STUDY ON THE USE OF PUBLIC RELATIONS IN TRADITIONAL MARKETING CAMPAIGNS AMONG LARGE INSURANCE COMPANIES

STUDY ON THE USE OF PUBLIC RELATIONS IN TRADITIONAL MARKETING CAMPAIGNS AMONG LARGE INSURANCE COMPANIES

SHIVANI KUMARI (22GSOB2010943  )

Supervisor:

Dr. AKANSHA DUBEY

      ASSOCIATE PROFESSOR

GALGOTIAS UNIVERSITY

1. INTRODUCTION

In the dynamic landscape of the insurance industry, the effective integration of public relations (PR) with traditional marketing strategies has emerged as a crucial avenue for large insurance companies in India to enhance their market presence, engage with stakeholders, and bolster their brand equity. The evolving consumer preferences, coupled with the advent of digital technologies and changing communication patterns, have propelled insurers to adopt innovative approaches to reach and resonate with their target audiences. Against this backdrop, this study delves into the intricate interplay between public relations and traditional marketing campaigns within the context of the Indian insurance sector.

The insurance sector in India stands as a testament to the nation's economic growth and demographic diversity. Over the years, the industry has witnessed a significant transformation, characterized by burgeoning competition, regulatory reforms, and shifting consumer expectations. Large insurance companies, both domestic and international players, are vying for market share in an increasingly crowded marketplace. In this intensely competitive environment, the ability to differentiate and effectively communicate value propositions becomes imperative for sustained success. Amidst this backdrop, the role of public relations emerges as a strategic imperative for insurance firms seeking to navigate the complex maze of customer preferences and market dynamics.