mnyl project

8/14/2019 mnyl project..

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THE INTERNATIONAL INSTITUTE OF

PLANNING AND

MANAGEMENT

SUMMER INTERNSHIP REPORT

MAX NEW YORK LIFE

SUBMITTED BY:

FARAZ

.A. MAKHANI

PGP/SS/08

-10/HR

ROLL NO. 14

IIPM

CHENNAI


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CHANNEL DEVELOPMENT AT MNYL.

CHANNEL DEVELOPMENT AT MAXNEW YORK LIFE


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CERTIFICTE OF APPROVAL

The following Internship Report Title Channel Development at MNYL

is hereby approved as certificate studies in management carried out in a

manner satisfactory to warrant its acceptance as a prerequisite for the

award of Post Graduate in Business Management for which they have

been submitted. It is understood that by this approval the undersigned do

not necessarily endorse or approve any statement made, opinion

expressed or conclusion drawn therein but approve the summer Project

only for the purpose it is submitted.

Internship Report Examination Committee for evaluation of Internship

Report.

Name Signature

1. Faculty Examiner _________________

_________________

2. PG Summer Project Co-coordinator___________________

___________________


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CERTIFICATE FROM SUMMER INTERNSHIP GUIDE

This is to certify that Mr. FARAZ .A. MAKHANI a student of Post

Graduate Degree in Business Management has worked under our

guidance and supervision. This Summer Internship Report has therequisite standard and to the best of my knowledge it is his original work.

Project Guide

Date:


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ACKNOWLEDGEMENT

It gives me great pleasure, having done a project on an interesting and

knowledgeable topic like Channel development at Max New York.

Marketing Management and Human resources are topics which demand

for in depth study and a lot of dedication and hard work. This project has

been a great experience. This project has immensely enlarged my

knowledge as far as academics are concerned. There are many people

associated with this project without which this project would not have

reached its successful completion.

I sincerely thank Prof. R. Krishnan (Dean, IIPM) who has given me an

opportunity to show my skills and bag a great source of experience. A

special thanks to Prof. Jimesh Gandhi (SMG Department, IIPM) who

guided me to opt for MNYL.

I would like to thank Mr. Jolly Jos (Branch Manager, MNYL) who permitted

me to do this project in Max New York Life successfully. I would like to

thank to Mr. Santhosh Pallikonda (Sales Manager, MNYL) for his

inspiration, keen interest, constant supervision and ever willing help

throughout the course of this study.

I would also like to take this opportunity to thank all the people of the firm

I contacted who took out valuable time to answer my queries and gave me

full information about the insurance industry and Max New York Life.

I extend my sincere gratitude towards my parents, who have always

encouraged me and given great support. They have been a great source

of motivation in the completion of my project.

Above all I thank the almighty for my successful completion of this project.


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PREFACE

Indian insurance industry is emerging rapidly after year 2000. To survive in

this highly competitive scenario, managers are being pressured to

improve quality, recruit quality and skilled people and eliminate

inefficiency. The collective efforts of the employer, managers and other

relative people assume relevance in this context. And this is where

marketing management and human resources play important role.

Recruitment is very important in todays scenario. But still it is ignored andconsidered as a secondary aspect. In case of insurance industry

recruitment only decide success or failure of company.

I have made an attempt to study this aspect of Insurance industry in my

project. In this project, recruitment for developing channel at Max New

York Life is considered. I have tried to find out how exactly recruitment is

very important for this firm as well as this industry, which are the different

strategies firm use to recruit quality people and so on. It is more

qualitative rather than a quantitative data.

To get knowledge of above question and to fulfill the requirements for my

project on Channel Development at Max New York Life, I have worked in

MNYL and searched some internet sites.


