CHAPTERII

COMPANY
ANALYSIS

INTRODUCTION TO THE COMPANY

The Reliance Anil Dhirubhai Ambani Group is among Indias top three private sector
business houses on all major financial parameters, with a market capitalization of Rs
100,000 crore (US$ 22 billion), net assets in excess of Rs 31,500 crore (US$ 7 billion),
and net worth to the tune of Rs 27,500 crore (US$ 6 billion).
Reliance Money Limited has been promoted by Reliance Capital Limited a part of Anil
Dhirubhai Ambani Group with the Net-worth Rs. 4500 cr., amongst the top 3 banking
& financial services companies in the private sector.

BOARD OF DIRECTORS
Shri Anil Ambani, Chairman
Shri Anil D. Ambani, aged 55 years, is the Chairman of the Company, Reliance
Communications Limited, Reliance Infrastructure Limited and Reliance Power Limited.
He is also on the board of directors of Reliance Infratel Limited and Reliance Anil
Dhirubhai Ambani Group Limited. He is the President of the Dhirubhai Ambani Institute
of Information and Communication Technology, Gandhinagar, Gujarat. He is a member
of the Stakeholders Relationship Committee of Reliance Communications Limited.
With a masters degree from the Wharton School of the University of Pennsylvania, Shri
Ambani is credited with having spearheaded the Reliance Groups first forays into the
overseas capital markets with international public offerings of global depository receipts,
convertibles and bonds.
Shri Ambani has been associated with a number of prestigious academic institutions in
India and abroad. He is currently a member of:

Wharton Board of Overseers, The Wharton School, USA

Executive Board, Indian School of Business (ISB), Hyderabad

The Prime Minister of India nominated Shri Ambani as the Co-Chair from the Indian side
of the India-China CEO Forum in 2011.

Shri Amitabh Jhunjhunwala, Vice-Chairman

Shri Amitabh Jhunjhunwala, 57, is a Fellow Chartered Accountant. He has had a wide
exposure in developing, strategising and overseeing businesses in financial services,
power, telecommunication and entertainment sectors. Currently, he oversees and leads
businesses in financial services and entertainment sectors of the Reliance Group. He has
experience in the areas of finance , commercial, banking, accounts and general
management. Shri Jhunjhunwala is the Group Managing Director of Reliance Group. He
is a Vice Chairman of Reliance Capital Limited.

Shri Rajendra Chitale

Shri Rajendra P. Chitale, 54, a law graduate and an eminent Chartered Accountant, is a
Managing Partner of Chitale & Associates (one of Indias leading boutique structuring,
legal and tax advisory firm) and M. P. Chitale & Co. (one of the Indias leading
accounting and consulting firms). He is a member of the Insurance Advisory Committee
and the Committee on Investment , Expenditure & ULIP Issues of the Insurance
Regulatory and Development Authority of India (IRDA), and has served as a member of
the Working Group on Insurance, Pensions, Small Savings, etc., Financial Sector
Legislative Reforms Commission, Government of India, the Company Law Advisory
Committee, Government of India, the Takeover Panel of the Securities & Exchange
Board of India, Investor Education & Protection Fund Committee, Government of India,
the Advisory Committee on Regulations of the Competition Commission of India, and
the Maharashtra Board for Restructuring of State Enterprises, Government of
Maharashtra.

Dr. Bidhubhusan Samal

Dr. Bidhubhusan Samal, 72, Master in Agriculture (Gold Medalist) and doctorate in
Economics from Kalyani University, West Bengal. He is also a Post Graduate Diploma
holder in Bank Management from the National Institute of Bank Management, Pune. He
has more than 30 years of work experience in the field of Banking, Securities Markets
and Industrial Finance . He has served as Chairman and Managing Director of Allahabad
Bank, Chairman and Managing Director of Industrial Investment Bank of India and as
Member of the Securities Appellate Tribunal.

