Birla Sun Life Mutual Fund has launched several marketing strategies and mutual fund products to target different investor segments. Some of their strategies include Bollywood-inspired ad campaigns to educate investors, as well as a website and game to improve financial literacy. They offer funds catering to savings, income, tax savings, and wealth creation needs over an individual's lifetime. Their advertising utilizes various media like print, television, outdoor, and online platforms. The document provides details on several of Birla Sun Life's mutual fund products and the objectives and features of each.

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BIRLA SUN LIFE MUTUAL FUND
OBJECTIVE
Our objective of assignment is to unveil the marketing strategies of Birla sun life mutual
fund.
Discussed about some famous products and its Impact on the investors who are interested
in different diversified portfolios, which Involves high risk and high returns. Different
marketing strategy which adopt by Birla sun life mutual fund.
Modes of Marketing
Design across multiple forms of media: print,
television, radio and the web.
Print media: a valuable part of today’s marketing
strategies. Regardless of the medium, it all starts with
the right concept, captivating design, graphics and ad
copy. All Pro Media creates print designs for:
 Newspaper
 Magazines
 Brochures

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Outdoor Advertising: Outdoor advertising works well for promoting product in
specific geographic areas.
 Billboards
 Bus benches
 Transit advertising
 Events
Broadcasting Advertising: Broadcast advertising is radio, internet and television
commercials. Broadcast media reaches a broad audience.
 Television
 Internet
 Radio
MUTUAL FUND IN BOLLYWOOD STYLE
We all know that people of our country very much inspired by Bollywood stars, be it
Salmaan Khan , Aamir Khan, Shahrukh Khan, Rajani, Hrithik Roshan. So, Birla sun life
mutual fund came up with a campaign to educate their prospective customer about
mutual fund and how to invest in mutual fund with Bollywood tadka campaign. Which
was very much successful as Indian cannot miss on Bollywood.

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BIRLA SUNLIFE MUTUAL FUNDS PRODUCTS OVERVIEW
4 phases of life
From our childhood we are told to save money, our parents have always tried in instill in
us a habit of saving money.
We must have saved money in our piggy banks and have been educated that saving for
something they desire is a good thing to do.
When we get young and get our first job, saving money for youngsters isn’t often very
easy, where there may be a small amount coming in but the potential to spend is almost
unlimited. So, it is important to recognize some ways in which saving money can be
made easier. And then as salary increases burden of tax comes over.
Giving away your hard earned money as taxes is a very tough thing to do. People feel
dejected when they think about the time and energy spent just to make that amount only
to give it away in form of taxes. Somewhere after all these stages a person is able to think
about wealth creation which is a difficult task after paying so much in the form of taxes.
So, considering these 4 stages BIRLA SUNLIFE MUTUAL FUNDS has segmented their
products in 4 different categories which are:-
 Savings Solutions
 Regular Income Solutions
 Tax Savings Solutions
 Wealth Creation Solutions

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*BIRLA SUNLIFE MUTUAL FUNDS has provided solutions for every problem.
Savings Solutions:-
*It is for people who have low risk propensity.
*Ideal for first time investors.
Saving Solutions
•Birla Sun Life Savings Fund
•Birla sun Life Ultra Short Term Fund

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BIRLA SUNLIFE CASH MANAGER
We generally keep our money in Savings account, so that we can withdraw it at any time.
Regular Income Solutions
• Aim: To preserve money and provide regular
income.
• Beneficiaries: Investors interested in
alternative mode of regular income
Regular income solutions aims at preserving money and providing regular income, it is
beneficial for investors who are interested in alternative mode of regular income either in
present or after retirement stage.
Examples:
 BSL monthly income
 BSL MIP I
 BSL MIP II wealth 25 plan
 BSL MIP II saving 5 plan
Tax Saving Solutions
• Aim: To reduce Tax burden
• Beneficiaries: All Investors, but ideal for those
who want to create wealth along with tax
saving.
These aims to reduce burden of tax. And beneficial for all types of investors but it is ideal
for those who would like to create wealth along with tax saving.
Examples:
 BSL Tax Relief’96
 BSL Tax Plan

