A

SUMMER INTERSHIP PROGRAMME

ON
MUTUAL FUND SIMPLIFIED
&
COMPANY OVERVIEW
Submitted in partial fulfillment of the required of M.B.A.
programme
SUBMITTED BY: Irfan Ansari
GUIDED BY:- Dr. Nadeem Merchant
Internal Guide: ROLL NO. : - 02
SEMESTER III
External Guide: ACADEMIC YEAR: 2016-2017
ALLANA INSTITUTE OF MANAGEMENT STUDIES Affiliated
with Mumbai University

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PREFACE
A man without practical knowledge is just like a rough diamond.
To shine like a real diamond one must have practical exposure of
what he has learnt. For the management students, theoretical
knowledge is just like lock without key, so practical knowledge is
of utmost importance. It is quite true that world outside; your cozy
home is many times quite different from what you have perceived.
Similarly it is possible that theoretical knowledge acquired in the
classroom may differ from the practical knowledge. As a
curriculum part of M.B.A. course, I have taken my practical
training at
ICICIDirect.com at Mumbai (mira road).
It is my pleasure to present this project work after I had finished
my summer training at ICICI Direct.com. This training has
expanded my horizon of knowledge in practical as well as
theoretical, which is vital for student in management level studies.
Only the basic understanding of the principles of management is
not sufficient but their application is also equally important. I
worked at Sub Branch, Mira road and have tried my best to collect
information on Marketing, Finance, Operation and Human
Resource by visiting each of the departments.

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ACKNOWLEDGEMENT
To acknowledge is very great way to show your gratitude towards
the persons who have contributed in your success in one or other
way. At the very outset of the training I deem it is my pious duty to
express my sincere thanks to Mr. Beerbharat Mishra
for his continuous guidance and supervision during the training
period.whose generous and able guidance has always been an
unfailing source of inspiration throughout my training period.
Date:
Place:
Your Faithfully

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DECLARATION
I the Undersigned Mr. Irfan Ansari student of M.B.A
3rd Sem.
I hereby declare that the project work presented in this report is my
own work and has been carried out under supervision and guidance
of Dr. Nadeem Merchent Professor of ALLANA INSTITUTE OF
MANAGEMENT STUDIES, affiliated with Mumbai University.
The objective of the training undertaken is to know all the
department of the organization and to acquire practical knowledge
in particular field. This work has not been previously submitted to
any other university for any other examination.
Place:
Date:

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INDEX
Sr. No.

Particulars

1.

Executive Summary 7

2.

Company Overview 10

3.

Competitors

18

4.

22

5.

Objectives and
Learnings
Comparison

6.

SWOT Analysis

34

7.

Recommendation and 37
suggestions

8.

Conclusion

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Page No.

24

40

EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY
ICICI Direct.com is the largest equity house in the country
providing end-to-end solutions (including web-based services)
through the largest non-banking distribution channel so as to fulfill
all the diverse needs of retail and corporate customers.
ICICIDirect.com has a dominant position in its core segments of
its operations Corporate Finance including Equity Capital
Markets Advisory Services, Institutional Equities, Retail and
Financial Product Distribution. With a full-service portfolio, a
roster of blue-chip clients and performance second to none, we
have a formidable reputation within the industry. Today ICICI
Securities is among the leading Financial Institutions both on the
institutional as well as retail side. ICICI Direct.com, the step-down
wholly owned US subsidiary of the company is a member of the
National Association of Securities Dealers, Inc. (NASD). As a
result of this membership, ICICI Securities Inc. can engage in
permitted activities in the U.S. securities markets. These activities
include Dealing in Securities and Corporate Advisory Services in
the United States and providing research and investment advice to
US investors. ICICI Direct.com is also registered with the
Financial Services Authority, UK (FSA)and the Monetary
Authority of Singapore (MAS).
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BOMBAY STOCK EXCHANGE {B.S.E.}:The BSE is situated at Mumbai more popularly known as the
DALAL STREET. As
the Mumbai is the trading capital of the nation, most of the
companies prefer to list their shares in the BSE. The BSE had an
extra age over the NSE in number of the companies listed. As on
December 1996, only 1200 companies were traded on the NSE
where as on BSE on the same day 5999 companies were traded.
But since November 1995 trading volumes on NSE is more than
the BSE. The BSE is also a major party who has contributed to the
development of security market in India.
OVER THE COUNTER EXCHANGE OF INDIA
{O.T.C.E.I.}:
The OTCEI was established in the October 1990. It was jointly
promoted by following institutions. Unit Trust of India ICICI,
IDBI, SBI capital Market Ltd. IFCIGIC The OTCEI is an
exchange where all the activities are computerized. It includes the
trading, billing, payments etc This had opened a new horizon
for the security
market in India. As all the transactions were done through
computers, it improved the speed, efficiency and transparency of
the transaction.
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COMPANY OVERVIEW

