Mutual Fund: Marketing Mix and Promotional Strategies

Abstract

Mutual funds provide various facilities that make saving and investing simple, accessible and affordable, by using professional management, diversification, variety of products, liquidity, affordability, convince. Moreover, strict government regulation and full disclosure of information makes the investment more secures in India. In India mutual funds market the key area of interest of market experts are understanding the investor's expectations and meeting those expectations. The mutual fund sector is one of the fast growing sectors in Indian economy and has tremendous potential for sustained future growth. The present era of exponential growth has seen changes, refinements and innovation etc. the industry needs to identify the expectation and houses of the investors and meet their expectations in a better way by overcoming the challenges the mutual fund industry is facing. Keeping in view that ever increasing competition of similar or alternative product, marketing has been concerned the most vital area of operation of Mutual funds industry. Mutual fund Marketing is different from marketing of other goods. The present chapter tries to explore the marketing strategies adopted by Mutual funds, the different 7 Ps that are involved by the various mutual funds for attracting the investors.