Marketing Mix and Promotional Strategies of Mutual Funds
Authors: Dr. Sunita Bishnoi
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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, convenience, and ease of record keeping. Moreover, strict government regulation and full disclosure of information makes the investments more secure in India. In Mutual fund market the key area of interest of marketing experts are understanding the investors’ expectations and meeting those expectations. The mutual fund sector is one of the fastest growing sectors in Indian Economy and has tremendous potential for sustained future growth. The present era of exponential growth has seen changes, refinements, innovations etc. in products, practices and distribution and channel development. The industry needs to identify the expectation of the investors and meet their expectation in a better way by overcoming the challenges the Mutual fund Industry is facing. Keeping in view the 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 study try to explore the marketing strategies adopted by mutual funds, the different 7 Ps that are involved in the marketing of mutual fund and also the Marketing strategies that are involved by the various mutual fund houses for attracting the investors. For collection of information to achieve the objectives of the paper a number of conceptual articles, views of marketing experts, newspaper articles, fund manager views and their specific marketing strategies have been explored.