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TABLE OF CONTENTS

Acknowledgement

5

Preface

6

Table of Contents

7

List of Abbreviations

9


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CHANNEL DEVELOPMENT AT MNYL.SECTION A: INTRODUCTION

10

A.1 ABOUT INSURANCE INDUSTRY 11

A.2 ABOUT MAX NEW YORK LIFE 13

A.3 ABOUT PROJECT 23

SECTION B: CHANNEL DEVELOPMENT STRATEGIES 26

B.1 ELIGIBILITY MODEL 27

B.2 DEVELOPMENT STRATEGIES 32

SECTION C: CHANNEL DEVELOPMENT PROCESS 34

C.1 NAME GATHERING IN-P200 36

C.2 SHORTLISTING 36

C.3 APPROACHING 37

C.4 INITIAL SCREENING 37

C.5 NAT 37

C.6 CAREER SEMINAR 38

C.7 CAREER INTERVIEW 38C.8 FCS 38

C.9 CONTRACT 38

SECTION D: CONCLUSION 39

D.1 KEY LEARNINGS

40

D.2 EXPERIENCE 41

D.3 CONLCLUSION 42

D.4 RECOMMENDATIONS

D.5 BIBLIOGRAPHY

APPENDIX

43


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LIST OF ABBREVIATIONS

MNYL Max New York Life

AA Agent Advisor

PO Personal Observation

NAT Numerical Ability Test

IRDA Insurance Regulatory & DevelopmentAuthority

CoI Centre of Influence

ATP Annual Target Premium

MDRT Million Dollar Round Table

CSR Corporate Social Responsibility

FCS Fundamental Career Seminar

SM Sales Manager


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Section A

INTRODUCTION


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A.1 About the Insurance Sector in India

Insurance sector is an opportunity for India.

This business is growing at the rate of 18-22 per cent annually.

Presently it covers market of RS.450 billion.

Together with banking sector it contributes about 7% to GDP.

Gross premium collection is about 2% of GDP.

Still 80% of Indian population is without life insurance.

This is an indicator that growth potential for the insurance sector is

immense.

There are two legislations that govern the sector-

The Insurance Act- 1938 The IRDA Act- 1999.

Table shows the current market players in the life Insurance Industry

(Source IRDA).

Sr. No. Name of the Company

1 Bajaj Allianz Life Insurance Co. Limited2 Birla Sun Life Insurance Co. Ltd3 HDFC Standard Life Insurance Co. Ltd4 ICICI Prudential Life Insurance Co. Ltd5 ING Vysya Life Insurance Co. Ltd.6 Life Insurance Corporation of India7 Max New York Life Insurance Co. Ltd8 Met Life India Insurance Co. Pvt. Ltd.9 Kotak Mahindra Old Mutual Life Insurance Ltd.10 SBI Life Insurance Co. Ltd.11 Tata AIG Life Insurance Co. Ltd.

12 Reliance Life Insurance Co. Ltd.13 Aviva Life Insurance Co. India Pvt. Ltd.
http://www.irdaindia.org/lifeproducts/bajaj080607.htmhttp://www.irdaindia.org/lifeproducts/bajaj080607.htmhttp://www.irdaindia.org/lifeproducts/birlasunlife200407.htmhttp://www.irdaindia.org/lifeproducts/hdfc160607.htmhttp://www.irdaindia.org/lifeproducts/ingvysya200407.htmhttp://www.irdaindia.org/lifeproducts/ingvysya200407.htmhttp://www.irdaindia.org/lifeproducts/ingvysya200407.htmhttp://www.irdaindia.org/lifeproducts/max080607.htmhttp://www.irdaindia.org/lifeproducts/sbi-life-190407.htmhttp://www.irdaindia.org/lifeproducts/reliance170407.htmhttp://www.irdaindia.org/lifeproducts/reliance170407.htmhttp://www.irdaindia.org/lifeproducts/reliance170407.htmhttp://www.irdaindia.org/lifeproducts/aviva080507.htmhttp://www.irdaindia.org/lifeproducts/birlasunlife200407.htmhttp://www.irdaindia.org/lifeproducts/hdfc160607.htmhttp://www.irdaindia.org/lifeproducts/ingvysya200407.htmhttp://www.irdaindia.org/lifeproducts/max080607.htmhttp://www.irdaindia.org/lifeproducts/sbi-life-190407.htmhttp://www.irdaindia.org/lifeproducts/reliance170407.htmhttp://www.irdaindia.org/lifeproducts/aviva080507.htmhttp://www.irdaindia.org/lifeproducts/bajaj080607.htm


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14 Sahara India Life Insurance Co. Ltd.

15 Shriram Life Insurance Co. Ltd.

16 Bharti AXA Life Insurance Co. Ltd.

PREMIUM COLLECTIONS:

A.2 ABOUT MAX NEW YORK LIFE (COMPANY PROFILE)

Max New York Life Insurance Company Ltd. is a joint venture

between New York Life and Max India Limited.

