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INTRODUCTION OF THE TOPIC
The topic is to study the consumer preference towards investment in stock market. DEMAT A/C is a pool of various scripts and securities, where as online trading A/C is a tool of purchasing/ selling of shares or scripts online. These scripts are then transferred to DP i.e. Depository account after three days. This topic includes the practical experience of selling company product that is followed by studying the consumer preference or interest towards share market. This is a market, which is uncertain some time it gives huge profit and also vice versa; it depends up on the investment customer made. This is a better option to have better returns on the investments then investing in banks, mutual fund or bonds et. But risk is high in this case. This product offers customer two type of investment option INTRADAY and DELIVERY both has there own benefits and limitation but a better way to have more returns on investment. Intraday means investing in share market for a day i.e. purchasing and selling of the share in one day. Delivery is purchasing share and selling those shares next day. A strategy that focuses on developing a unique long-run competitive position in the market by assessing consumer needs and the firm's potential for gaining a competitive advantage.A business’ approach to marketing its products/ services expresses in broad terms, which forms the basis for developing a marketing plan. Marketing starts with market research, in which needs and attitudes and competitors' products are assessed, and continues through into advertising, promotion, distribution, and, where applicable, customer servicing and repair, packaging, and sales and distribution. The broad marketing thinking that will enable an organization to develop its products and marketing mixes in the right direction, consistent with overall corporate objectives. OBJECTIVE OF THE STUDY
Main objective To find what marketing strategies is adopt by sharekhan for promotion
of the product & creating the customer. 2) Specific Objective A) B) C) D) Comparison between sharekhan & its competitors; Marketing of the product; Why invest through sharekhan ltd.; Motivating customer for trading;
JOB DISCRIPTION The company placed me as a Summer Trainee. I have been handling the Following responsibilities: Ø My job profile is to coordinate the team and also help them to sale the product and also help them in field. Ø My job profile is to generate the lead by cold calling. Ø My job profile is to understand customers’ needs and advising them to make a portfolio as per their investment. Ø My job profile is to do sales promotion through e-mails, canopies, making cold calling, distributing pamphlets and etc. Ø My job profile is to convince customer for investment in Commodity.
AREA ASSIGNED I covered areas Delhi (pitampura) TARGET MARKET
DAY TO DAY JOB EXPERIENCE • • • • • • Reporting time: 9. Demonstrate the product on Internet to the client. Cold calling. Ø Lawyers Ø Travel agencies Ø Transport business Ø House wives Ø Businessmen Ø Corporate employees etc. 4 .30 AM Fixing appointment with clients.Ø Different properties dealers. Ø Charted accountants. Completing the formalities like filling the application form and documentation. Visit clients place.
SHAREKHAN LTD. 5 . BACKGROUND OF SHAREKHAN LTD.
www. Derivatives. The site gives access to superior content and transaction facility to retail customers across the country.Sharekhan is one of the leading retail brokerage of SSKI GROUP. NSE.com was launched on Feb 8. On April 17. 2000. the site has a registered base of over one-lakh customers. which has over eight decades of experience in the stock broking business. of which 32 are fully owned branches. a net-based executable application that emulates the broker terminals along with host of other information relevant to the Day Traders. SSKI Group Companies • SSKI Investor Services Ltd (Sharekhan) • S. The number of trading members currently stands at over 3 Lacs. investor friendly language and high quality research. Sharekhan offers its customers a wide range of equity related services including trade execution on BSE. Known for its jargon-free. The objective has been to let customers make informed decisions and to simplify the process of investing in stocks. 2002 Share khan launched Speed Trade. In the last six months Speed Trade has become a de facto standard for the Day Trading community over the net. investment advice etc. share khan alone accounts for 32 percent off the volume traded online. Share khan’s ground network includes over 588 centers in 170 cities in India. The content-rich and research oriented portal has stood out among its contemporaries because of its steadfast dedication to offering customers best-of-breed technology and superior market information. which is running successfully since 1922 in the country. It is the retail broking arm of the Mumbai-based SSKI Group. Kantilal Ishwarlal Securities 6 . depository services.S. online trading. While online trading currently accounts for just over 2 per cent of the daily trading in stocks in India. This was for the first time that a net-based trading Pstation of this caliber was offered to the traders.sharekhan. The firm’s online trading and investment site.
• SSKI Corporate Finance • I dream Productions
SSKI- CORPORATE STRUCTURE
SSKI Securities Pvt. Ltd. Morakhia Family Associates 100%
SSKI INVESTOR SERVICES PVT. LTD. Retail broking arm of the group: - Shareholding
pattern: 55.5%Morakhia family (promoters) 18.5% HSBC Private Equity India Fund Ltd. 18.5% First Carlyle Ventures, Mauritius 7.5% Intel Pacific Inc.
SSKI Corporate Finance Pvt. Ltd. Investment Banking arm of the group
Shareholding pattern: 50.5% SSKI Securities Pvt. Ltd. 49.5% Morakhia family
SSKI AS AN INSTITUTIONAL BROKER
Serving institutional Investors- Domestic/ International
• • •
In the Indian securities business since 1922……… Our institutional Research team is rated as one of the best in the industry. Rated 1st by Asia Money.