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Wealth Creation Solutions
• Aim: To invest through equity/gold
investments
• Beneficiaries: Investors planning for future
expenses
These aims to grow investor’s money through equity/gold investments and beneficial for
investors who are planning for future expenses:- higher education of their children,
marriage, buying home etc.
Examples:
 BSL Frontline equity Fund
 BSL Top 100 Fund
 BSL Index Fund
 BSL Equity Fund
BIRLA SUN LIFE- RECURRING SAVING PLAN
All Indians are very much aware of the crow and a pitcher story. Small pieces of stone
put in by crow raised the level of water
which helped him to quench his thirst.
An Indian can be related to this crow as
we all have a habit of saving a part of
whatever we get, be it pocket money,
salary or pension. Keeping this nature
of an Indian, BSL MF came up with a
Product called RECCURRING
SAVINGS PLAN. The only difference
between both the crows is that, this
crow is wearing a tie. This tie is
conveying that to who the money is being given is a professional and knows how to

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invest our hard earned money depending on the market situation. BSL MF used
such a simple story to communicate how to invest smartly. This campaign was a huge
success for BSL MF.
For PROMOTION they released animated movies on you tubes, posters etc. thus they
made use of both PRINT MEDIA & ONLINE PROMOSTIONS.
The PROCESS by which they tried to relate with the audience was also very simple to
understand
The PRICE of the product is also very minimum, Rs 1000/- only.
BIRLA SUN LIFE – MIP II
SAVINGS 5 PLAN
To full fill all your dreams, be it going on
a holiday, dinner at 5 star, learning music
or dance one does need an extra income or
II INCOME. For which BSL MF came up
with this product. According to this plan,
once you invest in this product, fund
managers will invest the same in the
market. And the return generated monthly
will be distributed among all investors by
way generating II INCOME for all. The PROCESS used by BSL MF again very simple,
and every one can relate to. This shows this family invested in this plan and went for a
holiday in Rajasthan.
It is a fund that seeks to grow your money through fixed income investment & limited
exposure to equity market. The PROMOTION is done ONLINE & through PRINT
MEDIA.
BIRLA SUN LIFE- ’95 FUND
Growth & stability are the most important
factors of life. We do aim of growth in
our life but without stability growth is of
least importance. For the growth and

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stability of investors BSL MF came up with ’95 FUND. In the picture, boy wants pastry
along with the donuts in his hand which means he is aiming of growth along with
stability. Why to settle in one? This is what
they are asking.
This is an article that came in newspaper
showing the whole product diversification.
Which sectors they invest investors money.
BSL MF highly invests in DEBT, which built
a sense of security in the minds of investors as
Indians are more of risk savvy. This is a
PHYSICAL EVIDENCE.
BIRLA SUN LIFE- COMMODITY EQUITIES FUND
The very prime role of any investment is to Diversify your portfolio. Hence for those
who have little knowledge about the
investment strategies will invest in BSL MF
this product. this advertisemnt of their shows
that they diversify the investments across
countires, across industries & across
commodities. Commodities being risky, they
invest in companies who invest in commodities
rather than investing directly into commodities.
These all information they have shown in just
one picture.
This was news which was published in
ECONOMIC TIMES which showed BSL MF
will capture a market of 6000cr in equities in the
near future. This again is a physical evidence that
the company is growing hand has the capacity to
bear the risk of investing in equities too.

