SUMMER TRAINING REPORT

on
“A Study on Marketing Strategies of AIM INDIA Pvt. Ltd.”
Guru Gobind Singh Indraprastha University, Delhi

For The Partial Fulfillment of Bachelor’s of Business Administration (BBA)

Session 2022-23

Under the guidance of Submitted By

Ms. Megha Laroia Tushar Jain
Assistant Professor BBA- 5th Semester
Enrollment No- 50125501720

JIMS ENGINEERING MANAGEMENT TECHNICAL CAMPUS

48/4 Knowledge Park III, Greater Noida-201306 (U.P)
 CONTENT

S. No. Topic Page No.

1. Declaration 3

2. Bonafide Certificate 4

3. Acknowledgment 5

4. Company Summer Internship Certificate 6

5. Executive Summary 7

6. Chapter-1 Introduction 8

7. Chapter-2 Company Profile 14

8. Chapter-3 Literature Review 22

9. Chapter-4 Research Methodology 27

10. Chapter-5 Data Analysis and Presentation/Study of Topic 34

11. Chapter-6 Findings and Observation 52

12. Chapter-7 Conclusion 56

13. References/Bibliography 61

2
 DECLARATION

I hereby declare that this Summer Training Report titled “A Study on Marketing Strategies of
AIM INDIA PVT. LTD.” submitted by me to JIMS Engineering Management Technical
Campus, Greater Noida is a bonafide work undertaken during the period from 15th June 2022 to
15th August 2022 by me and has not been submitted to anyother University or Institution for the
award of any degree diploma/certificate or published any time before.

(Signature of Student)
Date:

Name: Tushar Jain

Enrollment No.: 50125501720

3
 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled “A Study on Marketing
Strategies of AIM INDIA PVT.” is the bonafide research work carried out by Tushar Jain;
50125501720 student of BBA, JIMS Engineering Management Technical Campus, Greater
Noida, in partial fulfilment of the requirements for the Summer Training Report for the degree of
Bachelors of Business Administration.

He has worked under my guidance.

I wish him a success in all his future career endavours.

Faculty Guide
Name: Ms. Megha Laroia
Designation: Assistant Professor

4
 ACKNOWLEDGMENT

I offer my sincere thanks and humble regards to JIMS Engineering Management Technical
Campus, Greater Noida for imparting us very valuable professional training in BBA.

I pay my gratitude and sincere regards to Ms. Megha Laroia, my project guide for giving me the
cream of his knowledge. I am thankful to her as she has been a constant source of advice,
motivation, and inspiration. I am also thankful to her for giving suggestions and encouragement
throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library
staff for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project
and providing me an environment, which enhanced my knowledge.

Date:
Name: Tushar Jain
Enrollement No.: 50125501720
Course: BBA (V-Semester)

(Signature of Student)

5
COMPANY SUMMER INTERNSHIP CERTIFICATE

6
 EXECUTIVE SUMMARY

An internship is a period of work experience offered by an organisation for a limited period of

time. I was an intern under Human Resource and Marketing department, where AIM INDIA
PVT. LTD. provides high level professional that combines financial and investment advices in
taxation services, wealth management and retirement planning. The products offered by the
organisation are designed with the respect of meeting specific needs and desires of variety of
customers.
I did my report on “Marketing Strategies of AIM INDIA PVT. LTD.”. This report is based on my
2 months experience. This internship has gifted me even more real-world experience than I had
before this experience. It also gave me more chance to learn more about financial services
industries.
In the report framed on the “Study on The Marketing Strategies of AIM INDIA PVT. LTD.”,
we have used “Descriptive Research Design” as this research design is purely theoritical and
under this research design the research used to conduct the in-depth study on the topic. Under
this report we have also conducted the in-depth study on the marketing strategy of the
organisation.
This report is based on respond of 50 respondents. The information is collected through a
questionnaire and the data is further classified and analysed.
The questionnaire also comprised of some demographic questions which also tells us that people
of every age group, of every income group is getting involved in investing.
With the help of the questionnaire we are able to analyse the findings of the responses filled by
the respondents, and also completed a detailed study and analysis on the objectives of conducting
this research.
A complete feedback loop is very important for a company to survive and through a
questionnaire and through this we are able to find out what customer need and demands.

7
Chapter-1 Introduction

8
 CHAPTER-1

1.1 Purpose of Marketing Strategies

Marketing Strategies is the comprehensive plan formulated particularly for achieving the
marketing objectives of the organization. It provides a blueprint for attaining these
marketing objectives. It is referred to as building block of a marketing plan. It is designed
after detailed marketing research. Marketing Strategy helps an oragnization to
concentrate it’s scarce resources on the best possible opportunities to so as to increase its
sales. A marketing strategy is designed by Choosing the Target Market & Gathering
the Marketing Mix. Having a look over the marketing strategies is an important task due
to the following reasons:
➢ Speak Directly to Target Audience- Every business knows how to talk about
their products and services, and bang on about how they are! Unfortunately, that’s
not the audience want to hear. They want to know what problems you can solve
for them and how products or services will make the customer’s life easier. To
convey them this we have to know the trends of the world.
➢ Stop Spending Money in the Wrong Place- When the organisation does not
have a clear plan, it’s tempting to just spend a little and there on off-campaign.
Successful marketing is about building up a recognisable, and trusted brand. It’s
about consistent, regular communications that gets the message heard. Having a
defined marketing strategy prevents wasted efforts. It makes sure your budget is
planned and allocated effectively. Each campaign is aligned with your overall
objectives and designed to get results in short term and long term.
➢ Keep Your Activity Consistent and Relevant- From the strapline, to hashtags
used on different social media platforms, every piece of information published
should be easily recognisable. It should also be relevant and interesting to
customer and prospect. With the help of the marketing strategy, the organisation
have outline their customers and their needs and preferences. Along with this they
also know that how to engage the customers in their product/services.
➢ Helps in Setting Objectives and ROI- When the organisation does not have a
clear direction, the organisation ends up floundering, which unfortunately is a

9
 typical outcome of a non-strategic marketing activity. In order to prevent this,
there is a need of setting a very good marketing strategy which helps the
organisation in setting up the objectives for the organisation.
➢ It’s a Reference Point- With multiple channels to consider and various target
personas to reach, there is a need for a plenty of factors into the marketing plan.
For new employees or the people tasked with producing marketing outputs, the
strategy document forms the basis of their knowledge. It provide the initial block
building of all the marketing strategy.