588 branded share shops across 170 cities in India
From sharekhan.com to India’s largest chain of branded retail share Shops
1 Brokering business 2 White feathering house production Vision:-
To be the best retail brokering Brand in the retail business of stock market.
Mission:To educate and empower the individual investor to make better investment decisions through quality advice and superior service.
PRODUCTS OFFERED BY SHAREKHAN LTD.
Streaming Quotes. Instant order and trade confirmation by E-mail. Competitive transaction charges. 10 .Share khan Ltd. Saving Bank and Demat Account. Offers following products: - 1) CLASSIC ACCOUNT: This is a User Friendly Product. Provision to enter price trigger and view the same online in market watch. • • • • • • • 2) SPEEDTRADE ACCOUNT: SPEEDTRADE is an internet-based software application that enables you to buy and sell in an instant. Sharekhan. which allows the client to trade through websites www. Single screen interface for Cash and derivatives and more. Instant cash transfer facility against purchase & sale of shares.(Cash & Derivatives) Personalized market watch.com and is suitable for the retail investor who is risk-averse and hence prefers to invest in stocks or who do not trade too frequently. Features:• Integration of On-line trading.
IDBI. You can apply all the forthcoming IPO online hasselfree. CITI. INDUSIND. • 3) ONLINE IPO’s: Share khan is tie up with nine banks for online fund transferring i.) • • • Hot keys similar to brokers terminal. tic-by-tic charts. Yes Bank and UTI bank for online money transfer. paperless and time saving work.(NSE) Real-time streaming quotes. ICICI. Union Bank of India. Market summary (Cost traded scrip. Alerts and reminders. Single screen trading terminal. HDFC.e.It is ideal for active traders and jobbers who transact frequently during day’s session to capitalize on intra-day price movement. Features:• Instant order Execution and Confirmation. 4) Mutual Fund Online: - 11 . oriental Bank of Commerce. highest calue etc.
Birla. NAV History of MFs and their performance. Share khan help you to choose the right Mutual Funs for your investment by providing you information on Top Gainers/Losers.You can apply to Mutual Funds of SBI. Sundaram. reliance etc. Schemes Comparison. 5) Trade in Commodities. Ranking of Various MFs. paperless and time saving works. HDFC. central bank. With share khan hasselfree. 6) Mutual Fund Advisory. 12 . 7) Portfolio Management Services. SERVICES OFFER BY SHAREKHAN LTD.
Research Based Investment Advice Training and Seminars EQUITIES DERIVATIES COMMODITIES Investment and Training Services Technology Based Investment Tools Integrated Demat Facility REASONS TO CHOOSE SHAREKHAN LTD. Experience 13 .
You will get access to our powerful online trading tools that will help you take complete control over your investment in shares.ithasdedicated call. TOOLS AND EXECUTION services for investors. You will also get a useful set of knowledge-based tools that will empower you to take informed decisions. These services are accessible through our centers across the country (over 588 locations in 170cities)over as over the Voice Tool. it has been providing institutional-level research and broking services to individual investors. In the Asia money broker’s poll held recently. SSKI won the ‘India’s best broking house for 2004’award. Ever since it launched Share khan as its retail broking division in February 2000. EDUCATION.com) as well 14 . you get access to a wide range of information on our content-rich portal.sharekhan. share khan.center to provide this service via a toll free number 1800-22-7500 & 1800-227050 from anywhere in India Customer Services Internet (through the website www. Accessibility Share khan provides ADVICE. Knowledge In a business where the right information at the right time can translate into direct profits. Convenience You can call our Dial-N-Trade number to get investment advice and execute your transactions. Technology With online trading account you can buy and sell shares in an instant from any PC with an Internet connection.SSKI has more than eight decades of trust and credibility in the Indian stock market.
Our customer service team will assist you for any help that you need relating to transactions. billing. Our analysts constantly track the pulse of the market and provide timely investment advice toe you in the form of daily research emails.com. printed reports and SMS on your mobile phone.sharekhan. Our customer service can be contracted via a toll free number. e-mail or live chat on www. online chat. demat and other queries. Investment Advice Share khan has dedicated research teams of more than 30 people for fundamental and technical research’s. STOCK EXCHANGE MUMBAI 15 .
Sharekhan is the retail broking arm of SSKI. • Amongst pioneers of investment research in the Indian market • In 1984 ventured into Institutional Broking & Corporate Finance. an organization with more than eight decades of trust & credibility in the stock market. • Leading domestic player in Indian institutional business • Over US$ 5 billion of private equity deals LITERATURE REVIEW 16 .
business hours. Dematerialization:- The dematerialization system is an alternative to the physical existence of securities. which is available with the DP. pledge etc are done through the DP. an investor will have to first open an account with a DP and then request for the dematerialization of certificates by filling up a Dematerialization Request Form (DRF). range of services etc. Cost: the service charges levied by DP and the service standard. Some of the important factors for selection of a DP can be: Convenience: proximity to the office/residence. dematerialization. DPs are attached to the depositories very much the same way as commercial banks are attached to RBI . Reasons to choose DP You can select your DP to open a demat account just like you select a bank for opening a savings account. Find out if the DP is in a position to give the specific service you may need. and submitting the same along with the physical certificates. past association. Comfort: reputation of the DP. transactions.GENERAL INTRODUCTION DP (Depository Participants) As an investor you open a securities account with a DP. In this system securities are converted into the electronic form and deposited in a depository account in the investors name. In order to dematerialize certificates. All interactions including account opening. The investor has to ensure that before the 17 .
