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PROJECT REPORT ON PERCEPTION OF THE CHANNEL PARTNERS TOWARDS MUTUAL FUNDSSubmitted to the Partial Fulfillment of the Award of Post Graduate Diploma IN Business Administration By DEEPAK KUMAWAT Registration No. 200737327 Under the Supervision of Ms. Noopur BardiaSYMBIOSIS CENTRE FOR DISTANCE LEARNING

(SCDL) Batch- 2007

ACKNOWLEDGEMENTI would like to take this opportunity to thank all the persons who have helped me in making my project a great success. My special thanks to Ms. Noopur Bardia, Sr. Regional Credit Manager, Rajasthan, for giving me this opportunity to work with ICICI Bank and for guiding me through the whole training period. I am very thankful to all my colleagues of ICICI Bank for helping me in my work. Its very difficult to express feelings about ICICI Bank staff for the help and support. It has indeed been a rich learning experience. Last but not the least I would like to thank those person whose encouragement and ideas enriched my report.

Thank you very much. Date: 7th October 2010 Place: Jaipur Deepak Kumawat

TABLE OF CONTENTSr. No. Content 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 OBJECTIVE ICICI PRUDENTIAL AMC AT GLANCE RESEARCH METHODOLOGY LIMITATIONS AN IN-DEPTH KNOWLEDGE OF MUTUAL FUND RISK RETURM MATRIX PROCESS OF MUTUL FUND ORGANIZATION OF MUTUL FUND STRUCTURE OF MUTUAL FUND ADVANTAGE OF MUTUL FUND DISADVANTAGE OF MUTUL FUND TYPE OF SCHEME IN MUTUL FUND ICICI PRUDENTIAL MUTUAL FUND SCHEMES COMPARATIVE STUDY SURVEY MATHEMATICAL ANALYSIS OF DATA FINDINGS OF THE SURVEY SUGGATIONS Page No. 4 5 9 11 12 17 19 21 23 25 29 32 42 46 57 69 72 73

1- OBJECTIVEThe main objectives of the study were: To study the mutual funds in detail, to study the various aspects involved in mutual funds as to its working procedure, its advantages and disadvantages also the in-depth study of different kinds of mutual funds. To study the channel partners perception towards the mutual funds scenario in Jaipur. To know how to face the problem of corporate world, to face original market situations and to gain real marketing experience. To enhance the knowledge and skills by working in particular company and apply the theoretical knowledge in corporate sector. To face the problem of corporate world and tackle them in polite way. To educate the customers about facilities provided by ICICI Prudential.

The major findings of the report were found out that it is important to recognize the needs of the customer and implement on them and also to recognize the potentials of their brokers and agents and to reward them accordingly to retain their competency. It was also found out that the survival and growth of the enterprise in dynamic business environment would depend largely on their ability to promote.

2- ICICI PRUDENTIAL AMC AT A GLANCEICICI Prudential Asset Management Company enjoys the strong parentage of Prudential plc, one of UK's largest players in the insurance & fund management sectors and ICICI Bank, a well-known and trusted name in financial services in India. ICICI Prudential Asset Management Company, in a span of just over eight years, has forged a position of preeminence in the Indian Mutual Fund industry as one of the largest asset management companies in the country with average assets under management of Rs. 68,7105.105 Crore (as of August 31, 2010). The Company manages a comprehensive range of schemes to meet the varying investment needs of its investors spread across 230 cities in the country.

Key Indicators At inception - May 110108 Average Assets Under Management Number of Funds Managed Rs. 160 Crore 2 As on August 30, 2010 Rs. 687105.105 Crore 40

SPONSORS ICICI BANK LTD Securities and Exchange Board of India, vide its letter no. MFD/PM/567/02 dated June 4, 2002, has accorded its approval in recognizing ICICI Bank Ltd. as a co-sponsor consequent to the merger of ICICI Ltd. with ICICI Bank Ltd. ICICI Bank (BSE: ICICI) (formerly Industrial Credit and Investment Corporation of India) is India's largest private sector bank by market capitalization and second largest overall in terms of assets. Bank has total assets of Rs. 3,634.00 billion (US$ 81 billion) at March 31, 2010 and profit after tax Rs. 40.25 billion (US$ 8106 million) for the year ended March 31, 2010. ICICI Bank is second amongst all the companies listed on the Indian stock exchanges in terms of free float market capitalization Free float holding excludes all promoter holdings, strategic investments and cross holdings among public sector entities. The Bank has a network of 2,035 branches and about 5,518 ATMs in India and presence in 18 countries. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK subsidiary has established branches in Belgium and Germany. ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).

ICICI PRUDENTIAL MUTUAL FUND Headquartered in London, Prudential plc and its affiliated companies together constitute one of the world's leading financial services groups. Prudential provides insurance and financial services in a number of markets around the world, including in Asia, the US, the UK, Europe and the Middle East. Founded in 1848, the company has 2410 billion in funds under management (as of December, 31 2008) and more than 21 million customers worldwide. Prudential has been writing life insurance in the United Kingdom for 160 years and has had the largest long-term fund in the United Kingdom, for over a century. In the United Kingdom, Prudential is a leading retirement savings and income solutions and life assurance provider. M&G is Prudential's fund management business in the United Kingdom and Europe, with almost 140 billion in funds under management (as of December 31, 2008). In the United States, Jackson National Life, which we acquired in 11086, is one of the largest life insurance companies providing retirement savings and income solutions. In Asia, Prudential is the leading Europe-based life insurer in terms of market coverage and number of top three ranking positions. It is also one of the largest and most successful fund managers in Asia with more top five market rankings than any other regional player. Today, Prudential has life insurance and fund management operations spanning 13 diverse markets in Asia. Prudential plc is incorporated and with its principal place of business in the United Kingdom. It is not affiliated in any manner with Prudential Financial, Inc., a company whose principal place of business is in the United States. AMC Member Details

Information As On 01st Aug 2010 Name of the Mutual Fund Date of setup of Mutual Fund Name(s) of Sponsor Name of Trustee Company Name of Trustees Name of the Asset Management Co. Date of Incorporation of AMC ICICI Prudential Mutual Fund October 13, 110103 Prudential Plc and ICICI Bank Ltd. ICICI Prudential Trust Ltd. Mr. D.J. Balaji Rao - Director Mr. Keki Bomi Dadiseth - Director Mr. M. S. Parthasarathy - Director Ms. Madhabi Puri-Buch - Director ICICI Prudential Asset Mgmt.Company Limited June 22, 110103 Dr. (Mrs.) Swati A Piramal Mr. Barry Stowe Mr. Dileep Choksi Mr. N.S.Kannan Mr. Nilesh Shah Mr. Nimesh Shah Mr. Vijay Thacker Mr. Vikram B. Trivedi Ms. Chanda Kochhar Ms. Chanda Kochhar Mr. Nimesh Shah Mr. Nilesh Shah Mr. Chaitanya Pande Mr. Rahul Goswami Mr. S Naren Ms. Supriya Sapre Ms. Kamaljeet Saini 8th Floor, Peninsula Tower, Peninsula Corporate Park, Lower Parel Mumbai 400013 (B)2410107000 (Fax) 24101070210 [email protected] http://www.icicipruamc.com/ M/s N. M. Raiji & Company HDFC Bank Limited

