IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
Mutual fund marketing
1.
2. Introduction
• Issues relating to the marketing of Mutual
Funds, the term Marketing may be defined as
the way in which an organization matches its
human, financial and physical resources with
the wants of its customers.
• The institute of marketing in the US has defined
marketing as the management process
responsible for identifying customers’
requirements profitability.
3. Definition
According to Donald
Cowell (1984), the
purpose of an
organization is to create
, win and keep
customers. The
customer is and should
be central to everything
that an organization
4. What do mutual funds sell?
• In reality, they do not sell anything, tangible or
intangible. This does seem confusing. Banks sell
their products on the basis of certain assured returns;
insurance companies sell contracts. Not so mutual
funds.
• They mobilize funds from the investing public to
manage those funds efficiently, i.e., they create an
expectation of good returns in the mind of the
investor and generate in him a desire to put his
money with a particular fund.
5. Marketing plan for a Mutual Fund
A marketing plan
for mutual funds
services needs to
stress the firm –
product – customer
6. • Product planning : product line to be offered,
quality, design, range of
services, etc
• Branding : selection of product name, brand
policy(individual, family or
company)
• Pricing : price of units, rates of incentives, rates of
commission to Agents/brokers
Marketing plan for a mutual fund
7. • Distribution : channel to be used for selling the
product directly to the Customers or
through intermediaries like agents,
brokers, etc
• Promotion : promoting sales through
advertisement, road shows etc.
• Servicing : after sales services provided directly
by a mutual fund to the Customers or
through intermediaries like registrars
of the issue, etc
