Initially, financial services marketing tends to fall on the shoulders of the personal financial planners or advisers that help individuals with their personal financial situations. While marketing has some general strategies that service providers can employ and all types of businesses can use, financial service providers can cater or alter these strategies to reach their particular audience. Some of the best tips for financial services marketing tart with identifying who the customers truly are so that strategies are employed that speak directly to the members of the overall group. Personal Selling is considered to be the most important promotional tools, as it aims to build relationship between the customer and the company. Relationships are crucial since they make the customer loyal to the brand and enables the bank to reach its long-term goal. It is also of great importance to make a thorough segmentation of the customers in order to make the personal selling as cost-efficient as possible. The aim of direct marketing is to inform as well as to promote. It is commonly used through post informative articles, but the use of internet has changed the game all together. ICICI Prudential Mutual Fund has successfully leveraged upon the existing methods of promotions and the result of it can be seen in the growth of the company in India. The company has very well adapted the new digital means of promotion still not abandoning the traditional means promotion which is helpful in catering to all age group of audiences. ICICI Prudential Mutual Funds offer customers a wide variety of benefits that can make them the preferred medium of investment for many. Some of these advantages are: One of the most important things about ICICI Prudential Mutual Funds is that they have a CRISIL credit rating AAA for many of their products. Small investors can invest using easy to afford systematic investment plans that allow for monthly payments. The wide variety of funds to choose from leaves customers spoilt for choice in investments.

1. METHODS OF PROMOTING
FINANCIAL PRODUCTS - CASE STUDY:
ICICI PRUENTIAL MUTUAL FUNDS
NAME: KARAN MAHAJAN
120 March 2018

2. Ø What is a Financial Product?
Financial products refer to instruments that help you save, invest, get insurance or get a mortgage. These are issued
by various banks, financial institutions, stock brokerages, insurance providers, credit card agencies and government
sponsored entities.
Ø What is Mutual Fund?
A mutual fund is an investment vehicle made up of a pool of money collected from many investors for the purpose
of investing in stocks, bonds, short term money market instruments, and /or other securities.
Ø What are the Advantages and Disadvantages of Mutual Funds?
Advantages Disadvantages
1. Portfolio diversification 1. No control over cost
2 Risk Management 2. No tailor made solutions
3. Well Regulated 3. Dilution
4. Transparency 4. Taxes
5. Liquidity 5. Professionally managed
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3. Marketing of Funds and its Challenges
1. Assessing of investors needs and market research
2. Responding to investor’s needs
3. Product designing
4. Studying the macro environment
5. Timing of the launch of the product
6. Choosing the distribution network
7. Preparing offer documents and other literature
8. Getting feedback about sales
9. Studying performance indicators about fund performance like N A V
10. Sending certificates in time
11. Honouring the commitments made for redemptions and repurchase
12. Paying dividends and other entitlements
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4. Characteristics of Mutual Funds
Lock in
Period
Incentives
to early
subscribers
Liquidity
Multiple
Options
Assurance of
minimum
returns
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5. Present Marketing Strategies can be divided into three main headings:
A. Direct Marketing: Personal Selling, Telemarketing, Direct mail, Advertisements in newspapers
and magazines, Hoardings and Banners, etc.
B. Selling through intermediaries: These are the distributors who are in direct touch with the
investors. They perform an important role in attracting new customers. Most of these
intermediaries are also involved in selling shares and other investment instruments.
C. Joint Calls: This is generally done when the prospect seems to be a high net worth investor. The
BDA and the agent (who is located close to the HNIs residence or area of operation)
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6. The 7 P’s of Marketing
Product
Place
Promotion
Pricing
People
Physical evidences
Process
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7. ICICI Prudential Asset Management
Company Ltd.
Mutual Fund ICICI Prudential Mutual Fund
Setup Date Oct-13-1993
Incorporation Date Jun-22-1993
Sponsor Prudential Plc and ICICI Bank Ltd.
Trustee ICICI Prudential Trust Ltd.
Chairman Ms. Chanda Kochhar
CEO / MD Mr. Nimesh Shah
CIO Mr. S Naren
Assets Managed Rs. 293337.55 crore (Dec-31-2017)
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8. Vision and Mission
•We will leverage our people, technology, speed and financial capital to:
•Be the banker of first choice for our customers by delivering high quality, world-class products
and services.
•Expand the frontiers of our business globally.
•Play a proactive role in the full realisation of India’s potential.
•Maintain a healthy financial profile and diversify our earnings across businesses and
geographies.
•Maintain high standards of governance and ethics.
•Contribute positively to the various countries and markets in which we operate.
•Create value for our stakeholders
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9. Investment Approach
ØInvests in reasonable yielding debt instruments
ØLower portfolio duration to limit volatility
ØMaintains high liquidity
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10. Products and services offered
The Mutual Fund caters primarily to retail investors. ICICI Prudential AMC has introduced
products aligned to meet customer needs leading to a well-diversified portfolio of mutual fund
products. The product and services are offered are mentioned as below:
Product&Services
Mutual Fund
Advisory Services
Portfolio Managment
Serviceds (PMS)
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11. Methods Adopted Asset Management
Companies
1. Get in touch with Customers: Various AMC directly contact the customers through various
database and convince the client to invest in their mutual fund.
2. Online Investment:
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12. 3. Distributors:
Distributors Examples
Banks
- Foreign
- Private
Citibank NA
HDFC Bank, ICICI Bank
National distributors
Kotak Securities
DSP Merrill Lynch Ltd.
Bajaj Capital Ltd.
J Morgan Mata Securites
S. P. Capital
Local distributors
Blue Chip Corporate Investment Centre
Ltd.
Eastern Financiers Ltd.
Sivan Securities Ltd.
Financial Advisors
Chartered Accountants
Tax Consultants
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13. 4. Banks: Some of the AMCs are sister concern of the bank example Prudential ICICI Mutual Fund is a
sister concern of ICICI BANK.
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5. Online Websites:

