A REPORT ON

MARKETING OF FINANCIAL
SERVICES
In the partial fulfillment of the requirement for the award of the
degree ofMasters in Business Administration

Submitted To Submitted by
Mrs. Deepti Agarwal Kartik Gupta
Director MBA 3rdSemester

IPS COLLEGE OF TECHNICAL EDUCATION, JAIPUR

(APPROVED BY AICTE NEW DELHI, GOVT OF INDIA & AFFILIATED
TO RAJASTHAN TECHNICAL UNIVERSITY, KOTA)

1
 ACKNOWLEDGEMENT

It gives me immense pleasure to thank all those who have helped

me during my research study.

First and foremost, thanks to the Almighty God, for his blessings
throughout our research work to complete the project successfully. I
am very thankful to Mrs Deepti Agarwal Ma’am DIRECTOR & Mr.
Sudhir Agarwal Sir CONVENER of IPS COLLEGE OF TECHNICAL
EDUCATION. I would like to take this opportunity to express my
gratitude to Dr. Mridula Sharma Ma’am and all the faculty members
and a very special thanks to Profs.
Mrs. Nutan Mathur Ma’am, for mentoring, guiding, providing
suggestions, support, and all her patience and kindness, which
enabled me to pass through several problems.

Finally, I would also owe a great thanks to my parents and my friends

for their support and encouragement. Once again, I thank those who
are directly or indirectly helped me in the completion of my project
work.

Kartik Gupta

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 DECLARATION

I, declare that this project on the topic “MARKETING STRATEGIES

ADOPTED BY BROKING FIRMS” is a record of independent and bonafide
project work carried out by me under the supervision and guidance of
Sir and Mrs. Nutan Mathur Ma’am, IPS College of Technical Education,
Jaipur, affiliated to Rajasthan Technical University.

I, Kartik Gupta certify that I have followed the guidelines given by the
university & the performance of my original research work and this
project report is not submitted either in part or whole to any other
institute or university for any degree.

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 EXECUTIVE SUMMARY

There is growing competition between brokerage firms in post reform India .

For investor, it is always difficult to decide which brokerage firm to choose .

Since this industry is growing having a growth rate that attracts me for

doing my summer internship in this field that can gather more and more

knowledge about the share market . It was the great experience in that field

and I am also very thankful to the Ashlar securities ltd for giving me this

opportunity to complete my project Research was carried out to find that

which brokerage house , people prefer and to figure out what people want

while investing in stock market . This study suggests that people are

reluctant while investing in stock and commodity market due to lack of

knowledge . Main purpose of investment is returns and liquidity ,

commodity market is less preferred by investors due to lack of awareness .

The major findings of this study are that the people are interested to invest

in stock market but they have lack of knowledge . Through this report we

were also able to understand , what are our Company's strong and weak

points , on the basis of which we come to know what can be the basis of

pitching to a potential client .

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 INDEX
CHAPTER SUB NO. PARTICULAR PAGE
NO. NO.
Acknowledgement 2
Declaration 3
Executive Summary 4
1 Introduction to the project report
1.1 Introduction 7
1.2 Introduction of brokerage firm 8
1.3 Types of brokerage firms 9
1.4 How to select a brokerage firm 10

1.6 Why do people buy stocks 11

1.7 Why do companies issue stocks 12
1.8 Top brokers in India 13
2 Strategies of Brokerage firms 14
2.1 Stock Market 15
2.2 Broker
2.3 Brokerage Firm
Zerodha 16
Angel One 20
Motilal Oswal 26
3 Book Review
3.1 About The 33
Author
3.2 Concepts Explained In Book 34
3.3 Conclusion 35
3 Research Methodology 36
4 Data Interpretation 37
5 Conclusion 43
6 Bibliography 44

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 CHAPTER 1
Introduction to the Report

 General Introduction

 Introduction of Brokerage Firms

 Types of Brokerage Firms

 How to select a Brokerage firm

 Benefits of brokerage firm

 Why do people buy stocks

 Why do companies issue stocks

 Top brokers in India

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 1.1 General Introduction

A marketing strategy refers to a business’s overall plan for reaching prospective

marketing strategy contains the company’s value proposition, key brand messaging,

data on target customer demographics, and other high-level elements. Marketing

strategies should revolve around a company’s value proposition.The ultimate goal of a

marketing strategy is to achieve and communicate a sustainable competitive advantage

over rival companies.

