Annexure-V- Cover Page for Academic Tasks

Course Code: MKT 352 Course Title: Selling and Sales Management

Course Instructor: Dr Veer P. Gangwar

Academic Task No.: 01 Academic Task Title: Lionford Venture

Date of Allotment: 112/08/2020 Date of submission: 31/08/2020

Student’s Roll no: A043 Student’s Reg. no: 11812257

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 SELLING AND SALES MANAGEMENT
MKT 352
Submitted by:

GAURAV ANAND
Registration no.: 11812257
In partial fulfillment for the requirements of the award of the degree
of

BACHELOR OF BUSINESS ADMINISTRATION

“Mittal School of Business”

LOVELY PROFESSIONAL UNIVERSITY

Phagwara, Punjab.

LIONFORD
 INTRODUCTION

Venture capital may be a growing business of recent origin within the area of
commercial financing in India. the varied financial institutions set-up in India to
market industries have done commendable work. However, these
institutions don't come up to the advantage of risky ventures when new or
relatively unknown entrepreneurs undertake them. They contend to present debt
finance, mostly within the kind of term loan to the promoters and their
functioning has been more love that of commercial banks. The financial
institutions have devised schemes like seed capital scheme. capital Fund etc. to
assist new entrepreneurs. However, to evaluate the projects and extend financial
assistance they follow the standards such as safety, security, liquidity and
profitability and not the potential to grow. The
capital market with its conventional financial instruments/ schemes doesn't come
much to the benefit or undertaking. New institutions like mutual funds,
leasing and hire purchase Companies are established as another source of
finance to industries. These institutions also don't mitigate the issues of recent
entrepreneurs who undertake risky and innovative ventures.

Venture capital is long-term risk capital to finance high technology projects,

which involve risk, but at the same time has strong potential for growth. Venture
capitalists pool their resources including managerial abilities to assist new
entrepreneur in the early years of the project. Once the project reaches the stage
of profitability, they sell their equity holdings at high premium.

The term risk capital denotes institutional investors that provide equity
financing to young businesses and play a full of life role advising their
managements.

Broadly the risk capital finance includes a spread of investment vehicles. A

much wider range of activities than purely take off situations are undertaken by
Venture capital.

A working capital company is defined as a financing institution which joins an

entrepreneur as a co-promoter in a very project and shares the risks and rewards
of the enterprise. During this case as "venture capitalists"
or "Venture Capitalists") are the executives within the firm, in other words the
investment professionals. Typical career backgrounds vary, but many are former
chief executives at firms like those which the partnership finances and other
senior executives in technology companies.

Investors in working capital funds are called limited partners. This constituency
comprises both high net worth individuals and institutions with large amounts of
available capital, like state and personal pension funds, university financial
endowments, foundations, insurance companies, and pooled investment vehicles,
called fund of funds.

PROBLEMS

In this article, we examine 10 of the biggest challenges facing financial managers

today. We will also see how the global financial sector is doubling down on
technology to find the solutions it needs to not only survive, but to thrive in the
era of digital finance.

1. Cybercrime in Finance
Data breaches involving financial service firms increased by 480% from 2017 to
2018. With each attack costing financial institutions millions, innovative
solutions are needed if we are to avoid a repeat of the lawless days of the Wild
West.

Whatever cybercrime solutions emerge to guard financial services, blockchain

technology must be the inspiration. Period.

As more and more institutions adopt distributed ledger technology (DLT),

blockchain will become the actual solution to keeping financial data secure while
at rest.

Integrating DLT with existing financial infrastructures poses some serious

obstacles that has to be overcome. Even so, we are past the purpose of asking
whether blockchain is that the grail of economic data security.
 2. Regulatory Compliance in Finance
The ever-changing regulatory environment poses a relentless challenge for
financial institutions of all sorts.

Regtech is an emerging industry which will help ease the burden of compliance.
By using the newest FinTech technologies to handle regulatory compliance,
RegTech startups are bridging the gap between regulators and therefore
the financial industry.

3. Big Data Use in Finance

Big data provides both opportunities and obstacles for financial service providers.
Tapping into social media, consumer databases, and even news feeds can help
banks better serve their customers, while better protecting their own interests.

But sorting through torrents of unstructured data for useful information isn't
any small undertaking. It requires powerful data analytics technology if
institutions are to reap a benefit.

