Mutual funds pool money from investors to invest in securities like stocks and bonds. They define key elements of mutual fund marketing like product planning, branding, pricing, distribution channels, promotion and customer service. The document outlines the investment process for mutual funds and their advantages like suitability for small investors, risk management and investor education. It also notes potential disadvantages such as investment complexity, fees, liquidity issues and tax disadvantages.

1. MUTUAL FUND MARKETING
MOHAMMAD ZAHEER
II M.com (Insurance and Bank Management
SDM PG Centre, Ujire.

2. Meaning & Definition of Mutual Fund:
 Mutual fund is a pool of money collected from
public to be invested to realize specific investment
objective of the investor.
 Praveen N. Sharoff defines mutual fund as, "a
portfolio of stock market shares and other financial
instruments built with funds collected from small
investors, whose primary concern is security of
investment”.

3. Elements of mutual fund marketing:
 Product planning: Product line to be offered-
Quality, design, range of service, etc.
 Branding: Selection of product name, brand, policy
like individual family or corporate brand.
 Pricing policy: Price of units, rates of incentives,
rates of commission to agents or brokers.
 Distribution policy: Channel to use for selling the
products- direct to the customers or through
intermediaries like agents, brokers, etc.

4. Cont…..
 Promotion: Promoting sales through
advertisement, roadshows, etc.
 Servicing: After sale services- direct by the
mutual funds to the customers or through
intermediaries like registrars of the issue, etc.

5. Investment in Mutual fund Flowchart:

6. Advantages:
 Suitability for Small Investors
 Risk management
 Wholesale investment
 Investor Education
 Investment research
 Liquidity of stock market
 Development of stock market
 Savings mobilisation

7. Disadvantages:
 Investment Complexity
 High Fee Structure
 Lack of Liquidity
 Tax Disadvantages
 Lack of Transparency
 Transfer Difficulties

8. Thank You