Shri V. N. Kaul

Shri V. N. Kaul, 72, is a former Comptroller and Auditor General of India who was
awarded Padma Bhushan in 2014. He has been Vice Chairman of the United Nations
Independent Audit Advisory Committee, New York, from 2008 to 2011. Prior to his
appointment as C&AG, Shri Kaul held senior positions in Government and in the United
Nations. In Government he was, inter alia, Secretary to the Government of India in the
Ministries of Petroleum and Natural Gas, Chemicals and Fertilizers and Coal. Earlier he
served as Principal Secretary, Finance and Secretary, Commerce and Industry in
Madhya Pradesh. He has served as a director in many private and public sector
companies and he has been on the Governing Boards of International Bodies. From 1991
to 1998 he was seconded to the United Nations - ESCAP, Bangkok as Advisor, Trade
Policy and Negotiations for Asia-Pacific Region.
Shri Kaul holds a Masters degree from the University of Delhi and
later he was on a Colombo Plan fellowship at the University of
Manchester, U.K. He is currently a member of the Eminent Persons
Advisory Group (EPAG), constituted by the Competition Commission
of India, to give broad inputs and advice on larger issues impacting markets and
competition. He is also a member of the Oversight Committee constituted to advise and
oversee the process of monetization of immovable property of Air India.

Smt. Chhaya Virani

Smt. Chhaya Virani graduated from Mumbai University with a bachelors degree in
Arts. She also acquired a bachelors degree in legislative laws from the Government Law
College in 1976. She is a partner in M/s. ALMT Legal Advocates and
Solicitors.

Shri Soumen Ghosh (Sam), Executive Director

Shri Sam Ghosh is the Executive Director and Group Chief Executive Officer of
Reliance Capital. He joined the company in April 2008. Before joining Reliance Capital,
Sam was the Regional CEO of Middle East and India Sub Continent region of Allianz, a
German insurance company. Prior to that, he was the CEO of Bajaj Allianz Life and
General Insurance.
Prior to that he was involved in setting up operations for Allianz in South East Asia. He
spent ten years in Australia in various capacities with Allianz from CFO to managing
subsidiary companies as well as setting up operations in the Pacific Rim. Sam Ghosh is a
Chartered Accountant from England and a Mechanical Engineer.

Reliance Capital Ltd

Reliance Capital is one of Indias leading and fastest growing private
sector financial services companies, and ranks among the top 3 private
sector financial services and banking companies, in terms of net worth.
Reliance Capital has interests in asset management and mutual funds, life and general
insurance, private equity and proprietary investments, stock broking and other activities
in financial services.
Reliance Capital entered into lucrative online trading business with Reliance money.
There are mixed reports about this online trading platform. It shook up online trading
business with cheap brokerage charge offer.
Business Overview
RCL is registered as a depository participant with National Securities Depository Ltd
(NSDL) and Central Depository Services Ltd (CDSL) under the Securities and Exchange
Board of India (Depositories and Participants) Regulations, 1996. RCL has sponsored the
Reliance Mutual Fund within the framework of the Securities and Exchange Board of
India (Mutual Fund) Regulations, 1996.RCL primarily focuses on funding projects in the
infrastructure sector and supports the growth of its subsidiary companies, Reliance
Capital Asset Management Limited, Reliance Capital Trustee Co. Limited, Reliance
General Insurance Company Limited and Reliance Life Insurance Company Limited. As
of March 31, 2005, the companys investment in infrastructure projects stood at Rs. 1071
Crores. The investment portfolio of RCL is structured in a way that realizes the highest
post-tax return on its investments.
Reliance Capital Ltd. is one of Indias leading and amongst the fastest growing private
sector financial services companies, and ranks among the leading private sector financial
services and banking companies, in terms of net worth. Reliance Capital Ltd. has interests
in asset management and mutual funds, life and general insurance, private equity and
proprietary investments, stock broking and other financial services.

Reliance Money limited

Reliance Money, a Reliance Capital company, is part of the Reliance Anil Dhirubhai
Ambani Group Reliance Money commenced commercial operations in April 2007. It is a
comprehensive financial services and solution provider providing customers with access
to Equity, Equity and Commodity Derivatives, Portfolio Management Services, Mutual
Funds, IPOs, Life and General Insurance and Gold Coins. Customers can also avail
Loans, Credit Card, Money Transfer and Money Changing services.