• Before the pay-in day. This delivery instruction has to be given to your DP using the delivery instruction booklet received from the DP at the time of opening the account. Instead of delivering physical securities to the broker. • Investor gives instruction to DP to debit his account and credit the broker's (clearing member pool) account. investor's broker gives instruction to his DP for delivery to clearing corporation. • PROCESS ON ACCOUNT OPENING 18 . they are defaced by marking "Surrendered for Dematerialization" on the face of the certificates. The procedure for selling securities is given here below: • Investor sells securities in any of the stock exchanges linked to NSDL through a broker. Procedure for selling dematerialized securities The procedure for selling dematerialized securities in stock exchanges is similar to the procedure for selling physical securities. • The broker receives payment from the stock exchange (clearing corporation). The investor receives payment from the broker for the sale in the same manner payment is received for a sale in the physical mode. you instruct your DP to debit your account with the number of securities sold by you and credit your broker's clearing account.certificates are handed over to the DP for demat.
LEAD MANAGEMENT SYSTEM (LMS)/ REFERENCES CONTACT TELEPHONE AND PERSONAL VISIT APPOINMENT DEMONSTRATION AGREE DISAGREE NO DOCUMENTATION FILLING THE FORM SUBMISSION THE FORM LOGIN OF THE FORM SENDIND ACCOUNT OPNING KIT TO CUSTOMER TRADING 19 .
DOCUMENTS: 1) Photo ID Proof 2) Residence Proof (Permanent) · Passport · Pan Card · Driving Licence · Voter's ID · Passport (valid) · Voter's ID · Driving Licence (valid) · Bank Statement (latest) · Telephone Bill (latest) · Electricity Bill (lates) · Ration Card · Flat Maintanance Bill (latest) · Insurance Policy (latest) · Leave-Licence/Purchase Agreement 3) Residence Proof (Correspondence) · Passport (valid) · Voter's ID · Driving Licence (valid) · Bank Statement (latest) · Telephone Bill (latest) 20 .
S. Ltd. 1000/= In Favour of M/s S.Kantilal Ishwarlal Securities Pvt. 21 .Kantilal Ishwarlal Securities Pvt.· Electricity Bill (lates) · Ration Card · Flat Maintanance Bill (latest) · Insurance Policy (latest) · Leave-Licence/Purchase Agreement 4) Two Photographs (Passport size) ACCOUNT OPPENING CHARGES:- 1 For classic account Cheque of Rs. 500/= or 350/= in case of corporate offer. or Rs. Or 1 For Speedtrade Account Cheque of Rs.S. 750/= In Favour of M/s S. Ltd.
m. 22 . 750/= Rs. *Taxes as per govt. 500/= p. 1000/= * Refundable in case the brokrage is more than Rs.ACOUNT OPENING CHARGES COMPARISION Charge Classic Account Speedtrade Account Account Opening Rs.
300/= p. NIL first year Rs.a. but there is a min chargeable amt of 5 p).03 % Plus Taxes for Each leg of Intra-day trade 0. from second year onward Brokerage: 0. NIL Rs. 23 .Depository Charges Account Opening Charges Annual Maintenance Charges Rs.30 % Plus Taxes for Minimum Brokerage Intra Day Per Share: 5 Paisa each trades resulting in delivery leg (buy or sell) for Intra-day Trades (For eg on a Rs 20 Scrip.1% = 2 p. brokerage @0.
Derivative. OBC. INDUSIND and UTI bank for online money transfer. CITI. ICICI . IPO ON-Line Can apply all the forthcoming IPO online hasselfree. Research tips Company provide 4-6 e-mails to there customers per day Online trade in shares Sharekhan customers can online trade through there computers. Ø Research Based Investment Advice Ø Investment and Trading Services Ø Training and Seminars Ø Technology Based Investment Tools Ø Integrated Demat Facility Ø COUSTOMRE CAN TRADE IN Equities. With this service.SHARKHAN SERVICES Dial-N-Trade Along with enabling access for your trade online. all you have to do is dial our dedicated phone lines 1-800-22-7500. through Internet during the market timings Online fund transfer We have tie up with seven banks for online fund transferring i.e. Commodities 24 . the CLASSIC and SPEEDTRADE ACCOUNT also gives you our Dial-n-trade services. HDFC. IDBI. UBI.
2. The request for closure should be processed only after ensuring that there is unbalance lying in the account. CONSOLIDATION OF ACCOUNT Some clients could have opened multiple accounts to dematerialize their shares held in multiple combination and sequence of names. The application should be made by the account holder or by all the joint-holders. Before closing the account the DP should ensure that all pending transactions have been settled.CLOSURE OF ACCOUNT 1. 25 . In case there is any balance in the account sought to be closed. This can be achieved by using normal off market transfer instruction. they may not need so many accounts after they have dematerialized their shares and may want to bring all their share holdings into one or fewer accounts. (a) Re-materialization of all securities standing to the credit of the account at the time of making the application for closure. An account can be closed only when there is no balance in the account. However. the following steps are necessary. CLOSURE ON CLIENT’S REQUEST A DP can close a depository account on receipt of an application in the prescribed format. or (b) Transferring the balance to the credit of another account opened by the same account holder(s) either with the same participant or with a different participant.
