Summer Internship Project

A Project Report On
“BRAND VALUE SURVEY OF
ADITYA BIRLA CAPITAL”

Under the Supervision of

Mr. Jitendra Bapna
(Sr. Business Mentor at
Aditya Birla Sun Life
Insurance)

Under the Guidance of

Prof. Navin Verma
(Professor at ISB&M, Pune)

In the partial fulfillment of the requirement for the

degree of PGDM (Post Graduate Diploma in
Management) at

International School of Business & Media, Pune

(Maharashtra), India –
411042
DECLARATION

I, SUTITHI DAS, D/O Mr. BARUN DAS is a bonafied student of PGDM at

International School of Business & Media, Pune. My enrollment number is
2190686. I am submitting this report to “International
School of Business &
Media, Pune”
in partial fulfillment of the requirement for the degree of PGDM
(Post Graduate Diploma in Management) –
Marketing. I hereby declare that the
present summer internship report titled “Brand Value Survey of Aditya Birla
Capital”
is my original work. I have conducted the survey using questionnaire
method to collect relevant data pertaining to the study. The conclusions drawn
therein is mine based on the survey.

My Internship tenure was from 15th April, 2020 to 30th June, 2020. This report
has not been submitted earlier either with International School of Business &
Media, Pune or any other educational institute as an essential requirement for
the award of any Diploma/ Degree.

I also confirmed that, the report is only prepared for my academic requirement
and not for any other purpose. It might not be used with the interest of opposite
party of the organization. This report is made by me only with the help of Data
collected via Google Form & the latest news coming up in the Industry relevant
to the study.

Signature: -(Sutithi Das)

Date-August 10, 2020

Sutithi Das
ISB&M Id –
2190686
PGDM-Marketing
GUIDE’S
CERTIFICATE

This
is
to certify that the
Project
titled
“Financial Analysis
ofCement
Industry”,

has been prepared by Ms. Sutithi Das bearing the registration number 2190686
of International School of Business and Media, Pune in partial fulfillment of
PGDM-Marketing, under my guidance and Supervision. This has not formed a
basis for the award of any Degree/Diploma by any other University.

Mr. Navin Verma

Professor, ISB&M, Pune

Place: ISB&M, Pune

Date: August 10, 2020
PREFACE

The present report is the outcome of the internship program of the International
School of Business & Media, Pune organized at the ADITYA BIRLA
CAPITAL, Pune. The objective of the internship program was to familiarize
myself with the implementation of the knowledge I have earned in the campus.
The practical knowledge is far different from the theoritical knowledge that a
student achieves in institution.

Someone has rightly said that practical knowledge is far better than classroom
teaching. During this project I fully realized this and I came to know about
marketing strategies, when and how to apply them, the various ways of
approaching customers, several financial products that companies deal in and
also how to analyse the need of a customer and advice according to his/her
needs. The subject of my study is Brand Value Survey of Aditya Birla Capital,
the report contains first a brief introduction about the company and the various
products that I dealt with during the tenure of my internship. Finally, there is
data presentation and analysis at the end of the project report. I have also put
forward some of my suggestions hoping that they will help the brand company
move a step forward to being the very best. I feel that the purpose of the report
has been fulfilled.
ACKNOWLEDGEMENT

I acknowledge my deep sense of gratitude towards my mentor Mr.

Jitendra Bapna (senior Business Mentor) at Aditya Birla Sun Life
Insurance for giving me this opportunity to prepare my project. I
would also like to thank Mr. Ramashish Vishwakarma at Aditya
Birla sun Life Insurance for his constant support and advice during
the entire period of internship.

Any achievement should have behind it a catalytic and constant

encouragement and advice of valuable and notable minds. I take this
opportunity to express my thanks and gratitude to each and every one
of them who helped me go through this study.

I would also like to take this opportunity to thank Faculty mentor

Mr. Navin Verma for guiding me through the project, the Pacement
Assisstant Cell at International School of Business and Media, for
creating a path towards this opportunity. I would also like to thank
Dr. Mahesh Gadekar (Academic Chairperson, ISB&M, Pune) for
providing with the required knowledge that are needed along with the
skills to undergo such a study.

I thank all of them for their support and encouragement.This Project

has been a great learning outcome for me and without the help of all
mentioned above, it would not have possible for me to do this study.
TABLE OF CONTENT

Sl. No. Content Page No.

1 Executive Summary 1
2 Introduction 2
3 Product Profile of ABSLI 8
4 Industry Profile 13
5 Objectives of the Study 17
6 Need of the Study 17
7 Scope of the study 18
8 Limitations of the study 18
9 Conceptual Background 19
10 Research Methodology 20
11 Data Interpretation and Analysis 22
12 Suggestions 29
13 Conclusion 30
14 Reference 31
I. EXECUTIVE SUMMARY
With more people looking for sources of earning to secure their
future, Income today has become a more complex concept than it was
a few years ago. Investment in any form of a financial product is one
such form of earning to secure their prospects.

