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A Project Report On A Study of Distribution Channel of SBICAP securities for Pune Region

By Girish Shrikrishna Jade

Submitted to University of Pune In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) Through MBA Department Matrix Educational Foundations Matrix School of Management Studies Pune 41 (2012-2014)


I am highly indebted to sbicap securities for giving me this opportunity to do my internship project in their esteemed organization. It has contributed immensely to my learning. I would like to thank my external guide Prasanna Puranik (Channel Manager) for completing my project. My profound gratitude towards our Director, Dr . Satish S. Ubale for giving me valuable guidance, suggestions and advice without which this project could not have been completed. I would also like to thank my internal guide for giving me the necessary insight into my study. giving me the required support in

Girish Shrikrishna Jade


Chapter No.


Page No.

Executive Summary 1 1.1 1.2 1.3 1.4 2 2.1 2.2 2.3 2.4 Introduction Introduction of the Study Objectives of the Study Scope of the Study Limitation of the Study Company Profile Company Profile Vision & Mission Company Product Board of Director

3 3.1 3.2 3.3 4 4.1 4.2 4.3 4.4

Research Methodology Research Design & Methodology Sampling Data Collection Theoretical Background Meaning of Distribution Channel About Distribution Channel Components of Distribution Channel Advantages of Distribution Channel

5 6 7 7.1 7.2 7.3

Analysis & Interpretation of The Data Finding & Suggestion Conclusion Appendix Bibliography


Place, Distribution, Channel, or Intermediary. 4

A channel of distribution comprises a set of institutions which perform all of the activities utilized to move a product and its title from production to consumption. Bucklin - Theory of Distribution Channel Structure (1966) Another element of Neil H.Borden's Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer.

There are six basic 'channel' decisions: Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a wholesaler) Single or multiple channels Cumulative length of the multiple channels Types of intermediary (see later) Number of intermediaries at each level (e.g. how many retailers in Southern Spain). Which companies as intermediaries to avoid 'intra channel conflict' (i.e. infighting between local distributors)

Selection Consideration - how do we decide upon a distributor? Market segment - the distributor must be familiar with your target consumer and segment. Changes during the product life cycle - different channels can be exploited at different points in the PLC e.g. Foldaway scooters are now available everywhere. Once they were sold via a few specific stores. Producer - distributor fit - Is there a match between their polices, strategies, image, and yours? Look for 'synergy'.

Qualification assessment - establish the experience and track record of your intermediary. How much training and support will your distributor require? Types of Channel Intermediaries. There are many types of intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing (from manufacturer to user without an intermediary), and many others. The main modes of distribution will be looked at in more detail. 1. Channel Intermediaries - Wholesalers

They break down 'bulk' into smaller packages for resale by a retailer. They buy from producers and resell to retailers. They take ownership or 'title' to goods whereas agents do not (see below). They provide storage facilities. For example, cheese manufacturers seldom wait for their product to mature. They sell on to a wholesaler that will store it and eventually resell to a retailer.

Wholesalers offer reduce the physical contact cost between the producer and consumer e.g. customer service costs, or sales force costs. A wholesaler will often take on the some of the marketing responsibilities. Many produce their own brochures and use their own telesales operations.

2. Channel Intermediaries - Agents

Agents are mainly used in international markets. An agent will typically secure an order for a producer and will take a commission. They do not tend to take title to the goods. This means that capital is not tied up in goods. However, a 'stockist agent' will hold consignment stock (i.e. will store the stock, but the title will remain with the producer. This approach is used where goods need to get into a market soon after the order is placed e.g. foodstuffs).

Agents can be very expensive to train. They are difficult to keep control of due to the physical distances involved. They are difficult to motivate.

Channel Intermediaries - Retailers

Retailers will have a much stronger personal relationship with the consumer. The retailer will hold several other brands and products. A consumer will expect to be exposed to many products. Retailers will often offer credit to the customer e.g. electrical wholesalers, or travel agents. Products and services are promoted and merchandised by the retailer. The retailer will give the final selling price to the product. Retailers often have a strong 'brand' themselves e.g. Ross and Wall-Mart in the USA, and Alisuper, Modelo, and Jumbo in Portugal.

4. Channel Intermediaries - Internet

The Internet has a geographically disperse market. The main benefit of the Internet is that niche products reach a wider audience e.g. Scottish Salmon direct from an Inverness fishery. There are low barriers low barriers to entry as set up costs are low. Use e-commerce technology (for payment, shopping software, etc) There is a paradigm shift in commerce and consumption which benefits distribution via the Internet


The study is very significant to understand the distribution channels. The study is important to know the dealers satisfaction level for the dealership.