26 . the depository advises the old DP to close the account. The old DP then closes the account and intimates the clearing member.CLOSURE BY DP The DP may also initiate closure of a client's account if the client has defaulted in performing its obligations laid out in the client-participant agreement. On receipt of intimation from the new participant. The notice should clearly state the reasons for closure of account. The process of closing account in such a case is the same that of client-initiated closure. The participant should give sufficient notice to the client before initiating closure of his account. On receipt of the application. simultaneously applications have to be made for closure of account to the earlier DP and for opening of new clearing member account to the new DP. subsequent to closure of old clearing account. the new DP opens a New clearing account and intimates the depository about the new client-ID.3. Once the new CM-BP-ID is allotted. take place in the new account. For this. All payout of securities. CLOSURE /SHIFTING OF CLEARING ACCOUNT A clearing member may transfer its clearing account from one DP to another DP. the new DP forwards the application to the depository for approval and allotment of a new CM-BP-ID.
REARSEARCH METHODOLOGY REAEARCH METHODOLOGY 27 .
28 . Why a research study has been undertaken. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with logic behind him. which are concerned with describing the characteristics of a particular individual or a group. why particular technique of analyzing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. Research design is needed because it facilitates the smooth sailing of the various research operations thereby making research as efficient as possible yielding maximum information with minimal expenditure of effort. time and money. I have used the techniques of questioning customer in order to know their consumer behavior. how a research problem has been defined. in what way and why the hypothesis has been formulated. It may be understood as a science of studying how research is done scientifically. their interests.Research methodology is a way to systematically solve the research problem. RESEARCH DESIGN: A research design is the arrangement of conditions for collection and analysis of in a manner and aims to combine relevance to the research purpose with economy in procedure. their needs and etc. I have adopted descriptive and conclusive research design. In fact the research design is the conceptual structure within which research I conducted. what data have been collected and what particular method has been adopted. money and efforts. It is very important for the sales executive to study the mind of the customer so that the personal visit would not be a waste of time. Descriptive research is those studies. Since the aim is to obtain the accurate information about the customer in terms of his interest towards investment in stock sector.
inaccurate. Secondary data are data that were collected for another purpose and already exist somewhere. PRIMARY DATA: I have collected primary data through personal references.e.e. Customer references. SECONDARY DATA: The main source of information for the project was Ø Weakly magazine. or unreliable. incomplete. Leads management system of the company.DATA SOURCES: The researcher can gather primary data. LMS i. Ø Telephone directory Ø Used leads of the company. Most marketing research projects involve some primary data collection. Primary data are data specially gathered for a specific purpose or for a specific research project. the researcher will have to collect primary data. telephone list for tele calling. Ø Leads of the other company. secondary data or both. i. CONTACT METHOD: 29 . When the needed data do not exist or are outdated.
ü Telephone. ü Personal and ü Online. 30 . I chose the above techniques to reach to the customer in a most convenient method.The marketing researchers have four choices to contact the respondents: ü Mail.
e. They are the unsatisfied clients of the company. • Lack of Techno Savvy people and poor internet penetration: Since most of the people are quite experienced and also they are not techno savvy. some people have registered to know about their personal quarries. Sometimes this leads to a great misconception of the entire process. • Inaccurate Leads: Sometimes leads are provided which had error in it. 31 . which varies from only 5-digit phone number to wrong phone number. • Some respondents are unwilling to talk: Some respondents either do not have time or willing does not respond. they want to trade off line. i.LIMITATIONS • Lack of awareness of Sharekhan and stock market: Since the area is not known before it takes lot of time in convincing people to start investing in shares primarily in IPO’s. • Some people are comfortable with traditional system: As people are doing trading from there respective brokers. as they are quite annoyed with the phone call. through telephone or etc. Also Internet penetration is poor in India. • Misleading concepts: Some people think that as all the shares are in electronic form and they don’t have any physical proof. they are quite comfortable to trade via physical form of paper.
MARKETING STRATEGIES OF SHAREKHAN 32 .
consistent with overall corporate objectives. and sales and distribution. • The broad marketing thinking that will enable an organization to develop its products and marketing mixes in the right direction. and. • Marketing starts with market research. and continues through into advertising. which forms the basis for developing a marketing plan. packaging.Marketing strategy? A strategy that focuses on developing a unique long-run competitive position in the market by assessing consumer needs and the firm's potential for gaining a competitive advantage. where applicable. in which needs and attitudes and competitors' products are assessed. • A business’ approach to marketing its products/ services expresses in broad terms. MARKETING STRATEGIES OF THE COMPANY 33 . promotion. distribution. customer servicing and repair.
v Canopy’s: This is the most important technique used by sharekhan securities to market its product in different areas of the city. This is the strategy with which one can motivate customer to go for the product and etc. Customers are given freedom to ask question related to the products this is the technique used to increase the awareness of the company. This is the most important technique to save time and giving demo of the companies product through making call in order to know the customer interest towards the product. Company provide facility to the customer on online to fill the registration form through which the companies executives can provide more information to the customer. Besides this companies executives ask customer to fill the questionnair that tells the company about the levels of brand awareness. It also increases the product awareness because it is generally put at the crowdies places 34 . v LMS: It is leads management system which means leads are generated by the customer who want to purchase the product of the company. v Yellow Pages: Yellow pages are used to gather data for making calls so that customer who did not fine time and are unaware of the product can know about the product.v Tele Calling: The company uses the tele calling/ phone calling to reach the customer. which are interested. company put their canopies and customer who are willing to know about the product come forward and provide best of their knowledge.