Name(s) of Director

Name of Chairman Name of Chief Executive Officer Name of Chief Investment Officer Name(s) of Fund Manager Name of Compliance Officer Name of Investor Service Officer Address of AMC

Telephone Number Email Website Name(s) of Auditors Name(s) of Custodian Name(s) of Registrar and Transfer Computer Age Management Services Pvt. Ltd. Agent

3- RESEARCH METHODOLOGY3.1 RESEARCH DESIGN In-depth study of mutual funds and to study the perception of the channel partners towards the mutual funds scenario in Jaipur. I. SAMPLING METHOD: Simple Random Sampling Under this sampling design every item of the universe has an equal chance of inclusion in the sample. This consists the collection of information randomly from the available universe, whose views may be relevant to the subject of inquiry. Here 25 out of about 680 empanelled brokers of the ICICI Prudential Mutual Funds, Jaipur branch were consulted for the study. II. SOURCE OF DATA a) PRIMARY DATA The primary data collected for the study from the brokers and the agents. Questionnaire has been used for the study of the brokers perception towards mutual fund scenario. b) SECONDARY DATA Secondary data was collected from the companys journals, annual reports, office documents & various reference websites were also concerned for the collection of secondary data

III. TOOLS FOR DATA COLLECTION The tool used for the collection of primary data is the Questionnaire Method and for the collection of secondary data the following tools were used: a) Branch Manager and Sales Executives were consulted for various queries. b) Various sites were referred in order to collect secondary data. c) ICICI Prudential Mutual Funds journals were consulted. IV. SAMPLE DESIGN: a) Sample Unit: The Brokers & The agents. b) Sample size: A total of 25 respondents were surveyed. V. TOOLS FOR ANALYSIS: a) Percentage method: The analysis of the data collected through the questionnaire was done with the help of the percentage method. VI. METHODS OF PROJECTING FINDINGS: a) Graphs: The data after analysis have been represented graphically with the help of bar charts. The graphs help understand the data conveniently and that too at a glance. VII. PRACTICAL /SCIENTIFIC UTILITY The main focus of the project was in-depth analysis of the mutual funds and to study the channel partners perception towards mutual funds scenario in Jaipur and it was found out that it is important to recognize the needs of the customer and implement on them & also to recognize the potentials of their brokers and agents and to reward them accordingly to retain their competency. It was also found out that the survival and growth of the enterprise in dynamic business environment would depend largely on their ability to promote.

4- LIMITATIONSI. The project involved dealing with company information and data, which are confidential to the company and cannot be disclosed to all. II. Primary data collected totally dependent on the respondents view. The respondents were not cooperative while filling up the questionnaire. III. Since the study is wide in nature and cant be taken for consideration. The data collected is only from Jaipur so it cant be taken into consideration for whole ICICI Prudential and its branches. IV. Time constraints, 30 days was not enough to get the knowledge of the whole mutual fund industry. V. The values taken for comparison are not the same always, so the results based on them also keep on changing from time to time.

5- AN IN-DEPTH ANALYSIS OF MUTUAL FUNDS5.1 WHAT IS A MUTUAL FUND? Mutual Fund is a trust that pools the savings of a number of investors who share a common financial goal. The money thus collected is then invested in capital market instruments such as shares, debentures and other securities. The income earned through these investments and the capital appreciations realized are shared by its unit holders in proportion to the number of units owned by them. Thus a Mutual Fund is the most suitable investment for the common man as it offers an opportunity to invest in a diversified, professionally managed basket of securities at a relatively low cost. Whether our goal is to preserve capital or maximize returns, whether it is to create wealth or earn regular income, whether one wants to invest for 15 days or 15 years, whether one has savings of Rs. 5000 or 5 lakhs, whether one is an investing whiz uninitiated investor, the diverse realm of mutual funds has lot to offer. The money thus collected is invested by the fund manager in different types of securities depending upon the objective of the scheme. These could range from shares to debentures to money market instruments. The income earned through these investments & the capital appreciations realized by the scheme are shared by its unit holders in proportion to the number of units owned by them (pro rata).

The basic objective of a mutual fund is to provide a diversified portfolio so as to reduce the risk in investments at a lower cost. The mutual fund industry worldwide is based on this premise. Investors who take up mutual fund route for investments believe that their risk is minimized at lower costs, and they get an optimum portfolio of securities that match their risk appetite. They are ignorant about the diverse techniques and hedging products that can be used for minimizing the market volatility and hence take the help of the fund managers. Mutual funds are 'open-ended' investment funds, meaning that new investors can contribute money to the fund at any time, and existing investors can return their units or shares to the fund for redemption at any time. The mutual fund industry in India started in 11063 with the formation of Unit Trust of India, at the initiative of the Government of India and Reserve Bank. Unit Trust of India (UTI) was established on 11063 by an Act of Parliament. It was set up by the Reserve Bank of India and functioned under the Regulatory and administrative control of the Reserve Bank of India. In 11078 UTI was de-linked from the RBI and the Industrial Development Bank of India (IDBI) took over the regulatory and administrative control in place of RBI. The first scheme launched by UTI was Unit Scheme 11064. At the end of 11088 UTI had Rs.6, 700 crores of assets under management.

5.2 HISTORY OF THE INDIAN MUTUAL FUND INDUSTRIES The mutual fund industry in India started in 11063 with the formation of Unit Trust of India, at the initiative of the Government of India and Reserve Bank of India. The history of mutual funds in India can be broadly divided into four distinct phases

I.

First Phase 11064-87

Unit Trust of India (UTI) was established on 11063 by an Act of Parliament. It was set up by the Reserve Bank of India and functioned under the Regulatory and administrative control of the Reserve Bank of India. In 11078 UTI was de-linked from the RBI and the Industrial Development Bank of India (IDBI) took over the regulatory and administrative control in place of RBI. The first scheme launched by UTI was Unit Scheme 11064. At the end of 11088 UTI had Rs.6,700 crores of assets under management.

II.

