Subject category:
Marketing
Published by:
Harvard Business Publishing
Length: 34 pages
Data source: Field research
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Abstract
In June, 1994, the Senior Vice President of BayBank''s Investment Management Group is preparing a strategic plan for her organization''s line of mutual funds. Sixteen months earlier, BayBank, Massachusetts''s leading retail bank, had entered the mutual fund business by successfully launching BayFunds, a family of proprietary mutual funds. Now management faces a new set of marketing challenges to develop the business further. How can the mix of funds offered be extended to meet changing market and economic conditions, and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition, management must also find ways to integrate the mutual funds business further into BayBank''s core operations and systems while coping with a complex and uncertain regulatory environment.; 1) To investigate the role of branding and brand extensions in marketing financial services to consumers. 2) To analyze the tradeoffs a regional bank faces in deciding whether to develop and market its own family of proprietary funds or to distribute a co-branded line of funds consisting of established third-party funds.
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Abstract
In June, 1994, the Senior Vice President of BayBank''s Investment Management Group is preparing a strategic plan for her organization''s line of mutual funds. Sixteen months earlier, BayBank, Massachusetts''s leading retail bank, had entered the mutual fund business by successfully launching BayFunds, a family of proprietary mutual funds. Now management faces a new set of marketing challenges to develop the business further. How can the mix of funds offered be extended to meet changing market and economic conditions, and what combination of proprietary and third-party funds would be most effective in attracting and retaining customers? In addition, management must also find ways to integrate the mutual funds business further into BayBank''s core operations and systems while coping with a complex and uncertain regulatory environment.; 1) To investigate the role of branding and brand extensions in marketing financial services to consumers. 2) To analyze the tradeoffs a regional bank faces in deciding whether to develop and market its own family of proprietary funds or to distribute a co-branded line of funds consisting of established third-party funds.