hotels.like near main markets. distribution of pamphlets. v Advertising: Advertising is the most important tool of increasing awareness of the product and this is the most widely used technique by the company to tell about the new features and new lunch by giving briefing of the product. Sharekhan use banners. mutual funs by giving tips for investment advises through e-mails or toll free calls for this purpose customers are provided relationship manager who give investment advise and also make transaction on their behalf on demand. magazines. cinema s. 35 . v Direct Marketing Sharekhan executive’s reaches to the does of the customer by fixing appointments with the interested customer. and advertisement in newspapers. they describe the details of the product. ATM or etc where people come in good numbers. Executive give demonstration of the products so that customer can understand better. B satisfying customer executives ask their references that not only increase the awareness but also increase the good will of the company. v References: Sharekhan strategy is to satisfy the customer in terms of their need by providing them timely services and knowledge about the trade in equities.
semi branches servicing affluent/aggressive traders through highly skilled financial advisors • 250 independent investment managers/franchisees servicing 50000 highly valued clients • Strong advisory role through Fundamental & technical research • New initiatives . Sharekhan make it easy for the customer to make online transaction of shares.Portfolio Management Services & Commodities trading.v Competitiveness: The company is innovative and uses the latest technology to improve the product to fulfill the demands of the customers. • Dealing in mutual funds. 36 . v Internet: Company provides detailed information about the products on Internet so that customer can know about the product easily and completely. The company is competitive in terms of the product price and facilities it offers to the customer. UNIQUE OBJECTIVE OF THE COMPANY • 200000+ retail customers being serviced through centralized call centre / web solution • 60 branches.
750 Rs.0.com.e GOI securities.0.Rs.12% Transaction charges Rs.300 38 . Company Fixed Deposits. It also acts as a distributor of various financial services i.04% of transaction Annual Maintenance Charges:.87% INTRADAY:.COMPETITOR ANALYSIS 5PAISE. Intra day cut off time 3 pm DELIVERY:. Apart from offering online trading in stock market the company offers mutual funds online. present in 20 Cities Charges for Demat: Account opening charge :.23 or 0. Insurance. Limited ground network.COM Company Background Indiainfoline was founded in 1995 and was positioned as a research firm in 2000 ebroking was started under the brand name of 5 paisa.
Pricing For Kotak SOME FEATURES OF KOTAKSTREET:Account Opening charge :. caters exclusively to your stock broking and investment requirements. kotakstreet.0.KOTAK STREET Company Background Kotakstreet is the retail arm of kotak securities.10 DELIVERY:. Kotak Securities needs no introduction as one of the largest stock broking houses in the country and a leading distributor of primary market offerings Kotak Securities limited is a joint venture between Kotak Mahindra Bank and Goldman Sachs.0.25 39 .750 INTRADAY:.
15 DELIVERY:. 450 + Relationship Managers who act as personal financial advisors •POA for Clients DMAT All shares held by client trading with IB are moved to IB Pool Account and the same is shown as a reflection in client DP account.750 Annual Maintenance Charges Rs.64 Intraday cut off time 3:10pm Annual Maintenance Charges :.NIL INTRADAY:.:.INDIABULLS Company Background India Bulls is a retail financial services company present in 70 locations Covering 62 cities.NIL 40 . It offers a full range of financial services and Products ranging from Equities to Insurance. Charges are levied to move shares from IB pool Account to client DP account SOME CHARGES IN INDIABULL:Account opening charge:.0.0.
04% of transaction Intra day cut off time 3 pm Annual Maintenance Charges Rs.ICICI Direct Company Background ICICI Web Trade Limited (IWTL) maintains ICICIdirect.0.55 Transaction Charges (selling) Rs. INTRADAY:.15 or 0.0. IWTL is an Affiliate of ICICI Bank Limited and the Website is owned by ICICI Bank Limited Demat Charges: account opening charges:.27 DELIVERY:.350 41 .975 Rs.com.
500 42 . Buying and selling transaction through brokers –Charges are 0. Pioneers in setting up Dial-a-share services with the largest team of Tele-brokers DEMAT ACCOUNT WITH HDFC:• It is conversion of physical shares into electronic form.750 Yearly charge: 450 per year Annual Maintenance Charges:.Rs. HDFC and Chase Capital Capital Partners and their associates promote HDFC SECURITIES LTD.05% of transaction value • • • • • Intra day cut off time 3 pm Off market transactions charges .150 per annum.04% of transaction value CHARGES FOR DEMAT ACCOUNT:Account opening charge :. Dematerialization charges Rs. 3 per share certificate Folio charges are Rs.0.HDFC SECURITIES Company Background The HDFC BANK.