Second Phase 11087-110103 (Entry of Public Sector Funds)

11087 marked the entry of non- UTI, public sector mutual funds set up by public sector banks and Life Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC). SBI Mutual Fund was the first non- UTI Mutual Fund established in June 11087 followed by Canbank Mutual Fund (Dec 87), Punjab National Bank Mutual Fund (Aug 810), Indian Bank Mutual Fund (Nov 810), Bank of India (Jun 100), Bank of Baroda Mutual Fund (Oct 102). LIC established its mutual fund in June 110810 while GIC had set up its mutual fund in December 110100. At the end of 110103, the mutual fund industry had assets under management of Rs.47,004

crores.

III.

Third Phase 110103-2003 (Entry of Private Sector Funds)

With the entry of private sector funds in 110103, a new era started in the Indian mutual fund industry, giving the Indian investors a wider choice of fund families. Also, 110103 was the year in which the first Mutual Fund Regulations came into being, under which all mutual funds, except UTI were to be registered and governed. The erstwhile Kothari Pioneer (now merged with Franklin Templeton) was the first private sector mutual fund registered in July 110103. The 110103 SEBI (Mutual Fund) Regulations were substituted by a more comprehensive and revised Mutual Fund Regulations in 110106. The industry now functions under the SEBI (Mutual Fund) Regulations 110106. The number of mutual fund houses went on increasing, with many foreign mutual funds setting up funds in India and also the industry has witnessed several mergers and acquisitions. As at the end of January 2003, there were 33 mutual funds with total assets of Rs. 1,21,805 crores. The Unit Trust of India with Rs.44,541 crores of assets under management was way ahead of other mutual funds.

IV.

Fourth Phase since February 2003

In February 2003, following the repeal of the Unit Trust of India Act 11063 UTI was bifurcated into two separate entities. One is the Specified Undertaking of the Unit Trust of India with assets under management of Rs.210,835 crores as at the end of January 2003, representing broadly, the assets of US 64 scheme, assured return and certain other schemes. The Specified Undertaking of Unit Trust of India, functioning under an administrator and under the rules framed by Government of India and does not come under the purview of the Mutual Fund Regulations.

The second is the UTI Mutual Fund, sponsored by SBI, PNB, BOB and LIC. It is registered with SEBI and functions under the Mutual Fund Regulations. With the bifurcation of the erstwhile UTI which had in March 2000 more than Rs.76,000 crores of assets under management and with the setting up of a UTI Mutual Fund, conforming to the SEBI Mutual Fund Regulations, and with recent mergers taking place among different private sector funds, the mutual fund industry has entered its current phase of consolidation and growth. The graph indicates the growth of assets over the years. History of the Indian Mutual Fund Industry

6-RISK RETURN MATRIX

The risk return trade-off indicates that if investor is willing to take higher risk then correspondingly he can expect higher returns and vise versa if he pertains to lower risk instruments, which would be satisfied by lower returns. For example, if an investors opt for bank FD, which provide moderate return with minimal risk. But as he moves ahead to invest

in capital protected funds and the profit-bonds that give out more return which is slightly higher as compared to the bank deposits but the risk involved also increases in the same proportion. Thus investors choose mutual funds as their primary means of investing, as Mutual funds provide professional management, diversification, convenience and liquidity. That doesnt mean mutual fund investments risk free. This is because the money that is pooled in are not invested only in debts funds which are less riskier but are also invested in the stock markets which involves a higher risk but can expect higher returns. Hedge fund involves a very high risk since it is mostly traded in the derivatives market which is considered very volatile.

7- PROCESS OF A MUTUAL FUNDSWORKING OF MUTUAL FUND

8- ORGANISATION OF A MUTUAL FUNDThere are many entities involved & the diagram below illustrates the organizational set up of a mutual fund.

8- ST 9-SRUCTURE OF MUTUAL FUND9.1 SPONSOR Sponsor is the person who acting alone or in combination with another body corporate establishes a mutual fund. Sponsor must contribute at least 40% of the net worth of the Investment Managed and meet the eligibility criteria prescribed under the Securities and Exchange Board Of India (Mutual Funds) Regulations, 110106.The Sponsor is not responsible

or liable for any loss or shortfall resulting from the operation of the Schemes beyond the initial contribution made by it towards setting up of the Mutual Fund. 9.2 TRUST The Mutual Fund is constituted as a trust in accordance with the provisions of the Indian Trusts Act, 1882 by the Sponsor. The trust deed is registered under the Indian Registration Act, 11008. 9.3 TRUSTEE Trustee is usually a company (corporate body) or a Board of Trustees (body of individuals). The main responsibility of the Trustee is to safeguard the interest of the unit holders and inter Alia ensure that the AMC functions in the interest of investors and in accordance with the Securities and Exchange Board of India (Mutual Funds) Regulations, 110106, the provisions of the Trust Deed and the Offer Documents of the respective Schemes. At least 2/3rd directors of the Trustee are independent directors who are not associated with the Sponsor in any manner.

9.4 ASSET MANAGEMENT COMPANY (AMC) The Trustee as the Investment Manager of appoints the AMC the Mutual Fund. The AMC is required to be approved by the Securities and Exchange Board of India (SEBI) to act as an asset management company of the Mutual Fund. At least 50% of the directors of the AMC are independent directors who are not associated with the Sponsor in any manner. The AMC must have a net worth of at least 10 crores at all times.

9.5 REGISTRAR AND TRANSFER AGENT The AMC if so authorized by the Trust Deed appoints the Registrar and Transfer Agent to the Mutual Fund. The Registrar processes the application form; redemption requests and dispatches account statements to the unit holders. The Registrar and Transfer agent also handles communications with investors and updates investor records.

10- ADVANTAGES OF MUTUAL FUNDSPREFERENCES FOR MUTUAL FUNDS

10. 1 DIVERSIFICATION: Most mutual funds spread the money over 20 to 30 equity shares. This lowers the risk from an investor loss. Even any one or two shares were to under perform; their impact on the NAV may be restricted only to their proportion of holdings. Take a simple example: say you have Rs10, 000 invested in one stock, reliance. Now the stock drops 50%. The value of your investments will halve to Rs. 5000. Now say you had invested the same amount in a mutual fund, which had parked 10% of its corpus in the reliance stock. Assuming prices of other stocks in its portfolio stay the same, the depreciation in the funds portfolio & hence your investment will be 5%.

