COLLEGE OF BUSINESS MANAGEMENT AND ACCOUNTING

SULTAN HAJI AHMAD SHAH CAMPUS

SEMESTER 1 2023/2024

ASSIGNMENT TITLE:

MARKETING MIX FOR FINANCIAL SERVICES

FINANCIAL SERVICE:

INVESTMENT ADVISORY SERVICE

SUBJECT CODE:

FNNB293

PREPARED BY:

STUDENT’S NAME ID NUMBER

NUR ATYHIRAH BINTI ABDUL RASHID BF01084011

PREPARED FOR:

EN. ADNAN BIN ABD. HAMID

SUBMISSION DATE:

6 NOVEMBER 2023
Description:
The Investment Advisory Service is designed to provide individuals and businesses with
professional guidance in managing their investment portfolios. It offers a range of features
and benefits, including:

Key Features and Benefits:

- Personalized Investment Strategies: Tailored investment plans based on clients' financial
goals, risk tolerance, and time horizon.
- Expert Advice: Access to experienced financial advisors who provide comprehensive
market analysis and investment recommendations.
- Diversification: Efficiently diversify clients' portfolios across various asset classes to
mitigate risks and optimise returns.
- Regular Monitoring and Adjustments: Continuous review and adjustment of investment
portfolios to adapt to changing market conditions.
- Performance Reporting: Routine updates on the performance of investments, including
returns and associated risks.

Pricing Strategy:
The Investment Advisory Service will adopt a competitive pricing strategy, charging clients
an annual fee based on the assets under management (AUM). The fees are positioned in the
middle range of the market.

Justification:
- Cost: The fees cover the costs of employing experienced financial advisors, research, and
the technology required to provide quality service.
- Market Demand: Clients demand competitive pricing and are willing to pay for professional
investment guidance.
- Competition: Our pricing strategy aligns with other competitive investment advisory
services in the market, ensuring profitability and client attraction.

Distribution Strategy:
The Investment Advisory Service will be primarily distributed through online platforms,
providing clients with convenient and accessible options.

Delivery Channels:
1. Online Platform: Clients can access the service through a user-friendly website and a
dedicated mobile app, where they can view their portfolio, receive recommendations, and
monitor their investments.
2. Expert Consultations: Clients have the option to schedule consultations with financial
advisors, either virtually or in person, ensuring a personal touch for those who prefer it.
Rationale:
- Online Platform: Aligns with the preferences of tech-savvy clients who seek convenience
and 24/7 access to their investments.
- Expert Consultations: Offer a balanced approach, catering to clients who value face-to-face
interactions with financial advisors.

Promotional Plan:
The promotional plan aims to create awareness, attract potential clients, and retain existing
ones through a variety of tactics.

Promotional Tactics:
1. Content Marketing: Regularly publish informative articles, market insights, and investment
guides on the company website and distribute them through email newsletters.
2. Social Media: Utilise platforms like LinkedIn, Twitter, and YouTube to share industry
updates, market commentary, and success stories.
3. Advertising: Launch targeted online advertising campaigns on finance-related websites and
social media platforms, highlighting the benefits and unique features of our Investment
Advisory Service.
4. Public Relations: Collaborate with financial influencers, bloggers, and traditional media
outlets for expert commentary and endorsements.
5. Client Referral Program: Encourage existing clients to refer friends and family by offering
referral bonuses, reduced fees, or additional portfolio services.

Ethical Considerations:
- Transparency: Ensure that all marketing materials provide clear information about fees,
investment risks, and terms.
- Fair Practices: Comply with industry regulations, ethical guidelines, and responsible
investment management practices to protect client interests.

In conclusion, our Investment Advisory Service offers a personalized, competitive, and

accessible solution for individuals and businesses seeking expert investment guidance. The
marketing mix elements are designed to meet the needs of clients while maintaining
transparency and ethical business practices.