEO)
Number of employees: 6,000

Table of Contents

Birla Sun Life Insurance Product Strategy

Birla Sun Life Insurance is India’s first company to introduce several innovative schemes like unit-linked life insurance plans, free look periods, and business continuity plans. The company manages the financial situations and investments of both individuals and firms.

The new Product Mix of Birla Sun Life Insurance in 2024 is as follows (Source).

Term Insurance Plans, such as the BSLI Protect @ Ease Term Plan, BSLI Easy Protect Plan, BSLI Protector Plus Plan, and BSLI Future Guard Plan, are designed to provide financial security to the policyholder’s family in case of their untimely demise.
Money Back Plan, like Birla Sun Life Insurance-Vision Money Back Plus Plan, offers a blend of insurance and savings by providing periodic returns over the policy term.
Unit Linked Insurance Plans (ULIPs), including BSLI Wealth Aspire Plan and BSLI Fortune Elite Plan, allow policyholders to invest in various fund options for potential growth while providing life cover.
Health plans, such as Birla Sun Life Insurance-Hospital Plus Plan, focus on covering medical expenses.
Endowment Plans, like the BSLI Guaranteed Future Plan and BSLI Vision LifeIncome Plan, are savings-oriented insurance plans offering a lump sum on policy maturity and life cover.
Child Insurance Plan, specifically Birla Sun Life Insurance-Vision Star Plan, is designed to provide for a child’s future needs.
Pension Plans, including the Immediate Annuity and Empower Pension Plan, are aimed to ensure a stable income after retirement.

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Additionally, Aditya Birla Sun Life Insurance has expanded its offerings to cater to various specialized needs of more customers, including:

Plans for Defence Personnel, ensuring tailored benefits for military service.
SME Business Solutions is designed to meet the insurance needs of small and medium-sized enterprises.
Group Insurance Plans, like ABSLI Group Protection Solutions and ABSLI Group Income Replacement Plan, provide coverage for an organization’s employees.
Retirement Solutions, such as ABSLI Guaranteed Annuity Plus and ABSLI Empower Pension Plan, focus on post-retirement financial stability.

Birla Sun Life Insurance Place Strategy

Any organization’s distribution health insurance policy is the key to future success. With its vast experience and immense product portfolio, Birla Sun Life Insurance helps individuals, groups, and organizations by offering customized insurance solutions.

This is possible only because of its vast distribution network of over five hundred cities. It has an intricate network of 10,500 advisors, one hundred branches, and one hundred and fifty partnerships with banks, brokers, and corporate agents. The company is headquartered in Mumbai and operates in countries like Bermuda, China, Japan, and the United Kingdom.

Here’s the place strategy of Aditya Birla Sun Life Insurance.

Extensive Distribution Network: Aditya Birla Sun Life Insurance has an extensive distribution network that spans over 500 cities across India, ensuring a broad reach and accessibility to its customers through multiple touchpoints.
Partnerships and Collaborations: They have formed over 150 partnerships with banks, brokers, and corporate agents, enhancing their market presence and making their products more accessible to a broader audience.
Global Presence: Beyond India, Aditya Birla Sun Life Insurance operates in international markets such as Bermuda, Japan, China, and the UK, indicating a strategic expansion to cater to global insurance needs.
Digital and Online Platforms: Leveraging technology, Aditya Birla Sun Life Insurance offers policies through online portals, facilitating easy access and convenience for customers to purchase and manage their insurance plans.
Educational and Advisory Services: Through an intricate network of 10,500 consultants and 600 offices, they provide personalized insurance solutions and advice, ensuring customers are well-informed to make decisions that best suit their needs.

Birla Sun Life Insurance Pricing Strategy

By the end of 2013, Birla Sun Life Insurance’s AUM was nearly 23,350 crore, and its capital base was solid at nearly 2450 crore. The company has adopted a transparent and reasonable pricing policy as it wants to serve by providing maximum benefits and solutions to potential customers. Its premium rate for various policies is marginally lower than its competitors and can be paid through electronic clearing services. Brand BSIL has paved the way for new thinking, making consumers realize that insurance policies give good returns.

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Aditya Birla Sun Life Insurance employs a nuanced pricing strategy that aligns with industry standards and consumer expectations, with competitive prices reflecting a blend of competitiveness and value proposition. Here’s a detailed look into their approach:

Competitive Pricing: Aditya Birla Sun Life Insurance sets its premiums based on a comprehensive market analysis, ensuring its offerings are competitively priced. They closely follow IRDA (Insurance Regulatory and Development Authority of India) rules to maintain fairness and competitiveness within the industry.
Customized Premium Options: Recognizing its customer base’s diverse financial capabilities and needs, the company offers flexible premium payment options, including annual and monthly payments. This flexibility allows customers to choose a payment schedule for their budget and financial planning.
Age and Cover-Based Pricing: Premiums are tailored to the insured’s age and selected coverage amount. This ensures the pricing is fair and proportionate to the risk covered, making insurance accessible to a broader demographic.
Value-Added Benefits: Aditya Birla Sun Life Insurance strategically incorporates value-added benefits and services into its pricing model. These benefits enhance customer satisfaction and loyalty, offering more than just the core insurance coverage.
Technology-Driven Efficiency: Using online platforms for policy sales and management allows the company to streamline its operations and reduce overhead costs. This efficiency gain is passed on to the customers through competitive pricing without compromising service quality.