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OVERVIEW
ICICI Bank is India's second-largest bank with total assets of about
Rs.1,67,659crores at March 31, 2005 and profit after tax of Rs.
2,005 crores for the year ended
March 31, 2005 (Rs. 1,637 crores in fiscal 2004). ICICI Bank has a
network of about560 branches and extension counters and over
1,900 ATMs. ICICI Bank offers a wide range of banking products
and financial services to corporate and retail customers through a
variety of delivery channels and through its specialized
subsidiaries and affiliates in the areas of investment banking, life
and non-life insurance, venture capital and asset management.
ICICI Bank set up its international banking group in fiscal 2002 to
cater to the cross border needs of clients and leverage on its
domestic banking strengths to offer products internationally. ICICI
Bank currently has subsidiaries in the United Kingdom, Canada
and Russia, branches in Singapore and Bahrain and representative
offices in the United States, China, United Arab Emirates,
Bangladesh and South Africa. ICICI Bank's equity shares are listed
in India on the Stock Exchange, Mumbai and the National Stock
Exchange of India Limited and its American Depositary Receipts
(ADRs) are listed on the New York Stock Exchange (NYSE).As
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required by the stock exchanges, ICICI Bank has formulated a

Code of Business Conduct and Ethics for its directors and
employees. At April 4, 2005, ICICI Bank, with free float market
capitalization* of about Rs.308.00 billion (US$ 7.00 billion)
ranked third amongst all the companies listed on the Indian stock
exchanges. ICICI Bank was originally promoted in 1994 by ICICI
Limited, an Indian financial institution, and was its wholly-owned
subsidiary. ICICI's shareholding in ICICI Bank was reduced to
46% through a public offering of shares in India in fiscal 1998, an
equity offering in the form of ADRs listed on the NYSE in fiscal
2000, ICICI Bank's acquisition of Bank of Madura Limited in an
all-stock amalgamation in fiscal 2001,and secondary market sales
by ICICI to institutional investors in fiscal 2001 and fiscal2002.
ICICI was formed in 1955 at the initiative of the World Bank, the
Government of India and representatives of Indian industry. The
principal objective was to create a development financial
institution for providing medium-term and long-term project
financing to Indian businesses. In the 1990s, ICICI transformed its
business from a development financial institution offering only
project finance to a diversified financial services group offering a
wide variety of products and services, both directly and through a
number of subsidiaries and affiliates like ICICI Bank. In1999,
ICICI become the first Indian company and the first bank or
financial institution from non-Japan Asia to be listed on the NYSE.
After consideration of various corporate structuring alternatives in
the context of the emerging competitive scenario in the Indian
banking industry, and the move towards universal banking, the
managements of ICICI and ICICI Bank formed the view that the
merger of ICICI with ICICI Bank would be the optimal strategic
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alternative for both entities, and would create the optimal legal
structure for the ICICI group's universal banking strategy. The
merger would enhance value for ICICI share holders through the
merged entity's access to low-cost deposits, greater opportunities
for earning fee-based income and the ability to participate in the
payments system and provide transaction-banking services. The
merger would enhance value for ICICI Bank shareholders through
a large capital base and scale of operations, seamless access to
ICICI's strong corporate relationships built up over five decades,
entry into new business segments, higher market share in various
business segments, particularly fee-based services, and access to
the vast talent pool of ICICI and its subsidiaries. In October 2001,
the Boards of Directors of ICICI and ICICI Bank approved the
merger of ICICI and two of its wholly-owned retail finance
subsidiaries, ICICI Personal Financial Services Limited and ICICI
Capital Services Limited, with ICICI Bank. The merger was
approved by shareholders of ICICI and ICICI Bank in January
2002, by the High Court of Gujarat at Ahmedabad in March 2002,
and by the High Court of Judicature at Mumbai and the Reserve
Bank of India in April 2002. Consequent to the merger, the ICICI
group's financing and banking operations, both wholesale and
retail, have been integrated in a single entity.Free float holding
excludes all promoter holdings, strategic investments and
crossholdings among public sector entities. ICICI group is a
dynamic business group in financial sector of India. It has got grow
that a very good speed and is still growing at better speed. The
performance of the bank is consistently growing at a very good
speed. This is the reason that ICICI bank has Introduced SME
Toolkit, an online resource centre, to help small and medium
enterprises start, finance and grow their business. ICICI Bank
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signed a multi-tranche dual currency US$ 1.5 billion syndication

