“Targeting and Positioning Strategy Product/Services offered by Reliance Money”



IN PARTIAL FULFILMENT OF MS (Marketing) (MS-2nd year 2007-2009) FOR Reliance Money, Hyderabad.

The ICFAI School of Marketing Studies Hyderabad


The ICFAI School of Marketing Studies


“Targeting and Positioning Strategy of Financial Product/Services offered by Reliance Money”

IN PARTIAL FULFILMENT OF MS(Marketing) (MS-2nd year 2007-2009) FOR Reliance Money, Hyderabad.




The ICFAI School of Marketing Studies

Private sector is one of the fastest growing sectors in the country. After the Liberalization the Private industry still holds vast opportunities for young and experienced professionals. On the life insurance side public sector life insurance Corporation of India is, of course, the largest player with a history of over 50 years. After Privatization, the PSU has been making efforts to improve efficiency and customer services. Among the private life insurance player Reliance life insurance is the key player. Reliance money - Anil Dhirubhai Ambani Group offers most dynamic web based trading environment to its customers .The Reliance Money stock trading websites uses special security features 'Security Token', which makes you online trading experience more secure without complexity. Reliance ADG provide the vast opportunities to the new aspirants of the business administration. The financial Sector is full of competition even if there are a lot of opportunities to the job in Reliance Money and It is the platform to go on the highest peak in the life of any coming one. Reliance Money is a single window that provides the multisystem facilities of the financial Products. There are many companies in the market which are providing the financial product like insurance, demat account services, mutual funds, general insurance, Portfolio management services(PMS), wealth management, gold coins, Money changing , Money Transfer, and the others. Hence Reliance Money provides many financial products on the single window. Reliance money deals with the product and Investment options are available in...        Equity (Stock) Trading Derivatives Trading Special feature is available first time to track your positions online, in real time. Forex Trading Commodity Trading IPO's Mutual Funds Insurance


The ICFAI School of Marketing Studies

I am highly indebted to Mr. Ravinder Soni (Relationship Manager of Reliance Money) and company project guide. Hyderabad I would first of all like to express my thank fullness to Dr.R. who has provided me the necessary information and his valuable suggestion and a good support in understanding the basics of the Reliance Money easily.Rajanath for allowing me to carry on this project. as a student of The ICFAI School of Marketing Studies. a part of Reliance Capital Ltd. The immense help and support received from Reliance Money Limited overwhelmed me during the project. Hyderabad) for providing me with an opportunity to work with Reliance Money Limited as a company project guide who has provided me with the necessary information and his valuable suggestion and comments on bringing out this report in the best possible way. Lalit Soni (Cluster Head. My sincere gratitude to Mr. I am extremely grateful to the entire team of Reliance Money at Hyderabad who have shared their expertise and knowledge with me and without whom the completion of this project would have been virtually impossible.Randheer for assigning me such a worthwhile title (Targeting and Positioning strategies of Financial Products/Services offered by Reliance Money)to work upon in Reliance Money . I express my sincere gratitude to our Director Dr. pioneers in the field of stock trading. -4- The ICFAI School of Marketing Studies . the same happened with me during this project. It is a great opportunity for me to work with Reliance money.K Rao and Dean Dr. In this context.K.AKNOWLADGEMENT Sometimes words fall short to show gratitude.T. K. I am also thankful to other associates (PFA) who had helped me in this project.


Apart from Mutual Funds a light has also been through on Life Insurance Policies.  The second part consists of data and their analysis. One can have a brief knowledge about Mutual funds and all its basics through the project.ABSTRACT This project has been a great learning experience for me. at the same time it gave me enough scope to implement my analytical ability. The data collected has been well organized and presented. This project as a whole can be divided into two parts:  The first part gives an insight about the mutual funds and its various aspects. All the topics have been covered in a very systematic way. All the datas have been well analyzed with the help of charts and graphs. -6- The ICFAI School of Marketing Studies . Some of the most interesting questions regarding mutual funds have been covered. It covers the topic” Awareness and Impact level among people about Mutual Funds and Life Insurance Policies”. Other than that the real servings come when one moves ahead. It is purely based on whatever I learned at Reliance Money. Hope the research findings and conclusions will be of use. The language has been kept simple so that even a layman could understand. It has also covered why people don’t want to go in invest? The advisors can take further steps to approach more and more people and indulge them for taking their advices. collected through a survey done on 200 people.

Or if it is going in the loss. That is how the company has got the success. energy. I felt that I can learn the more in the Reliance Money and Reliance Mutual Fund. why.SCOPE OF THE STUDY The scope of the study refers to the job that to know about the activities of the organization. The study means that the analysis of the products of the company on which he/she has to focus. Reliance Anil Dhirubhai Ambani group is also deals in communication. In the summer training. During the MSP days the volunteer need to find out the corporate strategies of the running company and the mile stone which the company has covered during its journey. -7- The ICFAI School of Marketing Studies . it is necessary for the student that he /she involve with the experience guys to get the knowledge about the company. and entertainment. natural resources. During this MSP period I have found that the reliance group is the biggest group in Indian companies. Reliance Money and Reliance Mutual fund is the part of the Reliance Capital Limited which is a growing company in the financial products. media. healthcare and infrastructure.

The company is expanding its branch network and also. Foreign collaborations and have branches in foreign countries like Singapore. Reliance Money has over 10. tier 3 cities) though it already has a great recognition tier-1 cities and metros.  The company is also focusing to leverage as it is also franchises to target various differential markets and its customers.INTRODUCTION TARGETING DONE BY RELIANCE MONEY Reliance Money is Targeting on : Small Cities (tier 2. Malaysia and US. more importantly.  It is the only wing of Reliance Capital which targets on NRIs. etc. of which 500-600 are owned by the company.  Last but not the least the company is offering financial products and services which are very required by the common people so its target population is differential SEC (SPECIAL ECONOMIC CLASSES) on the basis of various Demographics.000 outlets now. its franchisee network. Income groups.  Moreover the company is very much focused on doing business at Retail level as the collaboration of R-Money with STIC travel group is a live example of it. -8- The ICFAI School of Marketing Studies . Occupation.

it does unique promotion and advertisement which draws the attention of the public anyhow and there    it shows that “Yes we are something Different “and this is also perceived and positioned in the minds of the consumer. It regularly conducts Seminars. Mutual Fund and Insurance Policies of ICICI. Ex. This really helps the company to improve its services given to the customer and moreover to improve and modify the products/services to fulfill the demand and wants of the customers and to offer a totally customized products/services. Here when it comes the time of choosing financial products/services and moreover when a person compares with other companies definitely his one of the preferences/choice is Reliance Products/Services.POSITIONING DONE BY RELIANCE MONEY Positioning is the next step after Targeting. KARVY. TATA AIG. It also pays attention of promotion i. Here for this purpose Reliance Money has done various activities (like as some of which are done in their promotional activities) some of which are.e. HDFC. etc. Events (even participates in events) to provide knowledge of its offered products/services and to have a direct face to face contact with the people.  It is the brand name of the company RELIANCE which is India’s biggest company. The company has positioned itself as the Retail Outlet or a Financial Supermarket where all the needs of a person in terms of taking a financial Product/Service is fulfilled as it offers the differential financial products/services of various companies. SBI. FRANKLIN TEMPLETON. -9- The ICFAI School of Marketing Studies .