The largest broking house in India with over 2.5 million customers and a wide network of
over 10,000 outlets and 20,000 touch points in 5,000+ locations. Reliance Money
endeavors to change the way investors transact in financial markets and avails financial
services. The average daily volume on the stock exchanges is Rs. 2,000 crores,
representing approximately 3% of the total stock exchange volume. Reliance Capital is
one of India's leading and fastest growing private sector financial services companies,
and ranks among the top 3 private sector financial services and banking groups, in terms
of net worth.
Success is a journey, not a destination. If we look for examples to prove this quote then
we can find many but there is none like that of Reliance Money. The company which is
today known as the largest financial service provider of India.

Success sutras of Reliance Money

The success story of the company is driven by 9 success sutras adopted by it namely
Trust, Integrity, Dedication, Commitment, Enterprise, Hard work, Home work, Team
work play, Learning and Innovation, Empathy and Humility and last but not the least its
the Network .

Vision of Reliance Money

To achieve & sustain market leadership, Reliance Money shall aim for complete customer
satisfaction, by combining its human and technological resources, to provide world class
quality services. In the process Reliance Money shall strive to meet and exceed
customer's satisfaction and set industry standards.

Mission statement
Our mission is to be a leading and preferred service provider to our customers, and we
aim to achieve this leadership position by building an innovative, enterprising , and

technology driven organization which will set the highest standards of service and
business ethics.

ORGANIZATIONAL STRUCTUR

CEO

Deputy
CEO

National
Head

ZONAL
HEAD

ZONAL
HEAD

ZONAL
HEAD

REGION
AL HEAD

REGION
AL HEAD

REGION
AL HEAD

CLUSTE
R HEAD

CLUSTE
R HEAD

CLUSTE
R HEAD

CENTER
MANAGE
R

CENTER
MANAGE
R

BDEs

BDEs

BDEs

Reliance ADA Group Structure

Products

PRODUCTS offered by Reliance Money are: Trading Portal (with almost negligible brokerage)
Equity Broking
Commodity Broking
Derivatives (Futures & Options)
Offshore Investments (Contract For Differences)
D-Mat Account.
Financial Products
Mutual Funds
Life Insurance
ULIP plan
Term Plan
Money Back Plan
General Insurance
Vehicle/Motor Insurance
Health Insurance
House insurance
IPOs
NFOs
3. Value-Added Services
Retirement Planning
Financial Planning
Tax Saving

Children Future Planning

4. Credit Cards
Gold coin

Customer benefits
The highlights of Reliance money's offerings are:
1. PRICE
The fee charged by the affiliates of Reliance Money, through whom the
transactions can be placed, is among the lowest charged in the present scenario.
Pay a flat fee of just Rs. 500/- valid for 2 months or specified transactional value.
The facility of trading is subject to expiry of the validity period or value limit,
whichever comes first.
2. Illustrations depicting fee structure and validity limit
Access fee- Rs. 500
Validity- Time validity of 2 months or Turnover validity of Rs. 1 cr., whichever is earlier
Turnover limit- Non-delivery turnover of Rs. 90 lac, Delivery turnover of Rs. 10 lac
Access fee- Rs. 1350
Validity- Time validity of 6 months or Turnover validity of Rs. 3 cr., whichever is earlier
Turnover limit- Non-delivery turnover of Rs. 2.7 cr., Delivery turnover of Rs. 30 lakh
Access fee- Rs. 2500
Validity- Time validity of 12 months or Turnover validity of Rs. 6 cr., whichever is earlier
Turnover limit- Non-delivery turnover of Rs. 5.4 cr., Delivery turnover of Rs. 60 lakh
Unutilized delivery limit may be added to Non-delivery limit