1.2 Scope of Markerting Strategies

Marketing being a part of social science is highly complex and dynamic in nature. The
rapid change in various sector have bought great change in the concept of marketing.
Traditionally, marketing was concerned with buying and selling of products and services
only, but now it has widened and it encompasses a range of activities from customer
satisfaction to customer delight and management of customer relationship. The scope
marketing strategies revolves around customer satisfaction, anything and everything that
has an impact of customer satisfaction comes under the same.
➢ Consumer Needs and Wants- Consumer will purchase goods and services only
if the product/service fulfills the customer’s need and wants. Before offering a
product, the marketer undertakes research activities in order to try and understand
the customer’s need, and then try to offer a product which satisfies those customer
needs.
➢ Consumer Behaviour- The marketer need to study and analyse how customer
used to respond to their product and service. Every consumer is different and
unique in nature, therefore consumers have to be studied in group as well as
individually in order to understand their behaviour and satisfy them accordingly.
➢ Product Planning and Development- There is no marketing without product.
Therefore product planning and development is integral part of marketing
function. Product Planning and Development includes idea generation, concept
development, product development, branding, packaging and commercialisation

10
 of product. Marketing department plays an important role in activity along with
research and development team.
➢ Pricing Policies- As marketing is an exchange process, money is exchanged for
products. This aspect of management falls under the function of pricing strategies.
Every product needs to be priced strategically in order to survive in the market
and satisfy the customers. There are different pricing policies. Each policy
depends on various factors like Production Cost, Competition, Product Life Cycle
etc.
➢ Distribution- A study of distribution channel is important in marketing. It is
necessary for a marketer to reach maximum customers with minimum cost.
➢ Promotion- Promotion includes personel selling, sales promotion, word of mouth
advertisement etc. To achieve marketing objectives it is necessary to design right
promotional mix strategy. The process of designing and implementing the correct
marketing strategy is very important.
➢ Customer Satisfaction- Customer Satisfaction is the major objective of framing a
marketing strategy. A consumer is satisfied when his/her needs are fulfilled.
Customer Satisfaction ensures that the business is moving in the right direction.

1.3 Advantages and Limitations of Marketing Strategies

Developing an effective marketing strategy for a business is the key to growth,
expansion, and long-term success. The challenge, however, is that developing a right
marketing strategy can develop a lot of hit or miss, and for small businesses the cost
related to understanding the market can be catastrophic for the business enterprise.
Advantages of Marketing Strategy
➢ Promotes the Business to the Target Customer
You cannot sell your product or product to the target customer without appealing
them. And a correct marketing strategy is the right way to make that product or
service reach to the target market or customer. If we have targeted the correct
market group, you know their preferences, wants, desires and many more about
that market group. This information shapes the method you will use to promote
your business.

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 ➢ Helps in Building Brand
Marketing Strategyisn’t just about boosting leads and converting them into the
buyers, it’s also about expressing the culture, values and purpose of the business.
The process of communicating that vision to your audience is the essence of
branding. For example- Apple’s marketing strategy is all about simplicity,
elegance, design and function. Their products are sleek, simple, beautiful and
offer multiple functionalities.
➢ Bring in New Customer
Acquiring or getting new customers is the main goal of a marketing strategy,
without attracting or getting new customers the business won’t grow, and the
business may also witness a decline in the sales also. Through effective marketing
the business house can reach to a very large audience whether it is through Social
Media, SEOs, Paid ads etc.
➢ Get to Know About the Demands of the Customers
If a company had got good product/services, they have also got to know that their
customers also loved it and are happy to pay for that but, if they are not happy
with the product/service then there is need to improve the product/service to meet
the demands of the customers. So here comes another advantage of the effective
marketing strategy that is, the business house get to know about the demand of
their customers. When the business house market their company’s product, they
get to know more about the customers, their needs and demands and directly or
indirectly helps the organisation to create a loyal customer base.
Disadvantages of Marketing Strategy
Marketing and Promotional Strategies can provide businesses with a number of benefits,
ranging from upticks in sales to brand building and increased market share. An entire
industry exist due to the fact that businessmen benefit from marketing efforts. These
same strategies, when overused or poorly conceived can also yield disadvantage that
adversely impact the bottom line, product line or reputation.
➢ Cost of Marketing
While online marketing and promotional strategy do level the playing field to
some extend, cost represent the big disadvantage for most marketing effort.

12
 Television spots, particularly during high viewership hours, can cost more than
entire marketing budget of some businesses. In general larger the geographical
area the marketing needs to reach, the higher cost. Publications with higher
circulation number tend to charge more for ad space. In some cases, reaching the
right area requires negotiating separate arrangements with a number of media
outlets, which incurs time cost, as well as financial cost.
➢ Ignoring Existing Customers- Converting prospect customers into paying
customer always more than making sales to existing client. Inspite of this, many
marketing strategy fixate on capturing new business with little or no thought
given to existing customer. This type of new customer tunnel vision effectively
discards a large group of people with which the business already has a
relationship, and who probabily maintain interest in new product or services.
➢ Product Devaluation- Many businesses employ discounts and special pricing as
marketing strategy to capture market share. Special pricing strategy, when used
sparingly and for a very limited period of time, can generate positive results.
When overused or maintained for a extended period of time, discount pricing
strategy can decrease the perceived value of the product.
➢ Oversaturation- Marketing efforts that rely heavily on advertising run the risk of
oversaturation in the targeted market. In market with lots of competition,
advertising from one businesstends to get lumped and ignored along with
advertising from every business in the industry. When a business or product
receives so much advertising that targeted consumers get turned off by the mere
mention of business or product.

13
Chapter-2 Company
Profile

14
 CHAPTER-2

2.1 Overview of Industry as whole

Introduction to Financial Service Sector
The economy is made up of many different segments called Sectors. These sectors are
different businesses that provides goods and services to customers. The companies that
are grouped together in a sector provides similar product or services.
The financial services sector provides financial services to people and corporation. This
segment of economy is made up of variety of financial firms including banks, investment
houses, lenders, finance companies, real estate brokers, and insurance companies.
Financial service industry is probably the most important sector of an economy, leading
the world in terms of earnings and equity market capitalization.