Nasik and Guwahati are also on the list. The campaign has been carried out only in Mumbai as of now. The tagline read: ‘Unlock your money’s potential’. “We wanted to create awareness among the investing populace. says.AN EXAMPLE: A bundle of hundred rupee notes. The disruption is in the form of standing out starkly and being noticed as a better option to just banking.10 - The ICFAI School of Marketing Studies .” The on-ground campaign had a large safe deposit box. Reliance Mutual Funds.An extensive and expansive outdoor campaign was conducted by Reliance with this latest strategy. . Bandra Kurla Complex and Worli.” By way of brief. one could invest it wisely in mutual funds. Reliance told the agency that it wanted a disruptive way of targeting investors. Hoardings sporting bundles of hundred rupee notes that were chained and locked were set up at important locations such as Mahim. which will be released soon. Plans to launch it in other metros such as Delhi. It was a clear call to investors who store their money in fixed deposit schemes and other less productive options. Pamphlets were distributed at the venues to educate prospective investors about Reliance’s various systematic investment plans. a huge chain with a sizeable padlock and a few words were quite enough for the ADAG led Reliance Mutual Funds to unlock its ideas before its target group. Vadodara. So from the above example it is clear that the company always do something unique to attract people. Gugnani continues. president. Road shows and a moving billboard were also part of the campaign. The creative idea is a collaborative brain child of Reliance and 141 Sercon. The outdoor campaign that was launched in Mumbai adopted a disruptive method to communicate its message to investors. Bangalore and Kolkata have been voiced. The campaign included ground level activities at crowded public places and micro marketing. Smaller cities such as Chandigarh. “The objective was to bring to people’s attention that instead of money lying idle in the bank. There are also other campaigns in the offing. A large safe kept at suburban railways stations in Mumbai grabbed just the right eyeballs and pamphlets educating the consumer added to the impact of the campaign. bus stops and car parks. Vikrant Gugnani. The safe deposit box was strategically placed at crowded places such as railway stations. which ran the same positioning line as the hoarding.

11 - The ICFAI School of Marketing Studies .COMPANY PROFILE .

including its Portal. Mutual Funds.. you can invest in a wide range of asset classes from Equity. Equity and commodity Derivatives. Through reliance money. ranked amongst the top 3 private sector financial companies in terms of net worth. .About Reliance Money in brief Reliance Capital Reliance Mutual fund Reliance General Insurance Reliance Reliance Life Insurance Money Reliance Consumer Finance Reliance money is a part of the reliance Anil Dhirubhai Ambani Group and is promoted by Mutual Fund Reliance capital. Transaction Kiosks and at it’s network of affiliates. the fastest growing private sector financial services company in India. Some key steps of the company that are as…. Reliance money is a comprehensive financial solution provider that enables you to carry out trading and investment activities in a secure.12 - The ICFAI School of Marketing Studies . IPO’s to availing services of Money Transfer & Money changing. Reliance Money offers the convenience of on-line and offline transactions through a variety of means. insurance products. cost-effective and convenient manner. Call & Transact.

If we look for examples to prove this quote then we can find many but there is none like that of Reliance Money. to provide world class quality services. and technology driven organization which will set the highest standards of service and business ethics.  Mission statement: “Our mission is to be a leading and preferred service provider to our customers. Empathy and Humility and last but not the least it’s the Network . The company which is today known as  Success sutras of Reliance Money: The success story of the company is driven by 9 success sutras adopted by it namely Trust.13 - The ICFAI School of Marketing Studies . enterprising . and we aim to achieve this leadership position by building an innovative. Dedication. not a destination.“Success is a journey. Home work.  Vision of Reliance Money To achieve & sustain market leadership. Hard work. Team work play. by combining its human and technological resources. In the process Reliance Money shall strive to meet and exceed customer's satisfaction and set industry standards.” . Enterprise.” the largest financial service provider of India. Learning and Innovation. These are the values that bind success with Reliance Money. Reliance Money shall aim for complete customer satisfaction. Commitment. Integrity.

2.512 outlets in over 4.4 billion Break even in first year of operations .14 - The ICFAI School of Marketing Studies .636 broking accounts Daily average volume of Rs. 20 billion Revenue for FY08 – Rs.Largest Indian brokerage with Million customers & largest distribution Network 8.250 locations 713.

PARTNERS OF COMPANY .15 - The ICFAI School of Marketing Studies .

In addition Reliance Money provides independent and unbiased view on markets along with trading strategies and entry / exit points for taking an informed decision. Mutual Funds A mutual fund is a professionally managed fund of collective investments that collects money from many investors and puts it in stocks. and/or other securities. Trading execution assistance provided to clients. Mutual funds are considered to have low risk factors owing to diversification of assets into various sectors and scripts or instruments within. Insurance Life-Insurance Reliance Money assists its clients in choosing a customized plan which will secure the family’s future and their expenses post-retirement. .16 - The ICFAI School of Marketing Studies . PMS and Portfolio Advisory Services. Reliance Money offers dedicated research & expert advice on Mutual Funds.Equity Reliance Money offers its clients competitively priced Equity broking. A team of experts will suggest the best Insurance scheme which suits the client’s requirement. short-term money market instruments. bonds. Clients can choose from products and services that channelise their savings and protect their needs while guaranteeing security and returns for life. Clients can choose from different plans of almost all Insurance Companies where they can invest their money.

Reliance Money’s wealth management offerings include tax related services like: Tax Planning & advisory Filing Tax returns for individuals Real Estate Advisory Services Broking Model for lease/rent and buy/sell of property Property Valuation Real-estate Consulting – Corporate earnings model. Offshore Investments Reliance Money provides a unique opportunity to invest in international financial markets through the online platform which includes different product ranges. . NCDEX and MCX. etc. Commodities A single platform to trade on both the major commodity exchanges i. Overseas Investments and Infrastructure Investments. Art Funds. Art Investments Structured Products is a new class of financial products for investors apprehensive of increased volatility in stock markets. Travel insurance.e. Reliance Money assists you in areas of Health insurance. In addition In-house research desk shall provide research reports on all major commodities which shall enable in getting views for trading and diversify client’s holdings. Trade Execution assistance is also provided to clients. Structured Products. Specially designed products could include Equity. Home insurance and Motor insurance.General Insurance General Insurance is all about protecting against all kind of insurable risks. Index-linked in nature. Lease rentals. Real Estate Funds.17 - The ICFAI School of Marketing Studies . Tax Planning With a view to provide complete wealth management solutions.

its assets are invested in many different securities. there are many different types of mutual funds with different objectives and levels of growth potential. providing an opportunity for financial success that was once available only to a select few. money market securities or some combination of these. There are various reasons for this. Understanding Mutual funds is easy as it's such a simple concept: a mutual fund is a company that pools the money of many investors -. And in addition to this a mutual fund brings the benefits of diversification and money management to the individual investor. Today. minimum investment requirements on many funds are low enough that even the smallest investor can get started in mutual funds. income and/or income preservation. by its very nature.entitled to any profits when the securities are sold.its shareholders invest in a variety of different securities. Mutual funds make it easy and less costly for investors to satisfy their need for capital growth. mutual funds provide the benefit of having someone else manage your investments and diversify your money over many different securities that may not be available or affordable to you otherwise. Beyond that. . but subject to any losses in value as well. Those securities are professionally managed on behalf of the shareholders. Investments may be in stocks.18 - The ICFAI School of Marketing Studies . A mutual fund.MUTUAL FUNDS – AN UNDERSTANDING Like most developed and developing countries the mutual fund cult has been catching on in India. For the individual investor. is diversified -. and each investor holds a pro rata share of the portfolio -. furthering your chances to diversify. bonds.

470 bn in March 1993 and till April 2004.19 - The ICFAI School of Marketing Studies . to market the product correctly abreast of selling. 67bn.The Concept of Mutual Fund A mutual fund is a common pool of money into which investors place their contributions that are to be invested in accordance with a stated objective. Large sections of Indian investors are yet to be intellectuated with the concept. it is the prime responsibility of all mutual fund companies. the fund belongs to all investors. Before. Hence. both quality wise as well as quantity wise. The main reason of its poor growth is that the mutual fund industry in India is new in the country. Mutual Funds Industry in India The origin of mutual fund industry in India is with the introduction of the concept of mutual fund by UTI in the year 1963. but it accelerated from the year 1987 when non-UTI players entered the industry. the monopoly of the market had seen an ending phase. In the past decade. The ownership of the fund is thus ‘joint’ and ‘mutual’. the total of it is less than the deposits of SBI alone. constitute less than 11% of the total deposits held by the Indian banking industry. Each phase is briefly described as under. The mutual fund industry can be broadly put into four phases according to the development of the sector. the Assets Under Management (AUM) was Rs. it reached the height of 1. The private sector entry to the fund family raised the AUM to Rs. . Though the growth was slow. Putting the AUM of the Indian Mutual Funds Industry into comparison. Indian mutual fund industry had seen a dramatic improvement.540 bn.