Fortunately, data analytics solutions are emerging with the potential to

rework asset management, trading, risk management, and other financial
services.

4. AI Use In Finance
Industry experts believe that AI will transform nearly every aspect of the
financial industry. Automated wealth management, customer verification, and open
banking all provide opportunities for AI solution providers.

But that’s all been said before. So why should we expect AI to stay that promise
now?

Powerful advances in deep learning technology are paving the way for AI. In fact,
if you have got been alerted by your bank of suspicious activity on your
account, you have got likely already benefited from AI.

The challenge that financial services face is learning a way to enjoy the facility of
AI, without being victimized by it. In R&D labs across the globe, that question is
being pondered at this very moment.

5. Fintech Disruption of The Financial

Service Industry
Those pesky little FinTech companies that appeared but a decade
ago haven't gone away, as many within the banking system had hoped. On the
contrary. Many have matured into formidable rivals for patrons and therefore
the cash they convey to the table.

Realizing that partnering with these tech-savvy startups may be more prudent
than opposing them, 64% of economic service leaders say they arrange
to collaborate with FinTechs within the future.

6. Customer Retention in The Financial

Services Industry
Competition for financial service clients has never been fiercer. While brand
loyalty might not be dead, it's definitely on life support.

What matters to most customers during this year is bigger personalization, more
automated services, and easier access to services. Institutions that may deliver all
three will capture their share of the market.

Key to not losing the battle is recognizing that customers are less concerned with
brand familiarity than getting the services they require. Providing customers
those services is essential to client retention.

7. Employee Retention in The Financial

Service Industry
Today’s financial service companies not only find it difficult to attract customers,
but they are also finding it difficult to attract employees.
A lack of qualified talent to fill new IT roles, and a millennial workforce that
shuns long-term employment, are leading factors in finding good help.

Institutions that want to attract and retain a qualified workforce must change their
philosophy. No longer is it enough to offer good pay and benefits; workers now
expect employers to nurture a culture that is accommodating to the values and
lifestyles of the employee.

Change is necessary if stable and qualified workforces are to be achieved. But

don’t expect it to come easy.

8. Blockchain Integration in Finance

We talked earlier about blockchain as a key component within the battle against
cybercrime. But data security isn't the sole application for blockchains within
the financial sector.

Far from it, cases across the world are already proving the worth of
blockchain during a large choice of banking and investment applications. From
solving challenges faced by investment banks to helping customers make safer
payment transactions, the list is growing daily.

READ the way to Improve Customer Experience in Banking

Having said that, industry-wide adoption of blockchain is unlikely to occur until
we reach a tipping point within the maturity of the technology. When which
will happen is anyone’s guess.

9. Customer Experience In The Financial

Services Industry
CX isn’t just a buzzword, it's one in every of the foremost important issues facing
firms within the financial services industry.

Banking customers, today, expect banking to be mobile, with a la carte

services, and that they don’t care if the bank could be a FinTech nobody ever
heard of.

Changing old-age traditions will take time and money, but mostly open
mindedness.
10. Crossing the Digital Divide in Financial
Services Marketing

Success within the era of digital banking means quite having a mobile app. It
means digitizing your entire brand. How does one do that? You shift your
advertising campaigns from conventional ad media to digital channels. Which
is in a different way of claiming you reach
your audience where they're today, instead of where they were yesterday.

Of course, social media exposure is important, but you would like quite a
Facebook ad. you need to tap big data and AI to assist locate potential customers,
and to deliver customized offers in real time.

SALES PLAN

1. Customer Outreach
Customer outreach is one amongst the oldest and simplest marketing strategies
for banks and financial institutions to adopt. However, it’s also one amongst the
foremost effective. Customer outreach is kind of simply the concept of
reaching dead set customers to fill existing needs surrounding education,
awareness, and help.

Customer outreach could appear sort of a largely philanthropic use of budget, but
it works to make awareness, customer loyalty, and interest in products and
services. A carefully formulated financial marketing strategy takes the services
and features you're trying to sell and other marketing campaigns into
consideration.

2. Self-Service and Digitization

Where baby boomers and former generations largely preferred to receive
products through sales representatives who could advise them
and founded personalized (or not) accounts for them, millennials and Generation
Z often want to try to to everything themselves with as little contact with human
representatives as possible. putting in and promoting digitized products and
customer service or experience portals that enable customers to join up for
services online, change products and services online, and look at their
information without going into a branch is an efficient and increasingly necessary
trend for financial organizations. However, it's not a marketing strategy that
applies to each organization, as you will not sell products only services.

