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46876651-hr-project

46876651-hr-project

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Categories:Topics, Art & Design
Published by: Himanshu Bhusan Swain on Feb 25, 2011
Copyright:Attribution Non-commercial

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07/03/2013

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S
TUDY 
 
OF
 
BEST
 
PRACTICES
 
IN
 
THE
 
BFSI
 
SECTOR
 
FOR
 
MARKETING
,
BRANDING
 &  C
OMMUNICATIONS
 
PLAN
 
FOR
O
NLINE
 
TRADING
 
PRODUCT
Project by: Ms. Naziya Dilerdilernaziya@gmail.com Balaji Institute of International Business (BIIB), Pune
Survey No. 55/2-7, Tathawade, Opp. Wakad Police Station, Off Pune-Mumbai Highway,Pune - 411 033. (T): +91 - (020) - 6674 1081/ 83/ 84/ 85
Date: 22
nd
July, 2008
 
Abstract
Way2Wealth Securities Pvt Ltd
is in the process of launching an Online StockTrading Product, for which it is undertaking this research. This project primarilyfocuses on the pre-launch activities and product development recommendations forthe online trading product of Way2Wealth Securities Pvt. Ltd.The research aimed to find out the existing market, analysing the competitiveenvironment, determining the target audience, suggesting product features, andB2B & B2C communication formulations.The four Ps namely, Price, Place, People & Promotion were studied in terms of Price –the brokerage & other charges levied on the customer in online trading; Place –India is taken as the market; People – the mass affluent class; Promotion – includesthe branding & communication strategy practically worked on.The  research  questions  were  answered  by  studying  the  macro  variables,interviewing the market players and observation of existing international & withinthe country practices. The analysis of the project in a SWOT pattern for all theparticipants in the form of 
Porter’s 5 forces of competition
viz, new entrants, rivalryamong existing players, bargaining power of buyers & sellers, and threat of substitutes.The conclusion is in the form of recommendation. The conclusion of the project wasthat Way2Wealth should launch the product, offering more than just the basicfeatures. The add-ons can be in the form of the existing individual services bundledto serve ancillary needs of the target audience.
Acknowledgements
S
TUDY
 
OF
B
EST
P
RACTICES
 
IN
BFSI S
ECTOR
 
FOR
M
ARKETING
, B
RANDING
& C
OMMUNICATIONS
P
LAN
 
FOR
O
NLINE
T
RADING
P
RODUCTS
F
OR
W
AY
2W
EALTH
S
ECURITIES
P
VT
L
TD
2
 
To begin with I would like to thank 
1.
Mr. Hutaib Bandukwala – my mentor and guide
. The first thing as amentor  which  he  took  care  of,  was  getting  me  comfortable  with  myenvironment. He made sure I enjoyed this project, and gained the most out of the entire process.The learning gained was more implicit than explicit. Humble by nature, he is afantastic listener, and never closed his ears to the ideas, however irrational orimpractical they may be. He encouraged me to move out of my box andexperiment with the external environment. He exposed me to as many doorsof experiences & avenues as he could.He was patient with my work & helped me bring out the best in me. I wasmade  an  active  participant  to  all  other  activities  taking  place  in  thedepartment, which made my learning more than just on online trading. Hemade it a point to take a feedback of my day and set me a challenging varietyof targets. Should I go in dips, he also was there to bring me out of it and setme on my track.He allowed and promoted my freedom of speech & thought. With the amountof activities I have undertaken under him & the exposure received far morethan I had anticipated. If there is one thing which I wish to have learnt andtake back with me is his humility, patience & sense of humour!
2. The Top Management of Way2Wealth, namely,a. Mr. Shashibhushan – CEOb. Mr. Sunil Ramrakhiani – COOc. Mr. Gentil Augustine – Head Human Resource
Despite their busy schedule, they readily provided me their time, opinionsand experiences which helped me not only understand the intricacies of 
S
TUDY
 
OF
B
EST
P
RACTICES
 
IN
BFSI S
ECTOR
 
FOR
M
ARKETING
, B
RANDING
& C
OMMUNICATIONS
P
LAN
 
FOR
O
NLINE
T
RADING
P
RODUCTS
F
OR
W
AY
2W
EALTH
S
ECURITIES
P
VT
L
TD
3

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