SBI Mutual Fund was the first followed by Can bank Mutual Fund(Dec 87).6.First Phase . LIC in 1989 and GIC in 1990. The erstwhile Kothari Pioneer (now merged with Franklin Templeton) was the first private sector mutual fund registered in July 1993. The first scheme launched by UTI was Unit Scheme 1964. Punjab National Bank Mutual Fund (Aug 89). Second Phase . The number of mutual fund houses went on increasing. except UTI were to be registered and governed. Third Phase . In 1978 UTI was de-linked from the RBI and the Industrial Development Bank of India (IDBI) took over the regulatory and administrative control in place of RBI.1993-2003 (Entry of Private Sector Funds) With the entry of private sector funds in 1993. The 1993 SEBI (Mutual Fund) Regulations were substituted by a more comprehensive and revised Mutual Fund Regulations in 1996. Bank of India (Jun 90). giving the Indian investors a wider choice of fund families. with many foreign mutual funds setting up funds in India and also the industry has witnessed several mergers and acquisitions. As at the end . Also. Indian Bank Mutual Fund (Nov 89). 1993 was the year in which the first Mutual Fund Regulations came into being. It was set up by the Reserve Bank of India and functioned under the Regulatory and administrative control of the Reserve Bank of India. Bank of Baroda Mutual Fund (Oct 92). under which all mutual funds.700 crores of assets under management.47.20 - The ICFAI School of Marketing Studies .1964-87 Unit Trust of India (UTI) was established on 1963 by an Act of Parliament. a new era started in the Indian mutual fund industry. The industry now functions under the SEBI (Mutual Fund) Regulations 1996.1987-1993 (Entry of Public Sector Funds) Entry of non-UTI mutual funds. At the end of 1988 UTI had Rs. 004 as assets under management. The end of 1993 marked Rs.

It is registered with SEBI and functions under the Mutual Fund Regulations. It was bifurcated into two separate entities. and with recent mergers taking place among different private sector funds. The second is the UTI Mutual Fund Ltd. The Specified Undertaking of Unit Trust of India.29. 835 crores (as on January 2003). . there were 33 mutual funds with total assets of Rs.since February 2003 This phase had bitter experience for UTI. 1. As at the end of September. PNB.76. One is the Specified Undertaking of the Unit Trust of India with AUM of Rs. conforming to the SEBI Mutual Fund Regulations.153108 crores under 421 schemes. sponsored by SBI. the mutual fund industry has entered its current phase of consolidation and growth. 541 crores of assets under management was way ahead of other mutual funds.21 - The ICFAI School of Marketing Studies . there were 29 funds. Fourth Phase .of January 2003. The Unit Trust of India with Rs. BOB and LIC. With the bifurcation of the erstwhile UTI which had in March 2000 more than Rs.805 crores. which manage assets of Rs.44.21. 2004. functioning under an administrator and under the rules framed by Government of India and does not come under the purview of the Mutual Fund Regulations. 000 crores of AUM and with the setting up of a UTI Mutual Fund.

The era between 1963 and 1987 marked the existance of only one mutual fund company in India with Rs. By the end of the 80s decade. few other mutual fund companies in India took their position in mutual fund market. Indian Bank Mutual Fund. . The Assets under management of the Specified Undertaking of the Unit Trust of India has therefore been excluded from the total assets of the industry as a whole from February 2003 onwards. 67bn assets under management (AUM). Punjab National Bank Mutual Fund. Canbank Mutual Fund. Mutual Fund Companies in India The concept of mutual funds in India dates back to the year 1963. the Unit Trust of India (UTI). Bank of India Mutual Fund. by the end of its monopoly era.GROWTH IN ASSETS UNDER MANAGEMENT Note: Erstwhile UTI was bifurcated into UTI Mutual Fund and the Specified Undertaking of the Unit Trust of India effective from February 2003.22 - The ICFAI School of Marketing Studies . The new entries of mutual fund companies in India were SBI Mutual Fund.

The succeeding decade showed a new horizon in Indian mutual fund industry. 2004 with ABN AMRO Trustee (India) Pvt. the total assets rose up to Rs. 2003. In the same year the first Mutual Fund Regulations came into existence with reregistering all mutual funds except UTI.000 crores. Deutsche Bank A G is the custodian of ABN AMRO Mutual Fund. the Philippines. the US. ABN AMRO Asset Management (India) Ltd. By the end of 1993. as the Trustee Company. The AMC. The regulations were further given a revised shape in 1996. the total AUM of the industry was Rs. Birla Sun Life Mutual Fund Birla Sun Life Mutual Fund is the joint venture of Aditya Birla Group and Sun Life Financial. The private sector funds started penetrating the fund families. BOB Asset Management Company Limited is the AMC of BOB . Indonesia and Bermuda apart from India.23 - The ICFAI School of Marketing Studies . Birla Sun Life Mutual Fund follows a conservative long-term approach to investment. Just after ten years with private sector players penetration. Japan.04 bn. Today there are 33 mutual fund companies in India. Major Mutual Fund Companies in India ABN AMRO Mutual Fund ABN AMRO Mutual Fund was setup on April 15. 1218. 10. Kothari Pioneer was the first private sector mutual fund company in India which has now merged with Franklin Templeton. Bank of Baroda Mutual Fund (BOB Mutual Fund) Bank of Baroda Mutual Fund or BOB Mutual Fund was setup on October 30. Recently it crossed AUM of Rs. was incorporated on November 4.05 bn. Ltd. 470. Sun Life Financial is a global organization evolved in 1871 and is being represented in Canada. 1992 under the sponsorship of Bank of Baroda.

. The AMC. Prudential ICICI Mutual Fund was setup on 13th of October. The Trustee Company formed is Prudential ICICI Trust Ltd. Prudential ICICI Mutual Fund The mutual fund of ICICI is a joint venture with Prudential Plc. ING Vysya Mutual Fund ING Vysya Mutual Fund was setup on February 11. 2002 with HSBC Securities and Capital Markets (India) Private Limited as the sponsor. Deutsche Bank AG is the custodian. as the sponsor.24 - The ICFAI School of Marketing Studies . Prudential Plc. was incorporated on April 6. of America. and ICICI Ltd. 1996 with Sahara India Financial Corporation Ltd. 1992. HSBC Mutual Fund acts as the Trustee Company of HSBC Mutual Fund. one of the largest life insurance companies in the US of A. ING Investment Management (India) Pvt. 1999 with the same named Trustee Company. Board of Trustees. Sahara Asset Management Company Private Limited incorporated on August 31.Mutual Fund and was incorporated on November 5. 1993. HDFC Mutual Fund HDFC Mutual Fund was setup on June 30. It is a joint venture of Vysya and ING. 1993 with two sponsorers. 2000 with two sponsorers namely Housing Development Finance Corporation Limited and Standard Life Investments Limited. 1998. HSBC Mutual Fund HSBC Mutual Fund was setup on May 27. Ltd. Sahara Mutual Fund Sahara Mutual Fund was set up on July 18. and the AMC is Prudential ICICI Asset Management Company Limited Incorporated on 22nd of June.