Investment is the employment of funds aiming at achieving an

additional income or a growth in the value. However, investment
needs an essential commitment of resources in terms of time and
money which have been saved or put away from current consumption.
The
term ‘Investment’
may
appear
to
be
simple
but
in
reality, it is a
complex, long term commitment subject to market risks. Thus
investing with a company we can trust our resources with is essential
to bearing successful outcomes of it. In general, people also tend to
invest with companies they trust, that have done well in the past, are
stable and have been able to tackle the economic crisis with a positive
image.

Thus, companies dealing in Financial products, aiding people to

invest need to have an image of security and trust, high equity, and
high brand value among the consumer base or target market.

This project
“The Brand Value Survey of Aditya Birla Capital”
is

aimed at understanding the perception of the brand among the

customer base as well as the target market wh are currently not
investing with Aditya Birla Capital and understand the value of the
brand.

I have gone through a detailed and extensive market survey and

analyzed the perception of the market in association with Aditya Birla
Capital. During this period I have also done direct marketing with
leads generated by both the company and me.

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II. INTRODUCTION
ADITYA BIRLA GROUP
Type Private
Industry Conglomerate
Founded 1857
Founder(s) Shiv Narayan Birla
Headquarters Mumbai, Maharashtra
Sectors Carbon Black, Cement,
Chemicals, Fashion,
Financial Services,
Insulators, Metals,
Mining, R&D, Telecom,
Textiles, Trading
Website Adityabirla.com

“Great businesses are never built on the quicksands of

opportunism.”

-Mr. Kumar Mangalam Birla (Chairman, Aditya Birla Group)

HISTORY

Aditya Birla Group is an Indian Multinational Conglomerate operating in 36

countries with more than 1,20,000 employees belonging to 42 nationalities, in
the league for Fortune 500 with a net worth of USD 48.3 bn. Currently, 50% of
the group revenues flow from overseas operations. The group has several
companies under it with leading positions both globally and in the domestic
market in various sectors like retail fashion and lifestyle, Finance and Asset
management, etc.

The group also focuses on value creation beyond business. It reaches out to 9
million people annually through Aditya Birla Centre for Community Initiatives
and Rural Development under the leadership of Mrs. Rajashree Birla. It runs 56
schools providing education to 46,500 students and 20 hospitals that tend to
more than a million villagers. In April 2020 the group pledged a sum of INR
500 crore towards combating Covid-19 pandemic.

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Incorporated originally under the Companies Act 1956, in 2007, Aditya Birla

Financial Services Pvt. Ltd. registered with the Reserve Bank of India in May

2009 commencing business as a non-deposit taking NBFC.

It became
public
in December
2014 and was
renamed as
‘Aditya
Birla
Capital
Limited’
in June
2017 to mark its
journey
towards
becoming one
of
the
largest

financial services company in India and a pure play listed holding company of
all business in financial services of the Aditya Birla Group.

The company has 21,000 employees in 850+ branches and more than 2,00,000
agents all over the country. As of March 31, 2020, aggregate asset under
management is INR 3,000 bn, a consolidated lending book of INR 600bn
approximately and a 20 million customer base.

It has a strong presence in the market with the business divided into domains of

-Protecting (enabling individuals to protect what they value);

-Investing (enabling individuals to realize their aspirations by making
their money work for them);
-Financing (enabling to fulfill the needs and desires without any delays);
and,
-Advising (understanding people’s
lives
and advising
the right solutions
based on their money needs).

VISION AND VALUES OF ADITYA BIRLA CAPITAL

“To be a leader and role model in a broad-based and integrated financial

services business.”

The vision of the company stands on four important pillars:


To be a leader –
The company values being a leader in all facets of its businesses,
rather than just another participant in the race.

To be a role model –
The company does not believe in cutting corners or making
compromises, instead strives to be the best and so, customers will have no reason
to go elsewhere –
therefore assuring leadership, on pure merit.

To be a broad-based player –
The company commits to meet all the felt and
unfelt needs of its target customers, thereby, retaining them across their needs
and
life-stages.

Aim to be an integrated player –
The company believes that it gives them a
competitive edge through sharing of best practices, deriving cross-business
synergies & providing talent pool with a world of opportunity to grow.
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Mission:

To consistently pursue investor's wealth optimization by:

-Achieving superior and consistent investment results.
-Creating a conducive environment to hone and retain talent.
-Providing customer delight.
-Institutionalizing system-approach in all aspects of functioning.
-Upholding the highest standards of ethical values at all times.

Values:

-Integrity
-Commitment
-Passion
-Seamlessness
-Speed

The company believes that the customers place a lot of trust in them when they
choose Aditya Birla Capital to be their partner in investment for the fulfillment
of their dreams and they believe in upholding that trust and places it at the core
of their values.

ADITYA BIRLA SUN LIFE INSURANCE COMPANY LTD. (ABSLI)

Aditya Birla Sun Life insurance, incorporated in August 2000 is a joint venture
between the Aditya Birla Group and Sun Life Financial Inc., a leading
international financial services organization based in Canada.

