CONTENTS

Certificate Page No.

Preface

Acknowledgement

1. Introduction to the Mutual Fund Industry

 Mutual Fund in India 01
 Structure 03
 Types of Mutual Fund 04
 Constitution of Mutual Fund 07
 Working of AMC 10
 NAV 16
 Benefits of Mutual Fund 18

2. Profile of Standard Chartered

 An Overview 20
 Executive directors 21
 Ethics 21
 Areas of Operation 22
 Accolades 22

3. Profile of Standard Chartered Mutual Fund

 An Overview 23
 Investment Allocation 24
 Schemes of SCMF 26
 SWOT Analysis 38

IIIM, Jaipur
 4. Research
 Nature of Market Research 42
 Title 44
 Research Design 46
 Limitations of Study 50

5. Analysis and Interpretation 51

6. Competitive Analysis 71

7. Recommendations 80

8. Annexure and Bibliography 82

IIIM, Jaipur
 PREFACE

A professional course like Business Management demands in depth

theoretical knowledge and practical exposure to its application. For the
same, the course design includes two months summer training. The course
aims to groom the students professionally and offer him/her a chance to
work in the real environment of the corporate world, so as to have an
opportunity to gain experience on practical aspects and supplement his/her
theoretical knowledge.
Mutual Fund being the ideal investment vehicle in today’s complex and
modern financial scenario, consequently study of mutual fund has become
an essential ingredient of any business and finance programs. Markets for
equity, shares, bonds, and other fixed income instruments, real estates,
derivatives and other assets have become mature and information driven.
Mutual Fund is emerging as the most attractive investment avenue though
still a recent phenomenon in the Indian context.
I was fortunate enough to closely watch and learn the working of mutual
fund, during my summer training at the esteemed organization-
PRUDENTIAL ICICI MUTUAL FUND.
The project assigned was based on marketing and then comparative analysis
with investment schemes. The project dealt with – ‘Agency Expansion &
Marketing of Mutual Funds’.
It is hoped that the organization will be benefited from the suggestions as
well as study carried out.
 ACKNOWLEDGEMENT

The project would not be complete without a mention of those, who have
spared their valuable time and shared their rich experience, in making this
project a success.

I owe my indebtedness to ‘Mr. Sanjeev Lodha’ Regional Head,

Rajasthan for Reliance Infocomm L.T.D. , for granting me an opportunity
to work with the esteemed organization. He has been benevolent enough to
lend his help and spare his valuable time throughout the project. I am
thankful for his continuous motivation and encouragement.

I extend my heartfelt thanks to ‘Mr. Ankit Bha’(H.R. Head) and ‘Mr.

Deepak Kulkarni’, in charge, Back Office for their incessant guidance and
support all through the project. They have been immensely contributive with
their ideas and have guided me on all aspects. I also feel privileged to place
on record the excellent marketing tactics, which I had learnt from them
during my project.

I express a deep sense of gratitude to all the staff members at my office-

Prudential ICICI Mutual Funds; who gave me a full-fledged support
throughout my project.