Financial Service Sector in India

The country’s financial service sector consist of capital market, insurance sector and
non-banking financial companies (NBFCs). India’s gross national savings as a percentage
of gross domestic product stood at 30.73% in 2020. In FY21 US$ 4.5 was raised across
55 IPOs. The number of companies listed on NSE increased from 135 in 1995 to 1920 in
December 2021. As of January 2022, AUM managed by mutual fund industries stood at
Rs. 38.98 trillion.
In May 2021, the mutual fund industries crossed over 10 crore folio. The Government of
India, has taken varios step to deepen reform in capital market, including simplification
of IPO process which allow foreign investors to access the Indian bond market. In 2019,
investment in Indian equities by foreign portfolio investor (FPIs) touched five-year high
of US$ 14.47 billion. Investment by FPIs in India’s capital market reached Rs. 12.52 lakh
crore between FY2002-21. India’s market capitalization has surged by 37% from October
2021, it was US$ 3.46 trillion. Indian stock market rally made investor Rs.72 Lakh Crore
in 2021.
The number of demat account in India reached 7.38 crore from April 2021-October 2021.
In September 2021, the internation branch of National Payment Corporation of India
(NPCI), NPCI International Payment (NIPL) has teamed with Liquid Group, a

15
cross-border digital payments provider, to enable QR-based UPI payment to be accepted
in 10 countries in North and Southeasat Asia. In the Union Budget 2022-23, India has
announced plans for a central bank digital currency (CBDC) which will be known as
Digital Rupee. On September 30, 2021, the RBI communicated that the applicable
average base rate to be charged by non-banking financial company-micro finance
institutions (NBFC-MFIs) to their borrowers from the quarter beginning October 1, 2021,
will be 7.95%.

In August 2021, Prime Minister Narendra Modi launched e-RUPI, a person and purpose
specific digital payment solution. e-RUPI is a QR code or SMS string-based e-voucher
that is sent to all beneficiary’s cell phone. Users of this one-time payment mechanism

16
 will be able to redeem the voucher at the service provider without the usage of a card,
digital payment’s app, or internet banking access. In July 2021, Rajya Sabha approved the
Factoring Regulation (Amendment) Bill in 2020, enabling ~9000 NBFCs to participate in
factoring market. The bill also gives the central bank the authority to establish guidelines
for improved oversight of US$ 6 Billion factoring sector.

2.2 Profile of the Organization

AIM (Accrual Intelligence Manuals) INDIA PVT. LTD. is leading wealth advisor in India
and Abroad. Comprehensive wealth management is a high level professional services hat
combines financial and investment advice in taxation service, wealth management and
etirement planning, along with this AIM INDIA delivers one stop solution/services to
achieve financial independence. Wealth Management services of AIM INDIA is much
more than an investment advice. The coordinate all the services needed to manage
client’s money and plan for their personal and family’s current and future needs.We
maintain and increase their wealth based on individual’s financial situation’s goals and
comfort level of risk.
AIM INDIA PVT. LTD. has a knowledge driven approach and offers a superior customer
experience for its retail, corporate and emerging corporate clients. Understanding
customer needs intimately, providing a complete product range for clients and total
commitment to service delivery is their hallmark.
AIM INDIA PVT. LTD. is aims to make personal finance decisions easy, convinient and
transparent for its customers. AIM INDIA compares product offerings on the basis of key
criteria such as processing fees, interest rates, tenures and other features that matters the
most to the customers. Apart from providing unbiased comparison insights, the company
also provides customers with best-in-class assistance so that customers can get the best
possible deal with minimum hassles.
Mission & Vision
To become an organisation that is knowledge centric and offer expert advice to our
clients. The aim of the organisation is to protect customer’s wealth or the hard earned
money. It further aims to achieve the following:
● To provide 360 degree financial solution to its customer and partners.

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 ● To provide additional income to its partners.
● To provide financial assistance and independence to their customers and partners.
USP of AIM INDIA
● A wide range of Products: AIM INDIA offers a complete spectrum of financial
products, ranging from retail lending products to investment products. AIM
INDIA partners with over 50+ banks and other financial institutions, catering to
all segments with varied demographics.
● Unbiased & Customized Advise: The company offers customized solution to all
lending and investment needs of a customer. The comparison engine is an
intuitive platform that provides unbiased choices to their customers, based on
profile and needs. After processing the latest financial number from virtually all
banks and fiscal organisations, this engine helps sers arrive at a smarter decision
instantly.
● A Seamless Journey: It also helps customers to make the right choice and assist
them throughout the transaction process with the bank. A seamless product
journey and assistance over the phone from the sales force, makes the entire
buying process at AIM INDIA simple and speedy.
● Paperless and Presence less Process: AIM INDIA is focused on using
technology to build presence-less and paperless solution in the financial services
aggregation space. Riding on the Indian Government’s India Stack Initiative that
aims to digitize customer identification and verification, AIM INDIA is
developing solutions where processes are completed on its platform without the
need for customer to either visit banks or do multiple sheets of paperwork.

2.3 Problems of the Organisation

For the financial services sector’s organisation, new challenges facing the industry are’nt
so much new as they are new in the context of constantly evolving customer demand and
a recently strained economy.
As of the second quarter in 2022, digital transformation efforts in financial services
remain incremental, localized, siloed, and fragmented, leading to imbalances across the

18
organisation when it comes to technology readiness and an ability to capture the full
potential of costly investment.
● Regulatory Compliance in Finance- The ever changing regulatory environment
poses a constant challenge for financial institutions of all types. By using the
latest Fintech technology to address the regular compliances some institutions are
bridging the gap between the regulators and the financial services industry.
● Cybercrime in Finance- Data breaches involving financial services firm
increased by 480% from 2017 to 2018. With each attack costing financial
institutions millions, innovative solutions are needed if we are to avoid a repeat of
lawless days of Wild West. Whatever cybercrime solutions emerges to protect
financial services, blockchain technology must be the foundation. As more and
more institution adopts distributed ledger technology, blockchain will become the
solution, in order to keep the financial data secured.
● Eliminating Data Breach- Financial Services firms are the prime target of the
cybercrime. Because of the sensitive data they carry, they are more likely to be
targets.
● Big Data Use in Finance- Big Data provide both opportunities and obstacles for
financial service provider. Tapping into social media, consumer database, and
even news feeds can help financial services better serve their customers, while
better protecting their own interest. But sorting through torrents of unstructured
data for useful information is no small undertaking. It requires powerful data
analytics technology.
● Customer Retention in Financial Service Industry- Competitors for financial
service client has never been fiercer. While brand loyalty may not be dead, it is
definitely on life support.
● Exceeding Customer Satisfaction- Consumers continue to expect a lot from
their financial institutions. Many want a more personalized service from their
financial providers.

