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Northwest Mutual Funds

Reference: IVEY-9B08A003-E
Number of pages: 17
Geographic Setting: Canada
Publication Date: May 6, 2008
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Finance and Insurance;

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Description

Northwest Mutual Funds is a boutique mutual funds company that differentiates itself on a high level of customer service. The case describes how the company is considering marketing its funds directly to retail investors. Thus far, the company has marketed its fund only to the financial planners that make up the channel. The case illustrates channel issues, and helps students discuss how products must be differentiated from competitors' products in the channel.

Keywords

Advertising differentiation Distribution positioning