Links

https://www.axismf.com/
https://www.scribd.com/doc/24367648/A-STUDY-OF-MARKETING-MIXELEMENTS-OF-RELIANCE-MUTUAL-FUND
http://oaji.net/articles/2015/1261-1423338089.pdf
http://www.slideshare.net/kamal9111/project-report-of-axis-mutual-fund-bykamal
http://www.consumerpsychologist.com/cb_Segmentation.html
http://www.managementparadise.com/forums/service-sectormanagement/202880-swot-analysis-mutual-funds.html

on links
http://www.smartinsights.com/digital-marketing-strategy/customersegmentation-targeting/segmentation-targeting-and-positioning/
http://ocw.mit.edu/courses/sloan-school-of-management/15-812-marketingmanagement-fall-2002/lecture-notes/lecture03_segmentation.pdf
http://www.oxfordfajar.com.my/files/HE/sample_pages/201307031923242420
_ORS-PRINCIPLES-OF-MARKETING-2E-2012.pdf
https://www.google.co.in/#safe=off&q=segmentation+targeting+positioning
+pdf

Opened Links
http://oaji.net/articles/2015/1261-1423338089.pdf
https://www.scribd.com/doc/24367648/A-STUDY-OF-MARKETING-MIXELEMENTS-OF-RELIANCE-MUTUAL-FUND
https://en.wikipedia.org/wiki/Marketing_mix
https://www.scribd.com/doc/20175494/Analysis-on-the-Basis-of-7-Ps-andSwot

https://www.axismf.com/Products_PreLogin.aspx?cat=Debt
%20Fund&investHor=&proRisk=
https://www.axismf.com/Downloads.aspx?Value=productliterature

Purchase and Additional Purchase: Rs. 5,000 in multiples of Rs 1 thereafter.

Minimum Application Amount SIP: Rs 1,000 in multiples of Rs 1 thereafter.

USED LINKS
https://www.scribd.com/doc/29972489/project-on-mutual-funds
https://www.scribd.com/doc/13246827/PROJECT-ON-MUTUAL-FUNDAKHILESH-MISHRA

Mutual funds offer a lot of benefit which no other single option could offer. But most of the
people are not even aware of what actually a mutual fund is? They only see it as just another
investment option. So the advisors should try to change their mindsets. The advisors should
target for more and more young investors. 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.
Mutual Fund Company needs to give the training of the Individual Financial Advisors about
the Fund/Scheme and its objective, because they are the main source to influence the
investors.
Before making any investment Financial Advisors should first enquire about the risk
tolerance of the investors/customers, their need and time (how long they want to invest). By
considering these three things they can take the customers into consideration.

 Younger people aged under 35 will be a key new customer group into the future, so making
greater efforts with younger customers who show some interest in investing should pay off.
Customers with graduate level education are easier to sell to and there is a large untapped
market there. To succeed however, advisors must provide sound advice and high quality.
Systematic Investment Plan (SIP) is one the innovative products launched by Assets
Management companies very recently in the industry. SIP is easy for monthly salaried person
as it provides the facility of do the investment in EMI. Though most of the prospects and
potential investors are not aware about the SIP. There is a large scope for the companies to
tap the salaried persons.

Customer education of the salaried class individuals is far below standard. Thus Asset
Management Companys need to create awareness so that the salaried class people become
the prospective customer of the future.
Early and mid-earners bring most of the business for the Asset Management Company's.
Asset Management Companys thus needed to educate and develop schemes for the persons
who are at the late earning or retirement stage to gain the market share.
Returns record must be focused by the sales executives while explaining the schemes to the
customer. Pointing out the brand name of the company repeatedly may not be too fruitful.
The target market of salaried class individual has a lot of scope to gain business, as they are
more fascinated to Mutual Funds than the self-employed.
Schemes with high equity level need to be targeted towards self-employed and professionals
as they require high returns and are ready to bear risk.
Salary class individuals are risk averse and thus they must be assured of the advantage of
risk - diversification in Mutual Funds.
There should be given more time & concentration on the Tier-3 distributors.
The resolution of the queries should be fast enough to satisfy the distributors.

 Time to time presentation/training classes about the products should be there.