19
2.4 Competition Information
As AIM INDIA is business house under Financial Services sector, so there are number of
big business organisation under financial services sector but AIM INDIA’s major
competitors are Policy Bazaar & LIC (Life Insurance Corporation)
● Policy Bazaar
Policy Bazaar is an Indian Insurance aggregator and multinational financial
technology company based in Gurgaon. The company was founded by Yashish
Dahiya, Alok Bansal and Avaneesh Nirjar with one objective of bringing
transparency in insurance. The founders want to reimagine insurance, so they
started by simplifying all the information around plans, ending with the rampant
mis-selling, and preventing policy lapse. Today, Policy Bazaar is India’s best and
largest online insurance market place. Over 9+ million individuals have came to
the company & brought the best insurance plan from top insurers of the country.
The major investor of the PolicyBazaar are-
SoftBank Group,
Info Edge (India) Limited,
SVF Python II (Cayman),
Tencent,
Tiger Global Management,
Falcon Edge,
Premji Invest and many more.
● LIC (Life Insurance Corporation)
Life Insurance Corporation of India (LIC) is an Indian statutory insurance and
investment corporation headquartered in the city of Mumbai, India. It is under the
ownership of Government of India. The Life Insurance Corporation of India was
established on 1st September 1956, when the Parliament of India passed the Life
Insurance of India Act that nationalized the insurance industry of India. Over 245
Insurance companies and provident societies were merged to create the
state-owned Life Insurance Corporation of India. LIC invests in sectors such as
Banks, Cement, Chemical and Fertilizer, Electricity and Transmission, Electricals
and Electronics, Engineering, Construction and Insfrastructure, Fast Moving

20
 Consumer Goods, Finance and Investment, Healthcare, Hotels, IT, Metal and
Mining, and many more.

2.5 S.W.O.T. Analysis of the Organisation

STRENGTHS
● Healthy Working Environment- AIM India knows the importance of healthy
working environment. Employees of the AIM INDIA are always motivated d
make sure that they get added benefits ased on their performances.
● Variety of Products and Services- AIM INDIA is partnered with different banks
which have variety of products like Insurance Plans, Ulip Plan, Term Life
Insurance, Bank Portfolio etc. This helps them to cater to client with different
investment needs.
WEAKNESSES
● Vulnerable to Risk- Since this sector deals with finances, it is the riskiest sector
which can change the fate of any business or business organisation.
OPPORTUNITIES
● Social Media Presence- Everyone uses social media, to gather attention from
customers AIM INDIA can use social media.
THREATS
● Increasing Competition- Competition from Non-Banking Financial Companies
like insurance companies and mutual fund companies can affect the business of
banks.

STRENGTHS WEAKNESSES
● Healthy Working Environment ● Vulnerable to Risk
● Variety of Products and Services

OPPORTUNITIES THREATS
● Social Media Presence ● Increasing Competition

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Chapter-3 Literature
Review

22
 CHAPTER-3

By Sharma Preeti, Avinash K. Shrivastava,

April 4, 2021
It has been studied by the researchers or authors that the Indian Financial Sector passed
through various stages of development including pre-nationalization, post-nationalization
and the recent one post-liberalization. In these stages, marketing was at hibernation
mode, as the relationship between banking and marketing was not considered important.
However, the recent development in Indian Financial Sector as well as changes in
customer preference towards financial services have aggravated a need for a stronger
relationship between marketing and financial service institutions. This thought grew up
after there was a realization of sustainable structure.
In the light of the above development, authors have attempted to study and explore the
marketing strategy of financial service institutions specifically for financial products and
services to target retail customer. This exploratory research is carried out by interviewing
a number of people. A total of 24 factors were identified through the literature available
on the topic. Exploratory factor analysis was applied, and it was found that five most
influential factors are devising a differential marketing strategy. The marketing strategy
has been named as ‘PRISM’.

23
By Meidan Arthur
It has been studied by the researcher or author that the literal meaning of the word
strategy is ‘the general art’, deriving from ancient Greek word for general- strategos.
Prior to Napolean’s time the word had a military connotation, implying the art or science
of directing military forces to defeat an enemy or to mitigate the result of defeat.
Although, deriving from an ancient heritage, the tern strategy has found its way into
financial services management literature in the past decade or so. In other words, strategy
describes those critical boundary-spanning decision that defines the framework and
direction for overall financial services organisation. The marketing strategy of a financial
services firm must fir in with its overall objectives. Therefore, marketing strategy should
be an integral part of the corporate or strategic plan.

By Nwambeke, G.C., Oko and Many More

The study investigated the effects of marketing strategies on financial services.
Specifically the study sought to ascertain the effect of price and place marketing
strategies on financial service. The study adopted survey research design and multiple
linear regression model. Primary data was collected by using questionnaire.
The study found that the price marketing strategy used by financial services institutions
to market their financial product and services. The study found that the place marketing
strategy used by financial services institutions to market their financial product and
services has a positive and significant effect.

24
By Nedumaran G., Baladevi M.
The financial marketing services are increasing day by day in the financial services sector
in India. In this paper aims to examine the Financial Marketing Services of financial
sector in India. This study is used to collect data from primary data and secondary
sources which are collected from customers, websites and other sources.
The financial services such as Wholesale Financial Services and Retail Financial
Services. The researcher concludes that through effective regulation, creating awareness
of Financial Marketing Customers.

By Mensah Kobby, Amenuvor Edem Fortune,

16th October 2021
The financial service industry is characterised by a high level of consumer perceived risk
and irrational behaviour in decision-making, which is predominantly influenced by the
effect of communication and application of heuristic as a function of communication in
consumer decision-making. This situation promotes marketing communication as one of
the most essentia activities that financial institutions rely on to mitigate the risk and to
satisfy consumers’ quest in understanding financial products. The importance of the
research is to establish the effects of marketing communication on consumer purchasing
behaviour in emerging economies that are experiencing expanded financial markets but
limited corresponding research insight.
To achieve the aim of the study, the researcher uses data from customers of financial
institutions. The hypothesis are tested using a structured modelling techniques. The result
of the study reveals marketing communication strategies and their impact on consumer
purchase behaviour.