New York Life is a Fortune 100 company and Max India Limited is

one of India's leading multi-business corporations.

The company has positioned itself on the quality platform.
http://www.irdaindia.org/lifeproducts/sahara080507.htmhttp://www.irdaindia.org/lifeproducts/sahara080507.htmhttp://www.irdaindia.org/lifeproducts/sahara080507.htmhttp://www.irdaindia.org/lifeproducts/shriram080507.htmhttp://www.irdaindia.org/lifeproducts/shriram080507.htmhttp://www.irdaindia.org/lifeproducts/shriram080507.htmhttp://www.irdaindia.org/lifeproducts/bhartiAXA030407.htmhttp://www.irdaindia.org/lifeproducts/bhartiAXA030407.htmhttp://www.irdaindia.org/lifeproducts/bhartiAXA030407.htmhttp://www.irdaindia.org/lifeproducts/sahara080507.htmhttp://www.irdaindia.org/lifeproducts/shriram080507.htmhttp://www.irdaindia.org/lifeproducts/bhartiAXA030407.htm


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It has developed a strong corporate governance model based on the

core values of excellence, honesty, knowledge, caring, integrity and

teamwork.

The strategy is to establish itself as a trusted life insurance

specialist through a quality approach to business.

In line with its values of financial responsibility, Max New York Life

has adopted prudent financial practices to ensure safety of

policyholder's funds.

The Company's paid up capital is Rs. 657 crore, which is more than

the norm laid down by IRDA.

Max New York Life has identified individual agents as its primary

channel of distribution.

The Company places a lot of emphasis on its selection process,

which comprises four stages

Screening,

Psychometric test,

Career seminar

Final interview.

The agent advisors are trained in-house to ensure optimal control on

quality of training. Max New York Life invests significantly in its training programme.

Each agent is trained for 152 hours as opposed to the mandatory

100 hours stipulated by the IRDA before beginning to sell in the

marketplace.

Training is a continuous process for agents at Max New York Life and

ensures development of skills and knowledge through a structured

programme spread over 500 hours in two years.


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This focus on continuous quality training has resulted in the

company having amongst the highest agent pass rate in IRDA

examinations and the agents have the highest productivity among

private life insurers.

It now has 26 life insurance products and 8 riders that can be

customized to have more than 400 products.

201 agent advisors have qualified for the Million Dollar Round Table

(MDRT) membership in 2005.

MDRT is an exclusive congregation of the worlds top selling

insurance agents and is internationally recognized as the standard

of excellence in the life insurance business.

Life @ MNYL

Max New York Life is a young and vibrant organization, proud of the

excellent track record it has established in a relatively short span oftime. We are one of the most ambitious and aggressive players inlife insurance. A key factor in our success has been our ability toattract some of the most talented professionals from differentindustries.


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We pride ourselves on being a learning organization that encourages

personal and professional development. We are serious about workand having fun. A dynamic, flexible and fast paced workenvironment brings out the best in each one of us. By developing

structure, systems and a workplace culture that provideschallenging jobs, rewards performance and delivers opportunitiescontinuously, Max New York Life strives to get the best out of itsmost valuable asset - its people.

The knowledge and inputs given at MNYL is immensely useful tosurvive in the industry and also for other management areas.

REWARDS AND RECOGNITION


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C

M

Ex.

Council

Paul Colgan

Tro h

Centurion

Agent of the Year

Paid Cases, FYC,

Persistency, Rider,

Career Foundation Club

Career Producer Award

Career Success Award

Hi-Flier

Ten-A-Monther

Premium Leader


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PRODUCTS OF MNYL

Whole Life Plans

Unit Linked Insurance Plans

Endowment Plans

Children Plan

Money Back Plans

Pension Plans

Health & Accident Related Riders

Vision

To become the most admired life Insurance Company in India.


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Mission

To become one of the top quartile life Insurance companies in India.

Be a national player.

Be the brand of the first Choice.

Be the Employer of the Choice.

Become principal of choice for agents.