3. Convenience
You have the flexibility to access Reliance Money services in multiple ways: through the
Internet, Transaction Kiosks, Call & Transact (phone) or seek assistance through our
Business Partners
4. Security
Reliance Money provides secure access through an electronic token that flashes a unique
security number every 32 seconds (and ensures that the number used for earlier
transaction is discarded). This number works as a third level password that keeps your
account extra safe

Single window for multiple products

5. Reliance Money, through its affiliates/partners, facilitates transactions in Equity, Equity
& Commodity Derivatives, Offshore Investments, Mutual Funds, IPOs, Life Insurance
and General Insurance products. All overseas investments are subject to rules, regulations
and guidelines of the Reserve Bank of India as laid down from time to time

6. 3 in 1 integrated access

Reliance Money offers integrated access to your banking, trading and Demat account. You can
transact without the hassle of writing Cheques
Demat account with Reliance Capital
Hassles free Demat account with Reliance Capital. The Annual Maintenance Charge for the
Demat Account is just Rs. 50/- per annum

Other Services
Through the portal www.reliancemoney.com, Reliance Money provides:
a. Reliable research, including views of external experts with an enviable track record
b. Live news from Reuters and Dow Jones
c. CEOs'/experts' views on the economy and financial markets
d. The Personal finance section provides tools that help you plan your investments, retirement,
tax, etc.
e. Analyze your risk profile through the Risk Analyzer
f. Get a suitable investment portfolio using the Asset Allocator
KEY BENEFITS OF RELIANCE MONEY
Equity is a share in the ownership of a company. It represents a claim on the companys assets
and earnings. As you acquire more stock, your ownership stake in the company increases. The
terms share, equity and stock mean the same thing and can be used interchangeably.
Holding a companys stock means that you are one of the many owners (shareholders) of a
company, and, as such, you have a claim (to the extent of your holding) to everything the
company owns. Yes, this means that technically, you own a portion of every piece of furniture;
every trademark; every contract, etc. of the company.
As an owner, you are entitled to your share of the companys earnings as well as any voting
rights attached to the stock.
Another extremely important feature of equity is its limited liability, which means that, as a partowner of the company, you are not personally liable if the company is not able to pay its debts.
In case of other entities such as partnerships, if the partnership goes bankrupt, the partners are
personally liable towards the creditors/lenders and they may have to sell off their personal assets
like their house, car, furniture, etc., to make good the loss. In case of holding equity shares, the
maximum value you can lose is the value of your investment.

Even if a company of which you are a shareholder goes bankrupt, you can never lose your
personal assets.
Reliance Money gives you the access to Over 5000 Schemes of 28 Assets Management
Companies (AMCs) with just one account. Some of them included are.

Portfolio Tracker
Manage your mutual fund portfolio from the Reliance Money account. Benefit from live
valuation and alerts and also track NAVs of any scheme online.
Choice of investment strategies
From just two scheme types (equity scheme and debt scheme) offered when the mutual fund
industry was conceived more than four decades ago, today, mutual funds offer a plethora of
scheme types with different investment strategies.
Life Insurance
Reliance Money Account gives you the advantage of buying policies from 12 different Life
Insurance companies, helping you get unbiased opinion.
General Insurance
Reliance Money Account also extends the product offerings from 10 General Insurance
Companies with exhaustive range of insurance products that covers most risks including Motor,
Health, Property, Marine, Casualty and Liability.
Over the Counter Products
Your Reliance Money Account makes it so simple for you to buy insurance products that its as
easy as buying something over the counter.
RelianceMoney.com is offering most dynamic web based trading environment to its customers.
The new trading platform has many new features which basically fill up the gap between old
online trading companies in India and their customers.
The Reliance Money trading websites comes with special security features Security Token,
which makes you online trading experience more secure without complexity.

Operations
Reliance Capital offers a range of financial services in many business lines. The company is one
of the most diversified financial services firms in India with interests expanding from asset
management, insurance, commercial finance, broking, private equity to other niche financial
services.

