Mutual Fund: Marketing Mix and Promotional Strategies

Mutual Fund: Marketing Mix and Promotional Strategies

Shalini Chhabra
DOI: 10.4018/978-1-7998-2448-0.ch009
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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.
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Chapter Objectives·

  • To understand the Concept of mutual funds, ·

  • To study the Elements of Mutual Fund Marketing Mix and the 7 Ps concept,

  • To study the preferred distribution channels of mutual funds industry

  • To study methods adopted by mutual funds for the promotion and advertisement,

  • To study the challenges faced by the mutual fund industry related to Marketing strategy.



The growth of the mutual fund industry in India can be divided into four phases: Phase I (1964-87), Phase II (1987-92), Phase III (1992-97), and Phase IV (beyond 1997).

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