10.2 PROFESSIONAL MANAGEMENT: Most of us have neither the skill to find good stocks that suit our risk & Returns profile nor the time to track our investments-but still want the returns that can be had from equities. When you invest in mutual fund, it is your fund manager who will take care of your investments. A

fund manager is an investment specialist, who brings to the table an in-depth understanding of the financial markets. 10.3 TAX BENEFITS: Section 80 C for Equity Linked Saving Schemes, ability to reinvest your proceeds from capital gains into mutual funds under section 54EA & 54EB & tax-free status for equity oriented funds for three years starting from April1, 1101010 are popular benefits that investors in mutual funds can avail of. 10.4 AFFORDABILITY: A mutual fund invests in a portfolio of assets, i.e. bonds, shares, etc. depending upon the investment objective of the scheme. An investor can buy in to a portfolio of equities, which would otherwise be extremely expensive. Each unit holder thus gets an exposure to such portfolios with an investment as modest as Rs.5000/-. This amount today would get you less than quarter of an Infosys share! Thus it would be affordable for an investor to build a portfolio of investments through a mutual fund rather than investing directly in the stock market.

10.5 REGULATION: Securities Exchange Board of India (SEBI), the mutual funds regulator has clearly defined rules, which govern mutual funds. These rules relate to the formation, administration and management of mutual funds and also prescribe disclosure and accounting requirements. Such

a high level of regulation seeks to protect the interest of investors. 10.6 VARIETY: Mutual funds offer a tremendous variety of schemes. This variety is beneficial in two ways: first, it offers different types of schemes to investors with different needs and risk appetites; secondly, it offers an opportunity to an investor to invest sums across a variety of schemes, both debt and equity. For example, an investor can invest his money in a Growth Fund (equity scheme) and Income Fund (debt scheme) depending on his risk appetite and thus create a balanced portfolio easily or simply just buy a Balanced Scheme. 10.7 SYSTEMATIC INVESTMENT PLAN: Small sums (starting from Rs 5000) of money can be invested monthly or quarterly. This is not an option with equity shares. Shares or units of Mutual funds are also available in fractions (up to three decimals), while equity shares are traded in round lots only. A plan for systematic withdrawals is also available from some funds.

10.8 EASY ENTRY AND EXIT: Filling a mutual fund application or a redemption form is all that it takes while entering or exiting a mutual fund. But with equity shares, you need to have an account with a stock broker (for buying & selling) and another with a depository participant (which maintains your shares

in an electronic form). 10.9 LIQUIDITY: In open-end schemes, the investor gets the money back promptly at net asset value related price from the mutual fund. In closed-end schemes, the units can be sold on a stock exchange at the prevailing market price or the investor can avail of the facility of direct repurchase at NAV related prices by mutual fund. 10.10 TRANSPARENCY: You get regular information on the value of your investment in addition to disclosure on the specific investments made by your scheme, the proportion invested in each class of assets & the fund managers investment strategy & outlook. 10.11 FLEXIBILITY: Through features such regular investment plans, regular withdrawal plans & dividend reinvestment plans, you can systematically invest or withdraw funds according to your needs & convenience.

11- DISADVANTAGES OF MUTUAL FUNDSMutual Funds are good investment vehicles to navigate the complex & unpredictable world of

investments. However, even mutual funds have some inherent drawbacks. 11.1 RESTRICTIVE GAINS: Diversification helps, if risk minimization is your objective. However the lack of investment focus also mean you gain less than if you have invested directly in a single security. In our earlier example, say, Reliance appreciated 50%. A direct investment in the stock would appreciate by 50%. But your investment in the mutual fund, which had invested 10% of its corpus in Reliance, will see only a 5% appreciation. 11.2 ENTRY AND EXIT LOADS: The AMC that manages your mutual funds can also afford to bear all its expenses. So it recovers part of these regular expenses from the investors, for whom it is doing this big favour. It is broken into two parts: I. ANNUAL MANAGEMENT FEE An annul management fee (up to 2.5 % for funds less than Rs100crores & 2 % for funds above Rs100crores).

II. ENTRY & EXIT LOADS. An ENTRY LOAD is mainly to help the AMC recover expenses relating to sales literature, distribution, advertising & agent /broker commissions. The price at which an investor buys into the fund is a function of both the NAV & sales load.

For instance, if the fund NAV is Rs 12 & the application sales load is6%, the cost of entry is Rs12.77 {12/(1-0.06)}. If the investor applied or Rs10, 000 worth of units he would receive 783.085units. On the other hand, EXIT LOAD (if you withdraw within a specified period) is charged while redeeming your units. The latter is for more logical reasons, especially with income or money market funds, where a quick withdrawal by too many investors can put pressure on the funds asset maturity profile. 11. 3 COST OF CHURN: The portfolio of a fund does not remain constant. The extent to which the portfolio changes is the function of the style of the individual fund manager i.e. whether he is a buy & hold type of manager or the one who aggressively churns the fund. It is also dependent on the volatility of the fund size i.e. whether the fund constantly receives fresh subscriptions & redemptions. Such portfolio changes have associated costs of brokerage, custody fees; registration fees etc. that lowers the portfolio returns commensurately.

11.4 CHANGE OF INDEX COMPOSITION: World over, the indices keep changing to reflect changing market conditions. There is an

inherent survivorship bias in this process, with bad stocks weeded out & replaced by emerging blue chips. This is a severe problem in India with the sensex having been changed twice in the last five years, with each change being quite substantial. Another reason for change index composition is mergers & acquisitions. The weightage of the shares of a particular company in the index changes if it acquires a large company not a part of the index. 11.5 FUND MANAGEMENT COSTS: The costs of fund management process are deducted from the fund. This includes marketing & initial costs deducted at the time of entry itself, called LOAD. Then there is the annual asset management fee & expenses, together called the EXPENSE RATIO. Usually the former is not counted while measuring performances. A standard 2 % expense ratio means that, everything else being equal, the fund manager under performs the benchmark index by an equal amount.

12- TYPES OF SCHEMES

(A) INVESTMENT OBJECTIVE: Schemes can be classified by way of their stated investment objective such as Growth Fund, Balanced Fund and Income Fund etc. I. EQUITY ORIENTED SCHEMES These schemes, also commonly called Growth Schemes, seek to invest a majority of their funds in equities and a small portion in money market instruments. Such schemes have the potential to deliver superior returns over the long term. However, because they invest in equities, these schemes are exposed to fluctuations in value especially in the short term. Equity schemes are hence not suitable for investors seeking regular income or needing to use their investments in the short-term. They are ideal for investors who have a long-term investment horizon. The NAV prices of equity fund fluctuates with market value of the underlying stock which are influenced by external factors such as social, political as well as economic. ICICI Prudential Dynamic Fund, ICICI Prudential Tax Plan and ICICI Prudential Focused Equity Fund are examples of equity schemes.