3. Social Media
81% of the us population is on a social media account and lots of use social for
up to 4-5 hours per day. Your smart and consistent use of 1 or more social media
platforms could be a valuable financial marketing strategy that you just cannot
afford to ignore. Millennials, Generation Z, and even Baby Boomers use social
media platforms to attach with brands, learn from peers, and follow current
events and news. Maintaining a gentle presence on one or more sites with a
technique in situ to supply value to followers will facilitate you to create brand
trust, create marketing opportunities, and grow your customer base.

Many financial and banking organizations use social media to attach with
consumers for the aim of building trust. for instance, by showing that real
people work banks and in financial services, showcasing customers and success
stories, and delivering customer service.

4. Automation and Big Data

Most financial organizations have more data than they know what to try to
to with, but that's quickly changing. Today, customer experience platforms and
automation tools make it easier than ever to utilize and apply data as a part of your
marketing efforts. as an example, big data can tell you who is saving up for an
enormous purchase and presumably to wish pre-approval for a loan, big data
can facilitate your identify and offer services before or after they're needed, it
can facilitate your to focus on specific customers for extra customer service or
education, and may facilitate your to chop down on needed customer service.

5. Digital Storytelling
Storytelling continues to be one among the foremost effective marketing
mediums, whether on social media, video, ads, or cross-channel platforms
extending into the important world. Here, your marketing strategy should
encompass telling a story that captures interest and evokes emotion to interest,
excite, and move the viewer. Here, your goal is to form relatable and shareable
content which might educate, entertain, or help the reader in how – and hopefully
manage all three directly. for instance, Allstate’s award-winning “Worth Telling”
digital storytelling marketing campaign focuses on telling the story of 3-8
customers who are making a difference. Allstate not only promotes what their
customers do, building trust by sharing real people and stories, but also dries
interest across all marketing channels, builds customer relationships, and
creates a personality's factor while promoting the products and services
discussed within the videos.

No matter what your institution does, digital media reveal a large range of
selling tactics and methods you'll take. However, you shouldn’t specialize
in only one or try and incorporate everything. Instead, create one, broader
financial marketing strategy in order that each element adds to and builds on the
remainder, adding value to your organization.

Build trust. Millennials want to try to to business with financial companies

they trust. Trust comes from establishing a stimulating company culture, building
digital experiences adolescents will use and getting endorsements from well-
known celebrities.

Relate to your audience. kids engaging with financial companies are trying
to find three simple things: exceptional digital experiences, rewards and
convenience. Your marketing message must address these simple needs head on.
Experiment with influencers. When 71% of individuals would rather head to the
dentist instead of hearing what financial service companies should tell them, you
don’t blame the dentist - but the messenger. Work with influencers to succeed
in new audiences and make your brand cool.

Use content to coach. From educational Alexa skills to amazingly actionable

blog posts, the financial industry is slowly learning to use content to draw in and
retain customers.

Optimize your workflow copy. Optimize your current digital workflows,

web copy and content assets. Most customers know lots less about your products
than you think that they are doing.

Optimize your digital user experience. Build an omni-channel,

frictionless user experience. From better messaging, to raised UX and better
technology, the financial industry must really optimize the end-to-end user
experience to wow and delight their customers.

Personalize your marketing initiatives. In finance, personalization

means you employ data to create relevant recommendations to your existing
customers and to introduce them to new services your company provides at the
proper time and price!

Optimize your customer journey. Marketers must take the result

in understand how a user’s experience differs from one touch-point to a
different and advocate for integrated user experiences which permit users to
urge what they have, at every step in their customer journey of
interacting together with your financial product.

Use computer science to wow your customers. AI is that the future, and
also the future is now. Financial marketing teams can invest in AI solutions which
remove adoption barriers, improve customer satisfaction and attract new users.

RECOMMENDATION
1. Bring financial capability efforts closer to the actual use of financial services
by enabling providers to take a greater role.

2. Shift the expectation that the government is responsible for financial capability
to an expectation of shared responsibility among all stakeholders, including
financial service providers and other institutions.

3. Engage organizations serving Bop constituencies, from government social

service agencies to employers to non-profits.