The company has over 13,000 employees and more than 17,00,000 active
customers. ABSLI recorded a gross premium income of Rs. 80,100 million in
FY 2019-20, registering a y-o-y growth of 7%.

LEADERSHIP TEAM


Kumar Mangalam Birla-Chairman, Aditya Birla Group

Ajay Srinivasan-Chief executive, Aditya Birla Capital

Pinky Mehta-Chief Financial Officer

Mukesh Malik-Chief Operating Officer

Subhro Bhaduri-Chief Human Resource Officer

A. Dhananjaya-Chief Compliance and Risk Officer

Ajay Kakar-Chief Marketing Officer
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
Rakesh Singh-managing Director and CEO, Aditya Birla Finance Ltd.

Kamlesh Rao-Managing Director and CEO, ABSLI
SWOT ANALYSIS OF ADITYA BIRLA CAPITAL

1. Strength:
-Effective use of Shareholders funds, ROE continuously improving for

the last two years. Figures show an increase in revenue every quarter.
-Follow the principle of Zero Promoter Pledge.
-Efficient management of Assets to generate Profits. Improved ROA

for the last 2 years.

2. Weakness:
-High-Interest payments compared to earnings than many other

companies/brands in the market. It is a Red Flag for the organization.

-A continuous decline in Net Profit (QoQ) of the organization.
-ABC is a company that still has a huge amount of debt behind its

back.
-ABC as a company suffers weak financials to support the brand.
-It is a company suffering a decline in cash flow.

3. Opportunities:
-ABC should increase stocks in the buy zone based on days traded at
current PE and P/BV.
-Stock Screener of ABC should identify companies with upcoming
results and focus their priorities on that behalf.

4. Threats:
-An increase in provisions in recent results has been one of the big
threats that ABC has been suffering lately.
-Competition from Bank-based financial companies like HDFC and
ICICI poses the greatest threat in terms of competition in the market.
-Stocks with expensive valuations and is a threat to the Brand.

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PORTER’S
FIVE
FORCES
MODEL OF ADITYA
BIRLA
CAPITAL

1. Intensity of rivalry
The intensity of rivalry is strong in the market and the business must come up
with unique and ingenious offerings as the audience or customers are more
sophisticated in such a contemporary technology period.

2. Threats of new entrants

There is a high cost of entry in the media and entrainment market. The show
business needs a large capital quantity as the companies which are participated
in offering entertainment service have larger start-up cost, which includes:

-Legal cost
-Marketing expense
-Distribution cost
-Licensing cost.

On the other hand, the existing entertainment service provider has been
extensively dealing with their targeted segments with a particular specialization,
which is why the risk of new entrants is low.

Another important aspect is the strength of the competition within the essential
market gamers in the industry, due to which the new entrant hesitate while
entering into the market. The innovation and patterns in the media market are
progressing constantly, which is adapted by market rivals.

3. Threat of substitutes
The risk of substitutes in the market poses a moderate danger level in the media
and the entertainment industry. The company is facing strong competition from
competitors using similar services through online streaming and rental DVDs.
The standard media material provider is one of the examples of replacement
products. The client may also engage in other pastime and source of details as
compared to seeing media material and online streaming.

4. Bargaining power of the buyer

The dynamics of the media and home entertainment market allows the
consumers to have high bargaining power. The low cost of change enables
consumers to seek other media service suppliers.
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5. Bargaining power of suppliers
The bargaining power of suppliers is a high force in the marketplace. This is
since there is a couple of variety of providers who produce entertainment and
media-based material. It needs to reveal greater versatility in the arrangement as
compared to the conventional organizations. Also, the products are innovation-

based, the dependence of the companies is increasing constantly.

MARKETING MIX OF ADITYA BIRLA SUN LIFE INSURANCE CO.

LTD.

1. Product
-First to introduce innovative schemes like ULIP, Free Look Period,
and Business Continuity plan.
-Financial solutions for both individuals and firms.
-A vast portfolio of products helps to provide customized solutions.

2. Place
-Vast distribution of networks.
-Branches spread over more than 500 cities.
3. Price
-Transparent and reasonable pricing policy
-Serves by providing maximum benefits
-Rate of premium for many policies lower than competitors
-Payment of premiums can be done through electronic modes.
4. Promotion
-Companies use employee benefit plans to increase productivity and
positivity.
-The first company to sell policies through the internet.
-Billboards, internet, newspapers, radio, television, etc.
-Collaborating with eminent personalities like Kapil Dev, Vidya

Balan.

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III. PRODUCT PROFILE OF ABSLI
Throughout the internship and the project, I dealt directly with the products of
Aditya Birla Sun Life Insurance, generating leads and responsible for direct
marketing of their products, while understanding the perception of their
consumers. Therefore I present here the details of the product profile of ABSLI,
based on the products I was directly dealing with throughout the internship.

The financial products under ABSLI are many and they are categorized into
various categories as follows:


Protection Solution-
These offers provide complete financial security to the family. These are
term plans that provide sizeable life coverage at low premiums. This
category contains one plan that is ABSLI Life Shield Plan.


