Bharti AXA Life Insurance SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 4367
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SWOT Analysis of Bharti AXA Life Insurance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bharti AXA  Life Insurance

Parent Company

Bharti Enterprise and AXA Asia Pacific Holdings

Category

Insurance and finance

Sector

Banking and Financial Services

Tagline/ Slogan

Jeevan Suraksha ka Naya Nazariya; Be Life Confident

USP

Bharti is an established brand in India along with AXA’s global presence

STP

Segment

Personal and Institutional Insurance

Target Group

Urban and Rural Investors

Positioning

Complete Insurance and financial solutions

SWOT Analysis

Strengths

1. Integrated approach to seek innovative solutions
2.  Policies for various age and economic groups
3.  International expertise of AXA group

4. Strong Marketing Campaign
5. The joint venture has a 74% stake from Bharti and 26% stake from AXA Asia Pacific Holdings Ltd
6. Bharti enterprise serves over 110 million customers

Weaknesses

1.  Less penetration in rural India

2.  Small agent base
3. Insurance companies have a poor image when it comes to payment of dues

Opportunities

1. Growing rural market
2.  Earning Urban Youth

3. Cross selling through financial services such as banking

Threats

1.  Stringent Economic measures by Government and RBI
2.  Entry of new NBFCs in the sector

Competition

Competitors

1.  Bajaj Allianz

2.  Sahara Life Insurance

3.  Reliance  Life Insurance



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