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BIRLA SUN LIFE MUTUAL FUND

OBJECTIVE

Our objective of assignment is to unveil the marketing strategies of Birla sun life mutual

fund.

Discussed about some famous products and its Impact on the investors who are interested

in different diversified portfolios, which Involves high risk and high returns. Different

marketing strategy which adopt by Birla sun life mutual fund.

Modes of Marketing

Design across multiple forms of media: print,

television, radio and the web.

Print media: a valuable part of today’s marketing

strategies. Regardless of the medium, it all starts with

the right concept, captivating design, graphics and ad

copy. All Pro Media creates print designs for:

Newspaper

Magazines

Brochures

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Outdoor Advertising: Outdoor advertising works well for promoting product in

specific geographic areas.

Billboards

Bus benches

Transit advertising

Events

Broadcasting Advertising: Broadcast advertising is radio, internet and television

commercials. Broadcast media reaches a broad audience.

Television

Internet

Radio

MUTUAL FUND IN BOLLYWOOD STYLE

We all know that people of our country very much inspired by Bollywood stars, be it

Salmaan Khan , Aamir Khan, Shahrukh Khan, Rajani, Hrithik Roshan. So, Birla sun life

mutual fund came up with a campaign to educate their prospective customer about

mutual fund and how to invest in mutual fund with Bollywood tadka campaign. Which

was very much successful as Indian cannot miss on Bollywood.

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BIRLA SUNLIFE MUTUAL FUNDS PRODUCTS OVERVIEW

4 phases of life

From our childhood we are told to save money, our parents have always tried in instill in

us a habit of saving money.

We must have saved money in our piggy banks and have been educated that saving for

something they desire is a good thing to do.

When we get young and get our first job, saving money for youngsters isn’t often very

easy, where there may be a small amount coming in but the potential to spend is almost

unlimited. So, it is important to recognize some ways in which saving money can be

made easier. And then as salary increases burden of tax comes over.

Giving away your hard earned money as taxes is a very tough thing to do. People feel

dejected when they think about the time and energy spent just to make that amount only

to give it away in form of taxes. Somewhere after all these stages a person is able to think

about wealth creation which is a difficult task after paying so much in the form of taxes.

So, considering these 4 stages BIRLA SUNLIFE MUTUAL FUNDS has segmented their

products in 4 different categories which are:-

Savings Solutions

Regular Income Solutions

Tax Savings Solutions

Wealth Creation Solutions

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*BIRLA SUNLIFE MUTUAL FUNDS has provided solutions for every problem.

Savings Solutions:-

*It is for people who have low risk propensity.

*Ideal for first time investors.

Saving Solutions

•Birla Sun Life Savings Fund•Birla sun Life Ultra Short Term Fund

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BIRLA SUNLIFE CASH MANAGER

We generally keep our money in Savings account, so that we can withdraw it at any time.

Regular Income Solutions

• Aim: To preserve money and provide regular income.

• Beneficiaries: Investors interested in alternative mode of regular income

Regular income solutions aims at preserving money and providing regular income, it is

beneficial for investors who are interested in alternative mode of regular income either in

present or after retirement stage.

Examples:

BSL monthly income

BSL MIP I

BSL MIP II wealth 25 plan

BSL MIP II saving 5 plan

Tax Saving Solutions

• Aim: To reduce Tax burden

• Beneficiaries: All Investors, but ideal for those who want to create wealth along with tax saving.

These aims to reduce burden of tax. And beneficial for all types of investors but it is ideal

for those who would like to create wealth along with tax saving.

Examples:

BSL Tax Relief’96

BSL Tax Plan

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Wealth Creation Solutions

• Aim: To invest through equity/gold investments

• Beneficiaries: Investors planning for future expenses

These aims to grow investor’s money through equity/gold investments and beneficial for

investors who are planning for future expenses:- higher education of their children,

marriage, buying home etc.

Examples:

BSL Frontline equity Fund

BSL Top 100 Fund

BSL Index Fund

BSL Equity Fund

BIRLA SUN LIFE- RECURRING SAVING PLAN

All Indians are very much aware of the crow and a pitcher story. Small pieces of stone

put in by crow raised the level of water

which helped him to quench his thirst.

An Indian can be related to this crow as

we all have a habit of saving a part of

whatever we get, be it pocket money,

salary or pension. Keeping this nature

of an Indian, BSL MF came up with a

Product called RECCURRING

SAVINGS PLAN. The only difference

between both the crows is that, this

crow is wearing a tie. This tie is

conveying that to who the money is being given is a professional and knows how to

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invest our hard earned money depending on the market situation. BSL MF used

such a simple story to communicate how to invest smartly. This campaign was a huge

success for BSL MF.

For PROMOTION they released animated movies on you tubes, posters etc. thus they

made use of both PRINT MEDIA & ONLINE PROMOSTIONS.

The PROCESS by which they tried to relate with the audience was also very simple to

understand

The PRICE of the product is also very minimum, Rs 1000/- only.

BIRLA SUN LIFE – MIP II

SAVINGS 5 PLAN

To full fill all your dreams, be it going on

a holiday, dinner at 5 star, learning music

or dance one does need an extra income or

II INCOME. For which BSL MF came up

with this product. According to this plan,

once you invest in this product, fund

managers will invest the same in the

market. And the return generated monthly

will be distributed among all investors by

way generating II INCOME for all. The PROCESS used by BSL MF again very simple,

and every one can relate to. This shows this family invested in this plan and went for a

holiday in Rajasthan.