Wealth with Protection Solutions-
These plans not only provide life cover but also encourages people to
save regularly by offering flexible plans meeting individual needs. Plans
under this are:
-ABSLI Wealth Assure Plus
-ABSLI Wealth Max Plan
-ABSLI Wealth Secure Plan
-ABSLI Fortune Elite Plan
-ABSLI Wealth Aspire Plan


Children’s
Future
Solutions-
These are designed to help one build a corpus that allows him to meet the
major expenses of his child in the future. Besides providing life cover it
also ensures that the child’s
dreams are also secured. Plans under this are:

-ABSLI Vision Star Plan

-ABSLIChild’s
Future
Assured Plan


Health Solutions-
Medical costs are increasing considerably and many people find
themselves unprepared for sudden medical emergencies. ABSLI Health
Solutions ensures that an individual never lacks the funds to go in for
quality treatment in case of medical emergencies. The plan helps to

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ensure oneself and his family for an adequate sum, against major illnesses

and injuries. Plans under this are:

-ABSLI Cancer Shield Plan
-ABSLI CritiShield Plan


Retirement Solutions-
With rising inflation, savings today might not suffice meeting the cost of
necessities throughout the retired life. ABSLI Retirement Solutions
ensure that an individual enjoys a secure and happy retired life by helping
to build a corpus that lasts throughout the retired life. Plans under this are:
-ABSLI Immediate Annuity Plan
-ABSLI Empower Pension Plan
-ABSLI Empower Pension -SP Plan


Savings with Protection Solutions-
The purpose of any responsible person's life is to create sufficient wealth
and security for the future. ABSLI savings with Protection Solutions
offers you the chance to steadily save money in small amounts, with the
added advantages of a large life cover and tax-free returns. There are
several plans under this:
-ABSLI SecurePlus Plan
-ABSLI Vision MoneyBack Plus Plan
-ABSLI Vision LifeIncome Plan
-ABSLI Savings Plan
-ABSLI Vision LifeSecure Plan
-ABSLI Income Assured Plan
-ABSLI Vision Endowment Plus Plan
-ABSLI Guaranteed Milestone Plan
-ABSLI -Jeevan Bachat Plan
-ABSLI Monthly Income Plan

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Synopsis of Selected products of ABSLI:

1. ABSLI Vision Life Income Plan-

Savings with Protection plan having both guaranteed and bonus components.
-Traditional participating whole life plan

-Provides a steady income and whole life cover with tax benefits
(subject to fulfillment of other conditions).

-Provides three types of benefits: Survival, maturity, and death

benefits.

2. ABSLI Vision MoneyBack Plus Plan-

Savings with protection, with both guaranteed and bonus components.
-A non-linked participating life insurance plan

-Plan for achieving short-term milestones without making long-term

commitments

-For the new generation with plans and money needs not fixed.

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-Includes survival, maturity and death benefits along with surrender
benefits

3. ABSLI Guaranteed Milestone Plan-

Savings with protection plan with fully guaranteed benefits.
-Non-linked non-participating life insurance plan
-Provides flexibility to cover spouse by choosing Joint Life

Protection by paying an additional premium

-Provides maturity benefits, death benefits for single and joint life
-Flexibility to enhance policy by adding appropriate rider options

with additional premium.

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5. ABSLI SecurePlus Plan-
Savings with protection plan with fully guaranteed benefits.
-Traditional non-participating life insurance plan

-Flexibility to choose the annual amount to be paid as well as income

benefits

-Contains in-built accidental benefits

-Tax benefits and options to enhance the insurance with appropriate

rider options.

6. ABSLI Vision Star PlanChildren’s

future
solution with both guaranteed and bonus components
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-Non-linked participating life insurance plan.

-The life to be insured and the proposer is the father/mother.

-Enables
keepingpace
with
the
child’s
pursuit
ofhis
real
talent.

-Starting from the 5th year after the premium paying term is over,

assured payouts as a pre-defined percentage of the Sum Assured

-Option for a waiver of premium.

-Simple revisionary Bonus plus Terminal Bonus.

IV. INDUSTRY PROFILE

India’s
diverse
financial
market is
undergoing
rapid
expansions both in terms of
the growth of existing financial services firms and new entrants in the market.
However, the sector is predominantly a banking sector. Commercial banks
account for more than 64% of the total assets held by the system. The sector
also comprises of:

-Insurance companies

-Non-banking Financial Services

-Co-operatives

-Pension funds, Mutual funds, and other small financial entities.