25
By Tien Hoang Nguyen,
November 2020
Green marketing has never been more important and powerful as world trade has moved
towards being environmental friendly in the past few decades. Environmental pollution
has been significantly affected the economic development, especially the post Covid-19
period. Revolution in communication and transport, and further economic liberalization is
growing rapidly in emerging markets in line with increasing green marketing’s
capabilities with a wide range of communication channels, giving new customers more
access to the benefits that green marketing offers for a better quality of life.

26
Chapter-4 Research
Methodology

27
 CHAPTER-4

4.1 Overview of Project

According to Philip Kotler, marketing strategies is defines as, “a set of objectives,
policies and rules that guides over time firm’s marketing efforts.” Marketing Strategy of a
company is a policy to maintain a competitive position in the market. Management gives
it a shape with strategies for each Product, Distribution, Promotion and Pricing.
Management tries to balance controllable and uncontrollable factors and so shape the
market need, wants and fulfill company’s goal. The study will be worthwhile in designing
the basic strategies for marketing of AIM INDIA in the competitive environment and in
the evaluation of policy.
The life insurance, investments, mutual funds, SIPs etc in India now a days has taken a
giant shape after privatization and introduction of IRDA. AIM INDIA is part of one of
the flourishing industry, selling different investment related products. The study is
designed to evaluate the marketing strategy of the organisation. Marketing strategy
includes all basic and long-term activities in the field of marketing that deals with the
analysis of strategic initial situation of the company and the formulation, evaluation and
selection of market oriented strategies and therefore contributes to the goal of the
company and its marketing objectives. The study makes an attempt to focus on marketing
strategies.

4.2 Research Design and Collection of Data

4.2.1 Introduction
By the term ‘Research’, it is a collection of data that includes critical information by
taking research methodologies into consideration. In other words, it is a compilation of
information or data explored by setting a hypothesis and consequently coming up with
substantive findings in an organised way. The Research Design helps the researcher to
pursue their journey into the unknown but with a systematic approach by approach by
their side. The way an Engineer or architect frames a design for a structure, likewise the
researcher picks the design from various approaches in order to check which type of
research is to be carried out.

28
4.2.2 Types of Research Design
Some of the research designs are as follows:
● Descriptive Research Design- In this research design, the scholar/researcher
describes the situation or case in depth in their research. This research design is
purely on theoretical basis where the individual collects data, analyse the data,
prepares and present it an understandable manner. It is the most generalised form
of research design.
● Experimental Research Design- In this type of research design in which the
study is carried out utilising a scientific approach and two sets of variable. The
first set serves as a constant against which the variation in second set are
measured. Experimental Research collects data to assist in making better
judgments. Experimentation is used in any research undertaken under
scientifically appropriate settings.
● Correlational Research Design- The Correlational Research Design looks into
correlation between variables without allowing the researchers to control or
manipulate any of them. It reveals the magnitude or direction of link between two
(or more) variables. Correlational Research Design might have either positive,
negative or zero.
● Diagnostic Research Design- It is a type of research design that tries to
investigate the underlying cause of a certain condition or phenomena. It can assist
you in learning more about the element that contribute to certain difficulties or
challenges that the client may be experiencing.
● Explanatory Research Design- This research design is established to explore
phenomena that have not before researched or adequately explained. Its primarily
goal is to notify where we may get a modest bit of information. With this research
design, the researcher obtains a broad notion and use research as a tool to direct
them more quickly to concerns that may be addressed in future.
4.2.3 Research Design Used in the Study
As we have discussed that Descriptive Research Design is a research design in which the
scholar describes the case in their research, or we can say that this research design is
purely a theoretical research design. A research on the marketing strategies of the

29
AIM (Accrual Intelligence Manuals) INDIA PVT. LTD. is a Descriptive Research
Design as under this resort we will get encounter with the marketing strategies of the
AIM INDIA which is a part of Financial Services sector which is offering a number of
products to the ultimate king of the market that is none other than the customer. By the
study of the marketing strategy we will come across the competitive structure of the
organisation. By the deep research on the marketing strategy of the organisation we will
also study all basic and long term activities in the field of the marketing of the
organisation which will help in formulation, evaluation and selecting the marketing
strategy.
4.2.4 Types of Sampling Technique
Sampling is a technique of selecting individual members or a subset of population to
make statistical interference from them and estimate characteristics of whole population.
Different samplin methods are widely used by researcher in market research.
Sampling in market action research is of two types- Probability Sampling and
Non-Probability Sampling.
● Probability Sampling- It is a sampling technique where a researcher set a
selection of few criteria and choose members of population randomly. All the
members have an equal opportunity to be part of sample with this selection
parameter. Following are the types of probability sampling techniques-
○ Simple Random Sampling- On of the best probability sampling
technique as it saves time and resources. It is reliable method of obtaining
information where every single member is chosen randomly.
○ Cluster Sampling- It is a method where researcher divide the entire
population into different sections or cluster that represents a population.
Clusters are identified and included into sample based on demographic
parameters.
○ Systematic Sampling- Researcher uses this sampling method to choose
the sample member of population at regular intervals. It requires the
selection of a starting point for sample and sample size that can be
repeated at regular interval.

30
 ○ Stratified Random Sampling- It is a method in which the researcher
divides the population into smaller groups that don’t overlap but represent
the entire population.
● Non-Probability Sampling- In this sampling technique, the researcher choose
member for research at random. This sampling method is not fixed or predefined
selection process. Following are the types of non-probability sampling methods-
○ Convenience Sampling- This method is dependent on the ease of access
to subject such as surveying customers. This sampling technique is termed
as Convenience Sampling, as the researcher’s ease of carrying it out and
getting in touch with the subject. Researchers have early no authority to
select the sample elements. This is the non-prabibility sampling technique
used when there is time and cost limitation in collecting the feedbacks.
○ Judgemental or Purposive Sampling- Judgemental or Purposive
Sampling are formed by discretion of the researcher. Researcher purely
consider the purpose of study along with the understanding of the target
audience.
○ Snowball Sampling- It is a sampling technique that researcher apply
when the subjects are difficult to trace. Researcher also apply this
sampling technique in situation where the topic of the research is highle
sensitive and cannot be discussed openly.
○ Quota Sampling- In quota sampling, the selection of member in sampling
technique happens upon the pre-set standards. It is a rapid method of
collection of samples.
4.2.5 Probability Sampling Used in the Study and Sampling Region
As mentioned earlier, Convenience Sampling method is a type of sampling method which
is subjected to surveying the respondents or customer with a great ease. And the same
sampling method is being used while conducting a research on Marketing Strategies of
AIM INDIA PVT. LTD. While conducting the research, we have the problem of time and
cost, which is the same problem faced in Convenience Sampling method.
The Sampling Region of the study was mainly Delhi. The respondents were mainly from
Delhi and were the existing customer of the organisation.

