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Yapı Kredi Asset Management Annual Report 2012
34
Marketing and Sales
YKAM aims to create high value for its clients and strives to achieve its
performance targets in all investment products under management.
The Company takes advantage of its strength in innovation, advanced
know-how in asset management, expertise in all asset classes traded in
both global and local markets and commitment to produce alternative
investment products with clearly defined risk parameters. YKAM has been
the leader in Turkey to launch the first capital guaranteed funds, first fund
of funds.
YKAM supports its marketing processes with intensive advertising and
product promotion activities and enhances its investor information
platforms. Additionally, the Company reshuffles product management
portfolio in line with investors’ needs, potential trends and designs as well
as changes in legislation.
New Product Development Process
Ensuring strong and steady coordination among company, sales network
and support units, YKAM has always exhibited outstanding performance in
designing and launching new asset management products.
The main decision hub for product development process is the New
Product Committee meeting, which meets regularly and comprises
of extensive quorum of employees from different functions including
marketing and sales management teams of distribution channels,
representatives of the sales force and portfolio managers. With utmost
attention on investment performance, the Portfolio Management Group,
in close cooperation with Marketing and Sales Management, discusses
prospect products, evaluates and decides on the suggestions to be
delivered to the New Product Committee. At committee meetings,
decisions about the new products are taken with consensus of all
participants.
Innovation and Leadership
Being the innovation leader in Turkey, YKAM introduced these high value-
adding products for the first time to the market:
• First Capital Guaranteed Funds
• First Fund of Funds
• First Private Sector Bonds&Bills Fund
• First ISE - Dividend Index Fund
Core Strengths
Sales Management at YKAM is based on the following core strengths:
• Advanced communication skills, efficient communication tools, strong
sales support and coaching experience
• Client centric approach in all steps of the product sales process
• Providing all know-how and knowledge about products’ specifications
to distribution channels
• Providing support for after sales process and all CRM services given by
distribution channels
Competitive Advantages
Benefiting from its high competitive advantages, YKAM displays
outstanding performance by providing tailor-made solutions to meet the
investment demands of all client segments:
• Private banking funds are offered exclusively for HNWIs.
• Hedge fund is offered to HNWIs and institutional investors.
• Akıllı Fon Sepetleri (AFS), a fund basket product, constituted by
3 different risk levels and return potentials, that is offered to individual
clients.
• Portfolio advisory is offered for the UHNWI and institutional client
investors segments of Yapı Kredi Bank.
• YKAM enjoys its operational strength established by courtesy of
cooperation with several business partners.
• YKAM takes advantage of its in-depth experience in third party business
and pioneers the sector in many fields.
• YKAM has considerable strength in fixed income and equity funds.
• YKAM has a leading position in alternative investments.
• YKAM is one of the leader in the management of discretionary
mandates.
Özgür ÇATI
Head of Marketing and Sales