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The AIA-JF Green Fund: Differentiation in the Funds Market  
Product Ref: 07/345C Company: AIA
JF Asset Management

Product Type: Case Industry: Asset Management
Diversified Financial Services
Specialised Finance

Related Product(s): Teaching Note
Authors: Ricky Chan   Amy Tang
The Mandatory Provident Fund ("MPF") was established in December 2000 in Hong Kong to provide a formal, government-supervised retirement protection vehicle for the local population. As a major MPF service provider, AIA-JF made a revolutionary move in launching the first socially responsible investment ("SRI") fund, the Green Fund, in the MPF market. SRI was a relatively new concept in Hong Kong though it had been growing rapidly in the US and Europe since the mid-1980s. In the first year of its launch, the Green Fund attracted US$5 million, as targeted. However, the company had to quadruple the fund size to US$20 million in three years' time with economically viable marketing approaches. This case illustrates the special characteristics of marketing investment products, particularly in target market selection. It also allows students the opportunity to recommend marketing strategies targeted at corporate and individual consumers.
Functional Area : Finance & Investments

Issues: Target market selection, marketing strategy decision
Length: Text: 10 pages
Exhibits: 24 pages
Country: Hong Kong SAR

Pub. Year: 2007 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information: Mandatory Provident Fund, Investment Fund, Green Fund, Socially Responsible Investment, Marketing, Market Targeting, Marketing Strategy
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Case (07/345C) HK$58 / US$7.5
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