Distribution
Distribution (or place) is one of the four elements of marketing mix. An organization or set of
organizations (go-betweens) involved in the process of making a product or service available for
use or consumption by a consumer or business user.
The other three parts of the marketing mix are product, pricing, and promotion.
Contents
The Distribution Channel
Channels
Channel Members
The Internal Market
Channel Decisions

Managerial Concerns
Channel membership
Channel Motivation
Monitoring and Managing Channels

The Distribution Channel

Chain of intermediaries, each passing the product down the chain to the next organization, before
it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or
the 'channel.' Each of the elements in these chains will have their own specific needs, which the
producer must take into account, along with those of the all-important end-user.

Channels
A number of alternate 'channels' of distribution may be available

Distributor, who sells to retailers

Retailer (also called dealer or reseller), who sells to end customers

Advertisement typically used for consumption goods

Distribution channels may not be restricted to physical products alone. They may be just as
important for moving a service from producer to consumer in certain sectors, since both direct
and indirect channels may be used. Hotels, for example, may sell their services (typically rooms)
directly or through travel agents, tour operators, airlines, tourist boards, centralized reservation
systems, etc.
There have also been some innovations in the distribution of services. For example, there has
been an increase in franchising and in rental services - the latter offering anything from
televisions through tools. There has also been some evidence of service integration, with services
linking together, particularly in the travel and tourism sectors. For example, links now exist
between airlines, hotels and car rental services. In addition, there has been a significant increase
in retail outlets for the service sector. Outlets such as estate agencies and building society offices
are crowding out traditional grocers from major shopping areas.

Competitors for Reliance Capital Ltd.

Company

Current Price

Book Value

P/E Ratio

Market Cap
(Rs. Cr.)

KGN Industries Ltd.

3.12

2.78

3,459.55

69.42

Suryanagri Finlease Ltd.

99.90

7.50

2,480.01

33.61

Mehta Integrated Finance

Ltd.

5.74

26.91

6.24

2.87

Beryl Securities Ltd.

7.42

13.40

20.08

3.60

Geefcee Finance Ltd.

19.50

58.83

21,341.29

21.34

Aditya Birla Money Ltd.

27.10

6.21

21.21

150.13

SKS Microfinance Ltd.

497.70

37.75

33.54

6,294.23

Roselabs Finance Ltd.

30.00

1.01

61.07

30.00

-2.78

0.00

Sanghi Corporate Services

5.74
Ltd.

1.72

Management tools
Today the main challenge businesses face is the difficulty in improving business efficiency and
employee productivity. The main factor behind this is existence of disparate systems for
managing different business processes leading to data duplication and affecting overall
efficiency.
At times the systems also face handicaps of scalability with business growth, flexibility to adapt
to fast changing business environment / operations and unclear picture of operations. This makes
it difficult for people to collaborate within organization, as well as with customers, partners and
suppliers.
ERP has been a panacea for these for some time now. But till recently it still had perceived
lacunas like

Huge initial investments on license, hardware, infrastructure, resources and

implementation

Ballooning deployment costs ranging from 40 lakhs to 2 crores depending on the degree
of complexity and customization

Additional costs on implementation, installation, and data migration is 3-4 times more
than the original cost of the ERP package

Unreasonably long implementation time ranging between 8 and 18 months, with 60% of
implementations overshooting project time by over 50%

Unwanted functionalities imposed as additional baggage with 70% of the companies use
only 26% of their ERP functionalities

Rigid model that forces changes in business models with changes in market conditions
and makes exit a complex process

Maintenance: Tedious job of deployment for each new product version

No guaranteed ROI: This always made the benefits it brought take a backseat.
With ERP on Reliance Cloud, not any more

