MARKETING OF MICRO-INSURANCE PRODUCTS

With rising per capita revenue, rising monetary consciousness and advertising initiatives of personal life insurance coverage firms the micro-insurance market is rising sooner. 

Other than the regulatory necessities, the agricultural and social sector represents an enormous alternative for insurance coverage firms as the majority of Indian inhabitants belongs to this group. This section can be referred as the underside of the pyramid. It constitutes a brand new vital market section the place the idea of return on funding is quantity of the enterprise. The sheer numbers out there on this section make it profitable. Even when the revenue per unit of sale is minuscule, when multiplied throughout an enormous variety of gross sales it might turn out to be enticing to shareholders. 

Furthermore, for insurance coverage merchandise this mannequin fits the fundamental insurance coverage precept of legislation of huge numbers which states that because the variety of individuals within the danger pool will increase there may be greater probability of the claims expertise resembling the anticipated claims. When projections will be estimated with a excessive diploma of confidence, then the pricing doesn’t have to incorporate a margin of error. 

This makes the product inexpensive to the poor.7 Regardless of the efforts in micro-insurance, a current survey revealed that 81% rural households don’t have any danger cowl.8 Although there’s a reluctance to purchase insurance coverage in all segments of society, the low revenue market could also be notably disinclined to buy insurance coverage. Insurance coverage merchandise have a sure diploma of complexity and the poor typically lack familiarity with insurance coverage and don’t perceive the way in which it really works until they really obtain a declare payout. Folks on this section really feel that if declare state of affairs doesn’t come up, their premium funds shall be wasted. Insurance coverage advantages are intangible, so it’s troublesome to steer somebody to half together with his restricted sources to purchase peace of thoughts. Folks within the decrease financial strata have a short-term perspective, solely making monetary plans just a few weeks or months into the longer term. 

Consequently, they don’t seem to be prone to belief an organization providing such a long-term monetary proposition resembling a life insurance coverage. Even when a low revenue market is aware of insurance coverage, the insurance coverage firm has to construct belief and acceptance available in the market. Some methods utilized by the insurance coverage firms to advertise insurance coverage on this market are using quick movies or avenue theatre. Some firms use posters and cellular vans to unfold message within the rural areas. These social advertising methods together with the monetary training are being employed to alter the angle of the goal market in direction of insurance coverage. 

The important thing message that’s conveyed by the insurance coverage firms within the rural market is cooperation, which promotes the thought of individuals serving to one another. This message builds on casual self-help mechanisms that are extra acquainted to this market than insurance coverage. This message is especially vital to elucidate the danger pooling side. If they don’t expertise the insured occasion, they could not obtain a reimbursement as a result of it’s getting used to pay for the claims of different group members. This message tries to steer away from the affiliation of insurance coverage with disagreeable occasions. As a substitute of portraying the dangers resulting in insurance coverage advantages, optimistic approaches think about the safety offered by the insurance coverage. Belief constructing is crucial on this market. 

The middleman must be a recognizable and reliable particular person or group on this market. Insurance coverage firms leverage an current relationship and accomplice with rural cooperatives and SHGs to market micro-insurance merchandise. Some firms maintain village assembly and contain the headman or different revered elders in such conferences to unfold insurance coverage consciousness and create belief. The language and cultural sensitivity are taken into consideration by most insurance coverage firms of their advertising efforts. 

Software varieties and advertising brochures that are used are within the native language. Use of easy ideas and acquainted photographs on all advertising communication is vital. Coaching materials for intermediaries is made acceptable for his or her literacy degree and diploma of familiarity with insurance coverage. Merchandise designed by the insurance coverage firms for micro-insurance additionally mirror the market situations. Completely different strategies of premium cost are used for this market. 

These variations embrace particular premium cost plans, month-to-month financial savings in direction of annual premium, one-time lump-sum cost put in fastened deposit (and the curiosity accrued is used to pay the annual premium) and so on. Micro-insurance is a giant alternative for all times insurers. 

On the similar time it poses many challenges too. The agricultural market could be very completely different from the city market, and therefore, insurance coverage firms must have a holistic technique to seize this market. Success on this market would come from ingenuity in product design, acceptable advertising efforts, easy utility procedures and, simple and immediate claims processes.