Marketing Strategy for Askari Investment Management Limited to Attract Retail Investors

Abstract

Askari Investment Management has so far been focusing on institutional investors who initially were the best catch for the company as large amounts of capital can be added without much of a hassle. Though, after two and a half years of running the bank they have established themselves as a known asset management company in the corporate arena. It is now high time that they start focusing on retail investors before it gets too late and other companies take maximum advantage of it. The management wants to grab the retail market in the current future keeping in mind that it is a subsidiary of Askari Commercial Bank Ltd (ACBL). It is highly important for AIM now to further enhance their clientele in order to become a domestic asset management force. It should not overlook the fact that Askari Commercial Bank is its parent company. It should keep in mind while creating customers for the subsidiary it will never allow any reduction in the present customers of the parent company. Whatever customers the Asset Management Company focuses on it should not be at the cost of the ACBL.

Therefore the basic objective of the project is to come up with a marketing strategy that will provide the company with a game plan as to how it should work towards attracting the retail investors. The strategy that we come up with should give a practical solution to the basic problem of how to move towards the retail clients.

We conducted a survey in order to find needs of retail investors and segmented our market on 2 broad categories i.e. Retailers and Individual Investors. We used Statistical Package for Social Sciences (SPSS) for the analysis of our Survey. On basis of the survey finding we identified the market needs and came up with a Marketing Strategy to target retail investors. A detailed Marketing Plan was laid in which we came up with new products for specific segments of our target market. Also, we identified different promotional strategies to gain attention of our Target Market.