Proposed Marketing Strategy to Improve Mutual Fund Asset under Management (AUM) Growth of PT. Anargya Aset Management

Abstract

People frequently use the asset under management (AUM) of investment management companies as a key indicator when evaluating their investment options. Anargya AUM is not competitive enough, ranking 72 from 95 investment managers in Indonesia. Anargya feels the need to prioritise increasing their AUM in order to capture leads so it can be converted into sales. Anargya needs to evaluate their marketing strategy to increase brand awareness, in hope to increase their mutual funds AUM. The author will then examine the marketing mix (7P) and lastly SWOT/TOWS matrix was developed before coming up with a marketing communication strategy that is appropriate for the research object. Mediocre marketing strategy can hinder the company’s ability to be presence both in physical and digital. Anargya not prepared enough to communicate its brand message. This investment management company can overcome the challenges and improve their marketing strategy and social media presence, leading to enhanced brand awareness