Marketing strategies for open-end real estate funds

Term Paper , 2010 , 44 Pages , Grade: 1,0

Business economics - Offline Marketing and Online Marketing

The latest crisis in real estate which had widened to a global financial crisis extremely affected an assumed solid and safe investment vehicle – open end real estate funds. The high share redemption by institutional investors caused a wave of redemptions since the reaction of institutional investors had lead to an uncertainty of private investors. The consequence: many open ended funds suspended the right of the redemption of share certificates by reason of illiquidity. And even today numerous capital investment companies still suspend the share redemption, respectively again. The problem is a high information asymmetry. Many investors are informed in an insufficient way. New investors need to be appealed and activated to achieve the goal of new issuance of shares. A sustainable success of the fund products for investors can only be achieved by new guidelines for liquidity management and the help of a competency based holistic marketing strategy. Mr. Wolfgang Schäuble (CDU) wants to achieve a minimum investment horizon for open ended funds, but this would endanger the main advantage of this asset class – the daily possibility of redemption. Therefore it would be better to implement the law only for institutional investors. However, it is questionable whether this product can further exist in this form. The Term paper deals with open ended funds which are mainly launched for private investors. Aside exists special funds which are launched for the specific needs of institutional investors. The aim of the paper is to figure out which instrumental strategies are applied pursued by open ended funds.

Contents

1. Introduction

2. Managing the Marketing Mix of open ended funds
2.1 Product policy
2.1.1 Design of the fund product program
2.1.2 Product design of open ended funds
2.1.2.1 Strategy of product variation
2.1.2.2 Strategy of product differentiation
2.2 Price policy
2.2.1 Pricing of open ended funds
2.2.2 Discount possibilities
2.2.3 Comparison of selected open ended funds
2.3 Distribution strategies
2.3.1 Distribution objectives
2.3.2 Structure of distribution channels in funds business
2.3.2.1 Indirect distribution
2.3.2.2 Direct distribution
2.3.2.3 Multichannel distribution
2.3.2.4 Channel design
2.4 Communication strategies
2.4.1 Corporate Identity as basis for communication strategy
2.4.2 Elements of the communication strategy
2.4.3 Above-the-Line Advertising
2.4.3.1 Advertising in print media
2.4.3.2 Advertising in electronic media
2.4.3.2.1 Applied forms of electronic advertising in funds business
2.4.3.2.2 Key techniques for a successful advertising design
2.4.3.3 Outdoor Advertising
2.4.4 Further advertising instruments applied by investment companies

3. Summary

Reference list

Appendices

• College: Nürtingen University; Geislingen (Fakultät Wirtschaft und Recht, Fachbereich Immobilienmarketing)
• Grade: 1,0
• Author: Melanie Kotschenreuther (Author)
• Publication Year: 2010
• Pages: 44
• Catalog Number: V194333
• ISBN (eBook): 9783656198611
• ISBN (Book): 9783656200192
• Language: English
• Tags: marketing