Now it has an investor base of over 8 Lakhs spread over 18 schemes. KMAMC started its operations in December 1998. They have already launched 35 Schemes out of which 15 have already yielded handsome returns to investors. 2003. State Bank of India Mutual Fund State Bank of India Mutual Fund is the first Bank sponsored Mutual Fund to launch offshor fund. The sponsorers for Tata Mutual Fund are Tata Sons Ltd. State Bank of India Mutual Fund has more than Rs. The investment manager is Tata Asset Management Limited and its Tata Trustee Company Pvt. 99. The paid-up capital of the AMC stands at Rs 25. Limited. Kotak Mahindra Mutual Fund offers schemes catering to investors with varying risk . Today it is the largest Bank sponsored Mutual Fund in India. established in Jan 14..818 investors in its various schemes. 2005) of AUM. and Tata Investment Corporation Ltd. Unit Trust of India Mutual Fund UTI Asset Management Company Private Limited.8 crore.25 - The ICFAI School of Marketing Studies . It was the first company to launch dedicated gilt scheme investing only in government securities. the India Magnum Fund with a corpus of Rs. 1882. 225 cr.1995 works as the AMC of Sahara Mutual Fund. Kotak Mahindra Mutual Fund Kotak Mahindra Asset Management Company (KMAMC) is a subsidiary of KMBL. 5.703 crores (as on April 30. approximately.500 Crores as AUM. 7. manages the UTI Mutual Fund with the support of UTI Trustee Company Private Limited.return profiles. Tata Mutual Fund Tata Mutual Fund (TMF) is a Trust under the Indian Trust Act. Tata Asset Management Limited's is one of the fastest in the country with more than Rs. It is presently having more than 1. UTI Asset Management .

In India it is known as Morgan Stanley Investment Management Private Limited (MSIM India) and its AMC is Morgan Stanley Mutual Fund (MSMF). This is the first close end diversified equity scheme serving the needs of . and Life Insurance Corporation of India (LIC). It is one of the largest financial services groups in the world. Income Funds. (as of April 30. Punjab National Bank (PNB). Open end Hybrid schemes. Asset Management Funds. It provides customized asset management services and products to governments. Morgan Stanley Investment Management (MISM) was established in the year 1975. Closed end Income schemes and Open end Fund of Funds schemes to offer. State Bank of India (SBI). Morgan Stanley Mutual Fund India Morgan Stanley is a worldwide financial services company and it’s leading in the market in securities. They have Open end Diversified Equity schemes. Ltd. 2000 sponsored by Standard Chartered Bank. The sponsorers of UTI Mutual Fund are Bank of Baroda (BOB). Standard Chartered Asset Management Company Pvt. corporations. Open end Sector Equity schemes. The schemes of UTI Mutual Fund are Liquid Funds. is the AMC which was incorporated with SEBI on December 20.26 - The ICFAI School of Marketing Studies . 2005). Its services are also extended to high net worth individuals and retail investors. Equity Funds and Balance Funds. investment management and credit services.Company presently manages a corpus of over Rs. Franklin Templeton Investments is a California (USA) based company with a global AUM of US$ 409. The Trustee is Standard Chartered Trustee Company Pvt. Index Funds.20000 Crore.2 bn. Ltd. Open end Tax Saving schemes. Open end Income and Liquid schemes. Franklin Templeton India Mutual Fund The group.1999. Investors can buy or sell the Mutual Fund through their financial advisor or through mail or through their website. Standard Chartered Mutual Fund Standard Chartered Mutual Fund was set up on March 13. pension funds and non-profit organizations.

The Trustee is ACAM Trust Company Pvt. Benchmark Mutual Fund Benchmark Mutual Fund was setup on June 12. Ltd. of Delaware (USA) as sponsored. Canbank Mutual Fund Canbank Mutual Fund was setup on December 19. Incorporated on October 16. 1994 with Alliance Capital Management Corp. 1996 with Escorts Finance Limited as its sponsor. 2000 and headquartered in Mumbai. with the corporate office in Mumbai. The Trustee Company is Escorts Investment Trust Limited.Indian retail investors focusing on a long-term capital appreciation. and AMC. 1997. Ltd. Benchmark Asset Management Company Pvt. Ltd. Cholamandalam Trustee Co. Escorts Mutual Fund Escorts Mutual Fund was setup on April 15. Canbank Investment Management Services Ltd. 1995 with the name Escorts Asset Management Limited. was setup on January 3. The Corporate Office of the AMC is in Mumbai.27 - The ICFAI School of Marketing Studies . 1993 is the AMC. 1987 with Canara Bank acting as the sponsor. Alliance Capital Mutual Fund Alliance Capital Mutual Fund was setup on December 30. as the Trustee Company. Ltd. 2001 with Niche Financial Services Pvt. is the Trustee Company and AMC is . Ltd. It’s AMC was incorporated on December 1. is the AMC. as the sponsored and Benchmark Trustee Company Pvt. Chola Mutual Fund Chola Mutual Fund under the sponsorship of Cholamandalam Investment & Finance Company Ltd. incorporated on March 2. the Alliance Capital Asset Management India (Pvt) Ltd.

In the last 5 years we have seen annual growth rate of 9%. a Government of India undertaking and the four Public Sector General Insurance Companies . 90.28 - The ICFAI School of Marketing Studies . Ltd. Indian mutual fund industry reached Rs 1. viz. Ltd.4% during the rest of the decade. 2 Crores towards the corpus of the Fund.537 crore. 50. National Insurance Co. The New India Assurance Co. GIC Mutual Fund GIC Mutual Fund. The Trustees of LIC Mutual Fund have appointed Jeevan Bima Sahayog Asset Management Company Ltd as the Investment Managers for LIC Mutual Fund.000 crore. The annual composite rate of growth is expected 13. Ltd (NIC). The Company started its business on 29th April 1994. According to the current growth rate. The Oriental Insurance Co. by year 2010. It contributed Rs. . It is estimated that by 2010 March-end. . (UII) and is constituted as a Trust in accordance with the provisions of the Indian Trusts Act. 1882. (NIA). LIC Mutual Fund was constituted as a Trust in accordance with the provisions of the Indian Trust Act. mutual fund assets will be double. sponsored by General Insurance Corporation of India (GIC). LIC Mutual Fund Life Insurance Corporation of India set up LIC Mutual Fund on 19th June 1989.Cholamandalam AMC Limited. 1882. Future of Mutual Funds in India By December 2004. the total assets of all scheduled commercial banks should be Rs 40. Ltd (OIC) and United India Insurance Co.

Only channelizing these savings in mutual funds sector is required.Let us discuss with the following table: Aggregate deposits of Scheduled Com Banks in India (Rs.RBI 605410 851593 989141 1131188 1280853 - 1567251 1622579 15 14 13 12 - 18 3 Mutual Fund AUM’s Growth Month/Year MF AUM's Change in % over last yr Source Mar-98 Mar-00 Mar-01 Mar-02 Mar-03 Mar-04 Sep-04 4-Dec 68984 93717 26 83131 94017 13 12 75306 137626 151141 149300 25 45 9 1 AMFI Some facts for the growth of mutual funds in India   100% growth in the last 6 years. highest in the world.  Our saving rate is over 23%. . US based.29 - The ICFAI School of Marketing Studies . Number of foreign AMC’s is in the queue to enter the Indian markets like Fidelity Investments. with over US$1trillion assets under management worldwide.Crore) Mar04 Month/Year Mar-98 Mar-00 Mar-01 Mar-02 Mar-03 Sep-04 4-Dec Deposits Change in % over last yr Source .