SMS alerts (allowing traders and investors to make the most of the available opportunities). intangible features like imagery. STRENGTHS Services As a product Sharekhan is a extremely innovative product with very less cost. do all the information seeking and basically own the investing process. 43 . examining strengths and weaknesses in the internal environment and opportunities and threats in the external environment. Through efficient trading processes Investors can place their orders directly on the Internet.SWOT ANALYSIS A SWOT analysis focuses on the internal and external environments. Sharekhan provides other support services that make retail investors more confident and assured with their trading. institutional and domestic broking. equity driving preference. Softer. customized research reports with almost 80% efficiency etc give Sharekhan an edge over its competitors. Services like online trading facility.
Marketing Sharekhan is a product of SSKI. it is something that is spoken with years of focused learning and experience in the stock markets. So when he says that investing in stocks should not be confused with trading in stocks or a portfolio-based strategy is better than betting on a single horse. user-friendly online trading services etc. advice and transaction services. Sharekhan does not claim expertise in too many things. 44 . Share khan’s expertise lies in stocks and that's what it talks about with authority. Also all the products cover all the loopholes of all the products offered by the other competitors like low cost. In near future expect to make 200000+ retail customers being serviced through centralized call centre / web solution. a veteran equities solutions company with over decades of experience in the Indian stock markets. 60 branches/semi branches servicing affluent/aggressive traders through highly skilled financial advisors. 250 independent investment managers/franchisees servicing 50000 highly valued clients.Distribution Network Sharekhan with almost 1200 branches spread across 500 cities beefed up by comprehensive online research. Products Company’s product line is quite flexible in the sense that there is a product for every kind of investors. strong advisory role through Fundamental & technical research and new initiatives are being made in Portfolio Management Services & Commodities trading.
However. good and transparent practices also play a major role in imbibing confidence in traders. who can understand the trading needs of individual customers. a broking house like Sharekhan. Though this confidence in the broker comes with time and experience. Competition from banks Most of the banks due to good branding have the faith of the customers of their banking database. Branding Though the company has a efficient products but large part of investment interested population does not know the company. Similarly sales proceeds are credited directly to saving account. 45 . which caters to the mass segment.WEAKNESS Customer Satisfaction As far as customer satisfaction goes Sharekhan has to tighten their socks. Also ones cash balances with the broker must be safe and secure. The most basic expectation for a trader or investor when one begins trading is that one must get timely delivery of shares and proceeds from sale of shares. So they enjoy the liberty of huge database and customers find it more reliable to trade there rather than with a unknown broker. This makes trading easier. Many broking house catering to heavy investors or small segment of the market can afford to and does provide relationship managers for their customers. and advise accordingly. Also banks like HDFC Bank and ICICI Bank have the advantage of linking the trading accounts of their customers to saving accounts. and at the same time a trader withdraws exactly as much money from his account as is needed to complete the trade. is in no position to provide relationship managers for individual customers.
Improving Technology In country like India technology is always improving which gives the company a chance to keep on improving their product with time whereas for the small players like local brokers it will be difficult to keep the same pace as the changing technology. etc. 46 . Ever-increasing market After the NSE brought the screen based trading system stock markets are now more secured which has attracted lot of retail investors and the demand is increasing day by day. the future alone can answer such queries. As to how much it will roar and how swift it can swoop on the market. customer service. It has been dynamic enough to move with the times and capture the opportunities that the market throws up from time to time. Sharekhan is one of the early entrants here. The traditional business model is highly dependent on a large network of sub-brokers. Also with SEBI lying down some strict guidelines small brokers are finding it harder to retain the customers with no research department and small capital.OPPORTUNITIES The external environment analysis may reveal certain new opportunities for profit and growth. This has resulted in improved liquidity and heavy volumes on transactions. and many established players may not have systems (technology.) capable of directly servicing so many retail customers. Sharekhan has been a mega player and is known for being a mover of stocks. It is also known for putting big deals through and enjoys good networking with the FIIs.
easy to understand and convenient option of investing in stocks. THREATS New Competitors A lot of new competitors are trying to enter the market in this bullish run to taste the flavor of this cherry. transactions and indices. are posing a lot of threats to the company. hdfc. Education Level The education level in the country is improving year after year as far as technology goes. 47 . 5-paisa etc. And. Sharekhan hopes to fully utilize and capitalize on this platform. Some have the problem of lack of information or some were scared of volatility of the stock markets.Unfulfilled needs of the customers With so many competitors offering their products in the market but no one is able to completely satisfy the customers. as it offers an extremely hassle-free investing platform. Also many banking firms are entering into the market with huge investment. This is creating a lot of competition for large players like Sharekhan and it is creating little confusion in the minds of the customers about the services provided by the broker. Competitors like icici. The Internet serves to break all barriers to information. With that the understanding of the stock market is also increasing and a lot of retail investors are steeping in the markets which is being shown by increasing volumes. kotak. This original idea by Sharekhan itself was born out of the consumer's need for a more transparent. Sharekhan has the opportunity to tap this unsatisfied set of customers and to make hold in the market.
Then it needs to get into the 'middle tier' of risk management systems that assess data from banks and depository participants (DP). Though a lot of cyber laws are being made but not yet executed. and give the 'Go/No go' advice to the trade. Typically. the technology solution has to start from the Internet frontend (or the screen that you see when you begin trading). which is quite complex. 48 .Technology based business Online trading is totally based on the technology. So technology is a kind of threat because unless until it is working properly it is good but Internet is not that safe. calculate client risk at that point in time.