Understanding all these challenges of organization Reliance has come up with a solution ERP
on Reliance Cloud powered by RAMCO. ERP on Reliance Cloud will be based on hosted
model and it will be available on a subscription basis with no capital investment to purchase the
solution outright. ERP on cloud will make customer free from investments in new IT
infrastructure such as hardware, middleware, networks, and so on. Along with that, pay as
business grow model allows customer to invest as and when required. Customer can also be
relaxed with the headache of managing and updating their ERP application, thus enhancing
business focus and operational performance. Reliance ERP on Cloud can be subscribed on
module/functionality basis and customer can go for required functionalities subscription by just
paying the fee of that module. Reliance ERP on Cloud is dynamic to increase or decrease no of
users irrespective of geographical location.
It helps customers business to collaborate in domain like human resource, accounts, asset
management, production and inventory management, logistic management, business & sales
analytics, with ease of reporting in all fronts.
ERP on Reliance Cloud Features and Benefits
Low Cost Subscription Model: No large up-front investment and no infrastructure costs
incurred
Regular monthly bills: Pay as per-user-per-month basis
Immediate Access: Start operating within a few days after paying a subscription fee.
Minimal set up time: Helps reap better ROI and benefit of implementation in never before
times heard in ERP implementations
No Infrastructure Investment: No investments in database, servers and other infrastructure
requirements maintenance of the same. No software needs to be installed in the subscribers
computer. The money (invested in case of conventional ERP) can be used for the growth of
business.
Access to data any time anywhere: Unlike conventional ERP which need fixed machines to
access data with ERP on Reliance Cloud you can access data on the move only requirement - an
internet connection
World-Class Security: Completely secured layers with role based authorization for access.
Information security practices based on BS 7799 / ISO 27001 standard certificates

No Risk Proposition: Very low cost of entry and exit. If customer decides to exit, we would
hand over the data CDs within a week, provided customer have honored their commercial
commitments.
An end to end solution for your enterprise
The ERP functionality in ERP on Reliance Cloud powered by Ramco is designed to meet the
needs of growing companies. The software includes comprehensive feature to manage all facets
of business. It delivers role based access to business application data and analytical tools. A
company can use ERP on Reliance Cloud across the following areas:

Human Capital Management

Cost Planning and Control

Supply Chain Management

Discrete Production

Process Production

Tool Management

Maintenance

Customer Relationship Management

Financial Management

Service Management

Entegs SAP Process Integration application(earlier known as SAP XI) enables you to implement
cross-system processes. It enables you to connect systems from different vendors (non-SAP and
SAP) in different versions and implemented in different programming languages (Java, ABAP,
and so on) to each other. Entegs SAP Process Integration is based on an open architecture, uses
open standards (in particular those from the XML and Java environments) and offers those
services that are essential in a heterogeneous and complex system landscape:
Modeling and design of messages, transformations, and cross-component integration processes
Configuration options for managing collaborative processes and message flow

 Runtime for message and process management

Adapter Engine for integrating heterogeneous system components
Central monitoring for monitoring message flow and processes

2. SAP
SAP PI supports internal company scenarios and cross-company scenarios.
Entegs Integration services ensure that your existing investments in ERP, Legacy and other
enterprise systems remain intact by seamlessly integrating information with new systems,
technologies and custom applications within the enterprise, as well as with companies who you
do business with.
Entegs technical consultants have vast experience in helping our clients with the installation and
setup of SAP Netweaver and also help different systems in your system landscape talk to each
other flawlessly and perfectly.
An effective ERP Integration solution is essential for companies to streamline their ordering
processes and automate the exchange of information within the different technology platforms in
the company's supply chain, intranet and extranet. Enteg has proven expertise in these areas of
system integration.
Enteg develops ERP Integration solutions that enable secure, reliable and real-time exchange of
direct and indirect transactions over the Internet. This includes information exchange between
disparate intra-company systems, among trading partners, and between exchanges/marketplaces
of all sizes.
The companys ERP Integration solutions benefit an organization by providing end-to-end
visibility and control of business operations. This control improves interactions with partners and
customers; increases responsiveness to business changes; enables new market opportunities; and
makes captured knowledge more widely available.
Enteg closely examines the business needs; identify different possible ERP Integration solutions;
select and implement appropriate architectures, tools and technologies; and deploy a high impact
ERP integration solution.
Enteg delivers a wide verity of consulting services primarily focused on development for
integration. We have experience in working with XI 3.0, PI 7.0 and PI 7.1.
Following are some of the tasks:
Architectural work for designing an integration solution, which can support the business needs.
Development of integration scenarios
Development of mappings in the built-in mapping tool, xslt, or java mappings
Development of ccBPMs for orchestration of processes.
Performance improvement of scenarios, like finding a way to improve the performance of

critical or high volume interfaces.

