Marketing Aspects

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Marketing Aspects

  1. 1. MARKETING ASPECTS OF MUTUAL FUND DHIRENDRA SINGH KOMAL DEVI SURENDRA KUMAR MISHRA RAMAKANTA SAHOO MOUMITA PAUL
  2. 2. WHAT IS MUTUAL FUND?
  3. 4. BASIC CONCEPTS OF MUTUAL FUND <ul><li>OPEN END FUNDS </li></ul><ul><li>CLOSED END FUNDS </li></ul><ul><li>ENTRY LOAD </li></ul><ul><li>EXIT LOAD </li></ul><ul><li>DEFERRED LOAD </li></ul>
  4. 5. <ul><li>ADVANTAGES </li></ul><ul><li>PORTFOLIO DIVERSIFICATION </li></ul><ul><li>PROFESSIONAL MANAGEMENT </li></ul><ul><li>DIVERSIFICATION OF RISKS </li></ul><ul><li>LIQUIDITY </li></ul><ul><li>CONVENIENCE AND FLEXIBILITY </li></ul><ul><li>SAFETY </li></ul><ul><li>DISADVANTAGES </li></ul><ul><li>NO CONTROL OVER COSTS </li></ul><ul><li>NO TAILOR-MADE PORTFOLIOS </li></ul><ul><li>MANAGING A PORTFOLIO OF FUNDS </li></ul>
  5. 6. TYPES OF MUTUAL FUND
  6. 7. VARIOUS PRODUCTS OF MUTUAL FUNDS <ul><li>Birla income plus, Birla cash plus- Retail, Birla floating rate fund- STP. </li></ul><ul><li>HDFC STP(short term plan), HDFC Top 200(growth fund),HDFC core & satellite fund, HDFC prudent fund. </li></ul><ul><li>SBI magnum equity fund, SBI sector umbrella-contra. </li></ul><ul><li>UTI liquid fund- cash plan, UTI spread fund, UTI monthly income scheme, UTI MNC fund,UTI master plus unit scheme 91. </li></ul>
  7. 8. MARKETING CONCEPTS OF MUTUAL FUND The mutual funds market can be segmented into growth fund, income fund, balanced fund and money-market fund, based on the customer’s investment objective.
  8. 9. WHO ARE THE CUSTOMERS? <ul><li>CORPORATE INVESTORS </li></ul><ul><li>INDIVIDUAL(RETAIL) INVESTORS </li></ul><ul><li>◊ URBAN </li></ul><ul><li>◊ RURAL </li></ul>
  9. 10. HOW ARE MF PRODUCTS PROMOTED IN THE MARKET? <ul><li>ADVERTISEMENTS (ELECTRONIC AND PRINT MEDIA) </li></ul><ul><li>CAMPAIGNS </li></ul><ul><li>THROUGH EXISTING CUSTOMERS </li></ul><ul><li>EDUCATING PROGRAM </li></ul>
  10. 11. ADVERTISEMENTS
  11. 12. CAMPAIGNS <ul><li>THROUGH STALLS </li></ul><ul><li>PROVIDING PAMPLETS </li></ul><ul><li>CREATING AWARENESS </li></ul>
  12. 13. EDUCATION PROGRAM <ul><li>PROVIDING AWARENESS PROGRAM </li></ul><ul><li>PROVIDING INFORMATION GUIDE </li></ul>
  13. 14. BY EXISTING CUSTOMERS <ul><li>BY WORD – OF – MOUTH </li></ul><ul><li>RELATIVES </li></ul><ul><li>FRIENDS </li></ul>
  14. 17. HOW ARE MUTUAL FUNDS MARKETED? <ul><li>DIRECT MARKETING </li></ul><ul><li>THRUOGH DISTRIBUTION COMPANIES </li></ul><ul><li>THROUGH AGENTS </li></ul><ul><li>THRUOGH BANKS </li></ul><ul><li>THROUGH POST OFFICES </li></ul><ul><li>THROUGH INTERNET </li></ul>
  15. 18. DIRECT MARKETING <ul><li>OWN EMPLOYEES </li></ul><ul><li>AGENTS </li></ul><ul><li>FOR EXAMPLE:- </li></ul><ul><li>JM’S “NICHE” MARKETING PLAN </li></ul>
  16. 19. THROUGH DISTRIBUTOR <ul><li>FINANCIAL CONSULTANCIES </li></ul><ul><li>BANKS </li></ul>
  17. 20. THROUGH BANKS <ul><li>HELP OF DATABASE </li></ul><ul><li>CUSTOMERS REFERENCE </li></ul>
  18. 21. POST OFFICES <ul><li>OWN CUSTOMERS </li></ul><ul><li>INTERNET </li></ul><ul><li>E-MARKETING </li></ul>
  19. 22. THE OVERALL VIEW OF THE INTERVIEW <ul><li>The customers look only for returns not concern about the type of funds. </li></ul><ul><li>Customers are approached through database and referral marketing. </li></ul><ul><li>Need based analysis is done, based on which products are suggested to the customers. </li></ul><ul><li>Most of the customers are unaware of the mutual fund investing. </li></ul><ul><li>Most sold scheme open-ended diversified fund. </li></ul><ul><li>The most sold funds Reliance power, TATA infrastructure, Sundaram, Standard chartered, ICICI prudential, Reliance growth. </li></ul>

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