• JYOTI M GOUDAR
• Dr. S S Hugar

Abstract: Life Insurance Corporation of India is the largest and monolithic insurance group in public insurance sector in India. The insurance scenario faces multiple challenges in dynamic era and made several positive efforts to win the hearts of the people. To achieve that, LIC have adopted number of marketing strategies for introducing innovative technologies. This paper presents different strategic marketing approach that is taken up in life insurance services keeping in view external and internal environment of the firm. Strategic dimension of marketing should focus on the direction that an organization would take in relation to a specific market or set of markets in order to achieve a specified set of objectives. An insurance firm strategy is a plan for action that determines how an insurer can best achieve its goals and objectives in the light of the existing pressures exerted by competition, on the one hand, and its limited resources on the other hand.

Keywords: Life insurance, Customer satisfaction, Marketing Strategies, Innovation, Services.

"STRATEGIC MARKETING TRENDS IN LIC OF INDIA- CURRENT SCENARIO", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.605-617, May 2019, Available :http://www.jetir.org/papers/JETIR1907C49.pdf

"STRATEGIC MARKETING TRENDS IN LIC OF INDIA- CURRENT SCENARIO", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp605-617, May 2019, Available at : http://www.jetir.org/papers/JETIR1907C49.pdf