There is a big scope for expansion.30 - The ICFAI School of Marketing Studies . Today most of the mutual funds are concentrating on the 'A' class cities.  'B' and 'C' class cities are growing rapidly. Emphasis on better corporate governance.     SEBI allowing the MF's to launch commodity mutual funds. CATAGORIES OF MUTUAL FUNDS . Soon they will find scope in the growing cities. Trying to curb the late trading practices.  Mutual fund can penetrate rural like the Indian insurance industry with simple and limited products. Introduction of Financial Planners who can provide need based advice. We have approximately 29 mutual funds which is much less than US having more than 800.

with average Assets under Management of Rs. who will be controlling which assets are chosen to meet the funds' stated investment objectives. Following are some of the primary benefits: Professional investment management One of the primary benefits of mutual funds is that an investor has access to professional management. The managers have realtime access to crucial market information and are able to execute trades on the largest and most cost-effective scale. When you buy a mutual fund.Anil Dhirubhai Ambani Group.WHY INVEST IN MUTUAL FUNDS Investing in mutual has various benefits. a part of the Reliance .. a wholly owned subsidiary of Reliance Capital Ltd.7 million.813 crores for the month of June 2008. Funds can afford to do so as they manage large pools of money. and an investor base of over 6. That is because Mutual funds hire full-time. Reliance Mutual Fund offers investors a well rounded portfolio of products to meet varying investor requirements. the primary asset you are buying is the manager. unless you have time to spend on researching the companies you select for your portfolio.31 - The ICFAI School of Marketing Studies . Reliance Mutual Fund Reliance Mutual Fund (RMF). Reliance Mutual Fund has a presence in 300 cities across the country and constantly endeavors to launch innovative products and customer service initiatives to increase value to investors. high-level investment professionals. Reliance Mutual Fund schemes are managed by Reliance Capital Asset Management Ltd. which makes it an ideal investment avenue. is India's leading Mutual Fund. Good mutual fund managers with an excellent research team can do a better job of monitoring the companies they have chosen to invest in than you can. A good investment manager is certainly worth the fees you will pay. 90. .

32 - The ICFAI School of Marketing Studies .Types of Mutual Funds on the Basis of Risk Vs Return Sector Funds Diversified Equity Funds Balanced Funds MIPs Gilt Funds R e t u Income Funds r n s Risk Floaters Money Market Funds .

  Lump Sum Systematic Investment Plan(SIP)  Lump sum: In Lump sum the investment is only one times that is of Rs. Reliance Tax Saver (ELSS) Fund 11. we will see how the power of compounding could benefit us.000/-. Due to its unlimited advantages SIP could be . SIP gives a clear picture of how an early and regular investment can help the investor in wealth creation. Reliance NRI Equity Fund 8. Reliance Equity opportunities Fund 9. Reliance Banking Fund 4. Reliance Long Term Equity Fund 13. Reliance Media & Entertainment Fund 7. Reliance Pharma Fund 6.33 - The ICFAI School of Marketing Studies . and if the investment is monthly then the investment will be 6. Reliance Diversified Power Sector Fund 5. Reliance Index Fund 10. every small amounts invested regularly can grow substantially.Types of Reliance Mutual Funds 1. Reliance Vision Fund 3.  Systematic Investment Plan(SIP) : We have already mentioned about SIPs in brief in the previous pages but now going into details. Reliance Equity Fund 12. 5.000. Reliance Growth Fund 2. Reliance Regular Saving Fund There are two types of investment in Mutual Funds. In such case.

208 18.74% respectively which is greater than any other monthly investment options.07 per year which comes to 21% roughly.34 - The ICFAI School of Marketing Studies .92%. 12000.20%. Next we can see if anybody would have undertaken the SIP in Principal would have got returns of app. Also paying a small amount of Rs. 2524. DWS investment opportunities and BOB growth fund giving returns of 13. 1000 is easy and convenient for them. There is reliance diversified power sector retail giving the maximum returns of Rs. we can see how if we start investing Rs.14 30/5/2008 30/5/2008 30/5/2008 30/5/2008 30/5/2008 14524.1000 per month then what return we’ll get for the total investment of Rs. In the later sections we will see how returns generated from some of the SIPs have outperformed their benchmark. Its hassle free.74 22.86 35.152 In the above chart. Now we will analyze some of the equity fund SIP s of Birla Sunlife with BSE 200 and bank fixed deposits In a tabular format as well as graphical. and 14. Thus we can easily make out how SIP is beneficial for us.157 13769. it forces the investors to save and get them into the habit of saving.31 42. thus putting no pressure on their pockets. We can see reliance regular savings equity.944 14247.728 13791. But before moving on to that lets have a look at some of the top performing SIPs and their return for 1 year: Scheme Reliance diversified power sector retail Reliance regular savings equity principal global opportunities fund DWS investment opportunities fund BOB growth fund Amount NAV NAV Date Total Amount 1000 1000 1000 1000 1000 62.Redefined as “a methodology of fund investing regularly to benefit regularly from the stock market volatility. 14. 18%.07 13584. .

Write a check.  Convenience: You can usually buy mutual fund shares by mail. even if some securities lose value. For example. Other securities in the portfolio will respond to the same economic conditions by increasing in value. . make a call.  Regulatory oversight: Mutual funds are subject to many government regulations that protect investors from fraud. the value of the overall portfolio should gradually increase over time. When a portfolio is balanced in this way. These managers decide what securities the fund will buy and sell.35 - The ICFAI School of Marketing Studies . or over the Internet.  Professional Management: Most mutual funds pay topflight professionals to manage their investments. economic conditions like a rise in interest rates may cause certain securities in a diversified portfolio to decrease in value.Working of a Mutual Fund Advantages of Mutual Funds  Diversification: The best mutual funds design their portfolios so individual investments will react differently to the same economic conditions.  Liquidity: It's easy to get your money out of a mutual fund. and you've got the cash. phone.

no matter how balanced the portfolio. Low cost: Mutual fund expenses are often no more than 1.36 - The ICFAI School of Marketing Studies . the value of mutual fund shares will go down as well.  Taxes: During a typical year. most actively managed mutual funds sell anywhere from 20 to 70 percent of the securities in their portfolios.      Transparency Flexibility Choice of schemes Tax benefits Well regulated Drawbacks of Mutual Funds Mutual funds have their drawbacks and may not be for everyone:  No Guarantees: No investment is risk free. anyone who invests through a mutual fund runs the risk of losing money. because index funds are not actively managed. or financial planners. you will pay taxes on the income you receive. financial consultants. they automatically buy stock in companies that are listed on a specific index. even if you reinvest the money you made. Some funds also charge sales commissions or "loads" to compensate brokers. Instead. Even if you don't use a broker or other financial adviser.  Fees and commissions: All funds charge administrative fees to cover their day-to-day expenses. However. you will pay a sales commission if you buy shares in a Load Fund. . If your fund makes a profit on its sales. If the entire stock market declines in value. Expenses for Index Funds are less than that. Investors encounter fewer risks when they invest in mutual funds than when they buy and sell stocks on their own.5 percent of your investment.

Products are formulated by either increasing or decreasing either one of these components. Unit Linked etc Annuities & Pension.37 - The ICFAI School of Marketing Studies .  These combinations can be broadly divided into 4 groups ULIPs Term Insurance Endowment Policies : Whole Life.wealth creation. Life Insurance is an important tool in any investors portfolio & can be used for . provide for contingencies and retirement planning. The main reason to buy Life Insurance is to provide income replacement for your loved ones Types of Life Insurance Policies   Most Insurance policies are a combination of Savings & Protection.Basics of Life Insurance What is Life Insurance? An amount of money paid to someone (called beneficiary) when the Life Assured (in whose name the insurance policy is taken) dies. asset building. . This amount can be used to pay the expenses related to Life assureds death or can be invested to generate income that will replace your salary.