A brokerage company primarily acts as a middleman, connecting buyers and sellers to

facilitate a transaction. Full-service brokerage companies are compensated via a flat

annual fee or fees per transaction. Online brokers offer a set amount of free stock

trading but charge fees for other services. The lines are blurring, with full-service

brokers launching phone apps and online discount brokers adding fee-based services.

Financial service marketing is the process of promoting the products and services of a

financial services firm. Marketing efforts for any company typically have the goals of

raising brand awareness, attracting customers, making sales and generating revenue.

Here are some examples of financial services firms that may benefit from marketing:

 Commercial Banks

 Accounting firms

 Financial planning firms

 Investment Banks

 Insurance Companies

 Brokerage Firms

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  Mutual funds Institutions

This project has been aimed at giving detailed report on Marketing strategies adopted

by broking firms to sell their financial products. Both primary as well as secondary data

has been collected in order to prepare the report.

1.2 Introduction of brokerage firms

Brokerage firms act as a liaison between their clients and the stock exchange. Their

primary function is to buy and sell financial products, including stocks, on behalf of their

clients. Brokers pool resources to help their clients negotiate how things work in the

stock market.

These firms perform some important functions:

 They facilitate transactions in the stock market by connecting buyers and sellers

of financial securities.

 They often take care of the paperwork that goes into making the trades for a

client legally sound.

In exchange for their services, brokerage firms generally charge a commission on each

trade they carry out. This commission is called a brokerage fee. It is usually a

percentage of the value of each transaction executed by the firm.

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 1.3 Types of Brokerage Firms

 Full-service brokerage firms

Full-service brokerage firms offer a wide variety of services:

o They help clients to buy and sell financial securities on the stock exchange.

o They offer access to a wide range of asset classes. This includes not only stocks but also

bonds, forex, commodities, and other derivatives.

o They offer a suite of research and advisory services. Typically, they have a full-fledged

research and analytical team.

o They maintain physical offices and branches that clients can visit.

o Because of the array of services on offer, the commissions are relatively high.

 Discount brokerage firms

A discount brokerage firm is the bare-bones version of a full-service broker.

o They do not maintain many physical offices. They run operations from a centralised

hub, and use the telephone and the internet to reach customers.

o The perk here is that brokerage fees are quite low.

 Authorized Person

A Authorized Person acts on behalf of a brokerage firm as its franchisee. To perform this

function, Authorized Person is registered at the Exchanges (BSE, NSE, MCX etc.)

o Authorized Person funnel business from customers to the larger entity.

o They cannot execute trades on their own.

9
o They have at their disposal the research materials and investment proposals of the

brokerage firm they represent.

 Robo-advisers

Robo-advisers are software products which help customers manage their portfolios

without the need to get advice from a broker. Here’s how they work:

o They build a financial portfolio based on the client’s investment goals. They can

rebalance a portfolio automatically as and when required.

o They provide financial services at affordable rates.

o To get the best results, customers must share details of their income, taxes, and other

financial information with the software.

1.4 How to select a Brokerage Firm

It is always advisable to choose a reliable and reputed brokerage firm through which

you can invest your money. But there are hundreds of such firms in India. How do you

make a selection? Consider these essential factors while choosing your brokerage firm:

1. Reviews: User reviews are among the best ways to learn about a broker. You can

learn from the experience of other people who have already dealt with the firm. Look at

both the positive and negative comments, and make sure that the reviews are real. Look

also for reviews and rankings on reputed financial newspapers and websites.

2. Authenticity: Before choosing a firm, check whether it is registered with SEBI. The

firm’s website should have a member code for National Stock Exchange (NSE), Bombay

Stock Exchange (BSE), or Multi Commodity Exchange (MCX).

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3. Reputation: Always go for brokerage houses with a strong reputation. Remember

that market reputation is not built in a day. So, reputed brokerages will have a long line

of satisfied clients.

4. Brokerage charges: If you are new to the market, the best way forward is to go for a

full-service brokerage. If you are a seasoned trader, you could opt for a discount

brokerage. Compare the fees charged by the different brokerage services. Pick the one

that best fits your needs and is affordable.

5. Easy-to-use online trading platforms: Online trading platforms offer real-time

access to the user. You can trade from anywhere and at any time. These platforms offer

a wide range of trading tools, such as live-streaming of market data, price charts, and

more. So, as you shop around for a brokerage firm, compare the trading platforms on

offer too.

