MARKETING ASPECTS OF

MUTUAL FUND

DHIRENDRA SINGHKOMAL DEVI

SURENDRA KUMAR MISHRARAMAKANTA SAHOO

MOUMITA PAUL

WHAT IS MUTUAL FUND?

BASIC CONCEPTS OF MUTUAL FUND

OPEN END FUNDS CLOSED END FUNDS ENTRY LOAD EXIT LOAD DEFERRED LOAD

ADVANTAGES

PORTFOLIO DIVERSIFICATION

PROFESSIONAL MANAGEMENT

DIVERSIFICATION OF RISKS LIQUIDITY CONVENIENCE AND

FLEXIBILITY SAFETY

DISADVANTAGES

NO CONTROL OVER COSTS

NO TAILOR-MADE PORTFOLIOS

MANAGING A PORTFOLIO OF FUNDS

TYPES OF MUTUAL FUND

VARIOUS PRODUCTS OF MUTUAL FUNDS

Birla income plus, Birla cash plus- Retail, Birla floating rate fund- STP.

HDFC STP(short term plan), HDFC Top 200(growth fund),HDFC core & satellite fund, HDFC prudent fund.

SBI magnum equity fund, SBI sector umbrella-contra.

UTI liquid fund- cash plan, UTI spread fund, UTI monthly income scheme, UTI MNC fund,UTI master plus unit scheme 91.

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.

WHO ARE THE CUSTOMERS?

CORPORATE INVESTORS

INDIVIDUAL(RETAIL) INVESTORS ◊ URBAN ◊ RURAL

HOW ARE MF PRODUCTS PROMOTED IN THE MARKET?

ADVERTISEMENTS (ELECTRONIC AND PRINT MEDIA) CAMPAIGNS THROUGH EXISTING CUSTOMERSEDUCATING PROGRAM

ADVERTISEMENTS

CAMPAIGNS

THROUGH STALLS

PROVIDING PAMPLETS

CREATING AWARENESS

EDUCATION PROGRAM

PROVIDING AWARENESS PROGRAM

PROVIDING INFORMATION GUIDE

BY EXISTING CUSTOMERS

BY WORD – OF – MOUTH

RELATIVES

FRIENDS

HOW ARE MUTUAL FUNDS MARKETED?

DIRECT MARKETING THRUOGH DISTRIBUTION COMPANIES THROUGH AGENTS THRUOGH BANKS THROUGH POST OFFICES THROUGH INTERNET

DIRECT MARKETING

OWN EMPLOYEES

AGENTS FOR EXAMPLE:- JM’S “NICHE” MARKETING PLAN

THROUGH DISTRIBUTOR

FINANCIAL CONSULTANCIES

BANKS

THROUGH BANKS

HELP OF DATABASE

CUSTOMERS REFERENCE

POST OFFICES

OWN CUSTOMERS

INTERNET

E-MARKETING

THE OVERALL VIEW OF THE INTERVIEW

The customers look only for returns not concern about the type of funds.

Customers are approached through database and referral marketing.

Need based analysis is done, based on which products are suggested to the customers.

Most of the customers are unaware of the mutual fund investing.

Most sold scheme open-ended diversified fund. The most sold funds Reliance power, TATA

infrastructure, Sundaram, Standard chartered, ICICI prudential, Reliance growth.