November 7, 1990
TO: BOARD OF GOVERNORS NO. 79-90
MEMBERS - ONE PER COMPLEX NO. 50-90
DIRECT MARKETING COMMITTEE NO. 28-90
MARKETING COMMITTEE NO. 23-90
OPERATIONS COMMITTEE NO. 24-90
PUBLIC INFORMATION COMMITTEE NO. 39-90
RESEARCH COMMITTEE NO. 27-90
SALES FORCE MARKETING COMMITTEE NO. 29-90
SHAREHOLDER COMMUNICATIONS COMMITTEE NO. 28-90
SMALL FUNDS COMMITTEE NO. 16-90
RE: NEW ICI RESEARCH PUBLICATION - DISTRIBUTION
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I enclose a copy of the research report entitled "Targeting
Investors and Increasing Market Share" which is the final report
in the three part series of The Distribution Connection.
This third report combines a thorough analysis of the investors
who use each of six channels for mutual fund purchases with the
strategic application of both market segmentation and conjoint
analysis to mutual fund marketing.
Together these analyses convey insights into the investor's use
of distribution channels that are not readily available from
other research studies. Specifically, these analyses will help
fund companies analyze markets and plan strategies to develop
new opportunities. Managers in particular will find a great
deal of information in this report to draw on as they consider
future growth possibilities for existing and alternative
channels of distribution.
The reports in this series are as follows:
The Distribution Connection: Channels Link
Shareholders to Mutual Funds, 1989
The Distribution Connection: Summary Report of
Major Research Findings, 1990
The Distribution Connection: Targeting Investors
and Increasing Market Share, 1990, (enclosed)
For information about these or other ICI research reports,
contact Sandy West, Director, Marketing Research, at
(202) 955-3509.
Jacob S. Dreyer
Vice President
and Chief Economist