loan agreement in Singapore. ICICI Bank became the first private
bank in India to offer both floating and fixed rate on car loans,
commercial vehicles loans, construction equipment loans and
professional equipment loans. In a first of its kind, nation wide
initiative to attract bright graduate students to pursue a career in
banking, ICICI Bank launched the "Probationary Officer
Programme".Launched Bank@home services for all savings and
current a/c customers residing in India ICICI Bank Eurasia LLC
inaugurated its first branch at St Petersburg, Russia.2008:ICICI
Bank enters US, launches its first branch in New York ICICI Bank
enters Germany, opens its first branch in Frankfurt ICICI Bank
launched I Mobile, a breakthrough innovation in banking where
practically all internet banking transactions can now be simply
done on mobile phones. ICICI Bank concluded India's largest ever
securitization transaction of a pool of retail loan assets aggregating
to Rs. 48.96 billion (equivalent of USD 1.21 billion) in a multitranche issue backed by four different asset categories. It is also the
largest deal in Asia (ex-Japan) in 2008 till date and the second
largest deal in Asia (ex-Japan &Australia) since the beginning of
2007.ICICI Bank launches ICICIACTIVE - Banking Interactive
Service - along with DISHTV, which will allow viewers to see
information about the Bank's products and services and contact
details on their DISHTV screens. ICICI Bank and British Airways
launch co-branded credit card, which is designed to earn
accelerated reward points to the card holders with every British
Airways flight or by spending on everyday purchases
ICICI Bank Board appoints Mr K. V. Kamath as non-executive
Chairman and Ms ChandaKochhar as Managing Director &
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CEO effective May 1, 2009, while the existing non-executive

Chairman Mr N Vaghul retires after completing his term on
April 30, 2009
2009:ICICI bank ties up with BSNL Cell One for bill payments, it
will facilitate bill payment for BSNL Cell One users through
www.icicibank.com across all the 27circles of BSNL.ICICI Bank
Limited acting through its Hong Kong Branch (ICICI Bank) signed
an agreement on Export Credit Line totaling up to US$100 million
with the Japan Bank for International Cooperation (JBIC) which
constitutes the international wing of Japan Finance Corporation.
ICICI Bank Limited acting through its Hong Kong Branch (ICICI
Bank) signed a loan agreement with the Export-Import Bank of
China (China Exim) for USD 98 million under the Two- step
Buyer Credit (Export Credit) arrangement. ICICI Bank is the first
Indian Bank to have entered into this arrangement with China
Exim
ICICI Bank with Singapore Airlines launched ICICI Bank
Singapore Airlines Visa Platinum Credit Card, the Card has
exclusive privileges especially designed for the
members. ICICI Bank is India's second-largest bank with total
assets of about Rs.125, 229 crore and a network of over 450
branches and offices and about 1790 ATMs. ICICI Bank offers a
wide range of banking products and financial services to corporate
and retail customers through a variety of delivery channels and
through its specialized subsidiaries and affiliates in the areas of
investment banking, life and non-life insurance, venture capital and
asset management. ICICI Bank's equity shares are listed in India
on stock exchanges at Kolkata and Vadodara, the Stock Exchange,
Mumbai and the National Stock Exchange of India Limited and its
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American Depositary Receipts (ADRs) are listed on the New York

