Marketing of Mutual Funds in Pakistan: Opportunities & Challenges By Sohail Yaqoob

1. Marketing of Mutual Funds in Pakistan: Opportunities & Challenges By Sohail Yaqoob

3. History of Mutual Funds in Pakistan 1962 - Government of Pakistan established NITL which launched first Open End Equity Fund in Pakistan – NIT 1966 - Government of Pakistan established ICP which launched series of Closed End Funds (25). Only in the Mid 90s, the sprouts of mutual funds is witnessed 1994-95 - More funds launched in private sector 2006 - Total number of AMCs are 30 managing 56 mutual funds

4. Mutual Funds Industry in 2006 • Total Industry Size - Rs. 171 billion (US$ 2.83 billion) • Total number of Funds - 56 • Total number of AMC - 30

5. Major Market Players • National Investment Trust Ltd. • JS ABAMCO Ltd. • Arif Habib Investment Management Ltd. • Al Meezan Investment management Ltd. • Atlas Asset Management Ltd. • UBL Fund Managers Ltd.

6. Asset Management Companies in Pakistan

7. Mutual Funds in Pakistan

8. Year-wise Growth of Mutual Funds Since 2001

9. Total Mutual Funds Industry as % of GDP for the year 2005-2006 Source: State Bank of Pakistan

10. Mutual Funds Industry to Bank Deposits (September’ 2006) Source: State Bank of Pakistan

11. Worldwide Mutual Fund Industry History and Inception of Mutual Funds First modern day mutual fund was opened in North America in 1924 The GREAT DEPRESSION of 1930s in USA has stalled the growth of mutual funds sector, like many other economic activities Yet it was, 1990s that mutual funds became mainstream investments in the USA and around the globe At the end of June 2006, total mutual fund assets all over the world were $ 19.413 trillion

12. Worldwide Mutual Fund Industry

13. Asia/Pacific Mutual Fund Industry

14. Islamic Mutual Fund Industry One of the fastest growing sectors BUT As compare to over all mutual fund industry, it is at infancy stage of growth and development The wider acceptance of equity funds by Shariah Scholars in early 1990s paved the way to launch Islamic mutual funds. Currently, approximately 250 Islamic Institutions in some 75 countries, managing funds worth over USD $200 billion.

15. Comparison of Islamic vs World Wide Mutual Fund Industry

16. Comparison of Pakistan’s vs. World Wide Islamic Mutual Funds

17. Total Mutual Fund Industry in Pakistan- Rs. 171.00 bn Size of Islamic Mutual Funds in Pakistan-Rs. 9.12 bn (5.33%)

18. Size of Islamic Mutual Fund in Pakistan - Rs. 9.114 bn Market Share of Al Meezan Investments - Rs. 6.925 bn

19. Total Mutual Fund Industry in Pakistan - Rs. 171 bn Market Share of Al Meezan Investments - Rs. 6.925 bn as of September 30, 2006

20. Why Mutual Funds lagging in Pakistan? • Controlled by Public Sector, initially • Lack of awareness • Interest rates were too high • Education • Distribution • Low savings

21. How many people know? • What is Mutual Fund? • What are different types of Mutual Funds? • Why an individual invest in Mutual Fund? • How can Mutual Funds be purchased?

22. What are the Advantages of investing in Mutual Funds? • Experienced and Professional Fund Management • Diversified portfolio • Economies of Scale • Liquidity • Convenient processing • Affordability • Transparency • Stringent regulator

23. What should be done to become a significant contributor in the global market? (Opportunities) • Putting collective efforts at industry level • Comprehensive analysis of investors’ needs and preferences • Education of People about mutual funds at mass level • Product innovations by launching specialized products. • Widening, broadening and deepening the markets • Tapping overseas investor base Cont…

24. What should be done to become a significant contributor in the global market? (Opportunities) • Marketing in semi-urban and rural areas • Improving quality of service • Quick dissemination of information • Banking and other related industries to utilize their network for mutual fund distribution • Expanding distribution network by discovering non- non-traditional channel of distribution Cont…

25. What should be done to become a significant contributor in the global market? (Opportunities) • Understanding the importance of retail market • Separate funds for various investors’ segments. • Promoting standardize performance measurement procedures at industry level • Creating positive image about the fund and changing the nature of the market • Better technology aiming at providing quality service

26. How can Mutual Funds be marketed? • Advertisement through Print Media • Newspapers • Magazines • Advertisement through Electronic Media • Television • Radio • Outdoor Advertising • Hoardings • Banners Cont…

27. How can Mutual Funds be marketed? • Direct Marketing • Personal Selling • Telemarketing • Direct Mail to existing as well as potential investors • Below the line activities (BTL) • Participation in exhibition • Information desk as public places • Arranging seminars - Corporate as well as Educational • Selling through Intermediaries/Distributors Cont…

28. How can Mutual Funds be marketed? • Comprehensive website and link with other popular websites • Providing quick response to the Customers through • Distribution Centers • Call Centers • Emails • Providing up to the mark value addition services

29. What about the target market? • Individuals • Institution • Government Institutions • Private Organizations • Provident / Pension Funds • Trusts / Funds / Welfare Organizations • Educational Institutions • Overseas investors • Semi-urban and rural Segment

30. What would be the appropriate marketing strategy for each segment? Individuals Indirect selling through distributor network and regular campaigns through print and electronic media, exhibition Institutions Personalized and direct marketing Trusts / Funds / Welfare Organizations Direct selling as well as indirect selling through distributor network and creating awareness through appropriate media Cont…

31. What would be the appropriate marketing strategy for each segment? Overseas investors Personalized and direct marketing, prompt and timely service, website links, advertisement in foreign print media, seminars / conferences, road shows Educational Institutes Personalized and direct marketing Semi-urban and rural Segment Electronic media, simplified literature in rural languages, visits by mobile vans with audio-visual aids, hoardings, wall paintings and educational films

32. Challenges for Mutual Fund Industry • Lack of diversified products range • Understanding of investors’ need • Public awareness at mass level • Un-stability of Stock Market • Dearth of liquid debt instruments • Protecting and maintaining the integrity and quality • Ensuring performance • Maintaining momentum to ensure viability • Providing competitive returns Cont…

33. Challenges for Mutual Fund Industry • Mitigating the Risk involved • Inadequate Intellectual Capital • Comforting & convincing with bad past investment experiences • Budgetary constraints for Marketing activities. • Low saving and Investment oriented society • Information disclosure and transparency • Choosing appropriate distribution network • Right timing to launch funds • In time after sale activities • Strict monitoring of regulators

34. Recommendations • Team work for the growth of mutual fund industry • Mass awareness and education about mutual funds • Strengthening distribution network • Understanding the fact that related financial industries are not a threat • Promoting healthy business practices and ethical code of conduct • Disseminating timely information • Establishing affiliations with mutual funds associations in other countries and promote one-to-one contacts • Media should play a more supportive and constructive role for awareness and disseminating information

35. The winning formula is the troika of performance, service and trust for meeting long-term goals and becoming a true success story in the world’s financial markets.

36. Thank you