The study is important to know the dealers satisfaction level in brokerage rates. The study is important to know the dealers preference for the quality. The study is very important to know the sales volume. The study is also analyses the effective media for improving the sales. The study is important to know performance of mutual funds. SCOPE OF THE FURTHER STUDY * * * * The scope of the study is confirmed to distribution channel with special reference to the SBIcap Securities in Pune Region. The study can help to the management to know the factors why their sales volumes are low. The study will help to improve the sales volumes of the SBIcap Securities The recommendation and suggestion of the study can also be applied to the similar project or similar situation

LIMITATION OF THE STUDY One of the important of the study was lack of time. Though the respondent to the study was vast due to the time constraints the sample size was limited. The researcher has difficulty with most of the respondents who was not aware of various types of financial products, so it is very difficult to get the response from them. The research had also difficulty in getting some information, which the respondents were not interested to give. The researcher had difficulty with the respondents because they did not fill up the questionnaire in proper time.

Another limitation of the study was confined with not only retailers but also consumers for survey of this study.


SBI CAP SECURTIES:SBI CAP undertakes merchant banking activities, advisory services, project appraisal, credit syndication and securities broking. SBI CAPs current focus is on infrastructure project advisory and syndication mandates, particularly in sectors, such as, urban infrastructe and power, which are reckoned as the growth drivers. The other focus areas are public issues of equity, book-building issues, debt placements, broking and sales and distribution. During the year, SBI CAPs forged ahead in issue management project advisory and structured finance, sales and distribution. It focused on infrastructure project advisory and syndication mandates, particularly in the energy sector, which is reckoned as the critical growth driver in the growth of the economy. On the international front SBI CAPs bagged an infrastructure (water) advisory assignment from the Ministry of National Economy, Oman and was an integral part of the team effort for SBIs firs acquisition of a bank overseas. It was also associated with SBI for providing advisory in respect of pariticipation of Societe General Asset Management, France in SBI Mutual Fund. In handled seven public issues out of the thiry four issues, which hit the primary market during the period. The company recorded an improved financial performance during the year with gros income amounting to Rs.175.06 crore as against Rs.142.75 9

crore in the previous year, a y-o-y growth of approx. 23%. PAT of Rs.88.12 crore as against Rs. 63.23 crore in the last year shows a y-o-y growth of approx.40% CORPORATE PROFILE SBICAP Securities Limited (SSL) OVERVIEW: SBICAP Securities Ltd (SSL) is a 100% subsidiary of SBI Capital Markets Ltd which is one of the oldest players in the Indian Capital Market and has a dominant position in the Indian primary capital markets. SBI Capital Markets Ltd. commenced broking activities in March 2001 to fulfill the secondary market needs of Financial Institutions, FIIs, Mutual Funds, Banks, Corporate, High Net worth Individual, Nonresidential Investors and Retail domestic investors. SBICAP Securities Ltd. (SSL) is a company, which has been formed to take over the broking operations of SBI Capital Markets Ltd. SSL commenced operations in the first quarter of financial year of 20062007 Services currently offered include Institution Equity, Retail Equity, Derivatives, Broking, Depository Participant services, E-Broking. SSL is registered with the Securities Exchange Board of India for its various services, a summary of which is as under:

Registered with/as SEBI -Stock Broker-NSE SEBI- Stock Broker BSE SEBI- Stock Broker-NSE- F&O SEBI- Depository Participant

Registration no. INB231052938 INB011053031 INF231052938 IN-DP-CDSL-370-2006

State Bank of India (SBI) has formed a new company called SBI Cap Securities to carry out exclusive stock broking activities in the country, according to agency reports. The new company will be a hundred per cent subsidiary of SBI Capital Markets, a merchant banking unit of SBI. SBI Cap securities will provide facilities such as 10

equities and debt securities. It is also undertakes distribution of mutual fund units and insurance products. The new company aims to provide three major services to their clients that include broking services, savings account for transfer of funds and depository services for transfer of shares. SSL, which commenced its operations in June 2006, is a broking company offering equity broking services to retail and institutional clients both in the Cash as well as in the Futures and Options segments. It is also engaged in sales & distribution of other financial products like Mutual Funds, etc. The Company has launched e-broking services to the clients of SBI and Associate Banks. SSL has 48 branches and 18 franchisees and offers Demat, e-broking, e-IPO and e-MF services to both retail and institutional clients. SBICAPSEC is the 100 per cent subsidiary of SBI Capital Markets Limited, which has a share holding of 86.16 per cent by State Bank of India and Asian Development Bank, which owns 13.84 per cent

Mission of SBICAP SECURETIES:Their mission is to be a leading, preferred service provider to our customer, and they 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. To provide Credible, Professional and Customer Focused world-class investment banking services. Vision of SBICAP SECURITIES:11

To be the best India based Investment Bank.

Board of Director of SBI Capital securities ltd.