OBSERVATIONS AND ANALYSIS DATA ANALYSIS 49 .
6.00% 6% 20% 28% ICICI Direct Sharekhan Indiabulls 5 Paisa HDFC 22% 24% INTERPRETATION:The above data describes the market share of the sharekhan competitors in which share has the second highest market share among all its competitors heaving customer base of more then or approximate 4.00% 24.1 Market share of share-khan securities COMPANY ICICI Direct Sharekhan Indiabulls 5 Paisa HDFC MARKET SHARE 28.00% 22.00% 6.5 lack. 6.2 COMPETITORS BROKERAGE COMPARISION 50 .00% 20.
64% 0.15% 0.87% INTERPRETATION:The above is the detail of the companies’ brokerages in which sharekhan has competitive brokerage over others in which there reduction of the brokerage depending upon the deal between client and the customer.5% 0.27% 0.10% 0.55% 0.1% 0.50% 0.12% DILIVERY 0.COMPETITORS BROKERAGE ICICI direct HDFC securities INDIA BULLS SHARE KHAN 5 PAISA INTRA DAY 0. 51 .
6.B YEAR 2007 2008 2009 2010 2011 SHAREKHAN Growth GORWTH RATE OF COMPANY 2011 2010 2009 2008 R A E Y 2007 Series1 1 2 3 4 5 CUSTOMERS IN LAKHS INTERPRETATION:The above graph shows the growth rate of the company from 2006 to 2010.6 4 4. which shows the increase in the growth trend.5 3.5 GRAPH NO. 6.4 GROWTH RATE OF COMPETITORS:COMPANY Year 2009-10 52 .1 3.6.3 GROWTH RATE OF SHAREKHAN GROWTH RATE IN % 2.
HDFC 5 Paisa Indiabulls Sharekhan ICICI GRAPH NO.5 COMPARISON ACCORDING TO NO. 1 in the growth rate of the competitors and sharekhan on the 2nd position.C NIL 2% 1% 4% 5% Company Growth 5% 5% 4% 4% 3% % in the 3% 2009-2010 2% 2% 1% 1% 0% In di ab ul ls NIL 5 Paisa Sharekhan Competitors ICICI INTERPRETATION:The above graph show that ICICI direct is no. 6. OF CUSTOMER COMPANY MARKET SHARE No of customer in lack ICICI direct 53 7 . 6. HDFC securities are lowest in the growth rate.
SHARE KHAN INDIA BULLS 5PAISA HDFC securities GRAPH NO.5 2.D :- 4.5 2. 6. ICICI heaving the maximum and HDFC has the minimum customer. IN NAME OF COMAPANY D IA H D FC S .5 2.5 lakh customer.5 Series1 KH AN 5P AI SA 54 BU LL E SH AR INTERPRETATION:The above graph shows the market share of the customer we are at position no two heaving customer base of around 4.1 MAIN COMPETITORS IN MARKET 8 7 6 5 4 3 2 1 0 I IC IC NO IN LAKHS 7 4.4 1.5 2.4 1.
)That has reached through the marketing tools and technique.) Customer responce INTERPRETATION:The above graph shows the numbers of customer (appr.6 Client acquisition ( During the Project of Two month(1ST June 2011 to 31st july 2011):Clint Acquisition Total Data Calls made Responses Appointment fixed Appointment confirmed Appointments converted GRAPH NO. 6.E:(Approx.6.7 Trading through website or software:COMPANY NAME FACILITY 55 . 6.) 3000 2700 1200 130 45 26 Client Aquision Total no ofcustomer reached 4000 3000 2700 3000 1200 2000 130 1000 0 Responc es Total Data 45 Appointm ent 26 (Approx. Approximately out of 3000 clients finally 26 were converted.
250 p.a.a. from 2nd year onwards 500 p. 300 p.Sharekhan ICICI direct HDFC securities 5paisa Indiabull both website website both website INTERPRETATION:According to the table of 6. hdfc charges Rs 500. 6. 5paisa charge Rs 250. icici charges Rs 300.7 only sharekhan and 5paise provide the facility of both (trading through website and software) And the other three company provide the facility of trading through website. 6. from 2nd year onwards Free 1st year.a.a.9 Tie up with banks:COMPANY NAME Bank names charges Free 1st year. 415 p. No account maintenance charges 56 .8 Demat account charges or annual maintenance charge:COMPANY NAME Sharekhan ICICI direct HDFC securities 5paisa Indiabull INTERPRETATION:The above table shows that the indiabull not take any maintenance charges for account and sharekhan charge Rs 415.