ValuesThis vision to become India's most admired life insurance company

will be realized through our unique set of values, which are as

follows:


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Achievements

First company to provide free look period of 15 days to thecustomer. This was later made mandatory by the regulator

First company to start toll free line for agent services

First and the only life insurance company in India to implement Lean

methodology of service excellence in service industry First life insurance company in India to provide various services to

the agents and customers over phone

First Indian life insurance company to start service center at theregional level

First life insurance company in India to be awarded ISO 9001:2000certification

Top five most respected private life insurance in India according to

Business World survey.

Continuous presence in Top 50 MDRT global list.


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CSR

Max New York Life has been instrumental in changing the paradigm of life

insurance in India. It is the first life insurance company in India to

introduce cause related marketing.

Children are at the very heart of Max New York Life's strategy. SOS

Children's Villages of India is internationally recognized for its work in

giving underprivileged children a wholesome life. The mission of SOS is "to

help orphaned and abandoned children, by providing them with a family, a

permanent home, education and strong foundation for an independent

life." Its mission ties in with Max New York Life's philosophy of helping

people secure the future of their near and dear ones.

The company donates a part of the total money collected on all policies

sold, to SOS Children's Villages of India at the end of the year.

MANAGEMENT HIERARCHY


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BOARD OF

DIRECTORS

Mr. Analjit SinghChairman,Max India Limited

Mr. Anuroop (Tony)SinghVice Chairman,

Max New York Life Insurance

Mr. Rajesh SudCEO & Managing Director,Max New York Life Insurance

Mr. Rajit MehtaExecutive Director & Chief OperatingOfficer,Max New York Life Insurance

Mr. John Harrison

Director,Max New York Life Insurance

Mr. Richard MucciDirector,Max New York Life Insurance

Dr. S. S. BaijalDirector,Max New York Life Insurance

Dr. Omkar GoswamiDirector,Max New York Life Insurance

Mr. Rajesh KhannaDirector,Max New York Life Insurance


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Management Team

Rajesh SudManaging Director and CEO,

Max New York LifeRajit Mehta

Chief Operating OfficerAnil Mehta

Senior Director - New Markets SBUSunil Kakar

Senior Director & Chief Financial Officer

Ajay SethSenior Director- Legal & Compliance

Debashis SarkarSenior Director & Chief Marketing Officer

John PooleAppointed Actuary


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A.3 ABOUT PROJECT

The main objective of the Channel Development is to recruit quality

agent advisors (AA) for the company for providing life Insurance solutionsto the customers. AA plays a vital role in the growth of company with

respect of companys earnings as well as they create value for the

organization after achieving some milestones. AA are integral part of the

team and sales manager assigned to them help them to groom them in

terms of personality development, selling skills and handling objections of

customers.

Benefits of Becoming AA for MNYL:

Companys Expectation from AA:


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Regular input activity.

Follow the sales process.

Achieve sales targets.

Attend training programme.

Participate in weekly reviews.

Follow the MNYL ethics and business standards policy.

JOB DESCRIPTION


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I was placed in the recruitment section of channel development at MNYL. I

had to recruit agent advisors for the organization by following the steps

involved in the channel development process. I was paid a commission for

every agent advisor who undergoes the screening process and clears the

agent advisor examination.

It was a pleasant job as it had no work pressure and extremely flexible

working hours. I had a great sales manger to assist me all throughout.

Following are the steps undergone in my job:

Making a list of known capable people and giving them a call over

phone and fixing an appointment with a senior officer.

Taking further contacts from the call-list in the form of references.

Identification of potential candidates to be contracted as agent

advisors.

Calling upon the potential candidates and explaining the business

opportunity to them.

Enable the candidates to talk to a higher authority and undergo initial

screening.

Get necessary forms filled by the candidates and collect supplementary

documents like education proof, identity proof, date of birth proof etc.


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Section B

CHANNEL

DEVELOPMENT

STRATEGIES


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B.1 ELIGIBILTY MODEL

From this eligibility model company judge prospective person. The

company follows unique eligibility criteria for AA selection by whichcompany is able is to always justify its mission. The basic objective of

having an eligibility model for recruitment is to have good retention and

greater effectiveness in the delivery of service.

Four criterias for AA selection

1. 25 plus years of age:

This age showsattainment of maturity and responsibility. People are

more consistent in this age.

2. Married:

Married people have more eager to earn money. Family pressures

increase responsibility and secondly customers are convinced more by the

stability of a married AA.

3. Staying in the same city for more than 5 years:

Person who stays more than 5 year has huge natural market which

helps him to get more business in short period.