Name of person Smt. Arundhati Bhattacharya Shri. A. Krishna Kumar Shri S. Vishvanathan Smt. Bharati Rao Mr.V G Kannan Smt. Swati Desai Shri Anil Bhandari Shri M.P. Mehrotra Shri H.N. Varma

Designation Chairperson Nominee Director Nominee Director Nominee Director Non Executive Director Managing Director Whole-time Director Independent Director Independent Director


PRODUCT PROFILE 1. EQUITY 2. DERIVATIVES 3. MUTUAL FUND 4. INITIAL PUBLIC OFFER 5. BONDS 6. NRI TRADING 1) EQUITY:A stock market or equity market is a public market for the trading of company securities listed on a stock exchange. An equity investment generally refers to the buying and holding or trading of shares to gain income from daily price movements, dividends and capital gains, as the value of the stock moves. Participants in the stock market range from small individual stock investors to large institutions and mutual funds, which can be based anywhere. The tenure of investors/traders varies from few minutes (for jobbers / arbitrageurs) to multiple years (for long term investors). The liquidity that an exchange provides affords investors the ability to quickly and easily sell securities. This is an attractive feature of investing in stocks, compared to other less liquid investments. Todays equity markets provide modern, fully computerized trading systems designed to offer investors across the length and breadth of the country a safe and easy way to invest. We at SSL understand the requirements of different type of investors & offer our customers with incisive Fundamental & Technical Research thereby empowering them to take informed investment decisions. For more information related to the Equity market such as stock quotes, company information, market news, etc. 2) DERIVATIVES Financial innovation has brought many new financial instruments whose pay-offs or values depend on the prices of stocks. A derivative is a financial instrument - or 13

more simply, an agreement between two parties. Its value is determined by the price of something else (called the underlying). Futures and options are the most common types of derivative contracts. More complex derivatives can be created by combining the elements of these basic types. They offer traders / investors the opportunity to trade, hedge and exploit arbitrage opportunities in markets. Derivatives may be used to trade large blocks of stocks for a much smaller amount of money than would be required by outright purchase or sale. SSL has a team of analysts providing comprehensive insights into the Derivatives segment. For more information related to the derivatives market such as Open Interest, Market News, Trade Statistics etc. 3) MUTUAL FUND Mutual Fund is a trust which pools money from investors having similar financial goals, and invests the money so collected, as per the guideline to attain the stipulated objective. Thus, a mutual fund is an appropriate investment vehicle for the common man as it provides the benefits of a diversified portfolio managed by professionals at a relatively low cost. That apart, it also offers the benefits of diversification across asset classes through a single product. For example, a Balanced Fund which invests a major portion in Equity as well as Debt Securities or a Monthly Income Plan (MIP) which invests a major portion in debt. In the recent past, we have also been witness to AMCs launching funds with a difference funds investing across 3 asset classes viz. equity, debt and gold. In addition, we also have Gold ETFs, Index ETFs and the like which give investors the benefit of moving in line with the markets (in case of equity Index ETFs), while Gold ETFs track the underlying price of gold. SSL also provides equity schemes of eleven Mutual Fund companies on our state of the art online platform. The online Mutual Fund facilitates the investors to make investments in Mutual Fund without the hassle of filling up tedious application forms and maintaining statements. One can view the Mutual Fund portfolio online for all the Mutual Fund investments made through online account with us. Advantages of investing in Mutual Fund through SBICAP Securities Limited: 4) INITIAL PUBLIC OFFER ( IPO ) 14

After attaining a certain size, it becomes difficult for a private company to grow with just the promoters money or by issuing further debt. One of the ways by which a private company raises funds is through an IPO. In an IPO, the company collects money from the participating public investors and in return, issues its shares to them. Generally, these funds are used for the companys expansion or a foray into new business activities or for debt repayment. Post an IPO, the private company becomes a widely held public company. Thus, the company offers investors a chance to take part in its potential future growth in return for the confidence shown in it by way of subscribing to its shares. An investor can earn good returns by investing in companies raising funds through Initial Public Offer (IPO). We enable investors to invest in the IPOs. We help investors invest in IPOs through offline and online mode. The client can deposit the application to the nearby branch. We also provide all the IPOs on our online platform and facilitate paperless investment in IPOs. We also provide news on the IPOs including allotment status, listing dates etc. Our research analysts also provide fundamental research on all the open IPOs. For more information related to IPO News, forth coming IPOs, IPO Research etc 5) BONDS: SBICAP Securities Limited enables their clients to invest in 54EC Bonds like REC, NHAI (Capital Gain Tax Bonds) and also in GOI bonds. 54EC (Capital Gain) Bonds Capital bonds are being issued as 'Long term specified assets' within the meaning of Sub- Section 54-EC of the Income Tax Act, 1961. Those desirous of availing exemption from capital gains tax under Section 54 EC may invest in these bonds. Capital gains arising from transfer of Long-term capital assets can be invested in these bonds within a period of six months from the date of transfer of the asset for getting exemption from the capital gains tax. Infrastructure bonds Section 80CCF was introduced in the Income Tax Act, 1961 in the budget of February 2010. As per this section investments made in notified infrastructure bonds are exempt from tax up to maximum of Rs 20,000 per year. Section 80CCF allows individuals to invest Rs. 20,000 in infrastructure bonds, and reduce this amount from taxable income. This exemption is in addition to the Rs. 100,000 15

