AIA-JF Green Fund–Differentiation in Funds Market Harvard Case Solution & Analysis

Mandatory reserve fund ("MPF") was established in December 2000 in Hong Kong to provide a formal, government-supervised retirement vehicle protection for the local population. As a major service provider MPF, AIA-JF made a revolutionary step in the launch of the first socially responsible investment ("SRI") fund, the green fund, the market for MPF. SRI was a relatively new concept in Hong Kong, although it has been growing rapidly in the U.S. and Europe since the mid-1980s. In the first year of its launch, the Green Fund attracted $ 5 million, as the target. However, the company was four times the size of the fund to $ 20 million over three years with economically viable marketing approaches. Illustrates the specific characteristics of the product marketing investments, especially in the choice of target market, and gives students the opportunity to recommend marketing strategies for corporate and individual customers. "Hide
by Ricky Chan, Amy Tan Source: University of Hong Kong, 34 pages. Publication Date: September 14, 2007. Prod. #: HKU664-PDF-ENG

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