The study is designed to evaluate the marketing strategies in life insurance service sector how these strategies enhance sales & marketability of something which in the end lead to customer satisfaction. The insurance situation faces multiple issues such as increased costs of procedure, regulatory pressures, and inflexible technology infrastructure. These pressures are compounded by low to average premium growth & the increasing burdens of regulatory conformity. Keeping all the above problems around the analysis would try to review all the factors that added to the effective marketing strategies. This paper presents different marketing strategies that are taken up in life insurance coverage services keeping in view external and internal environment of the company.