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0.5 bln USD art fund sales and marketing strategy

In 2009-2010 Russian Federal financial markets authority has accepted several amendments to national investment legislation that allowed creating closed-end mutual investment funds with art and collectables as principle assets. AGANA Asset Management company that is #1 mutual funds manager in Russia in NAV decided to jump in this new attractive market. At first, AGANA raised the fund that consists of first class vintage photo prints (300 000 prints in total). Total NAV of the fund at the moment of creation was 0.5 billion USD.

Stas Marketing consultants that earlier conducted art market research as well as investment quality diamonds market research were invited to develop marketing and sales strategy for new fund shares on secondary market. Stas Marketing team carefully studied Russian financial instruments market, world exchanges trends as well as art funds practice worldwide. Special attention was paid to uniqueness of new fund photo collection.

Consultants have developed fund positioning, calculated size of each target group (banks, pension funds, wealth managers, etc.) and define product proposition for each of them. Also the name of the fund brand (Sobranie – PhotoEffect) and its platform were created. Also sales channels and marketing channels were analysed and them sales forecast calculated (with breakdown by channels) as well as detailed strategy and tactics of sales and distribution.

Currently, AGANA alternative investments team is implementing this strategy.

0.5 bln USD art fund sales and marketing strategy