It is a fund that seeks to grow your money through fixed income investment & limited

exposure to equity market. The PROMOTION is done ONLINE & through PRINT

MEDIA.

BIRLA SUN LIFE- ’95 FUND

Growth & stability are the most important

factors of life. We do aim of growth in

our life but without stability growth is of

least importance. For the growth and

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stability of investors BSL MF came up with ’95 FUND. In the picture, boy wants pastry

along with the donuts in his hand which means he is aiming of growth along with

stability. Why to settle in one? This is what

they are asking.

This is an article that came in newspaper

showing the whole product diversification.

Which sectors they invest investors money.

BSL MF highly invests in DEBT, which built

a sense of security in the minds of investors as

Indians are more of risk savvy. This is a

PHYSICAL EVIDENCE.

BIRLA SUN LIFE- COMMODITY EQUITIES FUND

The very prime role of any investment is to Diversify your portfolio. Hence for those

who have little knowledge about the

investment strategies will invest in BSL MF

this product. this advertisemnt of their shows

that they diversify the investments across

countires, across industries & across

commodities. Commodities being risky, they

invest in companies who invest in commodities

rather than investing directly into commodities.

These all information they have shown in just

one picture.

This was news which was published in

ECONOMIC TIMES which showed BSL MF

will capture a market of 6000cr in equities in the

near future. This again is a physical evidence that

the company is growing hand has the capacity to

bear the risk of investing in equities too.

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CREATE AWARENESS AND GIVES KNOWLEDGE ABOUT

MUTUAL FUND

Birla mutual fund basically

create a site in which they

mention 2 main point

1. Test your knowledge

2. The knowing game

Birla mutual fund gives

these 2 points for create an

awareness about the mutual

fund

Sometimes lots of people see the advertisement on television and internet also but some

people understand mutual fund but some not. They also mention after their advertisement

go to the JAANOGE TABHI TO MAANOGE site.

When you open the site the 2 main point show and when you select TEST YOUR

KNOWLEDGE. So that the above page is open. Which basically take a quiz of your

mutual fund knowledge mean how much you know about the mutual fund and they gives

you star rating which clear your question and tell you about your knowledge of mutual

fund. If a person has some doubt about mutual fund so he/she can clarify that doubt by

the question of the mutual fund.

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When click on the second

point which is THE

KNOWING GAME.

It is very good and

interesting thing which is

very helpful and clear all the

doubt about mutual fund.

This page is open and there

are 3 categories which are:-

1. Profile 1

2. Profile 2

3. Profile 3

There are 3 main profile. They are categorize into different-2 ages like in the first profile

age between 25- 30, second profile 31-45 and third profile 45 above with 1 son and 1

daughter. It is easily to identify where you are fit.

Like if you are young so you

should select first profile when

you select the first profile. This

page is shown there are different

category which item you want

and plan for your future.

When you select, so some option

available when you select any

option so they also give you

advise that you should select that

option and they also gives reason.

Which is create a trust and clear

the doubt of customer if they

have some.

This page is bacially to communicate with the customer and give the knowledge about

mutual fund so they can easily invest in it and this is not a risky investment but subject to

market risk.

2 points are very important and base of this site JAANOGE TABHI TO MAANOGE. By

this site customer clear all their doubt and queries about mutual fund. They also create a

nice communication with the customer and trust also by this site.

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Birla Sun Life takes mutual funds to the youth, launches rap

anthem

Birla Sun Life Mutual Funds has rolled out an ‘anthem’ to communicate the benefits of

mutual funds. The online campaign will also straddle radio, cinema and TV (youth

channels). The campaign has been conceptualized by JWT India.

The two-minute film opens in an office. A man is shown going through the letters he has

received. One of the letters reads ‘mutual funds’. He looks disinterested and throws it

away. It lands on his colleague’s desk. The man whose desk it lands on realizes that his

colleague doesn’t know the benefits of mutual funds and decides to give him the benefits

through a ‘rap anthem’. The rap anthem sung by the ‘Mutual Fund Man’ answers queries

related to mutual funds.

At Aditya Birla Financial Services Group, the aim is to achieve self realization among

people. They don't want to teach people the benefits of their services, but want to leave it

to them to realize their importance. Through JAANOGE TABHI TOH MAANOGE that's

what they want to achieve.

The film was launched online on 13 January. It has garnered 5, 59,644 views in a week.

Birla Sun Life Mutual Fund has launched Jaanotohmaano.com

as an integral part of its investor education and awareness

programme.

Investor awareness has been the biggest point of discussion for financial brands in the

last couple of years. Market regulator SEBI, in 2012, had also come out with its own

website in 13 Indian languages, to spread awareness among investors and to help resolve

their grievances.

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Following the same lines, Birla Sun Life Mutual Fund (BSLMF), India's fourth largest

mutual fund company, has launched 'Jaanoge Tabhi Toh Maanoge' as an investor

education and awareness programme. As part of the programme, the company has also

developed a website, Jaanotohmaano.com, which forms an integral part of the initiative.

Targeted at investors and potential investors, Jaanoge Tabhi Toh Maanoge (JTTM) is a

360 degree effort that seeks to deliver the right awareness and perception about mutual

fund so even a common man can know, understand and realize the potential of mutual

funds as a powerful investment option.

The company has launched a TV commercial, which is the first of the three commercials

to be aired across national television, on November 11. The commercial aims to drive

traffic to the website. The TVC has been designed by JWT and the website has been

designed by Indigo Consulting, a full-service interactive marketing technology agency

from the Publicise Group.