31
 4.2.6 Collection of Data
The report is based on primary data. Primary data is the data that has been generated by
the researcher himself/herself through surveys, interviews, experiments, specially
designed for understanding and solving the research problem. The survey instrument or
the survey questionnaire contained the question that encompassed the objective of the
research. Different social media users are the population of the study. The questions in
the questionnaire are directed only towards the analysis of marketing strategies of AIM
INDIA PVT. LTD.
4.2.7 Number of Respondents
For conducting the study on Marketing Strategies of AIM INDIA PVT. LTD. the number
of respondents used while recording the study are 50 respondents. These 50 respondents’
responses are recorded know their point of view about the services and product of the
organisation and also to record the responses about the study.
4.3 Objectives of the Study
● By conducting a study on the marketing strategies of the AIM INDIA PVT. LTD.
will understand the firm’s competitive position and competitive structure. The
perfect marketing strategy also helps in balancing the controllable and
uncontrollable factors which affects the market needs.
● With the study of the marketing strategy we will also understand the 4Ps’ used by
AIM INDIA for their marketing and promotion of the products/services.
● Along with these, we will also get familiar whether the organization enjoys the
competitive advantage or not.

4.4 Limitations of the Study

● Limited Sample Size- The study conducted on the marketing strategy is restricted to
limited sample size of 50 people. And with this limited sample size of 50 people we will
get limited data from them.
● Unwillingness to Answer- The major limitation of conducting the study is unwillingness
of the participant to answer. The respondent selected for the study may not provide
authentic information. While collecting the data, the respondent may manipulate their
responses.

32
 ● Manipulation of Responses- The respondent donot reflect their natural behaviour while
filing the response for the research, due to which the research is bound to record the
altered response from the respondent which affects the accuracy of the result.

4.5 Data Sources

The data or the information collected for the formation of the study can be either from
Primary Sources or from Secondary Sources.
● Primary Sources- Primary source of data is a source of data that is collected by
the researcher directly from main sources through interviews, surveys,
experiments, questionnaires etc. Primary source of data are usually collected from
a source- where the data originally originates from and are regarded as the best
kind of data source. The primary source of data are usually chosen and tailored
specifically to meet the demands or requirements of particular data.
● Secondary Sources- Secondary sources of data is a source of data that has been
already been collected through primary sources and made readily available for
researcher to use for their own research. It is a type of data that has already been
collected in the past. A researcher may have collected the data for a particular
project, then it made it available to be used by another researcher.

33
Chapter-5 Analysis/Study
of Topic

34
 CHAPTER-5

1. Age of the Respondents:

Age Group Responses Percentage

Below 20 Years 10 20%

20-30 Years 13 26%

30-40 Years 13 26%

Above 40 years 14 28%

Illustration- From the above data, it can be illustrated that out of 50 people of
respondents 10 are below 20 years age group, 13 people are of 20-30 years age group,
another 13 also belongs to 30-40 years age group and rest 14 belongs to above 40 years
age group.

35
2. Occupation of Respondents:

Occupation Responses Percentage

Student 15 30%

Profession/Employed 8 16%

Self-Employed 19 38%

Unemployed 8 16%

Illustration- From the above data, we can interpret that out of 50 people of respondents
15 are students, 8 are professionals or employed, 19 are self-employed and rest 8 are
unemployed.

36
 3. Household Income of the respondents:

Income Responses Percentage

Below 5 Lakh 15 42%

5-10 Lakh 8 30%

10-25 Lakh 19 16%

Above 25 Lakh 8 12%

Illustration- From the above data, it can be clearly illustrated that out of 50 people of
respondents, 15 people earn less than 5 lakh per annum, 8 earned between 5-10 lakh per annum,
19 earned between 10-25 lakh per annum and rest 8 people earned above 25 lakh.

37
4. Time of using the products:

Time Period Responses Percentage

0-2 Years 40 80%

2-5 Years 5 10%

5-10 Years 2 4%

Above 10 years 3 6%

Interpretation- From the above data, we can clearly interpret that out of 50 people of
respondent, 40 people have used the product/service for 0-2 years, 5 people have used for
2-5 years, 2 people have used for 5-10 years and rest 3 people for above 10 years.

38
5. Rating of product/services: (5-Highest, 1-Lowest)

Ratings Responses Percentage

5 18 36%

4 15 30%

3 13 26%

2 4 8%

1 0 0%

Interpretation- From the above data, we can clearly interpret that out of 50 people of
respondent, 18 people gave the rating of 5-star, 15 people gave the rating of 4-star, 13
people gave the rating of 3-star, and rest 4 people gave the rating of 2 -star.

39
6. Rating of the price paid for the product/services: (1-Lowest, 5-Highest)

Ratings Responses Percentage

5 15 30%

4 18 36%

3 13 26%

2 4 8%

1 0 0%

Interpretation- From the above data, we can clearly interpret that out of 50 people of
respondents, 15 people gave the 5-star rating for the price to be paid for the
product/service, 18 people gave the 4-star rating, 13 people gave the 3-star rating and rest
4 people gave the 2-star rating.

40
7. Ideal price of the product/services as per respondents: (Premium Per Annum)

Price Range Responses Percentage

10k-15k 21 42%

15k-20k 8 16%

20k-25k 15 30%

Above 25k 6 12%

Interpretation- From the data collected it is clearly visible that out of 50 people 21
people suggested that the amount of the product should lie between 10k-15k premium per
year, 8 suggested that the amount of the product should lie between 15k-20k premium per
year, 15 suggested that the amount of the product should lie between 20k-25k premium
per year and at last 6 suggested that the amount of the product should lie above 25k.

41
8. Most valuable according to respondents:

Features Responses Percentage

Cashback 5 10%

8% Annual Compound 10 20%

Interest

Complimentary Health 2 4%
Insurance

All of the Above 33 66%

Interpretation- From the above data it is clearly visible that out of 50 people, 5 people
gave only preference to cashback facility, 10 people gave only preference to 8% Annual
Compound Interest, 2 people gave only preference to Complimentary Health Insurance
and 33 people gave preference to all the features of the products/services.