-Payment banks

Several reforms have been introduced by the Government of India to liberalize

and regulate to enhance the sector. The Government and Reserve Bank of India
(RBI) have taken various measures to facilitate financial access for Micro,
Small and Medium Enterprises (MSMEs) such as launching Credit Guarantee
Fund Scheme for MSMEs, issuing guideline to banks regarding collateral
requirements and setting up a Micro Units Development and Refinance Agency
(MUDRA/e-MUDRA). In 2017, a new portal named 'Udyami Mitra' was
launched by Small Industries Development Bank of India (SIDBI) to improve
credit availability to MSMEs in the country. India has scored a perfect 10 in
protecting shareholders' rights on the back of reforms implemented by the
Securities and Exchange Board of India (SEBI).
Features of the market:

-Mutual
Fund industry’s
AUM
grew from Rs
10.96 trillion
in
October

2014 to Rs 23.93 trillion in April 2020.

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-Inflow in India's mutual fund schemes via the Systematic Investment
Plan(SIP) route reached Rs.82,453 crore in 2019.

-Equity mutual funds registered a net inflow of Rs 8.04 trillion by end of

December 2019.

-Another
crucial
component
of
India’s
financial industry
is
the
insurance
industry, expanding at a fast pace.

-The total first-year premium of life insurance companies was Rs 2.59

lakh crore in FY20.

-The market for Initial Public Offers (IPOs) has also undergone expansion.
In 2019, US$ 2.5 billion was raised across 17 IPOs.

-Bombay Stock Exchange (BSE), will be setting up a JV with Ebix Inc. to

build a robust insurance distribution network in the country through a
new distribution exchange platform.

-India is expected to be the fourth largest private wealth market globally

by 2028.

-The relaxation of foreign investment rules received a positive response

from the insurance sector, with many companies announcing plans to
increase their stakes in JV with Indian companies.

-The Association of Mutual Funds in India (AMFI) is targeting nearly

five-fold growth in AUM to Rs 95 lakh crore and more than three times
growth in investor accounts to 130 million by 2025.

-India's mobile wallet industry is estimated to grow at a Compound

Annual Growth Rate (CAGR) of 150 percent to reach US$ 4.4 billion by
2022, while mobile wallet transactions will touch Rs 32 trillion during the
same period.

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Infographics

•Rising income driving demand for financial

services.
Growing
Demand
•Large cross-utilisation of channels to
expand reach Innovation
•New banking licenses and increase in FDI
limit.
•100% FDI for insurance intermediaries
•FDI can be increased to 74% from 49%
Policy
Support
•Rise in credit, insurance and investment
penetration in rural areas
•Growing HNWI participation in wealth
management segment
Growing
penetration
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V. OBJECTIVES OF THE STUDY
The
project titled
“Brand Value Survey of
Aditya
Birla
Capital”
was
done
for

the company perspective and also for the partial fulfillment of the requirement
for the degree of PGDM-Marketing.

The project analyses various perspectives to understand the perception,

satisfaction, and overall brand value of Aditya Birla Capital in the financial
sector of India.

During my project duration, I had done the following:

-Understand the visibility of the brand among the target market

-Analyze the customer perception towards Aditya Birla Capital
-Analyze the customer satisfaction level and loyalty
-Involve in Increasing awareness about the need for investment
-Increase awareness regarding the need for life Insurance
-Involve in Direct Selling of the products of ABSLI

The objectives of the study are as follows:

1. To study the visibility of the brand among target customers

2. To Understand perception about the brand
3. To measure customer satisfaction
4. To identify key prospects for satisfaction and dissatisfaction
among target customers
5. To measure customer loyalty towards the brand
VI. NEED OF THE STUDY
The market study shows that the Indian Financial Markets are doing well in
terms of growth and expansion. Customer perception shows that the market has
a lot of potentials. People are keener and keener on investing in a financial
product for secure value creation and growth. Therefore, due to this growing
demand, there is an increase in financial service providers that are coming up
with innovative ways to engage money invested by consumers for growth.
Hence, it is important to analyze the perception of the customers towards a

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particular brand and also know about the brand image to be able to have an edge
over the competitors in the market to increase revenue and improve business
practices. The study on the brand value walks through various concepts such as
engagement of the brand, major areas of revenue generation, consumers'
perception about the brand, the level of satisfaction, and loyalty. This will help
the brand to analyze its strengths and weaknesses and improve upon it to be able
to serve better in the future.

VII. SCOPE OF THE STUDY

In this project there were two major focus areas:

1. Why Customers invest with Aditya Birla Capital

2. What are the factors behind consumers choosing other brands over
Aditya Birla Capital
We all have dreams for our lives-buying a new house, having a luxury car,
holiday abroad, etc. Securing the future of ourselves and our family while
aiming at fulfilling those needs through only one source of income or without
any aid may not always be possible. On top of that, a protective shield over our
family is also what we aim at. Therefore, today, more and more people are
engaging in financial services like loans for housing, Mutual Funds, Health
Insurances, Life Insurances, etc. This study aims at understanding the factors
behind customers choosing Aditya Birla Capital as their financial helping hand.
It also aims at identifying the scopes for improvement in various areas to be
able to serve the customers better.