Stock Exchange (NYSE).ICICI Bank was originally promoted in
1994 by ICICI Limited, an Indian financial institution, and was its
wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was
reduced to 46% through a public offering of shares in India in
fiscal 1998, an equity offering in the form of ADRs listed on the
NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura
Limited in an all-stock amalgamation in fiscal 2001,and secondary
market sales by ICICI to institutional investors in fiscal 2001 and
fiscal2002. ICICI was formed in 1955 at the initiative of the World
Bank, the Government of India and representatives of Indian
industry. The principal objective was to create a development
financial institution for providing medium-term and
long-term project financing to Indian businesses. In the 1990s,
ICICI transformed its business from a development financial
institution offering only project finance to a diversified financial
services group offering a wide variety of products and services,
both directly and through a number of subsidiaries and affiliates
like ICICI Bank. In 1999, ICICI become the first Indian company
and the first bank or financial institution from non-Japan Asia to be
listed on the NYSE. After consideration of various corporate
structuring alternatives in the context of the emerging competitive
scenario in the Indian banking industry and the move towards
universal banking, the managements of ICICI and ICICI Bank
formed the view that the merger of ICICI with ICICI Bank would
be the optimal strategic alternative for both entities, and would
create the optimal legal structure for the ICICI group's universal
banking strategy. The merger would enhance value for ICICI
shareholders through the merged entity's access to low-cost
deposits, greater opportunities for earning fee-based income and
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the ability to participate in the payments system and provide

transaction-banking services. The merger would enhance value for
ICICI Bank shareholders through a large capital base and scale of
operations, seamless access to ICICI's strong corporate
relationships built up over five decades, entry into new business
segments, higher market share in various business segments,
particularly fee-based services, and access to the vast talent pool of
ICICI and its subsidiaries. In October 2001, the Boards of
Directors of ICICI and ICICI Bank approved the merger of ICICI
and two of its wholly-owned retail finance subsidiaries, ICICI
Personal Financial Services Limited and ICICI Capital Services
Limited, with ICICI Bank. The merger was approved by
shareholders of ICICI and ICICI Bank in January 2002, by the
High Court of Gujarat at Ahmedabad in March 2002, and by the
High Court of Judicature at Mumbai and the Reserve Bank of India
in April 2002. Consequent to the merger, the ICICI group's
financing and banking operations, both wholesale and retail, have
been integrated in a single entity.