GENERAL PURPOSE:

The investment objectives of general-purpose equity schemes do not restrict them to invest in specific industries or sectors. They thus have a diversified portfolio of companies across a large spectrum of industries. While they are exposed to equity price risks, diversified generalpurpose equity funds seek to reduce the sector or stock specific risks through diversification. They mainly have market risk exposure. ICICI Prudential Dynamic Fund is a general-purpose equity scheme. SECTOR SPECIFIC These schemes restrict their investing to one or more pre-defined sectors, e.g. technology sector. Since they depend upon the performance of select sectors only, these schemes are inherently more risky than general-purpose schemes. They are suited for informed investors who wish to take a view and risk on the concerned sector. SPECIAL SCHEMES (a) INDEX SCHEMES: The primary purpose of an Index is to serve as a measure of the performance of the market as a whole, or a specific sector of the market. An Index also serves as a relevant benchmark to evaluate the performance of mutual funds. Some investors are interested in investing in the market in general rather than investing in any specific fund. Such investors are happy to receive the returns posted by the markets. As it is not practical to invest in each and every stock in the market in proportion to its size, these investors are comfortable investing in a fund

that they believe is a good representative of the entire market. Index Funds are launched and managed for such investors. An example to such a fund is the ICICI Prudential Index Fund. (b) TAX SAVING SCHEMES: Investors (individuals and Hindu Undivided Families (HUFs)) are being encouraged to invest in equity markets through Equity Linked Savings Scheme (ELSS) by offering them a tax rebate. Units purchased cannot be assigned / transferred/ pledged / redeemed / switched out until completion of 3 years from the date of allotment of the respective Units.

The Scheme is subject to Securities & Exchange Board of India (Mutual Funds) Regulations, 110106 and the notifications issued by the Ministry of Finance (Department of Economic Affairs), Government of India regarding ELSS. Subject to such conditions and limitations, as prescribed under Section 88 of the Income-tax Act, 11061, subscriptions to the Units not exceeding Rs.10, 000 would be eligible to a deduction, from income tax, of an amount equal to 20% of the amount subscribed. ICICI Prudential Tax Plan is such a fund. (c) . REAL ESTATE FUNDS Specialized real estate funds would invest in real estates directly, or may fund real estate developers or lend to them directly or buy shares of housing finance companies or may even buy their securitized assets.

(II) DEBT BASED SCHEMES: These schemes, also commonly called Income Schemes, invest in debt securities such as corporate bonds, debentures and government securities. The prices of these schemes tend to be more stable compared with equity schemes and most of the returns to the investors are generated through dividends or steady capital appreciation. These schemes are ideal for conservative investors or those not in a position to take higher equity risks, such as retired individuals. However, as compared to the money market schemes they do have a higher price fluctuation risk and compared to a Gilt fund they have a higher credit risk.

INCOME SCHEMES: These schemes invest in money markets, bonds and debentures of corporate with medium and long-term maturities. These schemes primarily target current income instead of capital appreciation. They therefore distribute a substantial part of their distributable surplus to the investor by way of dividend distribution. Such schemes usually declare quarterly dividends and are suitable for conservative investors who have medium to long-term investment horizon and are looking for regular income through dividend or steady capital appreciation. ICICI Prudential Income Plan, ICICI Prudential Short Term Plan and ICICI Prudential Fixed Investment Plans are examples of bond schemes.

LIQUID INCOME SCHEMES: Similar to the Income scheme but with a shorter maturity than Income schemes. An example of this scheme is the ICICI Prudential Liquid Fund. MONEY MARKET SCHEMES: These schemes invest in short term instruments such as commercial paper (CP), certificates of deposit (CD), treasury bills (T-Bill) and overnight money (Call). The schemes are the least volatile of all the types of schemes because of their investments in money market instrument with short-term maturities. These schemes have become popular with institutional investors and high net worth individuals having short-term surplus funds. GILT FUNDS: This scheme primarily invests in Government Debt. Hence the investor usually does not have to worry about credit risk since Government Debt is generally credit risk free. ICICI Prudential Gilt Fund is an example of such a scheme. (III) HYBRID SCHEMES: These schemes are commonly known as balanced schemes. These schemes invest in both equities as well as debt. By investing in a mix of this nature, balanced schemes seek to attain the objective of income and moderate capital appreciation and are ideal for investors with a conservative, long-term orientation. ICICI Prudential Balanced Fund and ICICI Prudential Child Care Plan are examples of hybrid schemes.

(B) CONSTITUTION BASED: Schemes can be classified as Closed-ended or Open-ended depending upon whether they give the investor the option to redeem at any time (open-ended) or whether the investor has to wait till maturity of the scheme. (I) OPEN ENDED SCHEMES: Open end funds are operated by a mutual fund house which raises money from shareholders and invests in a group of assets, as per the stated objectives of the fund. Open-end funds raise money by selling shares of the fund to the public, in a manner similar to any other company, which sell its stock to raise the capital. An open-end mutual fund does not have a set number of shares. It continues to sell shares to investors and will buy back shares when investors wish to sell. Units are bought and sold at their current net asset value. Open-end funds are required to calculate their net asset value (NAV) daily. Since the NAV of an open-end fund is calculated daily, it serves as a useful measure of its fair market value on a per-share basis. The NAV of the fund is calculated by dividing the fund's assets minus liabilities by the number of shares outstanding. Open-end funds usually charge an entry or exit load from the investors. Most of the open-end funds are actively managed and the fund manager picks the stocks as per the objective of the fund. Open-end funds keep some portion of their assets in short-term and money market securities to provide available funds for redemptions. A large portion of most open mutual funds is invested in highly liquid securities, which enables the fund to raise money by selling securities at prices very close to those used for valuations.

(II) CLOSED ENDED SCHEMES: A closed-end mutual fund has a set number of shares issued to the public through an initial public offering. These funds have a stipulated maturity period generally ranging from 3 to 15 years. The fund is open for subscription only during a specified period. Investors can invest in the scheme at the time of the initial public issue and thereafter they can buy or sell the units of the scheme on the stock exchanges where they are listed. Once underwritten, closed-end funds trade on stock exchanges like stocks or bonds. The market price of closed-end funds is determined by supply and demand and not by net-asset value (NAV), as is the case in open-end funds. Usually closed mutual funds trade at discounts to their underlying asset value. Distinct Features of Closed-end Funds fund These funds are closed to new capital after they begin operating Closed-end funds trade on stock exchanges rather than being redeemed directly by the

Unlike open-end funds, the closed-end funds can be traded during the market day at any time. Open-end funds are generally traded at the closing price at the end of the market day. Closed-end funds are usually traded at a premium or discount whereas open-end funds are traded at NAV. (III) INTERVAL SCHEMES: These schemes combine the features of open-ended and closed-ended schemes. They may be traded on the stock exchange or may be open for sale or redemption during pre-determined intervals at NAV based prices.

