A Presentati on on

by

k.c.eapen vijay p. agarwal chander prakash

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Studyof TheMarketofIndiabullsinContext toItsCompetitors,PotentialInvestorsand MarketingStrategy

IndiabullsOverview
Snapshot
s

Current principal business activities include securities broking, loan against shares, consumer finance and real estate development Also offers an array of other financial services products, including depository services, equity research services, third party financial and insurance product sales and commodities trading Sustained high growth: (FY05-FY06)

Revenues - 264% Earnings - 129%

Exponentially increasing client base : In excess of 2,60,000

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DiversifiedBusinesses:HighGrowthAreas
Indiabulls Securities Ltd Indiabulls Financial Services Ltd

Securities & Derivatives Broking

Secured Financing

Indiabulls Properties Pvt Ltd

Indiabulls Insurance Advisors Pvt Ltd.

Real Estate Development

Indiabulls Credit Services Ltd

Financial Products Distribution

Unsecured Consumer Financing

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ObjectivesoftheStudy
To make a comparative study of competitors of Indiabulls in
Jodhpur City To study Indiabulls products and services To find out potential investors for Indiabulls and present attitude of investors regarding share market in Jodhpur city & suggest remedial measures To analyze the marketing strategies of Indiabulls and suggest new strategies To format the Daily Sales Report (DSR)
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ResearchMethodology
Primary Data
Field Observation Schedule Group Discussions

Secondary Data
Internet Books Journals&Magazines
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CompetitorMapofIndiabulls
Re lia n c e Mu t u a l Fu n d
In d ia In f o lin e

Eq u it y & De r iv a t iv e s

S u r e s h Ra t h i

NRI S e r v ic e s De p o s it o r yS e r v ic e s

ICICI Dir e c t

ULIP

INDIA BULLS
In d ia b u lls Eq u it yA n a ly s is

S BI M. F .

Mo t ila l Os w a l

Ma r k e t Re s e a r c h

S h a r e K h a n

Ka r v y

Ta t a Eq u it y Fu n d
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ComparativeTable
A COMPARATIVE TABLE S HOW ING INDIABULLS AND COMPETITORS IN JODHPUR CITY
INDIABULLS SURESH RATHI ICICI INDIA INFO. SHARE KHAN KARVY M OSt

CHARGES Demat A/C Trading A/C AMC BROKERAGE Delievery Trade Intra-day Trade F&O Trade EXPOS URE Delievery Trade Intra-day Trade F&O Trade INITIAL AMT.

Rs .1000/ 1750(4+5) NIL

Rs .100 Rs .220 Rs .274

Rs .750 (4+5) Rs .500

NIL Rs .500 Rs .250

Rs .1000 Rs .1000 Rs .300

Rs .300/575/ Rs .300 800/5000 NIL (4+5+6) NIL

50 pais e 50 pais e 05 pais e(min1 05p) pais e 05 pais e 05 pais e

0.4-0.85% 0.25-0.50%50 pais e 0.2-0.425%0.07-0.10%06 pais e 10.1-0.15%0.06-0.10%08 pais e

30 pais e 03 pais e 03 pais e

Rs .35pais e Rs .05 pais e Rs .05 pais e

2/4 times NIL 12 times 10 times 75% of cas h NA NA NA NA NA NO

NA 10 times NA Rs .5200

2 times 8 times NA

NIL NIL NIL

NIL unlimited NIL

5 times (14+ 15+16)

2500/5000 Rs .300/5000 NA Rs .3/pc Rs .30/pc NO

NA Rs .25/pc Rs .35/pc YES

DEMATERILIS ATION Rs .7/pc REMATERILIS ATION NA S OFTW ARE

Rs .35+2/pc Rs .25+5/pc Rs .5/pc Rs .20/pc interes t RS.25+15/pc Rs .35/pc YES(3000/7999) YES

YES(PIB)

MarketShareofIndiabulls

7 % 1 7 % 1 3 %

S HARE KHAN

ICICI DIRECT

1 3 % 3 0 % 2 0 %

S URES H RATHI

INDIABULLS

INDIA INFOLINE

OTHERS

A pie-chart showing market share of Indiabulls among strategic group in Jodhpur city 9

Findings
The major findings that were revealed during the research are as follows: The investors in Jodhpur City have different opinions as to who provides the best service among the strategic group in the city Indiabulls has good reputation among investors in the city Power Indiabulls (PIB) was voted as one of the best software for active trading by customers.

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Contd.
Around 50% of the people in the city named Suresh Rathi Securities Pvt. Ltd. as the best brokerage company Only 20% active traders were found to be customers of Indiabulls Few prospects expressed their dissent when contacted about the unsatisfactory services of the company

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Suggestions
Competitive Intelligence System
System Formation Data Collection Data Processing Disseminating Information

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Contd.
Positioning as Market Challenger

Strategic Objective

Attack Strategy

Specific Strategies

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AttackStrategy
2 ) FLANK ATTACK

1 ) FRONTAL ATTACK
INDIABULLS COMPETITORS

3 ) ENCIRCLEMEN T ATTACK

5 ) GUERRILLA

ATTACK

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ResearchMethodology
Primary Data
Interview Schedule Survey: Purposive Random Sampling Sample Size: 50 in 10 areas

Secondary Data
Internet Newspapers

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StudyofProductsandServices

Normal Indiabulls (NIB)

Priority Service Premium Research Online Accounting.

