Brand-O: Entering Reality

Round 2

Context
ValueWealth is a FinTech company in Mutual Fund distribution market. In addition, it also provides Wealth Management
Services. The company has been around for more than 5 years and now wants to establish its strong presence on
Social Media.

FinTech Mutual Fund Distribution Market

Technological developments over the past quarter century have greatly facilitated the distribution of mutual funds but
the recent emergence of FinTech platforms is an entirely new phenomenon and a massive disruption. Instead of acting
as a facilitator for traditional financial institutions, FinTech platforms, created by tech-driven firms, distribute mutual
funds directly to individual investors via their mobile and web apps. Regardless of time and place, investors can
instantaneously access the entire gamut of financial products at their fingertips. There are various FinTech startups
which have already taken a heads up in this space and are growing at quite a fast pace. Indian domestic mutual fund
market is currently valued at INR 34 trillion and growing at a rapid pace. ValueWealth is facing a steep competition
from various players in the mutual fund distribution market ranging from the large established banks to new
age startups and unicorns.
ValueWealth faces stiff competition from Groww, ICICI Securities, IIFL Wealth, Fisdom and Scripbox to name a
few. These companies are able to leverage their social media reach to launch their services, engage the audience and
market their products.

Problem Statement
ValueWealth now wants to establish its presence on Social Media. The brand has its Social Media account on multiple
platforms, but it’s not able to attract as many followers as it would like to. The count of followers for ValueWealth is in
hundreds across different platforms, as opposed to Lakhs of followers attracted by their competitors.
The company has 60,000 customers, out of which only 25,000 are actively using their services. The company’s break-
up of customer demographics along with their business contributions has been provided (Annexure 1).
The brand now wants to expand its social media presence and increase the number of followers through a
comprehensive marketing strategy.

Deliverables
Devise an end-to-end marketing plan to increase the number of followers on ValueWealth’s social media handles.
The plan should contain the following:
1. STP analysis and recommendations.
2. Competitor analysis- on overall terms, and in terms of their social media presence.
3. Social media campaigns to attract and retain followers.
4. Growth plan strategy- you may choose one platform and have a focused strategy or diversify reach
across platforms and devise plans accordingly.
5. Plan to sustain the count of followers.
However, there are a few constraints under which the company must come up with a solution:
1. Since the industry is heavily regulated by regulating bodies like SEBI and AMFI, onboarding celebrity
Influencers is not allowed, and hence, can’t be included.
2. Above the Line campaigns aren’t a feasible option due to major budget constraints.

Rules for submission

All participants are supposed to adhere to the limit of maximum 3-slides for submission (excluding annexures and
cover page). The file size should not exceed 25 MB.
1. Any assumptions taken must be specified in the annexures.
2. The final deadline of submission will be mentioned on the D2C platform.

3. For any queries, contact

a Krisha Bole: +91 9405904510
b Gajanan Taur: +91 8446673361
4. Naming convention for submission – TEAM NAME_INSTITUTE NAME

5. The decision of the organizers is final and binding.

 Annexure 1
Break-up of ValueWealth’s customer demographics along with their business contributions
No of Customers in Business Contribution in
Generation
% %
Gen Z 6% 2%
Gen Y (Millennials) 49% 36%
Gen X 26% 39%
Baby Boomers 17% 20%
Traditionalists 2% 3%