4. Graduate:

Graduate people have basic skills like communication skills, numerical

ability, I.P relation, convincing abilities etc. so it is easy to teach them

further.

Other criteria for AA selection:

1. Financial stability:


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MNYL is focuses on classes and not on masses thus they select strong

agent advisors.

2. To have a rich and active social circle:

It helps to get higher case rate and case size. Also the chances of policy

lapsing can be less and renewals can be more.

3. Greed for money:

Firm selects advisors who understand the language of commission.

Because people who want fix amount as their earnings are not suitable for

this business.

4. Independent:

MNYL select people who want to be entrepreneur. Housewives or brokers

who want flexible hours for work are prospective person for this business.

5. Persuasion:

He should be persuasive in nature because the AA needs to follow up onregular basis with prospective and new clients without being a nuisance

value.

6. Excellent interpersonal skills:

Because developing and maintaining good relations can get policies.

Secondly since most of the insurance companies provide a plethora of

similar products, sales depend on the convincing ability of the AA and therapport the AA is bale to build. Also results in C of Is.

Work Profile

This is an entrepreneurial opportunity with flexible working hours and the

potential to earn unlimited income without any capital investment. As anagent with Max New York Life, you are a financial advisor,


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businessperson and your own boss. The only limit to your growth is yourown imagination and drive.

The Role:

Identify prospects and conduct need analysis Provide customized solutions for long term financial protection and

wealth creation Close sales Deliver the policy Provide after sales service and build references for future sales

Benefits

A career at Max New York Life has innumerable advantages. With low startup investment you can become a part of a world-class organization andmake a positive difference to peoples lives.

Our agents sell more policies and make more money than agents of anyother life insurance company. The financial rewards are in the form of

Commissions on new sales Ongoing renewal commissions Performance linked bonus Referral commissions Training reimbursement


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The SIX Differentiators

1 Our Selection Process

Our selection process is designed to help the candidate and the

organization make a decision in mutual best interest. The first step in the

process is an initial interview followed by a test of numerical ability.

Candidates who make the cut are invited to attend a career seminar. The

procedure facilitates a process of discovery, as both sides develop an

understanding of each others profile and requirements. The final stage inthe selection process is an assessment of the candidate's natural market

and potential for growth.

2 Our Training Program

Max New York Life has the finest training program for agents in the industry.We run training and development programs for agents throughout their

career. The training consists of a two-year formal classroom based program.

Max New York Life has two full-time professional trainers in each office

whose sole job is to train and guide new agents.

The success of our training programs owes a lot to the strength of our

partner, New York Life. The training program developed by New York Life in

the United States is widely recognized as the best in the insurance industry.

We have customized this outstanding program for the Indian market.

In the United States, New York Life had more members in the Million Dollar

Round Table, the worldwide organization of top professionals in the

insurance industry, for 50 consecutive years. Since 2001, Max New York Life

has had more qualifiers for the prestigious Million Dollar Round Table than

all the other private sector insurance companies taken together.


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5 The Agent's Contract

The Agent's Contract is designed to attract efficient professionals and

retain them for a long time by compensating them generously. As an

agent you can count on the support of Max New York Life at all times to

help you earn a good income today and create a secure retirement for

tomorrow.

B.2 DEVELOPMENT STRATEGIES

Management team has developed certain strategies in order to expand

channel distribution network. These models are followed across the

country uniformly and top management feels that these rules are the

building block of MNYLs success in India as well as across the world.

There are 2 basic principles that are required in order to execute these

strategies such as

1) Prospecting: Identify the right person who fits in the eligibility model.

2) Selection: Select them for further plan of actions.

RULE OF 31

Rule of 31 is associated with the daily activities which are followed to

recruit quality advisors. It says that everyday collect at least 3 names ofthe prospective AA and do 1 screening every day.


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Ways of Name Gathering

There are several ways for gathering names in order to follow rule of 31.

Natural Market

Personal Observation

Nominator Call

Centre of Influence (CoI) Call


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Section C

CHANNEL

DEVELOPMENTPROCESS


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Name gathering in P200 consists of people whom you know from natural

market and references you get from their sources. As a management

trainee were given a task to gather 200 names. Figure shows the P200

format in which the database is created.

