Marketing of Financial Instruments - A Deep Dive

Registration ID: IJNRD_201329

Published ID: IJNRD2307281

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Rishii Bachhawat

Fear-based Marketing

If the next generation of investors are asked “Which banking partner, would you choose?” the answer would most likely be HDFC bank, Kotak Mahindra Bank or Axis Bank. According to a recent survey by Money Control, only 6% of the first-time depositors would choose SBI Bank, India’s Largest Commercial Bank as their banking solution. However, in our survey we saw that over 70% of insurers would choose Life Insurance Corporation (LIC) as their insurer. Both are government managed entities in the top 10 most valuable companies of the country. However, the future looks vastly different for them. In this project we will analyse what LIC is doing different to make it the KINGPIN. Financial instruments are the assets that are used for investment, trading, and risk management purposes. The marketing of financial instruments plays a critical role in the financial industry. Effective marketing strategies can help financial institutions to attract customers and retain them for the long-term. However, marketing of financial instruments poses unique challenges, including regulatory compliance, customer education, and market volatility. This research paper aims to explore the strategies and challenges involved in marketing of financial instruments. As of January 2023, the total assets under management (AUM) of the mutual funds industry in India stood at INR 38.8 trillion (approximately USD 520 billion), according to data from the Association of Mutual Funds in India (AMFI). The AUM of the Indian mutual fund industry has grown at a compound annual growth rate (CAGR) of 18% over the last five years, from INR 17.5 trillion (approximately USD 235 billion) in January 2018 to INR 38.8 trillion in January 2023. This research paper aims to explore the reasons behind this over-the-top growth where penetration of mutual funds as a part of the GDP (Gross Domestic Product) has shot up to 18%. I would also seek to formulate strategies which could be beneficial for mutual funds. These strategies would be formed from my understanding of the markets guided by my survey and secondary data acquired on course of making this paper.

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Rishii Bachhawat (July-2023). Marketing of Financial Instruments - A Deep Dive. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(7), c812-c840. https://ijnrd.org/papers/IJNRD2307281.pdf

Volume 8 Issue 7, July-2023

Pages : c812-c840

Paper Reg. ID: IJNRD_201329

Published Paper Id: IJNRD2307281

Research Area: Management

Author Type: Indian Author

Country: Kolkata, West Bengal, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2307281.pdf

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