38 - The ICFAI School of Marketing Studies . Money can be invested in the following fund:. They are paid as long as the recipient is alive. one is the “Death Cover” providing for the benefits being paid on the death of the insured person within a specified period. Money Market Fund (Liquid Fund) and Balance Fund. Pension provides periodical payments to the employees. Debt Fund. Whole Life Insurance Whole Life insurance is a permanent life insurance and provides protection for life. ULIPs A ULIP is a life insurance which provides a combination of Life Insurance protection and investment. Plans of insurance that provide only survival benefits are called “Pure Endowment” Plans Term Life Insurance Term Life Insurance provides protection for a specified period of time.   Plans of insurance that provide only death cover are called “Term Assurance” Plans. The other is the “Survival Benefit” providing for the benefit being paid on survival of a specified period. .Products of Life Insurance Life Insurance products are usually referred to as ‘plans’ of insurance. who have retired. A death benefit is paid to the beneficiary if the insured dies within a specified period of time while the policy is still in force. These plans have two basic elements. As long as premiums are paid. Annuities Annuities are practically the same as pension. Annuities are called the “reverse” of Life Insurance. a death benefit is paid to the beneficiary.Equity Fund.

Reliance Special Credit Guardian plan 6.39 - The ICFAI School of Marketing Studies . The latest Protection Plans are as below… 1. Reliance Money Guarantee plan .Insurance 2. Reliance Automatic Investment plan 4. Reliance Wealth + Health plan 3. Reliance Term plan 2.e. Reliance Connect 2 Life plan 9.VARIOUS INSURANCE PLANS OFFERED BY RELIANCE MONEY (i. Reliance Simple Term plan 3. Reliance Special Endowment plan 8. The savings and investment Plans are as below… 1. Reliance Cash Flow plan  Savings & Investment Plans Reliance Savings & Investment Plans help you to set aside some money to achieve specific goals in life. Reliance Special Term plan 4. Reliance Endowment plan 7. Reliance Whole Life plan 10. Choose a limited period plan or a lifetime protection plan depending on your needs. which means that you can enjoy life and provide for your family’s daily needs. Reliance Wealth + Health plan 11. Reliance Total Investment Plan Series I . of RELIANCE LIFE INSURANCE)  Protection Plans Protects family even when you’re not around by investing in Reliance Protection Plans. Reliance Credit Guardian plan 5.

Reliance Golden Years Plan 3.5. Reliance Endowment plan 8. Reliance Special Endowment plan 9. Reliance Golden Years Plan Value 4. Reliance Market Return plan 7. Reliance Cash Flow plan 6. Reliance Golden Years Plan Plus 13. Reliance Automatic Investment Plan 7. Reliance Golden Years Plan 11. Reliance Secure Child plan 3. Reliance Money Guarantee Plan  Child Plans Save systematically and secure your child’s future needs by investing in Reliance Child Plans. Reliance Golden Years Plan Plus 5. Reliance Wealth + Health plan . Reliance Whole Life plan 10. The Childs plans are as below… 1. Reliance Golden Years Plan Value 12.40 - The ICFAI School of Marketing Studies . Reliance Child plan 2. Reliance Total Investment Plan Series II – Pension 2. Reliance Wealth + Health plan 6. The latest Retirement Plans are as below… 1. You can always be there for your child when he or she needs you. Reliance Connect 2 Life plan  Retirement Plans Invest today in Reliance Retirement Plans and save money to enjoy life even after retirement. You will never have to depend on another person or make any compromises to maintain your current lifestyle.

key features         Twin benefit of market linked return and insurance protection A unit linked plan. Choose from four different investment funds Flexibility to switch between funds Option to pay regular as well as single premium & top.41 - The ICFAI School of Marketing Studies .ups Option to package your policy with accidental rider Flexibility to increase the sum assured and liquidity to with draw money partially. different from traditional life insurance products with maximum maturity age of 80 years. Option to create your own portfolio depending on your risk appetite. WHO CAN BUT THE PRODUCT Minimum age at entry Maximum age at entry Maximum age at maturity 30 years 65 years 80 years WHAT IS THE POLICY TERM Minimum policy term Maximum policy term 5 years 40 years .Market Return Plan Under This plan the investment risk in the investment portfolio is borne by the policyholder.

 1. at Operational Level) 2. at Strategic Level) Middle Level Personals (i. As Targeting and Positioning are always followed by Segmentation. from 24th July to 24th October I have gone through various stages Job role. Business Class:  Entrepreneurs (Small Businessmen and some small firms Basically) . at Tactical Level) Lower Level Personals (i. SEC (SPECIAL ECONOMIC CLASS) -. Markets and Different Organizations to whom and where the company can pitch its differential financial products/services as well as to create Awareness about the company and its offerings in the regard to Promote which create a Position in minds of the consumer.e.Different working classes like: Service Class :  Top Level Personals (i.42 - The ICFAI School of Marketing Studies . so I firstly took criteria of segmentation for targeting and positioning purpose on various aspects some of which are.MY WORK AT RELIANCE MONEY During the MSP period of 3 month i. I was basically given the work to Target various Consumer Groups. I have worked for two financial product/service offered by R-Money which are   MUTUAL FUND LIFE INSURANCE (I AM JUST IN THE INITIAL STAGE OF IT).e.e.e. Moreover I was given some training classes about Mutual funds and Life Insurance.

. Ameerpet. (45—60) years 2. (25—35)years (35—45) years. Punjagutta . According to the parameters taken above I have targeted people in various places of Hyderabad like.43 - The ICFAI School of Marketing Studies .3. 4. 3. Himayat Nagar. Education Level Gender:  Male and Female Income: According to the earnings and income of the product. Banjara Hills. Self Employed On the basis of Demographics: Age Factor: I segmented people as per 3 age criteria which are . Somajiguda. Yellariguda for creating awareness and position of Mutual Funds and Life Insuarances offered by R-Money. Balanagar. Moreover this process also lead to the work of Lead Generation for the company and which could also be used by me for cross selling of the products/services to them. Erramanzil.  1. Begum pet.

Given below are some facts and comparison of Mutual Funds with other investment is mentioned which is done by me. MUTUAL FUND VS/S OTHERS Return Safety Volatilit y Equity High Low High Liquidit y High Convenie nce Moderat e Bonds Moderat e Co. FDs Moderat e Bank Deposits PPF Moderat e Life Insuranc e Gold Moderat e Real Estate Mutual Funds High High Moderat e High Modera te High High High Modera te High Modera te Low Low Gold Low High Low High Low Modera te Low Moderat e High Low High Low High Low Low Low Moderat e High Moderat e Moderat e High Modera te Modera te Modera te Low Low High . Debentur es Co.44 - The ICFAI School of Marketing Studies .

INSTRUMENT RETURN Equity Bonds Debenture High SAFETY Low VOLATILITY LIQUIDITY High Moderate High/low Moderate Low High High Moderate High Moderate Moderate Moderate High High Low Moderate Bank Deposits Low Mutual funds High Mutual fund is the preferred avenue for investment because:       Mutual fund combines the advantage of each of products. The post tax returns are higher as compared to the other avenues. They dispense the short coming of the other avenues The returns get adjusted to the market movements. Investment can be averaged out. Minimizing the risk element.45 - The ICFAI School of Marketing Studies . .

Greater need for regular income flow. •25-30 18-25 (Unmarried) Married couples with no kids • 30-45 years Couples with children • 45 yrs above couple and •Matured Retired Endowment / ULIP’s Endowment / ULIP’s + Term Annuities At each stage. No dependents/ liabilities therefore need for insurance is less Need for protection low. Start of financial planning – balance between asset creation & protection Peak earning age range. High asset creation & build up of liabilities. Critical stage for dependents Asset base build up & liabilities reduced/ taken care of.Some Facts and findings about Life Insurance done by me are given below. LIFE STAGES IN LIFE INSURANCE Introduction of dependents. responsibilities and Financial needs differ . Need for retirement planning more than protection.46 - The ICFAI School of Marketing Studies . requirements.

