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10 step plan (Revised)
- 1. 10 Step Marketing Plan for harold ceasar t. verayo June 2010 Rold ON TIME HCTV
- 2. What is a Mutual Fund?
- 5. Mutual Fund Operation Flow Chart
- 7. Some popular objectives of a mutual fund are - Fund Objective What the fund will invest in Equity (Growth) - Only in stocks Debt (Income) - Only in fixed-income securities MoneyMarket - In short-term money market instruments (including government securities) Balanced - Partly in stocks and partly in fixed- income securities, ('balance' in returns and risk)
- 10. Positioning to the Primary Target Market Part 1: Steps 1 to 5 HCTV
- 15. HCTV’s Competitive Position Map HCTV Bond Fund Philam Bond Fund Sunlife Prosperity Bond Price/ SC Matrix Class A Class B Class C up Class C dwn High price Low Price
- 16. HCTV’s Dominant Position as shown in this competitive map Other 2 brands target the save money positioning and ad campaign Prudent Risk Management Availability of Statements Advertising Campaign Promo Competent Fund Managers Distribution Channel Accessibility Affordability Consistency of Returns Sunlife Bond Philam Bond Fund HCTV Bond Fund
- 18. Peso Bond Funds Market Share AS OF DECEMBER 31, 2009 HCTV Peso Bond Fund, Inc. 75% Philam Bond Fund, Inc. 11% SunLife Prosperity Bond Fund, Inc. 9% Others 5%
- 19. Cumulative Long-Term Returns AS OF DECEMBER 31, 2009 41% Past 5 Years 15% Past 3 Years 110% Past 10 Years
- 21. Peso Bond Fund Industry NAV Growth AS OF DECEMBER 31, 2009 2009 FY Change 2.84%
- 22. The Marketing Mix Strategy Part 2: Steps 6 to 10
- 23. 6a. Bond Fund category is dominated by 5 major funds Direct: Indirect: HCTV
- 25. Portfolio Composition Government Securities Medium Term, 35% Government Securities Long Term, 9% Corporate Notes and Bonds – 30% Index Bond Fund, 1% Duration 2.94 Government Securities Short Term, 7% Money Market Instruments and Other Receivables, 12% Preferred Shares, 6%
- 26. Annual Performance vs Benchmark 91 d T-bill Php212.72 ALFM Peso Php243.26 3.65% 4.75% 2009 4.78% 8.01% 2005 5.85% 7.63% 2004 2.68% 5.16% 2007 4.26% 4.21% 2008 4.41% 13.44% 2006 91-Day TBill ALFM
- 28. 8a. Promo
- 31. Competitor’s Ads
- 37. 10 Step Marketing Plan for harold ceasar t. verayo June 2010 Rold ON TIME HCTV
Notas do Editor
- Taking advantage of market opportunities in 2009, ALFM Peso strengthened its position in the industry, garnering 75% of the entire peso bond fund industry. Its net asset value as of end 2009 was at Php22.27 billion. At far second was Philam Bond Fund, Inc. with an 11% market share and a net asset value amounting to only Php3.27 billion. At third was Sun Life Prosperity Bond Fund, Inc. with a 9% market share and a net asset value of Php2.78 billion.
- Higher investment value in a bond fund is typically achieved over the medium to long-term. Bonds tend to generate positive returns over time as the benefit of reinvesting and compounding at higher interest rates can outweigh any short term drop in prices from volatility in interest rates. Investors who have been invested with the Fund for the past 3 years are enjoying a cumulative return of 15%, while cumulative return for the past 5 and 10 years are 41% and 110%, respectively. The Fund’s cumulative returns highlight the ability of the Fund to deliver consistent positive returns over the long-term, increasing shareholder value.
- Despite most investors opting for virtually risk-free investments in a year that was marked with uncertainty, the peso bond fund industry grew by 2.84% in 2009. The industry’s total net asset value amounted to Php29.7 billion as of year end.
- The Fund’s portfolio profile as of Dec. 31, 2009 consists of: 35% in medium term gs, 30% in corporate notes and bonds, 12% in money market instruments and other receivables, 9% in long term gs, 7% in short term gs, 6% in preferred shares and 1% in an index bond fund. This positioning continues to emphasize the key principle of portfolio diversification to manage market and credit risks, to achieve long-term returns that outperform the benchmark. In 2009, we actively managed the duration of the Fund to respond to changes in interest rate outlook and better manage its exposure to market risk. Duration is a measure of interest rate risk. The higher the number, the more sensitive the movement of the portfolio to changes in interest rates. ALFM was well-positioned to take advantage of interest rate movements. The Fund’s duration as of year-end was at 2.94.
- With prudent investment strategy and risk management policies in place, the Fund has delivered steady and superior returns relative to its benchmark, the 91-day Treasury Bill, as shown in the historical annual returns. In 2009, the Fund showed a consistent positive return throughout the year, outperforming the benchmark by 110 basis points, yielding a full year return of 4.75%.