6. Customer services: Ideally, your brokerage firm should provide customer service

across formats like phone, email, and customised chat interfaces. They should be able to

resolve any problem within the lowest turnaround time.

7. No hidden costs: Some brokerage houses might levy hidden charges after executing

a trade. So, get a clear picture of the fees and charges from the start. Hold a detailed

discussion with the brokerage representatives. Ask them for a list of all charges before

you open an account.

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 1.5 Why do people buy stocks ?

Investors buy stocks for various reasons. Here are some of them:

 Capital appreciation, which occurs when a stock rises in price





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  Dividend payments, which come when the company distributes some of its

earnings to stockholders

 Ability to vote shares and influence the company

1.6 Why do companies issue stocks ?

Companies issue stock to get money for various things, which may include:

 Paying off debt

 Launching new products

 Expanding into new markets or regions

 Enlarging facilities or building new customers.

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 1.7 Top Brokers in India

The comfort and reliability that stockbrokers provide have sparked a new trend in the

trading culture. And some of these brokers help you make a successful investment

strategy in the market.

Rank Broker Name Ratings

1 Zerodha 9.36 / 10

2 Upstock 9.18 / 10

3 ICICI Direct 9.16 / 10

4 Angel One 9.15 / 10

5 Kotak Securities 9.03 / 10

6 Groww 9.00 / 10

7 Sharekhan 8.86 / 10

8 Motilal Oswal 8.82 / 10

9 Hdfc Securities 8.75 / 10

10 IIFL / Infoline 8.48 / 10

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 CHAPTER 2

Strategies of Brokerage Firms

 Stock Investment

 Broker

 Brokers Firm

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 2.1 Stock Investment

Stocks are a type of security that gives stockholders a share of ownership in a company.

Stocks also are called “equities.” An stock investment is a money that is invested in a

company by purchasing shares of that company in the stock market. These shares are

typically traded on a stock exchange.

Stock investment is a technical process, hence requires you to connect with the top

brokers in India. Stock trading can be risky, so it needs trading support. This is where

Stock Brokers in India come into play. Equities are the same as stocks, which are shares

in a company. That means if you buy stocks, you’re buying equities.

2.2 Brokers

The Best Stock broker are largely referred as agents who are skilled and certified to

invest in securities market. They typically act as agents for buyers and sellers of stocks

and charge a fee against the delivery of their services. It is necessary to keep in mind

that the Best stock broker in India does not own the securities, They just offer their

services to the investors at Lowest brokerage charges.

The Best Stock broker are largely referred as agents who are skilled and certified to

invest in securities market. They typically act as agents for buyers and sellers of stocks

and charge a fee against the delivery of their services. It is necessary to keep in mind

that the Best stock broker in India does not own the securities, They just offer their

services to the investors at Lowest brokerage charges.

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 2.3 Brokerage Firms

 Zerodha

 Angel One

 Motilal Oswal

ZERODHA

Zerodha is largely known for introducing the concept of discount broking in 2010.Backed

by latest technology, great trading tools and three-way trading platform also considered

as best trading platform in India, it is the largest discount broker and best broker for

trading in India.

Zerodha is considered as one of the top 10 stock brokers in India because they offer

some great features like low brokerage, great exposure and 100% web-based broker.

Zerodha is principally known as the best discount broker and 3 rd largest stock broker in

India. Zerodha also offers top notch trading apps in India along with algo trading

software.

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 Marketing Strategy of Zerodha

Zerodha is a cheap brokerage firm that provides a wide range of trading

and investing services for a fraction of the cost of full-service organizations.

Zerodha contributed more than 15% of daily retail volumes across Indian

stock exchanges as of December 2020, making it the largest retail

stockbroker in India by active client base.

Bonds, mutual funds, trading in commodities and currencies, and retail and

institutional broking services are all provided by Zerodha. It has an original

and captivating story. Today, we’ll discuss every aspect of the business to

learn how it climbed to the top among discounted stock brokerage firms.

1. Basically, Zerodha’s major objective was to democratize the broking

sector.