13- ICICI PRUDENTIAL MUTUAL FUND SCHEMESYou are unique - and that's why what's right for someone else may not be right for you. So is the case with your investment needs. As an investor you could be very cautious or very aggressive or someone who would like to maintain a balance. We at ICICI Prudential Mutual Fund, understand this reality and therefore to meet the investment needs of different kinds of investors we offer a range of solutions that enable them to create a portfolio of the tenor, return and risk that they desire. On the debt market side, from simple parking solutions for efficient utilization of each rupee for each day, to long term interest rate view-based products, our range spans varying time horizons and incomes. Our debt products are managed to minimize liquidity & credit risks and also manage interest rate risks. They come with periodic dividend and growth options to enable you to choose your income streams in a manner most efficient for your needs.On the equity market side, our equity funds offer a choice of size, sectors, themes and styles to enable participation in the broad market and its segments. The chart below plots schemes offered by ICICI Prudential Mutual Fund on a risk-return scale that helps you zero-in on the relevant schemes that match your risk taking ability and the returns you desire.

A) EQUITY FUNDS I. ICICI PRUDENTIAL DISCOVERY FUND II. ICICI PRUDENTIAL POWER FUND III. ICICI PRUDENTIAL DYNAMIC PLAN IV. ICICI PRUDENTIAL EMERGING S.T.A.R. FUND V. ICICI PRUDENTIAL TAX PLAN VI. ICICI PRUDENTIAL GROWTH PLAN VII. ICICI PRUDENTIAL FOCUSED EQUITY FUND VIII. ICICI PRUDENTIAL INDO ASIA EQUITY FUND

B) SECTORAL FUND I. ICICI PRUDENTIAL INFRASTRUCTURE FUND II. ICICI PRUDENTIAL SERVICE INDUSTRIES FUND III. ICICI PRUDENTIAL FMCG FUND IV. ICICI PRUDENTIAL BANKING AND FINANCIAL SERVICES FUND V. ICICI PRUDENTIAL TECHNOLOGY FUND

C) BALANCED FUNDS

I. ICICI PRUDENTIAL CHILD CARE PLAN (GIFT) II. ICICI PRUDENTIAL BALANCED FUND III. ICICI PRUDENTIAL CHILD CARE PLAN (STUDY)

D) DEBT FUNDS

I. ICICI PRUDENTIAL INCOME MULTIPLIER FUND II. ICICI PRUDENTIAL INCOME PLAN III. ICICI PRUDENTIAL SHORT TERM PLAN IV. ICICI PRUDENTIAL LONG TERM FLOATING RATE PLAN V. ICICI PRUDENTIAL FLOATING RATE PLAN VI. ICICI PRUDENTIAL LIQUID PLAN

14- COMPARATIVE STUDYICICI Prudential Mutual Fund is being compared on the following bases:

a)

Returns of various schemes of ICICI Prudential compared with their Benchmark Return

b) Overall comparison of Investments in Mutual Fund v/s Investment with Bank c) Study of ICICI Prudential Mutual Funds schemes vis--vis with its Core Competitors on the bases of their performance since last 1 year.

I. COMPARISON OF ICICI PRUDENTIAL FUND RETURNS SINCE INCEPTION WITH BENCHMARK RETURNS A. EQUITY SCHEMES SR No. 1 2 SCHEME DYNAMIC PLAN POWER FUND SECTORAL FUND 3 4 5 6 7 8 INFRASTRUCTURAL FMCG TECHNOLOGY TAX PLAN FOCUSED EQUITY FUND GROWTH PLAN 24.97 % 17.48 % 4.50 % 26.87 % 21.00 % 23.54 % 17.95 % 8.88 % -2.78 % 13.47 % 3.81 % 15.32 % SCHEME RETURNS 34.79 % 16.29 % (At September 29th 2010) BENCHMARKRETURNS 25.01 % 9.34 %

B. BALANCE FUND SR No. 1 2 3 SCHEME CHILDCARE PLAN (GIFT) CHILDCARE PLAN (STUDY) BALANCED FUND SCHEME RETURNS 22.07 % 12.40 % 14.59 % BENCHMARKRETURNS 17.35 % 17.35 % 13.1 %

C. DEBT FUND

SR No.

SCHEME

SCHEME RETURNS

BENCHMARKRETURNS

1 2 3 4 5

INCOME PLAN LIQUID PLAN INCOME MULTIPLIER FUND LONG TERM FLOATING RATE PLAN FLOATING RATE PLAN

8.66 % 6.20 % 5.78 % 7.01 % 6.19 %

5.55 % 18.42 % 24.23 % 5.96 % 5.60 %

CONCLUSIONS: From the above comparison we can conclude that the returns of the equity funds is more than as compared to the debt or balanced funds, and this is because of the high returns in the equity market.

II. COMPARISON OF INVESTMENT WITH MUTUAL FUNDS v/s INVESTING WITH BANKS

BASES OF COMPARISON RETURNS ADMINISTRATIVE EXP. RISK INVESTMENT OPTION NETWORK LIQUIDITY QUALITY OF ASSETS INTEREST CALCULATION GUARANTEE

BANKS LOW HIGH LOW LESS HIGH PENETRATION AT A COST

MUTUAL FUNDS BETTER LOW MODERATE MORE LOW BUT IMPROVING BETTER

NOT TRANSPARENT TRANSPAERNT MINIMUM BALANCE EVERYDAY BETWEEN 10TH & 30TH OF EVERY MONTH MAXIMUM Rs1LAKH ON NONE. DEPOSITS

CONCLUSIONS: The above comparison makes it clear that even if the risk involved in the mutual funds is much more than that of investment with banks, the returns are better in mutual funds than those compared with the bank. The quality of assets is also transparent in mutual fund as compared to banks. The network of mutual funds is improving regularly with better liquidity as compared to bank.

III. STUDY OF ICICI PRUDENTIAL MUTUAL FUNDS VIS--VIS WITH ITS CORE COMPETITORS ON THE BASIS OF PERFORMANCE SINCE LAST 1 YEAR. We studied the various funds of ICICI Prudential Mutual Funds with those of: 1. Franklin Templeton.