42
9. Information about product/services to respondents:

Tool Responses Percentage

Social Media 0 0%

Television 4 8%

Newspaper 2 4%

Friends and 44 88%

Relatives

Interpretation- Form the above data it is clearly visible that out of 50 people, 4 people
came to know about the product from the television, 2 came to know about the
product/services from newspaper and at last a majority of people with 44 people came to
know about the product/services of the AIM INDIA from their friends and relatives.

43
10. Reasons behind choosing product/services over the competitors:

Reason Responses Percentage

Cashback 13 26%

Higher Rate of Return 21 42%

Complimentary Health 5 10%

Insurance

Reliable (in affliation 11 22%

with BOB and other
centralised bank)

Interpretation- Form the above data it is clearly visible that out of 50 people, 13 people
get attracted due to cashback feature, 21 get attracted due to higher rate of returns, 5 get
attracted due to complimentary health insurance and remaining 11 people get attracted
due to the reliability of the product/service as this product is affiliated to the Bank of
Baroda and other centralized bank.

44
11. Which of the following statements do you associate with our product/services ?

Statement Responses Percentage

You dream it we help to achieve it. 19 38%

investing the way you want 8 16%

More than just investment 8 16%

Get your financial attitude high. 15 30%

Interpretation- From the above data it is clearly visible that out of 50 people, 19 opted
the first statement to be most appropriate associated with the product/sevice, 8 opted the
second statement to be the most appropriate statement for the product/service, another 8
people opted the third statement to be the most appropriate for the product/service and
last 15 people opted fourth statement.

45
12. Feedback of product/service when compared to competitors:

Feedback Responses Percentage

Excellent 29 58%

Good 13 26%

Fair 8 16%

Poor 0 0%

Interpretation- From the above data, it is clearly visible that out of 50 people, 29 find
the product/service offered by AIM India to be excellent, 13 find the product/service to
be good and rest 8 find the product to be fair.

46
13. Features for which respondents are not satisfied with:

Heads Responses Percentages

All features are good 24 48%

Others 26 52%

Interpretation- From the above data, it is clearly visible that the majority of people out
of 50 people finds that all features of the product/service offered is good.

47
14. First thing when you think of product/company:

Heads Responses Percentage

A good investment opportunity 21 42%

Others 29 58%

Interpretation- From the above given data, it is clearly visible that the majority of the
people out of 50 finds the product/service to be a good investment opportunity.

48
15. Adjective use to describe our product/service, if it had a personality:

Heads Responses Percentage

A rich mindset product 21 42%

Others 29 58%

Interpretation- From the above given data, it is clearly visible that the majority of the
people out of 50 finds the product/service as a rich mindset personality.

49
16. Main motivation in choosing the product:

Heads Responses Percentage

Higher/Great Returns 23 46%

Others 27 54%

Interpretation- From the above given data, it is clearly visible that the majority of the
people out of 50, their main motivation for selecting the product is higher/greater returns.

50
17. Last time respondents used this kind of product/services or any product/services similar
to this:

Heads Responses Percentage

Never 34 68%

Others 16 32%

Interpretation- From the above given data, it is clearly visible that the majority of
people out of 50 are not aware of any other investment opportunity which is similar to
this investment opportunity.

51
 Chapter-6
Findings/Observation

52
 CHAPTER-6

5.1 Findings
From the responses recorded from questionnaire filled various respondent, there are some
of the findings, which are as follows:-
● 21% of the respondents who filled the questionnaire are of age group below 20
years, 26% belong to age group of 20-30 years, another 26% belong to age group
of 30-40 years, and rest 27% belongs to age group of above 40 years.
● 30% of the respondents who filled the questionnaire are students, 16% are
working professional, 38% are self-employed or are businessman, and the last
16% are from the unemployed category.
● Now comes the discussion on the findings on the grounds of household income. A
majority of 42% of respondents are having income less than 5 lakh annually, 30%
of total respondents are earning 5-15 lakh annually, 16% are earning between
15-25 lakh annually and last 12% are earning above 25 lakh annually.
● Now comes the turn of time period of using the product, from the respondents’
response, majority of respondents that is 78.9% used the product between 0-2
years.
● A majority of people with 63.2% selected the product for all the additional
features.
● From the responses on the questionnaire, 89.5% of the respondent came to know
about the product from their respective friends and relatives.

5.2 Observation
5.2.1 Part One (Wave of Investment)
From the responses filled by the respondents in the questionnaire, we have came to know
that a wave of investment, no doubt has hit the Indian population, they have came to
know the importance of investment not only for their future but also for their present. A
number of reasons can be enlisted behind but the main reason I feel is the outburst of
COVID-19 pandemic on the global economy, and it is one of the main reasons which

53
brought not only the Indian economy but also global economies like America, Russia,
China, Japan, UK and many more on their knees.
From the data received by the respondents through questionnaire, people of age group
(either they are of age group below 20 years, 20-30 years, 30-40 years age group and
above 40 years age group), and of different professional life (either Student, working
professional, self-employed and unemployed) have shown a keen interest in the
investment opportunity brought by AIM INDIA PVT. LTD under the observation of Bank
of Baroda and many centralised bank.
5.2.2 Part Two (Overview on 4Ps’)
The ‘4Ps’ of Marketing’ refers to four key elements comprising the process of marketing
a product or service. They involve the marketing mix, which a set of tools that a company
uses to influence the consumer into buying that product.
From the responses filled by the respondents in the questionnaire, we observed that out of
50 respondents, a majority of respondents finds that the price they are paying for the
product/service is worth it, but along with this a majority of people who cannot afford to
pay Rs.30000 per year due to any of their personal reasons, so they expect that the price
to be paid for the product/service should be in between the price range of 10,000-15,000.
Along with this the respondents’ responses we also came to know that the customer’s
main motive or the objective of giving preference to the product is “Higher Rate of
Returns”, no doubt they also gave priority to other features of the product such as
Complimentary Health Insurance, Cashback, and Reliability of the product. A majority of
respondent rated the product/service of the organisation with 5, which means they are
highly satisfied with the product/service offered by AIM INDIA.
Now it comes the promotion of the product/service of AIM INDIA. From the respondent
who filled the response in questionnaire came to know about the product/services from
their friends or relatives or we can say that AIM INDIA attract their new customers from
their existing customer in easy word we can say that the organisation gave preference to
Mouth-to-Mouth publicity for the marketing of their product. From the data collected by
the respondents, we concluded that 89.5% of the respondents came to know about the
product/service by their friends or relatives.