VIII. LIMITATIONS OF THE STUDY

The study was conducted while facing various barriers to communication due to
the Covid-19 Pandemic and hence has the following limitations:

1) It was difficult to communicate with people face to face and hence the
data was collected using a questionnaire circulated through google form
link.
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2) Conducting other effective methods of data collection such as face to face
in-depth interviews or focus group discussions was not possible.
3) Data collected were mostly from people who are already a customer of
Aditya Birla Capital in any one of its verticals and hence there may be
some bias.
4) Customers who generally engage in investment in other companies were
difficult to find as the scope for communication was restricted and
sometimes they were busy as well.
5) The Covid-19 pandemic and the economic crisis has also caused a sense
of bias towards investment.
IX. CONCEPTUAL BACKGROUND
Aditya Birla Capital is the holding company of 12 financial services businesses.
Together they offer services for a wide array of financial solutions. Some of
them are:

1. Lending, financing and wealth management solutions

2. Health insurance, including chronic care and incentivized wellness
3. Housing Finance including home loans, plot loans, loans against property,
etc.
4. Integrated Insurance broking for companies and individuals
5. Securities and commodity broking
6. Financial advise based on venture capital funds and alternate investment
funds
7. Portfolio management
8. Real estate investment
9. Life Insurance
10.Mutual funds
11.Pension management
12.Private equity
13.Currency broking
14.Comparison and selection platform for a wide range of financial products,
etc.

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X. RESEARCH METHODOLOGY
Research is a systemized effort towards knowledge gain. There are various
methods for carrying out research that has its pros and cons. The three major
steps in research methodology as has been followed in this study are:

1. Research design
2. Sampling
3. Data collection
The data so collected are analyzed and interpreted and suggestions are made
accordingly.

RESEARCH DESIGN

There are three types of approaches-Exploratory, Descriptive, and causal. One

of them or a combination thereof is used for carrying out a study.

In this study, a descriptive research design is used. Descriptive research is used

to study a population, situation or phenomenon, or characteristics of that. It is

used in
answering
the
“what” questions
rather
than
the
“why”.
Descriptive

research uses various survey methods to collect data to enquire about

something.

SAMPLING

Sampling is the process where a predetermined number of observations are

made to collect data from a part of the population who are a representative
segment of it to carry out a study on the entire population. There are two types
of Sampling-Probability and Non-Probability Sampling.

In this study, non-probability Sampling is used. The two sampling techniques

that have been used are Convenience Sampling and Snow-ball Sampling.

Here a sample size of 50 has been considered to conduct the research.

DATA COLLECTION METHOD

Data used in any study can be of two types-Primary and Secondary. Here the
use of both types of data has been done to grasp a better understanding of the
concept and present more valid research.

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
Primary Data-There are several ways of collecting primary data from
the sample. Here, a structured questionnaire was formed using Google
form. The form link was circulated via e-mail and messages to collect the
data.

Secondary Data-Secondary data about the sector and the company have
also been used. They have been derived from various websites such as
Google, the official website of Aditya Birla Capital, Money Control,
Ibef.org, etc.
METHOD OF DATA ANALYSIS

The data collected through the questionnaire has been analyzed using various
graphical and tabular representations of the data. Each response has been
individually analyzed to understand better. Certain responses were also backed
up using further telephonic interviews to avoid anomalies and ensure validity
and reliability.

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XI. DATA INTERPRETATION AND ANALYSIS
Aditya Birla Capital manages a customer portfolio of 20 Million through the
various business it has. For a vast financial market, such as can be seen in India,

this number is not small. However, it also means that there are scopes for
improvement if better awareness about the brand can be created, especially in
the insurance sector where the market is dominated by LIC.

When we talk about the brand value there are three major factors we need to
look at:


Visibility and recall

Brand equity

Customer perception and satisfaction.
VISIBILITY AND RECALL

The survey also showed that out of the common and known financial services
companies, the top three companies that people prefer, top of their mind are:


HDFC

ICICI

Aditya Birla Capital
So, we can say, in terms of Recall value, the brand is doing great however, there
are scopes of improvements. Also, the top competitors of Aditya Birla Capital
are HDFC and ICICI in terms of visibility and recall value.

Top of the mind recall value(any 2)

Edelweiss
Muthoot
IIFL
Mahindra&Mahindra
Tata Capital
Bajaj
Cholamandalam
Aditya Birla Capital
ICICI
HDFC

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The survey also showed that 100% of the people have heard about the brand
before and more than 52% of them have invested with the brand. This number is
supported by the sheer number of customers that the brand serves.

As we have seen above, the brand is doing well in terms of its reach to the
customers and the recall value of the brand is high. It adopts several innovative
measures to reach out to its target customers. The company has taken many
measures to increase its reach and attract more customers.


It has
launched a
health
insurance
campaign called “Rakho Poora
Khayal”
which
is
an awareness
campaign urging women
to influence
and
purchase health insurance for themselves and their families. This way
they have recognized the importance of women in the household and their
influence on purchase decisions.


It has
also launched an
insurance
plan called
“Corona
Kavach”
as
an
attempt to be relevant in the new normal societal situation. Most of the
insurance policies were not covering this current illness. But, this brand
has understood the addition of a newer need in terms of insurance along
with the previous insurance policies that they had and generated a new
policy altogether to meet the needs.