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CREATE AWARENESS AND GIVES KNOWLEDGE ABOUT
MUTUAL FUND
Birla mutual fund basically
create a site in which they
mention 2 main point
1. Test your knowledge
2. The knowing game
Birla mutual fund gives
these 2 points for create an
awareness about the mutual
fund
Sometimes lots of people see the advertisement on television and internet also but some
people understand mutual fund but some not. They also mention after their advertisement
go to the JAANOGE TABHI TO MAANOGE site.
When you open the site the 2 main point show and when you select TEST YOUR
KNOWLEDGE. So that the above page is open. Which basically take a quiz of your
mutual fund knowledge mean how much you know about the mutual fund and they gives
you star rating which clear your question and tell you about your knowledge of mutual
fund. If a person has some doubt about mutual fund so he/she can clarify that doubt by
the question of the mutual fund.

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When click on the second
point which is THE
KNOWING GAME.
It is very good and
interesting thing which is
very helpful and clear all the
doubt about mutual fund.
This page is open and there
are 3 categories which are:-
1. Profile 1
2. Profile 2
3. Profile 3
There are 3 main profile. They are categorize into different-2 ages like in the first profile
age between 25- 30, second profile 31-45 and third profile 45 above with 1 son and 1
daughter. It is easily to identify where you are fit.
Like if you are young so you
should select first profile when
you select the first profile. This
page is shown there are different
category which item you want
and plan for your future.
When you select, so some option
available when you select any
option so they also give you
advise that you should select that
option and they also gives reason.
Which is create a trust and clear
the doubt of customer if they
have some.
This page is bacially to communicate with the customer and give the knowledge about
mutual fund so they can easily invest in it and this is not a risky investment but subject to
market risk.
2 points are very important and base of this site JAANOGE TABHI TO MAANOGE. By
this site customer clear all their doubt and queries about mutual fund. They also create a
nice communication with the customer and trust also by this site.

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Birla Sun Life takes mutual funds to the youth, launches rap
anthem
Birla Sun Life Mutual Funds has rolled out an ‘anthem’ to communicate the benefits of
mutual funds. The online campaign will also straddle radio, cinema and TV (youth
channels). The campaign has been conceptualized by JWT India.
The two-minute film opens in an office. A man is shown going through the letters he has
received. One of the letters reads ‘mutual funds’. He looks disinterested and throws it
away. It lands on his colleague’s desk. The man whose desk it lands on realizes that his
colleague doesn’t know the benefits of mutual funds and decides to give him the benefits
through a ‘rap anthem’. The rap anthem sung by the ‘Mutual Fund Man’ answers queries
related to mutual funds.
At Aditya Birla Financial Services Group, the aim is to achieve self realization among
people. They don't want to teach people the benefits of their services, but want to leave it
to them to realize their importance. Through JAANOGE TABHI TOH MAANOGE that's
what they want to achieve.
The film was launched online on 13 January. It has garnered 5, 59,644 views in a week.
Birla Sun Life Mutual Fund has launched Jaanotohmaano.com
as an integral part of its investor education and awareness
programme.
Investor awareness has been the biggest point of discussion for financial brands in the
last couple of years. Market regulator SEBI, in 2012, had also come out with its own
website in 13 Indian languages, to spread awareness among investors and to help resolve
their grievances.

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Following the same lines, Birla Sun Life Mutual Fund (BSLMF), India's fourth largest
mutual fund company, has launched 'Jaanoge Tabhi Toh Maanoge' as an investor
education and awareness programme. As part of the programme, the company has also
developed a website, Jaanotohmaano.com, which forms an integral part of the initiative.
Targeted at investors and potential investors, Jaanoge Tabhi Toh Maanoge (JTTM) is a
360 degree effort that seeks to deliver the right awareness and perception about mutual
fund so even a common man can know, understand and realize the potential of mutual
funds as a powerful investment option.
The company has launched a TV commercial, which is the first of the three commercials
to be aired across national television, on November 11. The commercial aims to drive
traffic to the website. The TVC has been designed by JWT and the website has been
designed by Indigo Consulting, a full-service interactive marketing technology agency
from the Publicise Group.