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Study of Products and Services Contd

Power Indiabulls (PIB)

Live Streaming Quotes

Fast Order Entry. Tic-by Tic Live chart of the companys stock performance Technical Analysis of the companys share performance Live news and Alert form the uncertain share market
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SurveyConducted
Occupation
3% 24%

Interest for Share Market 55%

60%

50%

45%

40%

30%

20%

73%

10%

0% Interested Not Interested

Businessmen Others

Servicemen

Interested

Not Interested
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Survey Conducted Contd

Awareness about Indiabulls
70% 60% 50% 40% 30% 20% 10% 0% Aware Not Aware

65%

Segment Interested in Share Mkt. 40%

40% 35% 30% 25% 20% 15% 10% 5% 0% Businessmen

35%

14% 1%
Others

Businessmen Others

Servicemen

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ContdPotentialareas
Sardarpura Mehta Mkt. Pal Road MGH Shastri circle LIC, CHB Mandor Mandi Basani Mandi RTO

78% 76% 68% 62% 60% 54% 38% 42% 64%

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Sardarpura Mehta Mkt. Pal Road MGH Shastri circle LIC, CHB Mandor Mandi Basani Mandi RTO

Findings
During the survey business class people show positive attitude in Share Trading Those who have Interest in share trading most of them were aware of Indiabulls Mostly Investors show their first preference for share Trading in Suresh Rathi Securities As per the survey results Sardarpura, Pal Road, Mehta Market, RTO, office and Shastri Circle area show positive attitude in share Trading In some areas especially Mandore Mandi, and Basni Mandi a big part of Investors were found to be Interested in Commodity Market
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Contd

In survey few clients expressed full satisfaction for the products of Indiabulls mostly for PIB (power Indiabulls)

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Suggestions
Indiabulls is a service firm so company should apply customer Development process
Prospects

First-time client

Member

Advocacy

Partners

Inactive or new Customer

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Contd
Indiabulls may go through Investment Mela

Indiabulls should come up with NCDEX Indiabulls should conduct some kind of mock classes for new Investors who even dont know about share market There should be employee ID-Card for them so that when they go on it shows good impression and Identity of employee
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ResearchMethodology
Primary Data
Personal Interview Observation Group Discussion

Secondary Data
Internet Modules

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MarketingStrategiesOfIndiabulls
Company Internal Marketing Indiabulls External Marketing

Employees

Interactive Marketing

Customers

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Internal Marketing
Equity Trading Business

RELATIONSHIP MANAGER

Sales Head Regional Manager Platinum Relationship Manager Team Leader Relationship Manager Management Trainee Average Management Trainee takes 12-24 months to become a Branch Manager Branch Manager

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Brand Recognition & Customer Satisfaction

300,000 250,000 200,000 150,000 100,000 50,000 0 Mar-03 Mar-04 Mar-05 Jun-06 16,455 30,498 79,932

IncreasingNumberofCustomers
260,000

WhatCustomersExpect
Wide range of services under one roof
24 Hour Support & Ease of access
s s s s

WhatIndiabullsOffers
Extensive product range Enhanced customer experience Personalised service through relationship managers Understands local market dynamics Expanding geographical and online presence
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Personalized Attention

Marketing Strategies Contd

s

Further reliance on the relationship manager sales model

Client Acquisition

Personalized attention to customers

Improve the quality of service levels to provide an enhanced experience to clients Provide a wide array of services such as brokerage, depositary services, mutual fund and equity distribution, commodities trading Offer innovative products such as Power Indiabulls and Indiabulls Signature Client Account Improve customer education through in-house equity research Improve customer interface and customer experience through technology Continually invest in upgrading of systems

MovingUpthe ValueChain

Leverage Technology

Risk Management

Enhance data mining to improve risk management processes

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FormattingofDSR
Occupation Existing A/C if any Views / suggestions Competitors Activity Next day contact
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Findings
Word of mouth communication Personal needs Past Experience

Expected Service

GAP 5 Perceived Service

CUSTOMER

MARKETER

Service Delivery (including pre and post contacts) GAP 3 GAP 1 Translation perception into service quality specification GAP 2 Management perception customer expectation of

GAP 4

External Communication customer

to

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Suggestions
Self Service Technologies
Kiosk IB card: - Think It And Get It

Promotion
Advertorials SMS

Back Office Staff

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Conclusion
Although Suresh Rathi Securities is the largest shareholder in the market, the next to follow is Indiabulls which is gearing up for expansion in various nearer cities like Nagor, Pali, Balotra etc. with the spreading of business in these cities and further developing on the key areas in Jodhpur City. Indiabulls is all set up to becomeThe Company of the

Future

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ThankYou

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Queries

?
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