It has also launched an interactive social media campaign where they able
to improve consumer engagement with the brand. The campaign allows
the users to choose the type of story that they most relate to, while the
brand promising that they can aid in ensuring that scenario.
A closer look at the various businesses under the company, we see that the
maximum number of people have invested in Aditya Birla Capital through their
Life Insurance Business and their Mutual Funds business. Thus, these verticals
are the most revenue-generating area in the brand. The other two areas were
Housing finance and Insurance broking. If we the external data about the
organization, we see that this finding from the survey also resonates with the
revenue and growth figures of the company for the financial year when we
analyze the stocks of the company. The highest revenue was generated from
Aditya Birla Sun Life Insurance(41%) followed by the NBFC(36%) and then by
Housing Finance(8%).

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ABC business Invested in

ABSL Insurance ABSL mutual Funds Insurance brokers Housing Finance

BRAND EQUITY

Brand equity is the commercial value that a brand derives from the perception
of the consumers as a result of the brand name and service quality instead of a
particular product.

When we talk about brand equity, to what extent a customer feels and resonates
with the brand is important along with how the customer perceives a brand.

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The survey showed that more than 63% of the people surveyed felt positive
about the brand. There was no negative fee. Thus the brand can portray a
reliable and trustworthy image to the customers where people believe that the
brand is doing good and will be doing good in the future as well.

The top three reasons why customers choose this brand are :


Value for money,

Reliability, and

Accountability.
Feel and resonance

6%
59%
35%
verypositive
positive
neutral
negative
very negative
Top factor behind choosing this brand

1%

Reliability
Customer Service
Value for money

33%
24%
42%
Accountability
Protection
Simplicity and convenience
Variety

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When we look at the product portfolio, the survey shows that they perceive the
products of the brand better than its competitors or the same. Also, there is a
huge trust factor that the brand has on which it can leverage to gain an edge
over its competitors. The reliability of the brand is also high, as has been seen
before.

So, the imagery of the brand is positive. The survey also showed that the
customers felt that there is value for money, that is the financial aid or the
return
on investment that the company is providing to the customers is high which
shows that the performance factor in the Brand Equity is high. These can easily
be worked upon to move uphill towards full resonance of the brand with the
customers.

Reliability towards the brand(on a scale of 1 to 5)

61.10%

0
5.60%
22.20%
11.10%
12345

CUSTOMER PERCEPTION, SATISFACTION, AND LOYALTY

Customer perception is the whole gamut of ways in which a customer selects,

organizes, and interprets the information as well as stimuli related to a brand.
As seen above, the customers have a perception of trust and reliability towards
Aditya Birla Capital. In terms of customer perceived value, we also see that the
company strikes the right note as consumers believe there is value for money.

Customer satisfaction with the brand is also on the higher side. Compared to
competitors, the customers believe that the products by this brand are either
superior or similar. Also, the overall rating of the experience of the customer is
on the higher side.

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27 | P a g e
We can also measure the satisfaction and loyalty of the customers towards the
brands when we look at certain parameters like how likely the customers
recommend the brand to others or switch to other brands when a cheaper or
convenient alternative is available. The survey showed that a majority of the
consumers would still engage with Aditya Birla Capital and will not be
switching to other brands if another brand was selling a similar product at a
cheaper rate or a more convenient location.
0% 0%
29.40%
52.90%
17.60%
1 2 3 4 5
Experience with the brand (on a scale of 1-5)
0%
18%
35%
41%
6%
0%
28%
39%
33%
0%
Very likely Likely Neutral Unlikely Very Unlikely
Likelihood of switching brand
price of product convenience of location
We can also measure the satisfaction and loyalty of the customers towards the
brands when we look at certain parameters like how likely the customers
recommend the brand to others or switch to other brands when a cheaper or
convenient alternative is available. The survey showed that a majority of the
consumers would still engage with Aditya Birla Capital and will not be
switching to other brands if another brand was selling a similar product at a
cheaper rate or a more convenient location.
0% 0%
29.40%
52.90%
17.60%
1 2 3 4 5
Experience with the brand (on a scale of 1-5)
0%
18%
35%
41%
6%
0%
28%
39%
33%
0%
Very likely Likely Neutral Unlikely Very Unlikely
Likelihood of switching brand
price of product convenience of location
Finally, we also see that the customers have a high loyalty status as their
experience is high, their likelihood of switching to another brand in presence of
a similar alternative is low and it is also likely that they will recommend this
brand to others as well.

Likelihood of Reccommendation(scale of 1-5)

56%

0% 0%
28%
17%
12345

Every brand has both ups and downs. To understand the value of a brand it is
necessary to recognize and evaluate the negative points.

One point that came out via the survey was that the brand has weak customer
service. When asked to the consumers what that one thing is that they would
like to change is the customer service and support.