2. They adopted a uniform flat pricing model for all customers.

3. To increase attention, they were finally curating financial content.

 Early Zerodha Marketing Strategy

The two main methods used by Zerodha to promote their startup were :

1. Direct Community Outreach

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 2. Offline Marketing

1) Direct Community outreach

Nithin was a member of numerous trading communities during his trading

career. These are the standard groups available on websites like Reddit,

Yahoo! Messenger, etc. He was actually in charge of a handful of the major

communities. In other words, he was well-known. He took advantage of

this by giving these communities early copies of Zerodha.

2) Offline Marketing

The majority of Nithin Kamath’s savings were used to purchase refundable

deposits. Naturally, the initial team had a limited budget. Nithin Kamath

was therefore knocking on doors while posing as “Sachin the salesperson

guy.” He was trying to sign up references and potential users for the

platform. Zerodha acquired its first 1000 customers through door-to-door

marketing and direct community outreach.

 Word of Mouth publicity :

Zerodha worked on providing an easy to interact user interface for trading and

investing which is more user friendly and efficient. Everything is categorised in a

manner that any user doesn’t face any difficulties while using the app. This concept to

19
simplify the interaction between investor and stock exchange works for zerodha in a

positive way and gained a lot of users for them.

Also one of the major reasons behind word-of-mouth publicity of zerodha is their

referral program, zerodha gives 10% brokerage share of every person whom you share

the link to open the account in zerodha. In addition to that you will get 300 reward

points for each referral, which you can withdraw in availing different tools and services

of zerodha.

 Awareness about stock market :

To overcome this situation and spread the knowledge of share market among the

people zerodha started an initiative called varsity. This app is enough to enhance

your basic knowledge about the market, different kinds of jargon, teach you how

to invest, why to invest and many more things.

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 ANGEL ONE

Angel One Limited, formerly known as Angel Broking Limited, is an

Indian stockbroker firm established in 1996. The company is a member of

the Bombay Stock Exchange, National Stock Exchange of India, National

Commodity & Derivatives Exchange Limited and Multi Commodity Exchange of

India Limited. It is a depository participant with Central Depository Services

Limited (CDSL).

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 Marketing Strategy of Angel One

 Growth Investment :

Most people invest money in the share market intending to grow their capital. As

such, growth investing remains the most popular of all share trading strategies.

In growth investing, you typically pick stocks of companies that reinvest your

profits. Here investors choose against redeeming and exiting the shares upon

booking profits and instead opt to reinvest their capital and their profits.

Reinvesting profits allows companies to improve their cash flows and operations,

which in turn leads to the growth of the company. Since the money is reinvested,

investors are not provided with a dividend pay-out. However, with no dividend

pay-out, reinvesting the capital and profits may lead to an increase in the price of

shares, and by extension, your profits. This, in turn, proves beneficial for you as

the investor, as it leads to the growth of the capital investment amount.

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  Income Investing
Another common reason why people turn to the share market is that it has the potential

to create an additional source of income. All you have to do is invest a fixed sum, say

15% of your primary income, regularly, and with discipline in a few share market

instruments of your choosing. For instance, you can invest in shares, bonds, growth or

dividend mutual funds and other such investments, so that you get an additional income

source. The percentage of the income you invest should ideally be in proportion to your

age and the years of employment you have ahead of you. For instance, younger people

may have lower monthly incomes so they can invest a smaller percentage, but as you

age and your income increases, you can invest more.

 Value Investing

Value investing is one of the most prominent share market trading strategies,

usually employed by experienced investors. Under this strategy, investors

generally purchase under priced stocks of strong companies when they are

trading below their intrinsic value. Intrinsic value is simply the measure of the

actual value of a share and not its market value. Investors determine a share’s

intrinsic value by fundamentally analysing the company offering the stock. Upon

23
identifying the currently undervalued stocks, investors buy them in huge

volumes and hold on to them for relatively longer tenures. Once the market

realises the actual value of the stock, its price increases on an upwards trajectory.

At this time, investors sell their shares to book huge profits. Value investing thus

allows investors to get shares of good companies at relatively low rates and

assists them in fetching substantial, returns in the long term.

Quality Investing

While investing in the share market, you must choose your stocks prudently. If you are

beginner, with little to no experience in the world of share trading, you should

implement the share trading strategy known as quality investing. Quality investing

means that you should pick stocks of excellent and renowned companies. Such

companies are known as blue-chip companies, which have been around for several

years, and show stability. These are stocks of established companies which have

remained unaffected even in highly volatile market conditions. You can conduct a

qualitative analysis of a company based on its fundamental information available in the

public domain – its leadership, its prospects, and so on. Note that the stock prices of

blue-chip companies are typically higher than most other stocks, but you can purchase a

few units and gradually increase them.