2. HDFC Mutual Funds. 3. TATA Mutual Funds. The funds undertaken for study were: 1. Equity funds 2. Balanced funds 3. TAX saving funds

A. STUDY ON THE BASIS OF PERFORMANCE To study the funds on the basis of performance we study them on the basis of the NAV (Net Asset Value) of the funds in past 1 year. EQUITY FUNDS PERFORMANCE COMPARED IS AS FOLLOWS

(At September 29th 2010) NAV (%) GROWTH HDFC DURATION EQUITY FUND 1 MONTH 8.70% FRANKLIN CHIP 9.50% PRU FUND 6.70% ICICI TATA FUND 6.70% EQUITY

INDIA BLUE DISCOVERY

OPPORTUNITY

3 MONTH

18.5%

15.80%

13.00%

11.40%

6 MONTH

26.3%

15.90%

20.10%

11.60%

1 YEAR

42.6%

32.00%

39.40%

25.80%

RANK FINDINGS:

I

III

II

IV

After studying the equity funds of ICICI Prudential with others we can conclude that ICICI Prudential Equity Fund has major competition with HDFC Equity Fund and Franklin India Blue Chip fund on the basis of performance. On the basis of an annualized performance we can rank them as follows: I 42.60% HDFC Equity Fund II 39.40% Pru ICICI Discovery Fund III 32.00% Franklin India Blue Chip

IV 25.80% TATA Equity Opportunity FundEQUITY FUND PERFORMA NCE45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% PE F MA C R OR N E Series1 Series2 HDFC EQUITY FUND 42.60% FRA NKLIN INDIA BLUE CHIP 32.00% PRU ICICI DISCOV ERY FUND 39.40% TA EQUITY TA O PPORTUNITY FUND 25.80% 32.00% 25.80% 42.60% 39.40%

Series1

Series2

BALANCED FUNDS PERFORMANCE COMPARED IS AS FOLLOWS (At September 29th 2010) NAV (%) GROWTH HDFC DURATION BALANCED FUND 5.00% FT INDIA TATA BALANCED FUND 5.60%

BALANCED FUND 6.10%

PRU

ICICI

BALANCED 6.40%

1 MONTH

3 MONTH

9.50%

9.00%

9.20%

8.50%

6 MONTH

17.30%

11.80%

11.50%

12.60%

1 YEAR

34.00%

18.20%

21.70%

24.00%

RANK

I

IV

III

II

FINDINGS: Looking up at the performance of the balanced funds of different companies we can conclude that HDFC Balance Fund is doing better and PruICICI Balance fund need to be do more work to improve the performance in this segment. On the basis of an annualized performance we can rank them as follows: I II 34.00% HDFC Balanced Fund 24.00% TATA Balanced Fund

III 21.70% PruICICI Balanced Fund IV 18.20% FT India Balanced Fund

BA NCED FUND PERFORMA LA NCE40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% PE F R N E R O MA C HDFC BA NCED LA FUND 34.00% FT INDIA BA NCED LA FUND 18.20% TA TA BA NCED LA FUND 24.00% Series2 18.20% 24.00% 21.70% 34.00% Series1

PRU ICICI BA NCED LA 21.70%

Series1 Series2

TAX SAVER PERFORMANCE COMPARED IS AS FOLLOWS (At September 29th 2010) NAV (%) GROWTH

DURATION

HDFC SAVER

TAX FRANKLIN SHIELD 8.80%

PRU

ICICI TATA SAVING 8.20% 7.80%

TAX

INDIA TAX TAX

8.00%

1 MONTH

3 MONTH

14.80%

14.30%

12.00%

11.00%

6 MONTH

21.70%

16.30%

16.20%

14.30%

1 YEAR

36.70%

32.10%

37.10%

24.10%

RANK

II

III

I

IV

FINDINGS: After comparing the Tax Saver of HDFC TAX SAVER with others we can conclude that PRU ICICI TAX SAVER is a better fund on the basis of performance. On the basis of an annualized performance we can rank them as follows: I II 37.10% PRUICICI Tax 36.70% HDFC Tax Saver

III 32.10% FRANKLIN India Tax Shield IV 24.10% TATA Tax Saving

TA SA ER PERFORMA X V NCE40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% PE F MA C R OR N E Series1 Series2 HDFC TA X SA ER V 36.70% FRA NKLIN INDIATA X SHIELD 32.10% Series2 24.10% 36.70% 32.10% Series1 37.10%

PRU ICICI TA X 37.10%

TA TA TA X SA ING V 24.10%

Data Source: www.moneycontrol.com

15- SURVEYTO STUDY THE PRCEPTION OF THE CHANNEL PARTNERS TOWARD THE MUTUAL FUND SCENARIO IN JAIPUR 1) Which plays a greater role for Investors? a) Safety b) Services c) Liquidity : : : 41% 00% 00%

d) Returns70% 60%

:

59%

59%

50% 41% 40% 30% 20%

10% 0% 0% 0%

Safety

Serv ices

Liquidit

R eturns

2) Generally Invertors are: a) Risk Lover b) Risk Averter c) Risk Indifferent d) Risk Tolerable : : : : 12% 47% 00% 41%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% R is k L o ve r 12%

47% 41%

0% R is k Ave rte r R is k In d iffe re n t R is k T o le ra b le

3) What is the cause of low penetration of Mutual Funds in the market? a) Less knowledge b) Ignorance c) Attitude d) Market Condition : : : : 53% 18% 08% 21%

53%

2 1% 18%

8%

Les s Know led ge

Ign ora nce

Attitud e

Marke t C ond itions

4) What is the future of Mutual Fund market? a) Bright b) Dull c) Un predictable : : : 65% 00% 18% 17%

d) Depends upon the economic scenario :

70% 60% 50% 40% 30% 20% 10% 0%

65%

1 8%

17 %

0% Brig h t D u ll U n p re d icta b le D e p e n ds u p o n th e e co n o m ic s ce n a rio

5) Which type of Fund is easily acceptable in the market? a) Debt b) Equity : : 24% 76%

80% 70% 60% 50% 40% 30% 20% 10% 0% D ebt

76%

24%

E q u ity

6) Rank the main competitor of ICICI Prudential Mutual Funds a) Franklin Templeton b) HDFC Mutual Fund c) Tata Mutual Fund : : : 47% 35% 04%

d) UTI Mutual Fund

:

02% 11% 00% 01%

e) Reliance Mutual Fund : f) Sundaram Mutual Fund : g) Birla Mutual Fund :

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

47%

35%

11% 4%

2%

0%

1%

Franklin HDFC Tata Mutual UTI Mutual Reliance Sundaram Birla Mutual Templeton Mutual Fund Fund Fund Mutual Fund Mutual Fund Fund

7) ICICI Prudentials schemes area) Aggressive c) Normal : : 24% 47% 21% b) Conservative :

d) Cant say

:

00%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Aggres s ive 24%

47%

21%

8%

C ons ervative

N orm al

C ant s ay

8) Which of the plans is the bestseller in the Debt category? a) Liquid Plan b) Income Plan c) Gilt Plan : : : 41% 12% 00%

d) Floating Rate Income Plan :