Whole life products Need Analysis in Life Stages .Go on a holiday 2.Set up a new house 4.Family dependency on your income 3.Long term care products 3.Protection in case you live long 2.Single Premium annuities 2.Low accumulated wealth 4.Wealth transfer or saving vehicles 3.Returns on investment 4.Buy a new Car 3.Retirement Planning 2.Opting for guaranteed Product Profits or Unit Linked Endowment/ Deferred annuities 60yrs and above Post Retirement 1.Need for Planning Requirement Temporary term or whole life Product 30yrs .25yrs Unmarried 1.45yrs Matured couple 1.Set up Interiors 5.47 - The ICFAI School of Marketing Studies . high expenditure Phase 2.METHODOLOGY AGE STATUS INSURANCE NEEDS SUGGESTED PRODUCTS Short Term Endowment Product 18yrs .High Debt.Wealth accumulation for children 1.Protection for spouse in case of death 3.Buy jewellery 25yrs -30yrs Married 1.

I am Philip. Have seen the world. I need financial Savera has just come to Protection if I do not return from our lives. We need to years. now want to protect her as well as live…. .48 - The ICFAI School of Marketing Studies . As proud one voyage Worked for almost 25 parents. Always on cruise and keep worrying about family and the loans. I want something create her own financial that will make my life standing Chinta (tension)-free after my retirement….Life Stage Example Term Endowment Annuity Hello. sailor.

unforeseen event. An opportunity means precisely to be able to do something with the event. According to him. The ‘target’ is someone who doesn’t fit the usual criteria. he identify something that he/she wants to accomplish or goals to be reach and then everything is done to achieve that. Quite literally. involves responding in a very determinate situation spatially and temporally to an unpredicted. rather than just designating an abstract activity in which. The word ‘opportunity’ itself is interesting because it already condenses this idea of the unpredictable. Television and Networking: An Interview with Samuel Weber. op-port-unity.49 - The ICFAI School of Marketing Studies .LITRATURE REVIEW Journal of Research into New Media Convergence: The International Technologies This very journal is basically an interview which is done by Patrick Crogan to Samuel Weber. the word suggests a portal. a gateway through which one can pass into another domain. The latter can . On the one hand the association of targeting with the aim of controlling the future. The target of opportunity can be a function of affirmative action policy or be somebody whose qualifications are unusual enough that one would not find them with a regular search process following criteria peculiar to an individual discipline. media and networking. Here a light is thrown on various aspects by the interviewee on the targeting. The coupling of the two terms suggests that targeting. singular event being turned into an occasion to do something else. controlling the environment by identifying a target. localizing it and hitting it or reaching it. which suggests the unpredictable emergence of an event that can’t be entirely planned. depending on what area a person is in. So one don’t have the same kind of search procedures as in the normal hiring process. trying to get that event in some sense under control. unencumbered by constraints of time and space. The title is Targeting. and on the other hand the notion of opportunity.

One reaction to this is the growth of ecological concerns. Targeting in this sense seeks to eliminate the uncertainties of time by considering it primarily as ‘short term’ and thus as amenable to the accomplishment of certain goals. So you have this tension between the two terms. The current financial crisis deriving from the use of ‘subprime mortgages’ is an excellent example of this tendency. about ‘sustainable’ growth. the maximization of profit primarily. the journal speaks about concept of targeting and opportunities in common. aims or ends. where the maximization of profit in the short term takes precedence over all other considerations and has come to undermine the very foundations of the capitalist economy that produced it in the first place.50 - The ICFAI School of Marketing Studies . . and then the opportunity is instrumentalized. you can’t be absolutely sure that you are going to be able to reach your target or even that there is one. In the latter case. but these are then quickly exploited by the very same system dominated by finance capital and short-term profit maximization. like the target. target and opportunity. In the financial domain as well. Though the real methodology is not been specified to do targeting but the concepts it has Discussed are really helpful for one who wants to do a project on targeting. But it can also suggest an area that may not be definable strictly or primarily in terms of goals. construed as a realm of goals. without worrying about what comes next.

or by presenting a description/evaluation of some past event or episode as a contribution to one’s biography. international relations and diplomacy. The author has tried to clear the concept of positioning through Accounting for Redemption and Reconcialition.Culture & Psychology JOURNAL OF Positioning in Accounting for Redemption and Reconciliation The journal speaks out the combination of culture and psychology in the regard of Positioning. and is emblematic of the human condition. economics. van Langenhove & Harré. The act of positioning refers to the assignment of ‘parts’ or ‘roles’ to speakers in the discursive construction of personal stories. politics. They are by stressing one’s agency in claiming responsibility for some action. 1993). by indexing one’s statements with the point of view one has on their relevant world. woven into the fabric of social lives. how these both play a vital role while understanding the concept of positioning. The Social Practice of Reconciliation Reconciliation is a ubiquitous social phenomenon. government. The Concept of Positioning The concept of positioning is introduced as a metaphor to enable an investigator to grasp how persons are ‘located’ within conversations as observably and subjectively coherent participants in jointly produced storylines. 1991. It ranges from inter-personal relationships observed in everyday life to a wider social context of business. Here positioning theory to the analysis has been applied in order to understand the nature of the experience of reconciliation—what it is to remember the problematic past and what it is to be reconciled with it. Harré and Van Langehove note that there are three ways of expressing and experiencing one’s personal identity or unique selfhood (Harré & van Langenhove. i.e. . I will show in the following analysis of an extract how such indexing and marking of one’s agency are empirically observed in the redemption narrative..51 - The ICFAI School of Marketing Studies .

Hence. Yet. but is situated in discursive practices. 1999). p. this article is indeed a perfect help material for a project.52 - The ICFAI School of Marketing Studies . 85). fleeing and dynamic identity.Furthermore. and as a claim about a state of affairs it is indexed with its speaker’s moral standing (Harré & van Langenhove. Harré and van Langenhove state that the positioning has larger theoretical implications for the moral sensibility of a person in taking a particular position in a given conversational setting. Positioning is a metaphor for oscillating subjectivity located in time and place/space. is to examine how this ‘rewriting’ is understood with regard to personal identity and selfhood (van Langenhove & Harré. The discursive act of positioning thus involves a reconstructive element: the biographies of the one being positioned and the ‘positions’ may be subject to rhetorical redescriptions (van Langenhove & Harré. Overall all the concepts dealing with the understanding of positioning has been systematically and beautifully analyzed that even a layman could gain the knowledge. then. A discourse produced in the interview is not treated as the single account representing the truth. fixed identity or individual state of mind. As in recent work exemplified in critical and discursive psychology. 1993). The question. Positioning indeed strikes a chord with this view of multiple. 1993. The utterance is indexed with his or her spatial and temporal location. Such indexing allows us to look at the ways in which a speaker takes responsibility for the reliability of his or her claim. van Langenhove and Harré identify that ‘[t]here seems to be a tension between the multiplicity of selves as expressed in discursive practices and the fact that across these discursive practices a relatively stable self-hood exists as well’. 1991. . positioning does not assume a stable. unfixed.

It also covers why/ why not investors are availing the services of financial advisors. Research has been done by primary data collection. The secondary data has been collected through various journals and websites and some special publications of R-MONEY. small retailers etc. RELIANCE MONEY has been given and it is shown that what are mutual funds and life insurance and how they work Scope of the study: The research was carried on in the Southern Region of India.RESEARCH METHEDOLOGY Objective of research. It is restricted to Hyderabad. to target them and create awareness while with the generation of leads.  Along with it a brief introduction to India’s largest financial intermediary.53 - The ICFAI School of Marketing Studies .  I have tried to explore the general opinion about Mutual Funds and Life Insurance. Data sources: Research is totally based on primary data. and primary data has been collected by interacting with various people. different shopping malls. .  The main objective of this project is concerned with getting the opinion of people regarding Mutual Funds and Life Insurance . I have visited people randomly nearby my locality. Secondary data can be used only for the reference.

 Sampling procedure: The sample is selected in a random way, irrespective of them being investor or not or availing the services or not. It was collected through mails and personal visits to the known persons, by formal and informal talks and through filling up the questionnaire prepared. The data has been analyzed by using the measures of central tendencies like Mean, median, mode. The group has been selected and the analysis has been done on the basis statistical tools available.

