A Study On Marketing at SBI General

SBI General Insurance, a subsidiary of the State Bank of India, is a key player in India's general insurance sector. Leveraging the brand equity of its parent institution, SBI General has rapidly expanded its customer base across retail, corporate, and rural segments. This study aims to understand how SBI General formulates and executes its marketing strategies to maintain competitiveness in an industry marked by intense competition, evolving consumer expectations, and increasing regulatory oversight. The paper explores traditional and digital marketing approaches, customer segmentation, brand positioning, promotional tactics, and the impact of digital transformation on customer engagement.