47%

50 % 45 % 40 % 35 % 30 % 25 % 20 % 15 % 10 % 5% 0% L iq uid Pla n Incom e Pla n 0% Gilt Pla n 1 2% 4 1%

47 %

Flo a ting R ate In co m e Plan

9) Which of the following plan is the best seller in the Equity category? a) Core & Satellite : b) Prudence Fund : c) Equity Fund : 18% 08% 51%

d) Tax Saver

:

23%

60% 51% 50%

40%

30% 23 % 20% 18%

10%

8%

0% C o re & Sa te llite Pru d e n ce Fu n d Eq u ity Fu n d Ta x Sa ve r

10) Commission pattern is the best in which of the following: a) HDFC b) Franklin Templeton c) Pru ICICI : : : 14% 18% 20%

d) Tata Mutual Fund e) Reliance Mutual Fund g) Birla Mutual Fund30%

: : :

07% 26% 10% 05%

f) Sundaram Mutual Fund :

26% 25% 20% 18% 14% 10% 7% 5% 5%

20%

15%

10%

0% HDFC Franklin Tem pleton PruICICI Tata Mutual Reliance Sundaram Birla Mutual Fund Mutual Fund Mutual Fund Fund

11) Where does ICICI Prudential Mutual Funds target market lie? a) Individual b) Corporate c) HUF : : : 71% 11% 18%

d) Non profit organization :

00%

8 0% 7 1% 7 0% 6 0% 5 0% 4 0% 3 0% 2 0% 1 1% 1 0% 0% Ind ividu a l C o rpo ra te HUF 0% N o n Pro fit Orga n iza tio n 18 %

12) In terms of customer care service, which is the best? a) HDFC b) Pru ICICI c) Franklin Templeton : : : 22% 28% 16%

d) Tata Mutual Fund

:

10% 11% 05% 08%

e) Reliance Mutual Fund : f) Sundaram Mutual Fund : g) Birla Mutual Fund :

30%

28%

25% 22% 20% 16% 15% 10% 11% 8% 5%

10%

5%

0% HDFC PruICICI Franklin Templeton Tata Mutual Reliance Sundaram Birla Mutual Fund Mutual Fund Mutual Fund Fund

16- MATHEMATICAL ANALYSIS OF DATA1) Which plays a greater role for the investors?

41% of the respondents feel its Safety. 59% of the respondents feel its Returns.

2) Generally investors are: 47% of the respondents feel they are Risk averter. 12% of the respondents feel they are Risk Lovers. 41% of the respondents feel they are Risk Tolerable.

3) Cause of low penetration of the mutual funds in the market: 53% of the respondents feel its due to Less Knowledge. 18% of the respondents feel its due to Ignorance. 29% of the respondents feel its due to Market conditions.

4) The future of mutual fund market is: 65% of the respondents feel its Bright. 18% of the respondents feel its Un predictable. 17% of the respondents feel it depends upon the Economic Scenario.

5) Funds that are easily acceptable in the market: 76% of the respondents say its Equity. 24% of the respondents say its Debt.

6) Main competitors of ICICI Prudential Mutual Funds are: 47% of the respondents say it is Franklin Templeton. 35% of the respondents say it is HDFC Mutual Fund. 11% of the respondents say it is Reliance Mutual Fund.

7) ICICI Prudential Mutual Funds schemes are: 47% of the respondents feel that the schemes are Conservative. 24% of the respondents feel that the schemes are Aggressive. 29% of the respondents say it is Normal.

8) ICICI Prudentials best debt plans are: 47% of the respondents say it is Floating Rate Income Plan. 12% of the respondents say it is Income Plan. 41% of the respondents say it is Liquid Plan.

10) ICICI Prudentials best Equity Plan: 59% of the respondents say it is Equity fund. 18% of the respondents say it is Core & Satellite. 23% of the respondents say it is Tax Saver.

10) Commission pattern is the best of: 26% of the respondents say it is Reliance Mutual Fund. 20% of the respondents say it is PruICICI. 18% of the respondents say it is Franklin Templeton. 14% of the respondents say it is HDFC Mutual Fund.

11) Target market for ICICI Prudential Mutual Fund is: 71% of the respondents say it is Individuals. 11% of the respondents say it is Corporate.

18 % of the respondents say it is HUF.

12) Customer Care Services best provided by: 22% of the respondents say it is HDFC Mutual Fund. 28% of the respondents say it is Pru ICICI. 16% of the respondents say it is Franklin Templeton. 11% of the respondents say it is Reliance Mutual Fund. 10% of the respondents say it is Tata Mutual fund.

17- FINDINGS OF THE SURVEY1. Safety plays an important role after Returns for the Investors.

2. Generally Investors are Risk Averters. 3. Less Knowledge is the cause of low penetration in the market. 4. Franklin Templeton is the main competitor to ICICI Prudential Mutual Fund. 5. Reliance Mutual Fund offers the best commission to the brokers. 6. ICICI Prudential provides the best Customer Care Services. 7. Rural area is the untapped are of ICICI Prudential Mutual Fund. 8. ICICI Prudential Mutual Fund has also left out Non Profit Organizations and Low Income group.

18- RECOMMENDATIONS AND SUGGESTIONS

ICICI Prudential Mutual Fund should try to reach out to the rural areas for gaining more clients in order to do so they need to gain confidence of the individuals with regular income in the rural areas, by telling them the benefits of investing in Mutual Fund. This can be done by providing them regular knowledge about Mutual Funds where in by investing just a minimal amount of Rs.500 to Rs.1000 every month, they can earn a good amount of money. In order to push the product in the market and fetch maximum number of clients, ICICI Prudential Mutual Fund should try to increase its visibility. The authorized people of the company should be in regular contact with all the empanelled brokers, in order to make them aware about the companies latest schemes, this would also help them have a command in the market. Regular training programs should be conducted, to give them knowledge about the upcoming schemes. They should also conduct various contests among the brokers wherein they can go for one-liners regarding Mutual Funds, and should also be rewarded accordingly. This would encourage the brokers to attend the training programmes and market the product. Rewards should be given for the best IFAs and should also promote the best one.

Gifts should be given to the long-term clients and those who invest a good large amount with ICICI Prudential Mutual Fund. Like

Bonus units of the schemes they have invested in. Awards like The best client or the client of the year can be given timely. This would help in word of mouth marketing of the ICICI Prudential Mutual Funds. It has been seen that the terms and conditions in the plans and the schemes are being amended from time to time, they are not constant this also hampers the in hand clients. Therefore not only the agents but the general public should also be informed regularly.

Source www.icicibank.com www.icicipruamc.com www.moneycontrol.com www.sify.com\finance www.insuranceguide.com www.irdaindia.com