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COMPETITORS

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COMPETITORS
ICICI Securities is providing share trading facilities. The ICICI
was the 1st in India to introduce concept of online share trading.
Now in the market there are few players who are providing the
share trading facilities. Some of them are mentioned below who
are providing some competition in the market.
1. HDFC Securities:HDFC bank is also one of the growing bank in India. It has also
given new definition to banking services with providing extra
services than the traditional banking services. HDFC was in
housing finance initially but in last few years it has widen its scope
of working area. It has entered in almost all the sectors in which
ICICI is dealing. HDFC is providing the demat account to its
customers. The HDFC is not providing the online share trading
like ICICI. Here it stays slightly behind the ICICI bank.
2. Kotak Street :Kotak Street is also emerging as a good competitor to all the share
trading service providing company. It is also entering in the all the
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financial services like the ICICI and HDFC bank. The Kotak Street
is relatively new compared to ICICI and HDFC in the field of
share trading. Initially when the Kotak group had not entered in
banking field it had collaboration with HDFC for the saving
accounts of the customers who had or wanted to open the share
trading account with the Kotak street. But now as the Kotak group
has its own bank, all the saving accounts are opened in the Kotak
bank. The Kotak group has also entered in the field of insurance
with name
OM KOTAK MAHINDRA LIFE INSURANCE. The Kotak
group has also entered
in the MUTUAL FUND sector also.
3. India bulls
India bulls are also one of the companies which is providing the
share trading facility. It is a company which is providing the share
trading facility only. It does not provide any saving account facility
to its customer.
4. Motilal Oswal
Motilal Oswal is also one of the competitiors of icici direct.com.
This Company is also providing online trading facilities with
which customer can save their time and they will operate the
programme on their computer.
5. Marwadi
This unit has paved their feet in each and every town because of
the cheaper rate of its brokerage. They are not providing unlimited
facility for trading.
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6. 5paisa.com
5Paisa is the trade mane of India Infoline Securities Private
Limited (5paisa), member of National Stock Exchange and The
Stock Exchange, Mumbai. 5paisa is a wholly
owned subsidiary of India Infoline Ltd. Indias leading and most
popular finance and
investment portal. 5paisa has emerged as one of leading players in
e-broking space in India.
7. Sharekhan
Sharekhan, Indias leading stock broker is the retail arm of
SSKI, and offers you depository services and trade execution
facilities for equities, derivatives and commodities backed with
investment advice tempered by decades of broking experience.

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OBJECTIVES AND
LEARNINGS

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OBJECTIVES AND LEARNINGS

The main objective behind the internship was that I would learn
the various activity about mutual funds to the ICICI
DIRECT. Also the aim is to learn the various basics and important
points regarding the mode operations to increase the sales of the
product. The reason behind the internship was that after working in
this company I would be able to handle various situations.
Ultimate objective of the project is to increase the sale volume of
Mutual Fund product of icici direct and to increase awareness
among customers about Mutual Fund.
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 To understand about mutual funds.

To establish link between theory and practical.
To create awareness about Mutual Funds.
To understand process involved in the working the various
function in the organization.
To increase sale volume of Mutual Funds.

COMPARISON

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About the
Broker

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ICICIdirect is a retail
trading and investment
service from ICICI
Securities, the largest
retail stock broker
firm in India offering a
wide range of investment
options to the retail and
institutional customers.
ICICI Securities is part
of ICICI Group, India's
top financial service
provider offering
banking and other
financial services. ICICI
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Incorporated in
February 2000,
Sharekhan is
India's3rd largest
stock broker (after
ICICI Direct and
HDFC Securities).
Sharekhan provides
brokerage services
through its online
trading website
Sharekhan.com and
1800 offices which
includes branches &
franchises in over

Securities offers 'online

trading and investment'
services to over 20 lakhs
customers through ICICI
Direct
(ICICIDirect.com).

A/c Opening

Rs 975

Account Type
Demat Account
Opening Fees
Demat Account
AMC
Margin
segment(same
day)
Equity Delivery

3-in-1 Account
NIL

550 cities across

India. Sharekhan has
seen incredible
growth over last 10+
years though it's very
successful online
trading platform and
the chain of
franchises located in
almost every part of
India. Sharekhan
also has international
presence in the UAE
and Oman.
Rs 750 (adjusted
against first 6
months brokerage)
Classic Account
Rs 0

Rs 600

Rs 400

3 to 25 times

4 times

0.55%

0.50%

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Brokerage
Equity
Intraday
Brokerage
Equity Futures
Brokerage
Equity Options
Brokerage
Minimum
Brokerage
Charges

0.275%

0.10%

0.05 to 0.03%

0.10%

Rs 35 to Rs 95 per lot

Rs 100 Per lot

Rs 35 per trade

Rs 16 per scrip

Icicidirect.com vs Sharekhan
Competitive Advantage of ICICIdirect.com
Highest limit exposure in case of margin segment given to
the customers i.e 3 to 25 times where in the sharekhan it is
only 4 times
In Icicidirect.com only Rs 5000 minimum balance
requirement where in sharekhan the customer have to kept
minimum balance Rs 2500+10000 deposit required in hdfc.

