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CASE STUDY: Barclays iShares goes international

iShares is a subsidiary Barclays Global Investment and the first company to sell Exchange Trade Funds (ETFs) in Europe.  However in recent years a number of other European financial institutions have launched their own ETFs, which has lead to the ETF market becoming quite confused, particularly when looking at it from the investors view point. 

The challenge
As a result of these new entries iShares has seen its overall share of the market decrease to 35 per cent. It therefore wanted to re-launch iShares back into the market and achieve a number of objectives; to exceed a target of $20 billion Assets Under Management, to re-establish i-Shares as the leader in ETFs and to increase overall market share.

A pan-European campaign, spanning markets in the UK, Germany, Italy, France, Switzerland and the Netherlands, was devised. The first step was to talk to iShares sales teams, to understand their top prospect institutions by market. From there 10 institutions to target by country were selected.