Development officers of the Life Insurance Corporation (LIC) of India are an important link between the corporation and the insuring public. The development officer is the representative of the LIC of India in the area in which he operates. His behavior and actions will reflect upon the LIC of India which he represents. He has to work through his agents to tap the insurance potential of his area. The important duty of a development officer is to locate markets for life insurance business in the area in which he operates. It was also seen that the development officer works through the agency organization, to achieve the objectives of the LIC of India.

The success of marketing LIC products depends on the marketing practices adopted by the development officers along with the product innovation. The marketing practices start with simple presentation and progress to subtle persuasion through various methods. The marketing practice of development officers commences from the prospect identification and ends with closure of sale. Further, development officers should have the talent to convert the probable policyholders into potential buyers.

The sales personality of a development officer is determined by some external and internal factors. The internal factors like the attitude and the personality traits and the external factors, such as the socio-economic factors of an agent and development officers may shape them to be better salesmen and also play a definite role in their marketing. Hence, an attempt has been made to study the marketing service of LIC of India in Madurai Division.

This study is an empirical research based on survey method. It is a blend of both descriptive and analytical methods. An interview schedule was prepared to find out the opinion of development officers who are in the branch offices of LIC of India, Madurai Division. This was helpful to know the marketing strategy of the LIC of India. The secondary data was collected from books, journals, newspapers and so on.

Risk And Insurance Journal, Business Development, Life Insurance Corporation, Life Insurance Business, Marketing Services, Product Innovation, Analytical Methods, Marketing Strategy, Secondary Data, Development Officers, Development Programs, Innovative Policies, Training Programs, Marketing Process, Life Insurance Products.