This document discusses marketing strategies for unit trusts. It begins by defining a unit trust as a collective investment constituted under a trust deed that is widely used in several countries. It then discusses defining the scope of the business, the market space, identifying customer segments within that space, creating consumer profiles based on key purchase determinants, positioning the brand, and planning distribution coverage and contact points. The overall purpose is to provide guidance on developing an effective marketing approach for unit trusts.

1. Marketing of Unit Trusts
Presentation by Amila Pathirana

2. Unit Trust Investments
 Form of collective investment constituted under a
trust deed.
 Widely used in countries such as Australia, UK,
Singapore, Malaysia and South Africa.
 An open-ended investment

3. The Scope
 What is the business we are in?
 Should be defined in terms of Customer Terminal
Values
 Scope should be wide enough to avoid myopic
approach
 Should identify if the scope expanding or
decreasing

4. The Space
 What is the market we are in?
 Many forms are available
 Carve out a space from the existing scope

5. The Segment
 Identify the different segments of the market
 Ignore intra segment commonalities and inter
segment differences
 What values to create (Value for Me or Value of
Me)
 Segments
 Individual Investors
 Executives
 Entrepreneurs
 Government servants
 High net worth individuals

6. Consumer Profile
 Determine Key Purchase Determinants
 Value created (Growth and income)
 Guaranteed returns
 Reliability
 Cost of investment
 Check against competitor offerings

7. Brand Positioning
 What should the brand stand for? (Use Frame of
Reference)
 Create Point of Difference
 Provide Evidence - Reasons to Believe

8. Distribution
 Geographic coverage
 Profile of distributors
 Online contact points

9. Thank you.