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Maximising share of New Personal InvestmentProduct Type: Market Research ReportPublished by: Datamonitor Published: March 2002 Product Code: R313-3018 Description The current economic climate is proving extremely difficult for UK investment companies. The fluctuating stock market, combined with the losses that many investors have experienced on technology stocks ensured that new business levels at the end of the 2001/2002 financial year were significantly down on previous years. This report identifies and evaluates the current options that are available to UK investment companies wanting to increase their new personal investment business, and subsequently their share of the UK new personal investment market. The data contained in this report is focused on unit trusts and OEICs, and the ISA wrappers that these products can be placed into. However, many of the recommendations that the report ultimately makes for maximizing business could be applied to other types of investment products.Table of Contents EXECUTIVE SUMMARY EXPLANATION OF METHODOLOGY Structure of the report Methodology for evaluating options Time span of report IDENTIFYING THE OPTIONS FOR MAXIMIZING NEW PERSONAL INVESTMENT BUSINESS Introduction Marketing options Product options Product type options Investment scope possibilities Investment philosophy options Product feature options Service element of the products Branding options Distribution Distribution options Price Promotion Promotional spend Promotion channel options Promotional message options Promotion timing options Strategic options Acquire a company Acquire a fund Create a joint venture Develop a full service proposition Launch a new brand Buy a brand Poach fund managers EVALUATING THE OPTIONS IN RELATION TO STRATEGY Introduction Methodology for evaluating marketing options Evaluation of strategic options BLUE SKY ACTION POINTS Offer more than the product Don’t try to beat the fund supermarkets - join them Extend fund supermarket discounts beyond ‘ISA season’ If selling direct, offer incentives Offer existing customers something extra Build up a strong and distinctive brand Ensure product range has a broad appeal Take advantage of market trends APPENDIX Definitions Distribution channels DO YOU NEED MORE INFORMATION? Datamonitor Financial Services Consulting Further readings Relevant links SPP writing team How to contact experts in your industry © Datamonitor 2002. All Rights Reserved. |
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