There should be more number of Relationship Managers in different Regions because one
RM can handle a maximum of 125 distributors efficiently and also to cover untapped market.
Regular activities like canopy should be done so as to get more interaction with the
distributors.
Should have to provide more advertisements, canopies in the shopping mall, main markets
because number of people visiting these places are mostly of service classes and they have to
save tax, hence there is more opportunity of getting more number of applications.
Mutual funds offer a lot of benefit which no other single option could offer. But most of the
people are not even aware of what actually a mutual fund is? They only see it as just another
investment option. So the advisors should try to change their mindsets. The advisors should
target for more and more young investors. 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.
Mutual Fund Company needs to give the training of the Individual Financial Advisors about
the Fund/Scheme and its objective, because they are the main source to influence the
investors.
Before making any investment Financial Advisors should first enquire about the risk
tolerance of the investors/customers, their need and time (how long they want to invest). By
considering these three things they can take the customers into consideration.
Younger people aged under 35 will be a key new customer group into the future, so making
greater efforts with younger customers who show some interest in investing should pay off.
Customers with graduate level education are easier to sell to and there is a large untapped
market there. To succeed however, advisors must provide sound advice and high quality.
Systematic Investment Plan (SIP) is one the innovative products launched by Assets
Management companies very recently in the industry. SIP is easy for monthly salaried person
as it provides the facility of do the investment in EMI. Though most of the prospects and
potential investors are not aware about the SIP. There is a large scope for the companies to
tap the salaried persons.

RIDDHI

RECOMMENDATIONS AND SUGGESTIONS

Customer education of the salaried class individuals is far below standard. Thus Asset
Management Companys need to create awareness so that the salaried class people
become the prospective customer of the future.
Early and mid-earners bring most of the business for the Asset Management Company's.
Asset Management Companys thus needed to educate and develop schemes for the
persons who are at the late earning or retirement stage to gain the market share.
Returns record must be focused by the sales executives while explaining the schemes to
the customer. Pointing out the brand name of the company repeatedly may not be too
fruitful.
The target market of salaried class individual has a lot of scope to gain business, as they
are more fascinated to Mutual Funds than the self-employed.
Schemes with high equity level need to be targeted towards self-employed and
professionals as they require high returns and are ready to bear risk.
Salary class individuals are risk averse and thus they must be assured of the advantage of
risk - diversification in Mutual Funds.
The resolution of the queries should be fast enough to satisfy the distributors.
Time to time presentation/training classes about the products should be there.
There should be more number of Relationship Managers in different Regions because one
RM can handle a maximum of 125 distributors efficiently and also to cover untapped
market.
Should have to provide more advertisements, canopies in the shopping mall, main
markets because number of people visiting these places are mostly of service classes and
they have to save tax, hence there is more opportunity of getting more number of
applications.
Mutual funds offer a lot of benefit which no other single option could offer. But most of the
people are not even aware of what actually a mutual fund is? They only see it as just another
investment option. So the advisors should try to change their mindsets. The advisors should

target for more and more young investors. 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.
Mutual Fund Company needs to give the training of the Individual Financial Advisors about the
Fund/Scheme and its objective, because they are the main source to influence the investors.
Before making any investment Financial Advisors should first enquire about the risk tolerance of
the investors/customers, their need and time (how long they want to invest). By considering these
three things they can take the customers into consideration.
Customers with graduate level education are easier to sell to and there is a large untapped market
there. To succeed however, advisors must provide sound advice and high quality.
Systematic Investment Plan (SIP) is one the innovative products launched by Assets
Management companies very recently in the industry. SIP is easy for monthly salaried person as
it provides the facility of do the investment in EMI. Though most of the prospects and potential
investors are not aware about the SIP. There is a large scope for the companies to tap the salaried
persons.

Jinal
RECOMMENDATION :
We suggest following measures, which ANGEL BROKING could take so as to take on heavy
competition from INDIABULLS and ICICIDIRECT.COM
1. To identify regions where promotions are required. ANGEL BROKING lacks visibility in
northern region where as it is a well-known name in western region. Even then, its promotional
campaign focuses on western region where as northern region is still waiting for promotional
campaigns.
2. Try to reduce cost, so that benefits can be passed on to customers. Senior managers a ANGEL
BROKING keep on telling that it is difficult to reduce cost, because of services we provide. But
the fact is, India being a price sensitive market, people at times go for monetary benefits rather
than for long term non- monetary benefits.

3. If charges cant be reduced because of costs involved, make the services customized, so that
services are provided to only those customers who are willing to pay the price for services they
are getting and let the other customers enjoy costs benefits without getting services.
4. Concept of margin funding should be introduced, as more and more people are asking for it.

PRICE
Debt Funds

Axis Banking Debt Fund

NAV

1368.1042

Repurchase Price

Sale Price

As on 26th of February, 2016

1368.1042
1368.1042

- Growth option
Axis Short Term Fund

16.0195

16.0195

16.0195

- Growth Option
Axis Constant Maturity 10 Year

12.8400

12.8400

12.8400

Fund - Growth Option

Axis Dynamic Bond Fund

14.7089

14.5618

14.7089

- Growth Option
Axis Fixed Income

11.5473

11.3741

11.5473

Opportunities Fund

- Regular Plan Growth

Axis Income Fund
- Growth Option
Axis Treasury Advantage Fund
- Growth Option

13.7597

13.7597

13.7597

1665.5976

1665.5976

1665.5976