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:
This shows that
&& /.7

"&& º-7 although the
ë&&/7

&&7
mutual funds
market is on the
rise yet, the most
favored investment continues to be in the Share Market. So, with a more transparent
system, investment in the Stock Market can definitely be increased.

<&& )º7

V&& )7

: With the increase in cyber education, the awareness towards online
share trading has increased by leaps and bounds. This awareness is expected to
increase further with the increase in Internet education.

<&& -7

V&& /7

: This pie chart shows that Sharekhan has a reasonable amount of
Brand awareness in terms of a premier Retail stock broking company. The company
to increase its market share over its competitors should further leverage this brand
image.

<&&º7
V&& 3-7

: Although there is sufficiently high brand equity among the target
audience yet, it is to be noted that the customers are not aware of the facilities
provided by the company meaning thereby, that, the company should concentrate
more towards promotional tools and increase its focus on product awareness rather
than brand awareness.

u

& º7

!!!
& º7
0
& /7
!ë & 7

&-7

: This shows that even with sufficiently high Brand Equity, Sharekhan
ranks only 3rd amongst the Demat account providers. This is probably because of two
main reasons:
1. ½ack of promotion and unfocussed approach towards Product awareness

2. Non ² transparent marketing policies of the company
ence, the company should crystallize its products and should indulge in aggressive
marketing and promotion.

<& )7 V& 37

: This pie
chart accentuates the fact
that Strategic marketing, today, has gone beyond only meeting Sales targets and
generating profit volumes. It shows that all the competitors are striving hard not only
to woo the customers but also to make them Brand loyal by generating customer
satisfaction.
x
& )7
4 & /7

&.7
< &ºº7

: In spite of the huge returns that the share market promises, we see
that there is still a dearth
of active traders and investors. This is because of the non ² transparent structure of
the Indian share market and the skepticism of the target audience that is generated by
the volatility of the stock market. It requires efficient bureaucratic intervention on the
part of the Government.

8
º*7&&/º7
8
.7&&º)7
8
.*7&& /7
.*7&&7
: This
shows that people invest only upto 10% of their earnings in the stock market, again
reiterating the volatile and non-transparent structure of the Indian stock market.
ence, effective and efficient steps should be undertaken to woo the customers to
invest more in the lucrative stock market.

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