deduction under section 80C (Investment in instruments like ELSS Mutual Funds, Life Insurance, Provident Fund etc). GOI Bonds - 8 % Savings (Taxable) Bonds, 2003 GOI Bonds are issued by Reserve Bank of India (RBI). The same are available for sale on ongoing basis at select few branches (Mumbai, Delhi, and Kolkata) of SBICAP Securities Limited. These bonds bear interest @ 8% per annum. The interest is taxable in the hands of the investor. 6) NRI TRADING SBICAP Securities Limited (SSL) offers a full suite of services to cater to the investment requirements of NRIs residing across the globe. SSL in association with State Bank of India provides state of the art online trading solution to NRIs, so they can feel at home while taking investment decisions. We support our valued NRI customers by having a dedicated NRI desk where they can also transact via offline channel (as required by the guidelines of the respective overseas country). Our NRI client base, located across 34 countries is a testament to the quality of SSLs services.



INTRODUCTION:Research Methodology refers to search of knowledge .one can also define research methodology as a scientific and systematic search for required information on a specific topic. The word research methodology comes from the word advance learner s dictionary meaning of research as a careful investigation or inquiry especially through research for new facts in my branch of knowledge for example some author have define research methodology as systematized effort to gain new knowledge. RESEARCH DESIGN For the proper analysis of data simple quantitative technique such as percentage were used. It help in marketing more accurate generalization From the data available .The data which was collected from a sample of population was assumed to be representing entire population was interested .Demographic factor like age, income and educational background was used for the classification purpose. METHODS OF DATA COLLECTION:In the project work Primary data secondary data (both) sources of data has been used. PRIMARY DATA COLLECTION:In dealing with real life problem it is often found that data at hand are inadequate, and hence, it becomes necessary to collect data that is appropriate. There are several ways of collecting the appropriate data which differ considerably in context of money costs, time and other resources at the disposal of the researcher. Primary data can be collected either through experiment or through survey.


The data collection for this study was done in the following manner:

Through personal interviews:A rigid procedure was followed and we were seeking answers to many preconceived questions through personal interviews. Through questionnaire:Information to find out the investment potential and goal was found out through questionnaires. Through Tele-Calling:Information was also taken through telephone calls. Secondary data: For the secondary sources of data Internet is used. Basically secondary data Available on company website. SAMPLE UNIT: Population is basically investor who comes in the bank. SAMPLE SIZE: Considering the constraints it was decided to conduct the study Based on sample size of 150 peoples. AREA OF STUDY: My field work is for Pune Region Only. LIMITATIONS The time constraint was one of the major problems. The study is limited to the different schemes available under the SBIcap securities.


The lack of information sources for the analysis part. Geographical locations. Extreme variability in MARKET.









QUESTIONNAIRE Name : ______________________________

Contact No: _____________________________________ 1) Are you selling LIC Policies? 1. Yes 2. No

2) Reason for Selling LIC Policies? 1. Margin 2. Promotional Schemes 3. Demand 4. Credit Policy

3) How Much time does it take for delivery of LIC Policy after ordering? 1. 6-12 Hours 2. 1 to 2 Days 3. 2 to 7 Days 4. More than 7 Days

4) How Do you rate the schemes of the company? 23

1. 5)

Q5. How do you rate the schemes of the company? a. Good b. Average c. Poor Q6. How do you rate the credit policy of the company? a. Good b. Average c. Poor Q7. How do you rate the Margin of the company? a. Good b. Average c. Poor Q8. How do you rate the Quality of XYZ Product? a. Good b. Average c. Poor Q9. How do you rate the Brand Pull of the company? a. Good b. Average c. Poor Q10. How do you rate the Supply norms of the company? a. Good b. Average c. Poor Q11. Does the company executives convey schemes on time ? a. Yes b. No Q12. How do you rate the Representative behaviour with retailers ? a. Highly Satisfied b. Satisfied c. Dissatisfied d. Highly Dissatisfied Q13. How do you rate the Damage Policy ? a. Highly Satisfied b. Satisfied c. Dissatisfied d. Highly Dissatisfied 24

Q14. Are you getting information about scheme of XYZ Product at proper time? a. Yes b. No Q15. Are you satisfied with the distribution channel of XYZ Product? a. Yes b. No