54
5.2.3 Part Three (Overview of Competitive Advantage)
Competitive advantage refers to the factor that allows a company to produce goods or
services better or more cheaply than its rivalry. These factors allows the productive entity
to generate more sales or superior margins compared to its rivals. Competitive advantages
are attributed to a variety of factors including cost structure, branding and other factors.
From the responses filled by the respondents we observed that out of 50 respondents,
majority of respondents finds that the product/service offered by the organisation in
comparison with their competitors is excellent. 57.9% of total respondents finds the
product to be excellent in comparison with their competitors. Along with that when the
respondents were asked about the reason for choosing their product over their
competitors, a majority of people (42.1% of total resspondents) find the higher rate of
return to be the main reason for choosing their product over their competitors.
5.2.4 Part Four (Overview of Marketing Strategy)
From the discussion done above we can say that some how or the other the organisation
has taken proper care of 4Ps’ of marketing except the PROMOTION. From the above
data collected by the respondents, we came to know that the organisation is not investing
that much of money in advertising/promoting their product. In order to fulfil this
PROMOTIONAL MIX of the marketing of the product the organisation can go for
advertising the product/service at different social media platforms, they can go for SEOs’,
they can also go for INFLUENCER MARKETING, under which the organization makes
use of influencer for endorsement of the product/services.
Now comes the turn of discussion of competitive advantage. From the discussion done
above, we can say that some how or the other the organisation is enjoying some
competitive advantage due to the interesting features of Cashback, Complimentary
Health Insurance, 8% annual compound interest and reliability of the product.

55
Chapter-7 Conclusion

56
 CHAPTER-7

From the complete study it can be concluded that the organisation needs to properly take care for
the investment of fund in the promotion of the brand or product. The organisation can go online
marketing and promote the brand or product, either it is organic or inorganic. For the promotion
of the brand the organisation can also take help of the existing customer by providing some extra
incentives to the customers for the promotion. Along with that they have to adopt different
promotional tools and activities for their product. Some of the promotional tools the organisation
can go for are-
● Investment in local SEO.
● Turning the website into a 24/7 sales representative.
● Getting notified by search engines.
● Increasing leads through email marketing.
● And many more.
Along with this the organization have also enjoyed the competitive advantage as compared to
their competitors. The organisation’s product have enjoyed a great competitive advantage due to
any of the reason either it is the additional facility the organisation is providing or the higher
returns the organisation is providing.

57
 (Annexure)
A.1 Questionnaire
Name:-.....................
1. What is your age ?
a. Below 20 years
b. 20-30 Years
c. 30-40 Years
d. Above 40 years
2. What do you do for living ?
a. Student
b. Profession/Employed
c. Self-Employed
d. Unemployed
3. What is your household income ?
a. Below 5 Lakh
b. 5-15 Lakh
c. 15-25 Lakh
d. Above 25 Lakh
4. How long you have been using our product/services ?
a. 0-2 Years
b. 2-5 Years
c. 5-10 Years
d. Above 10 Years
5. How would you rate our product/services ? (1-Lowest, 5-Highest)
a. 5
b. 4
c. 3
d. 2
e. 1
6. How would you rate the price paid for the product/services ? (1-Lowest, 5-Highest)
a. 5
b. 4
c. 3
d. 2

58
 e. 1
7. According to you, what should be the ideal price of the product/services ? (Premium Per
Annum)
a. 10k-15k
b. 15k-20k
c. 20k-25k
d. 25k and Above
8. Which feature are most valuable to you ?
a. Cashback
b. 8% P.A. Compound Interest
c. Complimentary Health Insurance
d. All of the Above
9. How do you find about our product/services ?
a. Social Media
b. Television
c. Newspaper
d. Friends/Relatives
10. What is/are the reasons behind choosing our product/services over the competitors ?
a. Cashback
b. Higher Rate of Returns
c. Complimentary Health Insurance
d. Reliable (in affiliation with Bank of Baroda and many centralized bank)
11. Which of the following statements do you associate with our product/services ?
a. You dream it we help to achieve it
b. Investing the way you want
c. More than just investment
d. Get your financial attitude high
12. How do you find our product/service when compared to our competitors ?
a. Excellent
b. Good
c. Average
d. Bad
e. Very Bad
13. Features for which you are not satisfied with ?

59
14. What is the first thing when you think of our product/company ?
15. What adjective would you use to describe our product/service, if it had a personality ?
16. What was the main motivation in choosing our product ?
17. When was the last time you used this kind of product/services or any product/services
similar to this ?

60
A.2 Bibliography
● Internet
https://www.investopedia.com/ask/answers/030315/what-financial-services-sector.asp
https://www.ibef.org/industry/financial-services-presentation
https://www.aimincorp.com/about.php
https://www.linkedin.com/company/aimindia/about/
https://www.policybazaar.com/about-us/
https://en.wikipedia.org/wiki/Life_Insurance_Corporation#Holdings
https://www.managementstudyguide.com/marketing-strategy.htm
https://docs.google.com/document/d/1H4SyXafmxigLFbt46w7Rq2ygQ-oN5Qj93K64WgAavA8
/edit
https://leverageedu.com/blog/research-design/
https://www.investopedia.com/terms/c/competitive_advantage.asp
https://corporatefinanceinstitute.com/resources/knowledge/other/4-ps-of-marketing/
https://yourengineroom.com/blog/5-reasons-to-create-a-marketing-strategy/
https://startupxplore.com/en/blog/advantages-of-an-effective-marketing-strategy/
https://yourbusiness.azcentral.com/strengths-weakness-product-positioning-24870.html
https://livevox.com/challenges-for-the-financial-services-industry/#gref
https://indiafreenotes.com/challenges-facing-the-financial-service-sector/
https://journals.sagepub.com/doi/abs/10.1177/2319714521994510
https://www.shanlax.com/wp-content/uploads/SIJ_MGT_Mar2018_V5_N4_062.pdf
https://link.springer.com/article/10.1057/s41264-021-00121-0

● Book
○ Marketing Financial Service by Christine Ennew, Trevor Watkins, Mike Wright
○ Marketing Model by Philip Kotler, and Gary Lilien

61