NEW YORK -- Gaining entry to a supermarket does not guarantee a mutual fund that it will be prominently displayed or that it will attract millions of dollars, industry executives agree.

A mutual fund has to do a great deal of work in order to enlist the supermarket's help in distinguishing itself from all the other funds in the supermarket. This is increasingly so as funds continue to proliferate and as supermarkets stock up on as many funds as possible to look like the most well-equipped emporium to consumers. At a supermarket with proprietary funds, it is even harder for a fund to stand out.

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