Training in PI usage and development.

Human resource
Employees
As on 31 March 2013, the company had 23,519 employees of which 1,159 were women and 83
were employees with disabilities. It also had 29,462 temporary employees on the same date. As
per its Sustainability Report for 201112, the attrition rate was 7.57%
In its 39th Annual General Meeting, its Chairman informed the shareholders of the investment
plans of the company of about 1500 billion (US$24 billion) in next three years. This would be
accompanied by increasing the staff strength in Retail division from existing strength of 35,000
to 120,000 in next three years and increasing employees in Telecom division from existing 3,000
to 10,000 in 12 months.

TARGETING DONE BY RELIANCE MONEY

Reliance Money is Targeting on: Small Cities (tier 2, tier 3 cities) though it already has a great recognition tier-1 cities and
metros.
It is the only wing of Reliance Capital which targets on NRIs, Foreign collaborations and
have branches in foreign countries like Singapore, Malaysia and US.
The Company is also focusing to leverage as it is also franchises to target various differential
markets and its customers. The company is expanding its branch network and also, more
importantly, its franchisee network. Reliance Money has over 10,000 outlets now, of which 500600 are owned by the company.
Moreover the company is very much focused on doing business at Retail level as the
collaboration of R-Money with STIC travel group is a live example of it.

 Last but not the least the company is offering financial products and services which are very
required by the common people so its target population is differential SEC (SPECIAL
ECONOMIC CLASSES) on the basis of various Demographics, Income groups, Occupation,
etc.

POSITIONING DONE BY RELIANCE MONEY

Positioning is the next step after Targeting. Here for this purpose Reliance Money has done
various activities (like as some of which are done in their promotional activities) some of which
are;
It is the brand name of the company RELIANCE which is Indias biggest company. Here
when it comes the time of choosing financial products/services and moreover when a person
compares with other companies definitely his one of the preferences/choice is Reliance
Products/Services.
The company has positioned itself as the Retail Outlet or a Financial Supermarket where all
the needs of a person in terms of taking a financial Product/Service is fulfilled as it offers the
differential financial products/services of various companies. Ex. Mutual Fund and Insurance
Policies of ICICI, FRANKLIN TEMPLETON, SBI, HDFC, KARVY, TATA AIG, etc.
It regularly conducts Seminars, Events (even participates in events) to provide knowledge of
its offered products/services and to have a direct face to face contact with the people. This really
helps the company to improve its services given to the customer and moreover to improve and
modify the products/services to fulfill the demand and wants of the customers and to offer a
totally customized products/services.
It also pays attention of promotion i.e. it does unique promotion and advertisement which
draws the attention of the public anyhow and there
It shows that Yes we are something Different and this is also perceived and positioned in the minds
of the consumer.

SWOT ANALYSIS

STRENGTHS:
Linking of all three accounts i.e. saving accounts (HDFC, IDBI and UTI Banks), Demat account
and trading account.
Trading in NSE, BSE, NCDEX and OFFSHORE
Investor can also invest in Mutual fund, Life and General Insurance.

Account protected through security key

Web base trading system
No need of pool account
Less brokerage in intraday and delivery
No service tax on brokerage

WEAKNESSES:
High Charges for the off line traders who trade in low volume.
Do not have access on regional Exchange.
Problem of Server down.
No credit facility
Higher demat opening charge

OPPORTUNITIES:
First time introduced prepaid brokerage in India.
Already having a good market access through different products of RELIANCE LTD.
Due to fall in saving and fixed deposit rate of interest, investor likes to invest in stock market
with minimum charges.
Providing the facility of investing money in mutual funds.

THREATS:
Higher offline brokerage as compare to other brokering houses.
Customer using online fund transfer facility must maintain Rs 5000 in his bank saving account in
one of these banks HDFC, IDBI, ICICI and AXIS.
Funding facility provided by other brokerage houses