The document discusses the marketing mix strategies for mutual funds offered by ICICI Mutual Fund and HDFC Mutual Fund in India. It outlines the 7Ps of the marketing mix - Product, Price, Place, Promotion, Process, People, and Physical Evidence. For products, it lists the different types of equity, debt, hybrid and other funds offered. For price, it discusses brokerage fees and flexibility in SIP amounts. It describes direct and indirect distribution channels. Promotion strategies include advertisements and public relations. The processes for investing and customer service are also summarized.

1. Marketing Mix
mapping for Mutual
Funds
By:
Jyoti Lokhande
Kartik Mangare
Mahima Bangar
Mahima Modi
Megha Rungta
Mohit Madurwar
Mudita Pawar
Nitesh Nath
Pankaj Shedge

2. Mutual Fund sector
•Fastest growing sectors in Indian
Economy
•Managed by a fund manager who is an
expert in the investment industry.
•Regulated by capital markets regulator
SEBI

3. Marketing Mix of Mutual Fund
Product
Price
Place
Promoti
on
Process
People
Physical
evidence

4. PRODUCT
• ICICI Mutual Fund
a. EQUITY FUNDS
b. HYBRID FUNDS
c. DEBT FUNDS
d. FUND OF FUNDS
e. EXCHANGE-TRADED FUNDS
• HDFC Mutual Fund
a. HDFC EQUITY FUNDS.
b. HDFC DEBT/INCOME FUNDS.
c. HDFC LIQUID FUNDS.
d. HDFC CHILDREN'S GIFT FUND.
e. HDFC RETIREMENT SAVINGS
FUND.
f. HDFC FIXED MATURITY PLANS.
g. HDFC EXCHANGE TRADED FUNDS.
h. RAJIV GANDHI EQUITY SAVINGS
SCHEME

5. PRICING
• Brokerage:
Ranges between 0.5-1% of the investment value
• Flexibility
HDFC Mutual Fund- SIP starts at Rs 500 per month
ICICI Mutual Fund- SIP starts at Rs 100 per month
• Total Return Index (TRI)
The returns of the index will go up by 1-1.5 per cent yearly by default
• Entry load
HDFC Mutual Fund- No entry load
ICICI Mutual Find- No entry load
• Total Expense Rati
HDFC Mutual Fund- 0.41% – 1.69%
ICICI Mutual Find- 1.13% (revised base TER)

6. PLACE
• Direct channel-
This is good for investors who do not need the advisory services of agents and are well-versed
with the fundamentals of the fund industry.
• Indirect channel-
It involves the use of agents, who act as intermediaries between the fund and the investor.
a. Independent financial advisers (IFA):
They help investors in choosing the right fund schemes and assist them in financial planning.
b. Organized distributors:
They are the backbone of the indirect distribution channel. They have the infrastructure and
resources for managing administrative paperwork, purchases, and redemptions.
c. Banks:
They use their network to sell mutual funds.
Banks also handle wealth management for their clients and manage portfolios where mutual
funds are one of the asset classes.

7. Promotion
• Advertisements:
ICICI Mutual Fund- The company is using Facebook Marketing, WhatsApp Marketing,
Tiktok Marketing for its promotion.
HDFC Mutual Fund- The company has launched a new campaign with the aim to
increase penetration of mutual funds in the Indian market.
Invest-Wise is an investor education initiative featuring five ad films that explain
investing in mutual funds through analogies of life as seen through the eyes of a little girl.
• Public relations:
The art of good public relations is only to obtain favorable publicity within the media
• Targets:
HDFC Mutual fund schemes must be chosen carefully in accordance with one's goals,
time horizon, risk tolerance and overall financial plan.
ICICI Prudential Mutual Fund, believes in creating long-term wealth for investors
through a wide range of investment solutions

8. PROCESS
• HDFC Mutual Fund Process
Login/register
the a/c
Upload identity
proof
Upload address
proof
Select
investment
period
Chose risk
appetite
Chose HDFC
Bank
Click start SIP

9. Customer service by HDFC Mutual Fund
• India’s largest bank that provides credit cards for shopping,
travel, and many more with many options.
• Customers can contact customer support team 24X7 on all
days throughout the year.
• HDFC customer care toll free numbers city and state wise for
general enquiries
• HDFC Credit Card Grievance Redressal System
• HDFC Media banking channels

10. ICICI Mutual Fund Process
Login/register
the a/c
Upload
identity proof
Upload
address proof
Select
investment
length
Chose risk
appetite
Chose ICICI
Bank
Click start SIP

11. Customer service by ICICI Mutual Fund
• 24/7 Customer Care Numbers which includes.
• ICICI Bank Personal Loan Customer Care Number for NRIs.
• Social media banking channels
• Chatbot
• ICICI bank grievance redressal

12. People
• Usually people are customers of an organization
• This includes everyone who is involved in the product or service whether directly or indirectly
• People Who Bring the Products to the Customers
These are the people who are supposed to know what the customers want and what the best way
is for these customers to get what they want
• People Who Talk to the Customers
Companies no matter how big or small require customer service to support their products and
services
• ICICI Mutual Fund- Investing in high caliber people will allow businesses to come up with
the best products and services for their target customers.
• HDFC Mutual Fund- Marketing efforts are focused on generating leads and attracting
prospects. When the prospects are ready to buy, these people make sure that the products and
services are accessible to them in the most convenient and affordable manner.

13. PHYSICAL EVIDENCE
• Facility design by ICICI Mutual Fund.
• Online Service is free of charge for all ICICI Bank Customers
• Systematic Investment Plan (SIP) facility is available
• All investments done through ICICI Bank branches in the same holding pattern as Mutual
Fund Online, can also be redeemed online.
• NAV and Mutual Fund Portfolio can be tracked easily
• Facility design by HDFC Mutual Fund.
• Instant access facilities available at hdfc mf.
• Track your Investments on the go for all investment performances done previously
• Download Account statement real time along with other reports/statements such as:
Capital Gain Statement, Dividend Statement, Exit Load Statement and Balance
Confirmation Report.

14. Thank you…