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Alternative Market Briefing

Hedge funds should innovate using brand building and product extensions

Monday, January 27, 2014

Joe Taussig
Komfie Manalo, Opalesque Asia:

As new investment vehicles and structures become available, fund managers can now expand their ways to deliver his or her skills and appeal to various segments of the markets as part of the hedge fund industry’s innovations, said Joe Taussig, founder of Taussig Capital at the latest Opalesque Roundtable Zurich 2014.

Taussig cited brand building and product extensions that are familiar marketing strategies amongst consumer corporations. For example, Procter & Gamble not only sells just one version of its classic Crest toothpaste, but has different Crest variations and also uses a large range of other brands and channels to have the largest possible market share in that segment.

"A parallel occurred to me recently when I studied the success of the Third Point Reinsurance IPO on the New York Stock exchange," Taussig said. He added, "If you look at Dan Loeb, he offers essentially three different products: he has a closed end fund in London with about $800m, he has the reinsurance company with about $2bn, and he has the open ended funds. The more I thought about this, I found that he has tremendous economies of scale, but he has also segmented his investors who have different appetites for specific investment structures."

He explained that from Loeb’s perspective, it does not cost......................

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