Through this pricing and marketing strategy, Aditya Birla Sun Life Insurance ensures it remains a strong contender in the highly competitive insurance market, appealing to a wide range of customers by offering them value for money and a sense of security.

Birla Sun Life Insurance Promotion strategy

Birla Sun Life Insurance has gained its reputation as one of the most trusted brands, and this has become possible because of its employees. The company has employee benefit plans to increase productivity and loyalty as part of its promotional policy.

It was the first company to sell policies through the Internet. It offers incentives, including rebates, promotions, gifts, e-marketing, and direct mail to attract more consumers. Vital advertising tools of a Brand are billboards, the Internet, newspapers, magazines, radio, and television. Cricketer Kapil Dev has been its brand ambassador, and cricketers like Virendra Sehwag, Yuvraj Singh, and Suresh Raina have been roped in to work in its commercials.

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Some Recent Video ads and Print ads for Birla Sun Life Insurance are:

Birla Sun Life Insurance People Strategy

The “People” aspect of the Service Marketing Mix of Aditya Birla Sun Life Insurance underscores the critical role of human capital in delivering high-quality insurance services. This aspect can be highlighted through various dimensions:

Highly Trained Workforce: Aditya Birla Sun Life Insurance invests significantly in training and developing its workforce to ensure they are well-equipped with the necessary knowledge and skills. This training covers product knowledge, customer service excellence, and compliance with regulatory standards, ensuring that every interaction adds value to the customer experience.
Customer-Centric Approach: The company fosters a customer-centric culture among its employees, emphasizing the importance of understanding and meeting customer needs. This approach is integral to building long-term client relationships characterized by trust and loyalty.
Employee Engagement and Motivation: Aditya Birla Sun Life Insurance implements various employee engagement and motivation programs. These initiatives aim to boost morale, encourage innovation, and ensure a high level of commitment among employees towards delivering exceptional service.
Diverse and Inclusive Environment: The organization is committed to creating a diverse and inclusive work environment where all employees are valued and respected. This diversity fosters a rich exchange of ideas and perspectives, contributing to more innovative solutions and a more inclusive approach to customer service.
Leadership and Management: The leadership team at Aditya Birla Sun Life Insurance plays a crucial role in setting the tone for service excellence. They lead by example, demonstrating a commitment to integrity, quality, and continuous improvement. The management’s strategic vision ensures that the company remains responsive to market changes and customer expectations.

Birla Sun Life Insurance Process Strategy

The “Process” element of the Service Marketing Mix of Aditya Birla Sun Life Insurance encompasses the methods and procedures used to deliver insurance services efficiently to customers. This component of advertising strategy is crucial for ensuring customer satisfaction and operational excellence. Here are critical aspects of Aditya Birla Sun Life Insurance’s process strategy:

Simplified Policy Acquisition: Aditya Birla Sun Life Insurance has streamlined the process of acquiring insurance policies, making it easy and hassle-free for customers. This includes simplified documentation, online application options, and quick policy issuance, which enhances the customer experience from the outset.
Efficient Claims Processing: The company strongly emphasizes an efficient and transparent claims process. This includes clear guidelines on how to file claims, timely processing of claims, and support through the claims settlement process, ensuring that customers receive the support they need during challenging times.
Customer Service Excellence: Aditya Birla Sun Life Insurance has established robust customer service protocols that include multiple communication channels, such as call centers, online portals, and in-person consultations. This ensures that customers can easily access information and assistance when needed.
Continuous Feedback and Improvement: The company seeks customer feedback on its services and processes. This feedback is used to continually refine and improve operations, ensuring that the company remains responsive to customer needs and market changes.
Digital and Technological Integration: Leveraging technology, Aditya Birla Sun Life Insurance has integrated digital tools and platforms into its service delivery processes. This includes online policy management, digital payment options, and AI-powered assistance, making insurance services more accessible and convenient for customers.

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Birla Sun Life Insurance Physical Evidence Strategy

The “Physical Evidence” in the Service Marketing Mix of Aditya Birla Sun Life Insurance refers to the tangible and intangible elements that customers associate with the service, contributing to their perception and experience. This aspect is crucial in the insurance industry, where services are intangible, making physical evidence an essential factor in building trust and customer credibility. Here are vital components of physical evidence for Aditya Birla Sun Life Insurance:

Branding and Corporate Identity: The visual identity of Aditya Birla Sun Life Insurance, including its logo, color scheme, and overall branding, creates a strong and recognizable presence. This visual branding is evident in all its communications, office spaces, and promotional materials, contributing to a professional image.
Online Presence and Website: The company’s website and platforms are critical physical evidence points. They are designed to be user-friendly, informative, and secure, offering customers a seamless experience whether they seek information, purchase policies, or access services.
Office Locations and Infrastructure: Aditya Birla Sun Life Insurance’s physical offices and branches across various locations provide tangible evidence of its scale and accessibility. These offices’ professional appearance and welcoming environment reinforce the company’s reputation for quality and reliability.
Policy Documents and Communication Materials: The quality, clarity, and presentation of policy documents, brochures, and communication materials are vital. These documents provide customers with essential information about their policies and services, serving as a physical representation of the company’s commitment to transparency and support.
Customer Service and Interaction: Though not physical in the traditional sense, the quality of customer service interactions—whether in-person, over the phone, or online—serves as physical evidence of the company’s service quality. Positive interactions can significantly enhance customer perceptions and contribute to building long-term relationships.

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About Hitesh Bhasin

Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.