 Sample size:
The sample size of my project is limited to 200 only. Out of which only 135 people attempted all the questions. Other 65 not investing in MFs and don’t have a Life Insurance policy attempted only 2 questions.

 Sample design:
Data has been presented with the help of bar graph, pie charts, line graphs etc.  Hypothesis: H0: Targeting and Positioning Strategy based on investment in Mutual Fund and Life Insurances is significant.

 Limitation:
 Time limitation.  Research has been done only at HYDERABAD.
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The ICFAI School of Marketing Studies

 Some of the persons were not so responsive.  Possibility of error in data collection. Possibility of error in analysis of data due to small sample size.

Data Analysis
1. Null Hypothesis: The opinion of customers for all positioning factors is Similar. Alternative Hypothesis: The opinion of customers for all positioning Factors is not similar. Statistical Test: One way ANOVA Alpha level: .05 Confidence value: 2.71 Test value: 4.37 Result: The test results show that, the opinion of customers for all positioning factors is similar and can be considered to be true representative of the population.

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The ICFAI School of Marketing Studies

2. Have you ever invested/ interested to invest in mutual funds or have taken a life insurance policy?


135 65

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The ICFAI School of Marketing Studies

What is the most important reason for not investing in mutual funds or taking a life insurance policy? (Only for above 65 participants) Lack of knowledge about mutual funds/do not like insurance policy? Enjoys investing in other options Its benefits are not enough to drive you for investment No trust over the fund managers and the company 25 10 18 12 .3.57 - The ICFAI School of Marketing Studies .

58 - The ICFAI School of Marketing Studies . Where do you find yourself as a mutual fund investor or an insurance policy owner? Totally ignorant Partial knowledge of MFs Aware of only scheme in which invested Good knowledge of MFs 28 37 46 24 .4.

Where from you purchases mutual funds and take insurance policies? Directly from the AMCs and Insurance companies Brokers only ( large intermediaries) Broker/ sub-brokers Other sources 33 28 59 15 .59 - The ICFAI School of Marketing Studies .5.

Which feature of the mutual funds allure you most? Diversification Professional management Reduction in risk and transaction cost Helps in achieving long term goal 42 29 34 30 .6.60 - The ICFAI School of Marketing Studies .

61 - The ICFAI School of Marketing Studies . According to you which are the most suitable stage to invest in mutual funds or take an Insurance policy? Young unmarried stage Young Married with children stage Married with older children stage Pre retirement stage 55 32 21 27 .7.

then most of the people held their ignorance responsible for that. Whereas just 10 people enjoyed investing in other option.Research findings and conclusions:  As the test result shows that there is significant difference among the opinion of the customers regarding the positioning factors.5%) to convert them into investors through their convincing power and great communication skills. when those 65 people were asked about the reason of not investing in mutual funds or taking an Insurance policy. the following conclusions will elaborate the positioning factors which are given more preference by consumers. Again the financial advisors of the company can tap upon these people by educating them about mutual funds and create trust regarding the investment in an Insurance policy. the benefits arousing from these investments were not enough to drive them for investment in MFs and Insurance and 12 people expressed no trust over the fund managers’ decision and the company. 135 (67. .5%) are already mutual fund investors/an insurance policy owner or are interested to invest in future or take an insurance policy and the remaining 65 are not interested in doing either of it. For 18 people. They lacked knowledge and information about the mutual funds and were confused due to various Insurance policies available in the market. So there is enough scope for the company to target those 65 participants (32.  At the survey conducted upon 200 people.  Now.62 - The ICFAI School of Marketing Studies .

most of them opted for diversification. 28 from brokers only. helps in achieving long term goals and helps in achieving long term goals respectively. only 18% have sound knowledge of MFs and various Insurance policies. The brokers and sub brokers have the maximum reach so they should try to make those investors aware f the happenings.  Most of the investor preferred to invest at a young unmarried stage. followed by reduction in risk. .  33 participants buy forms directly from the AMCs. 55 from brokers and sub-brokers even then 15 people buy from other sources. But again the number rose to 27 at pre-retirement stage. 34% people are aware of only the schemes in which they have invested.  When asked about the most alluring feature of MFs. even the AMCs should follow it. 27% possess partial knowledge whereas 21% stands nowhere in knowledge about MFs and as far as the Insurance polices are concerned they are still confused.63 - The ICFAI School of Marketing Studies . Even 32 persons were ready to invest at a stage of young married with children but person with older children avoid investing due to increased expenses. Out of the 135 persons who already have invested in mutual funds/or taken an Insurance policy are interested to invest.

SIP+INSURE PLAN. The advisors should target for more and more young investors. and systematic transfer plan. Young investors as well as persons at the height of their career would like to go for advisors due to lack of expertise and time.64 - The ICFAI School of Marketing Studies . But most of the people are not even aware of what actually a mutual fund is and moreover they are still unaware of the combination of Mutual Fund + Insurance Policy. They only see it as just another investment option. . Nobody will invest until and unless he is fully convinced. Investors should be made aware of the benefits. They should also maintain their decency and follow the code of ethics so that the investors could trust upon them. Investors could also try to increase the spectrum of services offered. The advisors may try to highlight some of the value added benefits of MFs such as tax benefit. So these are enough to drive the investors towards mutual funds. rebalancing etc. But if not possible then they could go for offering more services and benefits at the existing rate. Mutual funds and Insurance policies offer a lot of benefit which no other single option could offer.Recommendations & Suggestions The most vital problem spotted is of ignorance. rupee cost averaging. Now the most important reason for not availing the services of advisors was spotted was being expensive.e. these benefits are not offered by other options single handedly. The advisors should try to charge a nominal fee at the beginning. Investors should be made to realize that ignorance is no longer bliss and what they are losing by not investing. Thus the advisors should try to attract more and more persons and turn them into investors and finally their clients. So the advisors should try to change their mindsets. i.

attempt the next question)  What is the most important reason for not investing in mutual funds and in Insurance policies? Lack of knowledge about mutual funds/insurance Enjoys investing in other options Its benefits are not enough to drive you for investment No trust over the fund managers [ ] [ ] [ ] [ ]  Where do you find yourself as a mutual fund investor/an insurance policy owner? Totally ignorant Partial knowledge of mutual funds [ ] [ ] Aware only of any specific scheme in which you invested [ ] Fully aware .65 - [ ] The ICFAI School of Marketing Studies .Questionnaire: Name : Age : Income per annum : Gender : Occupation : Contact No :  Have you invested /are you interested to invest in mutual funds or to take an Insurance policy? Yes [ ] No [ ] (plz.

66 - The ICFAI School of Marketing Studies . Where from you purchase mutual funds/insurance policy? Directly from the AMCs [ ] Brokers only Brokers/ sub-brokers Other sources [ ] [ ] [ ]  Which feature of the mutual funds allure you most? Diversification Professional management [ ] [ ] Reduction in risk and transaction cost [ ] Helps in achieving long term goals [ ]  According to you which are the most suitable stage to invest in mutual funds/take an Insurance policy? Young unmarried stage [ ] Young Married with children stage [ ] Married with older children stage [ ] Pre-retirement stage [ ] .

com www.Bibliography Market Research (Naresh Malhotra) Consumer Behavior Marketing Management (Philip Kotler) Websites: www.67 - The ICFAI School of Marketing Studies www.morningstar.reliancemoney.yahoofinance.sagepub.

Journals & other references: The Economic Times. September. June 2006 issue The Telegraph.3. Page 56-59 . 2007. page.2008 Money Today. March.33-45 Business Standard.68 - The ICFAI School of Marketing Studies . page 22-31 Investment India. year 2006. Jan 2007 issue R-Money factsheet and journals.2004 issue Fact sheet and statements of various fund houses. June 2005. vol. 5th. Feb 2007 Business India.

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