4.Incorporate proven elements that support behaviour change into existing

financial education and financial capacity efforts.

5. Measure results rigorously.

6. Foster customer-led financial capability.

Strong Sell
The analyst expects the worth of the asset to fall within the future and strongly
recommends investors to sell their holdings of the asset. additionally, the analyst
recommends that investors take leveraged short positions within the asset.

Sell
The analyst expects the worth of the asset to fall within the future and
 recommends investors to sell their holdings of the asset. A “Sell” may be
a weaker recommendation than a “Strong Sell” and doesn't usually imply a
recommendation for a leveraged short position.

Hold
The analyst expects the value of the asset to stay unchanged within the future and
recommends investors to not change their existing stance on this asset. A “Hold”
recommendation is that the analyst telling investors that there's no new
information that may substantially affect the value of the asset.

Buy
The analyst expects the value of the asset to rise within the future and
recommends to investors to extend their holdings of this asset. A “Buy” may be
a weaker recommendation than a “Strong Buy.”

Strong Buy
The analyst expects the worth of the asset to rise within the future and strongly
recommends investors to extend their holdings of the asset. Investors are
recommended to leverage up so as to extend their long position within the asset.

SALES CHANNEL STRATEGY

Optimize return on sales investments. Cutting sales costs without losing
revenue is both art and science. Our collaborative approach helps companies gain
transparency on the performance of their route-to-market mix while identifying
potential improvement areas and concrete ways to attain them, like creating lean
back-office sales operations.

Find and capture pockets of “granular growth”. Nearly every company

with a dispersed customer base and an outsized number of sales transactions has
considerable opportunity for organic growth if it's at the proper level of granularity.
We help companies take a fine-grained view by geography, industry segment, and
offerings to search out the hidden pockets of growth—including often overlooked
small and medium-sized business segments—and then tailor the strategies and
approaches needed to capture them.

Align sales channels in a very multichannel world. Customers are

increasingly moving across all channels to urge what they need. a number of them
demand increased services certainly transactions while others prefer low-touch,
24/7 interactions. We help companies form effective selling
strategies altogether channels from key-account management to digital sales to
indirect channel partners. Clients base these strategies on precise assessments of
channel performance, channel economics, and customer preferences.

Building the high-performing business department. Today’s big

company sales organizations often comprises thousands of individuals spread
across vast geographies. to spice up the effectiveness of those far-flung
organizations, we help build necessary skills within the organization by providing
innovative, hands-on programs that include performance dialogues, train-the-
trainer capability building, and a “field and forum” approach for sales
managers that mixes classroom and on-the-job learning. This component is critical
in achieving sustained improvement.

CONCLUSION
The financial industry in India consists of varied Financial Institutions (FIs)
such as finance companies, commercial banks, securities funds and investment
banks, mutual funds and insurance companies, etc. the essential function of
those financial institutions involves channelizing public money during a profitable
manner by bearing sufficient risk and successively distributing profits by the way
of interest and dividends to the investors. within the economy, FIs could also
be categorized in numerous groups but all of
them face major reasonably common risks like liquidity risk, rate risk thanks to
mismatch between its asset and liabilities, credit risk within the sort of not
honouring contract by counterparty, operational risk arising thanks to carrying
business, external and internal frauds, etc.

The world of finance has always had an intuitive understanding of risk. Risk
management may be a systematic way of protecting the concern ‘s resources and
income against losses in order that the aims of the business is achieved without
interruption. Risk Management is that the process accustomed systematically
manage exposures to risk. The risk management approach encourages
management to place exposures to loss in an exceedingly
broad perspective, during which insurance is simply one in every of the several
possible solutions to the problem. Risk Management is best used as
a defence instead of as a reactive measure.

Risk management in financial institutions is not any longer viewed only as a way of
staying out of economic trouble, but also increasingly as a proactive competitive
tool. The unabated escalation within the complexity of monetary products and
services emphasizes the importance of sophisticated risk management systems for
the effective analysis and control of monetary exposures and, ever more, for the
proactive optimization of risks versus returns. The failure of several financial
institutions in recent decades heightens the importance of internal risk management
best practices and regulatory risk controls. While large, globally active banks are
under regulatory pressure to befits the Basel II Accord, banks, securities houses,
insurance companies and other financial institutions are driven by competitive
pressures to optimize capital utilization and risk-adjusted pricing and performance.