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HDFC Life Insurance: Building a Service Brand
S. Ramesh Kumar; Akshat KumarCase IVEY-9B12A049-EMarketingHDFC Life Insurance (HDFC Life) was competing in a changing environment as established banks began entering the insurance business. Even though several brands in the category advertised with different positioning strategies, consumers were not receptive. HDFC Life commissioned a survey that seemed to lead the senior manager of digital marketing to a dead end. The challenge was to introduce a differentiation that could be associated with the HDFC ...Starting at €8.20