Drawbacks of ICICIdirect.com
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 Account opening charge is higher than sharekhan

Brokerages is also higher than the sharekhan
Annual service charge of demat account is also higher than the
sharekhan

About the
Broker

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ICICIdirect is a retail
trading and investment
service from ICICI
Securities, the largest
retail stock broker
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HDFC
Securities(HDFCsec)
is Equity Trading
Company of HDFC
Bank. HDFC

firm in India offering a

wide range of investment
options to the retail and
institutional customers.
ICICI Securities is part of
ICICI Group, India's top
financial service provider
offering banking and
other financial services.
ICICI Securities offers
'online trading and
investment' services to
over 20 lakhs customers
through ICICI Direct
(ICICIDirect.com).

A/c Opening
Account
Type
Demat
Account
Opening Fees
Demat
Account
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Rs 975
3-in-1 Account

Securities provide both

online trading and
trading on phone. The
HDFC Securities
trading account has a
unique 3-in-1 feature
that integrates your
HDFC Securities
trading account with
your existing HDFC
bank savings account
and existing Demat
account. Funds / shares
are seamlessly moved
from the linked
Demat/Bank account
to execute the
transactions.
Rs 999
Online Trading

NIL

NIL

Rs 600

Rs 750

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AMC
Equity
Delivery
Brokerage
Equity
Intraday
Brokerage
Equity
Futures
Brokerage
Equity
Options
Brokerage
Minimum
Brokerage
Charges

0.55%

0.50%

0.275%

0.50%

0.05 to 0.03%

0.05%

Rs 35 to Rs 95 per lot

Rs100

Rs 35 per trade

Rs 25

Icicidirect.com vs HDFCsecurities
Competitive Advantage of ICICIdirect.com
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 Account opening charges is less than HDFC

Demat account charges is less than HDFC
Drawbacks of ICICIdirect.com
Brokerage is more than HDFC
Annual service charges is also higher than HDFC

About the Broker

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ICICIdirect is a retail
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Incorporated in

A/c Opening
Account Type
Demat Account
Opening Fees
Demat Account
AMC
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trading and investment

service from ICICI
Securities, the largest
retail stock broker
firm in India offering a
wide range of investment
options to the retail and
institutional customers.
ICICI Securities is part of
ICICI Group, India's top
financial service provider
offering banking and
other financial services.
ICICI Securities offers
'online trading and
investment' services to
over 20 lakhs customers
through ICICI Direct
(ICICIDirect.com).
Rs 975
3-in-1 Account

1994, Kotak
Securities is a full
services broker
part of popular
India based Kotak
Mahindra Bank.
The bank has
over 1400
branches across
India servicing
more than 8 lakh
customers.

NIL

Rs 750
Fixed Brokerage
Plan
NIL

Rs 600

Rs600

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Equity Delivery
Brokerage
Equity Intraday
Brokerage
Equity Futures
Brokerage
Equity Options
Brokerage
Minimum
Brokerage
Charges

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0.55%

0.49%

0.275%

0.049%

0.05 to 0.03%

0.049%

Rs 35 to Rs 95 per lot

Rs 300

Rs 35 per trade

4 paise for
delivery and 3
paise for Intraday
and Futures
orders

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Icicidirect.com vs Kotaksecurities
Competitive Advantage of ICICIdirect.com
Equity option brokerage is less than Kotak securities
Highest limit exposure in case of margin segment (same day)
given to the customers i.e 3 to @5 times where in kotak it is only 4
times

Drawbacks of ICICIdirect.com
Account opening charge is higher than kotak
Brokerages is also higher than kotak
Annual service charge of demat account is also higher than the
kotak