14. 6. Advertisement: Each AMC spends a lot of money in order to advertise for its Mutual Fund.
7. Print Media:
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15. 8. Hoardings:
9. Emails:
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16. 10. By Putting Canopies: This method is adopted by both distributor and AMCs in order to campaign
for the product. They put canopy at a place where they could interact with maximum number of
probable clients.
11. Credit Rating Agencies report: Rating agencies give ratings to the mutual fund according to their
performance. Agencies like Money control rates the Mutual fund that also acts a promotional tool for
the fund and facilitates its investment
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17. Suggestions and Recommendations
1. Over the past few months, it has been hard to miss advertisements promoting the tagline
“Mutual Funds Sahi Hai” However, there is a disconnect.
The ads do not lead the viewers to understand how mutual fund investments actually
work. The website—mutualfundssahihai.com—only elaborates about the features of
mutual funds. Therefore Educating the urban youth and highlighting the benefits of
investing at the right age can prove to be a golden step in this direction
2. ICICI Prudential Mutual Fund has come a long way in digital marketing but there is much
more to explore.
The use of social media platform can be one such example of doing advertisement.
3. Value added services like SIP planner, infographics, investment awareness program, easy
portability among funds is something that help differentiate a mutual fund company from
others. ICICI Prudential Mutual Fund has very well implemented them which has led the
company a step ahead from others.
Therefore ICICI should keep doing this.
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18. Conclusion
vPersonal Selling is considered to be the most important promotional tools, as it aims to build
relationship between the customer and the company. Relationships are crucial, since they make
the customer loyal to the brand and enables the bank to reach its long-term goal.
vICICI Prudential Mutual Fund has successfully leveraged upon the existing methods of
promotions and the result of it can be seen in the growth of the company in India. The company
has very well adapted the new digital means of promotion still not abandoning the traditional
means promotion which is helpful in catering to all age group of audiences.
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19. BIBLIOGRAPHY
https://www.icicipruamc.com/
https://www.bankbazaar.com/mutual-fund/icici-prudential-mutual-fund.html
https://www.getsmarteraboutmoney.ca/invest/investment-products/mutual-funds-segregated-
funds/how-mutual-funds-work/
https://www.ibef.org/industry/financial-services-presentation
http://www.livemint.com/Money/oVQtdG9qzY1Z7Xako3I3zL/Surge-of-mutual-fund-inflows-in-
2017-but-will-the-party-las.html
https://www.personalfn.com/fns/are-all-mutual-funds-sahi-hai-find-out-here
https://en.wikipedia.org/wiki/Financial_market
https://www.investopedia.com/terms/m/mutualfund.asp
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20. Thank you
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