ICICI bank. ICICI BANK ONLY. INTERPRETATION:Above table show that the sharekhan company tie up with more than its competitors. YES bank. CANARA bank. NIL N. HDFC BANK ONLY. INDUSIND bank.not applicable 6. CITI bank.11. IDBI bank. GLOBAL TRUST bank. STANCHART bank.A 1000 N. and HDFC securities & ICICI direct give preference only own banks.10 Comparison in software charges:COMPANY NAME Sharekhan ICICI direct HDFC securities 5paisa Indiabull Charges in Rs. 6. UTI bank.A INTERPRETATION:The above table show that only two company provide the software for trading and sharekhan not charge for software but company 5paisa charge 1000 RS. CITI bank. OBC bank.Sharekhan ICICI direct HDFC securities 5paisa Indiabull HDFC bank. ABNAMRO bank. Types of account :- 57 . HDFC bank. HDFC bank.A. ICICI bank. N. CITI bank. ICICI bank.A N. UTI bank.
speed trade a/c) Web based Web based 2( trader terminal. investor terminal for trading.COMPANY NAME Sharekhan ICICI direct HDFC securities 5paisa Indiabull Account name 2(classic a/c. Indiabull provide the web based a/c and 5paisa provide the trade terminal a/c. investor terminal ) Web based INTERPRETATION:The above table show that every company provide some account for trading therefore sharekhan also provide two a/c classic a/c and speed trade a/c and ICICI direct. 6 6 66 Buy today sell tomorrow(BTST):- 58 . HDFC securities.
then you would use BTST. However. 6. COMPANY NAME Sharekhan ICICI direct HDFC securities 5paisa Indiabull decision yes Yes but only on 127 scripts of NSE no yes yes INTERPRETATION:The above table show that only HDFC securities not provide the facility of BTST and other all of company provide the facility of the BTST ( Buy today sell tomorrow ).m.But you want to sell these shares tomorrow because you feel that the scrip price will rise further. at 2.m. and sell it say tomorrow using BTST® at 2.13. if you wish to take advantage of the price rise over a longer time period.00 a.00 a. you would purchase the share today at 11. Suppose. If you use a Margin Trade. the price of this scrip has risen by Rs 10.00 p.e.m.00 p. today. Comparison according to service of SMS alert:- 59 . Example:Assume that you buy shares of ABC Limited at 11. Rs 10. So. you would gain only to the extent of the price rise that happens today I. But the shares would not have come into your demat account tomorrow. What can you do? BTST is the solution to your query.Buy Today Sell Tomorrow (BTST ) is a facility that allows you to sell shares even one day after the buy order date. without you having to wait for the receipt of shares into your demat account. today.m.
Every month sent 100 SMS to their customer and ICICI also sent the some SMS to their customer but other company ( HDFC securities. 5paisa. Indiabull ) not sent the SMS to their customer.COMPANY NAME Sharekhan ICICI direct HDFC securities 5paisa Indiabull SMS Alert 100 per month yes no no no INTERPRETATION:The above table show that sharekhan use SMS alert for the customer satisfaction. 60 .
in terms of brokerage we are better then the ICICI and HDFC company charge less form the customer for the same purpose and providing better service. ü According to graph 3 which shows the competitors growth in terms of the customer acquisition from 2006 to 2010. sharekhan has the second largest customer base with 4. ü According to graph two SHAREKHAN has brokerage less then ICICI and HDFC but Same as INDIABULLS but more then other competitors. Sharekhan has a growth rate of 4% and ICICI has a maximum Growth rate of 5% ü According to Graph no 4. With this regard sharekhan is at no one for services.FINDINGS FINDINGS According to the study of the project report and company experience of two month the analysis the following findings: ü According to graph one icici has the maximum market share and sharekhan is at position no 2. sharekhan has a competitive product feature and services that makes it possible to reach at this position. brokerage and follow-up. ü Due to high competition the companies provide same product with different features and services. 62 .5 lakh among its competitors. which shows the total no of customer. Brokerage is the main concern for the customer thus company provide some negotiation flexibility in brokerage charges.
As sharekhan is already Tie up with 7 banks for online fund transfer that reduces the paper work for customer and ease in trading. it can be reduced for a HNI client. v The company can increase the customer base if the account opening charges it reduced from 750 to 400. the customer who are new they need relationship managers who will tell them about investment so it should be provided to al the customer on demand this will lead to customer satisfaction and will hip to have more references from the satisfied customer. boost the competition.RECOMMENDATIONS After heaving an experience of two moths in sales of Demat account I would like to suggest the following things v Company has an advantage of reach tips for which sharekhan s known for. which will give. v The company also have the advantage of brokerage charges it need some revision so that the customer who are locking for the less brokerage can open there account in are company taking into consideration the different proposal. v The company has shown the growth trend and it has reached at no 2 it can move to no one because it has an advantage of its services. 63 .
CHAPTER 8 CONCLUSION After studying the project I would like to conclude that Ø Company should focus on customer satisfaction at every levels of the account opening procedure. Ø Relationship manager should be given on the customer demand. Ø The company shows the positive trend in growth but it can be increased more if it focuses on building the brand equity. Ø Brokerage can be reduced with the attractive proposals for the HNI.. Ø Company should use the tool of advertising for marketing the brand and the product. Ø The account opening time should be reduce to maximum 5 days because customer losses the opportunity of investments. 65 .
com 2.hdfc.kotaksecurities. www. www. www.com 7.PHILIP KOTLER RESEARCH METHEDOLGY . www. www. www.com 4.icicidirect.nsdl.com 6.nseindia. www.com 5.com 3.com 8.R KOTHARI OFFICIAL BROUCHERE OF SHAREKHAN SECURITIES PVT LTD.sharekhan.com 67 .indiainfoline.BIBLIOGRAPHY BOOKS REFERED: MARKETING MANAGEMENT .C. www. 1.indiabulls.
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