Name of the prospective Agent

Address of Contact

Age

Marital Status

Qualification

No. of years in the City

Financial Status

Profession

Annual Income

Natural Market

Comments

C.2 SHORT LISTING

Candidates are shortlisted from the P200 as per the eligibility criteria laid

down by the company. Only eligible candidates are considered for the next

process.

C.3 CONTACTING

Candidates are called either as nominator, CoI, Prospective Agents and a

meeting is fixed with them according to the convenience of both the party.

Here script plays very important role in fixing appointment with the

prospect.

C.4 INITIAL SCREENING


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Initial screening is taken if candidate is found eligible using 4 point model.

In initial screening, a sales manager first gives the introduction about the

company. Then several questions such as his family background, his

natural market, traits for a sales person, and his present and past

experiences of his jobs are questioned.

Every candidate is required to get at least 3 points in eligibility model the

company. The eligibility standards for AA selection are as follows. In case

of score less than 3, special zonal head approval is required.

FIVE POINT SYSTEM:

Age 25 and over 1 point

Graduate 1 point

Married 1 point

Lived in city more than 5 years 1 point

NAT score 1 point (if passed)

C.5 NAT

Numerical Ability test is taken. Passing Score is 50%.

C.6 CAREER SEMINAR AND P200

All the prospects are required to attend career seminar at MNYL which

provides broader aspects of growth as an Agent Advisor.

P200 is a worksheet which is given to each prospect to judge his natural

market. The prospects are required to mention at least 100 contacts from

their natural market.


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C.7 CAREER INTERVIEW

P200 is evaluated in Career Interview. If candidates market is found

worth, he is selected to attend training and Development programme.

C.8 FCS

All the selected candidates are required to attend 15 day training session

for receiving the license from IRDA to become an Agent Advisor.

C.9 CONTRACT

All the successful candidates having legal license of IRDA are contracted

with MNYL.

SECTION D


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CONCLUSION


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D.1 KEY LEARNINGS

Before this internship project my knowledge about the insurance

industry was quite bleak. This internship in MNYL has immensely

helped me in categorizing the different financial products.

Another of my crucial learning has been in the area of

communication with the outside world. Finding a possible prospect

and then giving them information about the opportunities availablewas a really tough challenge.

Majority of the population in Chennai have a negative perception

about the insurance industry. Giving them appropriate information

about the opportunity to earn in this field was a challenging task.

Along with the information on the job, the staff ofMNYL also gave

many inputs that would definitely help in the management field.


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D.2 EXPERIENCE

My Experience with MNYL will always be grateful for me. I learned many

things in MNYL. The very first thing I learned in MNYL is to handleobjections from the customers. Different type of scripts of MNYL helps in

this.

Working on deadline for achieving target is most crucial process in this

sector and I am thankful to my sales Manager who were always behind me

to support during initial call and helps me to complete my training.

The GO meet to reward successful AA and SM for the month is anotherexample which clearly emphasizes that MNYL has strong belief in

maintaining a healthy relationship with their stakeholders.

Overall Channel Development was a fair attempt from me. During the

internship I was able to make 175 names and recruited 3 out of that.

My telephonic conversation with the prospect always gave me a positive

direction to build my confidence and even in bad phase of response I

learnt the art of making calmness.

I shared a lot of activities with my colleagues. All the trainees from

different background also remained a source of energy for my daily

activities.


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D.4 RECOMMENDATIONS

Max New York Life as an insurance firm has a very strong presence in India

and is rapidly expanding its operations in India. After working on thisproject I feel that following are some of the ways in which the company

can improve the current market base and selection procedure for AAs, the

key revenue generating resource for the company:

Very few people in India are aware of the company and its products.

The company should find more ways to market itself to the outside

world and create awareness about its existence and the efficiencies

of its varied excellent products.

Another suggestion to the company would be to reduce its timing for

the training program for the agent advisors. Most of the people

coming to MNYL are not satisfied with the timing of training and

return dejected.

Have a re-look at the existing product range and design products

which can attract masses rather than just serving only classes.


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D.5 BIBLIOGRAPHY

IC 33 book of Max New York Life.

www.maxnewyorklife.com

www.google.com

Brochures

Face To Face Interaction With The Staff
http://www.maxnewyorklife.com/http://www.google.com/http://www.maxnewyorklife.com/http://www.google.com/


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APPENDIX

Documents

mnyl project