One thing that the brand could change

11%
11%
6%
72%
Customer service
Convenience
Simplicity of product
ROI of product
Visibility of the brand

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Several reasons were also recognized through the survey for which people who
generally buy financial products have not invested with Aditya Birla Capital.
one of the reasons was a lack of familiarity with the brand. Even though people
know about Aditya Birla Capital, they are not familiar with the product to a
greater extent. For investments, being familiar with the brand, its products and
policies is important as it helps in building trust and knowledge about the brand
help in making a sound decision. Lack of presence of the brand at a more
convenient location was also a reason. Convenient locations help in the
processing of the policies and investments and the after-sales services become
easier and this enhances the service.

Reasons for not investing with A.B.C.

Complicated product
Lack of convenient location
Non Reliability
Cheaper Alternative
Absence of likeable product
Lack of Familiarity

77.80%
11.10%
33.30%
0%
55.60%
22.20%
XII. SUGGESTIONS
The brand should focus on improving the visibility of the brand to more and
more customers. The company has taken steps towards innovatively reaching to
the customers through print media, billboards, and interactive advertisements on
social media as well. Along with this, they should also take their advertisement
to the next level by trying to make the target market more familiar with their
offerings. They should also focus on improving their customer support as this
was one of the weak points mentioned above.

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XIII. CONCLUSION
Currently, we can see that the company has registered a modest amount of
revenue and a Q-o-Q growth amidst this pandemic. In Q2 FY20, the Gross
Revenue increased by 10.7% YoY to Rs.3,976 Cr from Rs.3,591 Cr in Q2
FY19. While the QoQ rise is 9% from Rs.3,646 Cr in the last quarter. Despite
10.7% growth in the Gross revenue, operating profit has also increased by
20.4% YoY. It indicates an improved efficiency resulting in lower growth in the
operating expenses of the company.

The company has taken many measures to innovate and stay relevant during this
phase. It has adapted well to the new normal and encouraged interactions with
the customers on several online interfaces. The interactions were recorded on
Whatsapp, chatbots, Websites, and mobile apps. The company recorded over
four million customer interactions on digital service platforms over the past
three months amid Covid-19. The financial customers today ae more than
willing to share their data for a better and customized experience provided that
data sharing powers are integrated with propositions and offerings tailored to
their needs.

Aditya Birla Capital has shifted its focus on consumer needs instead of a
product-based approach. They have deployed a Net Promoter Score mechanism.
This system measures and improves customer satisfaction at various ket stages
of
the
customer’s
journey.
The vast range of products of Aditya Birla Capital
over a variety of business provides the company with an edge over its
competitors. The steps they have taken to measure and improve their customer
service to enhance satisfaction is sure to improve their business performance
more and reach better heights.

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XIV. REFERENCES

https://www.adityabirla.com/about-us

Aditya Birla group contributes Rs 500 crore to fight Covid-19 pandemic, April
03,2020 https://economictimes.indiatimes.com/news/politics-and-nation/adityabirla-
group-contributes-rs-500-crore-to-fight-covid-19pandemic/
articleshow/74969846.cms?from=mdr

Porter's Five Forces of Aditya Birla Group: Redesigning To Become A Fortune
500 Company Case Solution https://casemba.com/ashok-som/aditya-birlagroup:-
redesigning-to-become-a-fortune-500-company/porters-analysis.php

https://www.moneycontrol.com/swotanalysis/
adityabirlacapital/ABC9/strength

Hiten Bhasin 2019, Marketing Mix of Birla Sun Life Insurance
https://www.marketing91.com/marketing-mix-birla-sun-life-insurance/

https://lifeinsurance.adityabirlacapital.com/

Financial Services in India, June 2020
https://www.ibef.org/industry/financialservices-
india.aspx

https://www.adityabirla.com/businesses/companies/aditya-birla-capital-abcl

Aditya Birla Capital Ltd –
Stock Analysis https://blog.investyadnya.in/adityabirla-
capital-ltd-stockanalysis/#:~:
text=Revenue%20Mix&text=In%20Q2%20FY20%2C%20Life%2
0Insurance,amongst%20the%20other%20business%20segments.

Aditya Birla Capital launches health insurance campaign #RakhoPooraKhayal,
Dec 2019
https://brandequity.economictimes.indiatimes.com/news/marketing/adityabirla-
capital-launches-health-insurance-campaign-rakhopoorakhayal/72888322

Aditya Birla Capital records two-fold rise in online interface amid pandemic,
July 2020
https://economictimes.indiatimes.com/industry/banking/finance/aditya-birlacapital-
records-two-fold-rise-in-online-interface-amidpandemic/
articleshow/77015491.cms?from=mdr

“Will Aditya Birla Capital's latest gambit deliver?”,
Nov
2017
https://brandequity.economictimes.indiatimes.com/news/business-ofbrands/
will-aditya-birla-capitals-latest-gambit-deliver/61538797

Aditya Birla Capital Sustainability Reporthttps://
www.adityabirlacapital.com//
media/abc/attachment/sustainability/sustainabillity-report-fy2018-19.pdf

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