IMPORTANCE OF

CHANNELS IN SELLING
OF MUTUAL FUNDS

Presented by:
RISHABH KAPOOR
 What is a Distribution
Channel ?

• The Medium through which the

product reaches the consumer
through an intermediary or direct
Channels for Distribution of
Mutual Funds
Direct Channel

Advice Channel/Agency Channel

Supermarket Channel

Retirement Plan Channel

Institutional Channel
 BONANZA- An ADVICE
CHANNEL
• Here the channels provide all sort of assistance to the clients.

• Provides assistance depending upon client’s requirement :

Retirement, Tax Benefits, education or savings.

• Earlier services were provided by agents on behalf of the

Mutual Fund company.
WHAT DOES BONANZA DO
AS AN AGENCY CHANNEL
• Expanding the Distribution reach

• Regularly updating the clients about

the Markets

• Portfolio Advisory

• Settlement of Redemption.
 My work Profile

• To attract new sub brokers(AMFI

certified)

• Solving Queries of current sub brokers

• Promoting Reliance Infrastructure Fund

How does Bonanza attract AMFI certified
candidates to become its sub brokers

• Results on www. Amfiindia.com. The

brand awareness is created using the
software XLERATOR . Firstly the
software has to be registered on
mobilefin.indiafin.com.

• Its working is illustrated as shown -

Candidates appear for Names of Successful Bonanza makes a
AMFI examination candidates appear on database of all such
amfiindia website candidates

This way Bonanza is able Interested Candidates Using the software

to attract potential give a call to Bonanza to Xlerator message is sent
candidates to become its discuss various aspects to all the candidates
sub broker
Solving Queries of Existing
Sub brokers
• Firstly calling them and getting an
appointment

• Personally meeting them for their

queries
 TRAINING OF SUB BROKERS
Sub brokers are informed via telephone calls
about the training sessions about a week back .

PROMOTION OF RELIANCE
INFRASTRUCTURE FUND
Introduction of the Research
- Sample Size =50 , Area of Research – Mumbai

 Objectives of Research:
1.To find out what Sub brokers expect from Bonanza.

2.To find out effectiveness of training sessions

organized in the company.

3.To find out what the company needs to do to have

Long term relation with Sub brokers

4. To find the Biggest competitor of Bonanza.

 MODES OF DATA COLLECTION

• During Appointments

• By Telephone calls

• By mailing the Questionnaires

DEFINING THE HYPOTHESIS

• Null Hypothesis: The proximity of

training location has no effect on
attendance at training sessions.

• Alternate Hypothesis: The proximity

of training location has a great
effect on attendance at training
sessions.
Cross Tab between Quality of Service and its impact on Long Term Relation
with the sub broker
Cross Tab to find out the reasons for lack of attendance at the training Sessions
Finding the Degree of Correlation between Quality of Service delivered by
Bonanza and its impact on having Long Term Relation with the Sub brokers
Chi-Square Test for Testing the Hypothesis
 RECOMMENDATIONS
It is very important that the company keep providing good service to
all our sub brokers

I also suggested that the company organizes the training session for
AMFI certification which would further build a good rapport about
the firm in the minds of the people.

It is very important that Bonanza keep updating the clients about
daily market status and also pay the brokerage to its sub broker on
time
 RECOMMENDATIONS(cont.)

• In order to attract more and more sub brokers for

attending the training sessions it is very important that the
training is organized at more locations so that sub brokers
can attend training sessions accordingly.
 WEBLIOGRAPHY
 http://www.bonanzaonline.com

 http://www.moneycontrol.com/stocksmarketsindia/ 

 http://www.amfiindia.com/
 
 http://www.bseindia.com/
 
 http://www.valueresearchonline.com
 
 http://www.reliancemutual.com
 
 http://jobfunctions.bnet.com/abstract.aspx?docid=114221
 
 http://www.ici.org/pdf/per09-03.pdf
 
 http://www.hse.fi/NR/rdonlyres/A85556C1-EE05-4BA0-B835-
18C3207BA70A/0/KnuuttilaPuttonenSmythe_Theeffectofdistrib
utionchannelsonmutualfundflows_JFSM_Sep2006.pdf