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SWOT ANALYSIS

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SWOT ANALYSIS
SWOT analysis is done by all the companies to be aware about
the competitor and new changes in the market. The SWOT
analysis leads the company to take strategic decisions. Company
always highlight its strength, try to hide own weakness and in the
same way try to find out strength and weakness of the
competitors.
S Strength
Strength of the ICICI Securities is the main feature of the
service. As it gives 3 in 1 account to the customer, the ease to
trade at your convenient time is the main strength of the ICICI
Direct. Following are some of the strong points of the company.
Convenience of time to trade
Faster transaction Paperless work
3 in 1 account facility so all work done at one place
The bank has strength of the latest technologies and the
most modern banking channels as net banking and the
schemes such as young saver accounts also.
The young and energetic staff of the bank is also one of the
strengths.
W- Weaknesses
Weakness of company is fond out to remove it and then make the
product or service better than current status. Each and every
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product and service has weakness. It is just like two side of the
coin, if you have strength then you have weakness.
The weakness of the ICICI Direct.com can be said its high
charges compared to other companies.

O Opportunity
Opportunity of the company is with the growth of volume of
share trading and if company decides to reduce the prices to
some extent then a new market segment will come up as a
customer of the service.
ICICI Bank can also grab the opportunity of establishing its
market in the nearby towns and villages by keeping their
ATM machines and also by sending their marketing
executives to these remote places on some specific days.
T Threat
Threat for the company can be considered as following.
Growing competition
Change in government rules which is negative for stock
market
Low prices of local brokers
Low awareness of computer in public The other threat of
the new entrants in the market will take up the share from
them.
Now a days many of the financing companies are entering
the market, which is one of the biggest threat for the Banks
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as they provide the finance to the customers at very less

rates and also at the quickest.

RECOMMENDATION
AND SUGGESITONS

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RECOMMENDATIONS &
SUGGESTIONS
For Brokers
Brokerage Firms need to ensure that their ability to provide
effective customer service keeps pace with their growth, if
you are marketing your firm to new customers, you better
be able to provide them service when they do business with
you.
All firms, whether on-line, discount or full service, have an
obligation to ensure the best execution of their customers
orders.
Network infrastructure will have to be stabilized. The
Internet an computers will have to penetrate further in dayto-day life of investors. When security and accessibility
issues are resolved and technology stabilizes successful
investor will find the actual time spent trading will be
minimal. Nearly all the effort involved will relate to
monitoring the standards that have been set. Not so hard,
but not so easy
FOR COMPANY:
Company should decrease brokerage. Right now it is 0.75%
on delivery and0.15% on margin trading.
Company should decrease the account opening charges so
that more & more customers can be attracted.
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 Annual charges should be decrease because the other

companies have very less annual charges.
Sometime problem arise on BSE market trading where we
cannot execute trade on it. So company should improve
infrastructure facility.
Awareness should create among the people about this new
type of technology with the help of seminar and expert
session.
FOR CUSTOMER:
Customer should not worry about brokerage part because
services are far better and different types of products are
there in the company.
ICICI Direct.com is part of ICICI Group & this group is
trusted by million of people.

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CONCLUSION

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CONCLUSION
Online Trading is successful in other parts of the world,
especially in the US.
Thats because it has a strong culture of using credit cards
(plastic money) and a strong law and order system. If you look
beyond the US, even other leading markets like Hong Kong are
still in a premature stage for execution of internet trading. As for
the future of internet broking in India, It sounds exciting, but
when we talk about the net penetration level of
telecommunication and computer usages, it is poor in India.
Since the concept is new to investors, it is very important that
they follow certain guidelines, which will ensure safe trading.
Removing the mental block from the minds of the investor with
regard to online trading. The Indian stock market faces the
challenge of setting up this infrastructure. Another important
point is people of India specifically; investors are not too much
techno. This has been achieved through active use of cuttingedge technology and being improved by highly motivated and
skilled employees. The success of e-broking would depend on
addressing each and every issue faced by the investors in offline
trading and delivering the service in a seamless manner backed
by world-class customer service. Finally India needs a robust and
world class IT and telecom infrastructure coupled with explosion
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in Internet penetration. In under served Internet market of India,

this is one definite case of build and they will come.

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