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  Follow the Trends

While investing in the share market, you must choose your stocks prudently. If

you are beginner, with little to no experience in the world of share trading, you

should implement the share trading strategy known as quality investing. Quality

investing means that you should pick stocks of excellent and renowned

companies. Such companies are known as blue-chip companies, which have been

around for several years, and show stability. These are stocks of established

companies which have remained unaffected even in highly volatile market

conditions. You can conduct a qualitative analysis of a company based on its

fundamental information available in the public domain – its leadership, its

prospects, and so on. Note that the stock prices of blue-chip companies are

typically higher than most other stocks, but you can purchase a few units and

gradually increase them.

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  Long term Investing

Long-term investing is one of the most basic stock market strategies for

beginners. It merely means that you should only invest the money that you will

not need in the next five years. Now, most people invest in schemes like these –

PPF, EPF, and other 80C schemes. But these investments don’t provide higher

returns as compared to shares. Moreover, there are penalties associated with

premature withdrawals. And while you should invest in the schemes mentioned

above, you should also try to invest money, typically a lump sum amount, in

stocks from the long-term perspective. You could choose good quality equity

schemes or other forms of equity investments, and give them the time they need

to grow. Staying invested in the long term allows your stocks to weather the ups

and downs of the market and can gradually lead to capital appreciation. In the

long-term investment strategy, patience is critical.

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 MOTILAL OSWAL

An Indian financial services company named Motilal Oswal Financial Services Limited is

offering a range of financial products and services including broking, mutual funds,

wealth management etc. The house was founded in 1987 and it slowly entered into

investment banking in 2005 and private equity fund in 2006.

The company offers online trading to its customers through a tie-up with SBI in 2006,

PNB in 2007 and Axis Bank in 2013. It also has a mutual fund business named Motilal

Oswal Asset Management Company.

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 Marketing Strategies of Motilal Oswal

The marketing approach of Motilal Oswal financial services involves both traditional

and digital marketing.

 Segmentation, Targeting and Positioning :

Marketing professionals at Motilal Oswal use market segmentation to separate a huge

market into smaller segments based on specific demands, traits, or customer behaviour.

Usage, user status, income, lifestyle, value proposition priorities, advantages sought,

loyalty status, gender, social class, self-perception, psychographic variables, and other

attitudes are all parameters that Motilal Oswal might use to categorise customers.

Motilal Oswal’s financial services major segments include – wealth management,

investment banking, home finance, and dealing in mutual funds.

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  Marketing Campaigns

Motilal Oswal Financial Services (MOFSL), a financial services firm, has launched a new

campaign to promote its mobile app, Live Life with No Fikr.

The campaign is based on the realisation that life presents unexpected financial

challenges at various stages. These unexpected difficulties can cause stress. It intends to

convey that through the Motilal Oswal Investor App, one can use Motilal Oswal’s

investment advice across a wide range of products to help plan for any financial

challenges that life may throw at them.

“There goal is to make the Motilal Oswal Investing app the wealth manager for the retail

investor and thus provide them advice on investing in a wide range of investment

products. The ad campaign has a humorous tone that depicts various financial

challenges that a person may face and provides an investing solution for each of them.”

The campaign is being promoted on television, digital platforms, and social media.

 Motilal Oswal Financial Services launches new campaign

– ‘PHYGITAL

Motilal Oswal Financial Services has launched its latest campaign to promote its

services, dubbed ‘PHYGITAL’. The campaign employs a distinct look and tagline to

entice the audience to take advantage of the best of both worlds, digital and physical.

28
A Phygital experience helps to meet the needs by combining digital convenience with

advisor analysis /counselling /insight. To bring the Phygital proposition to life, they

launched a multi-channel campaign emphasising the advantages of the Phygital

investing experience.”

 Social Media Marketing

Motilal Oswal Financial Services is active on Social Media like Instagram, LinkedIn, and

Facebook. It has almost the same number of followers on Instagram and LinkedIn.

Motilal Oswal is also present on Facebook and actively posts there as well.

The Instagram and Linkedin handle has followers in the range of around 180-182k.

LinkedIn is more of a professional sort of social media which excludes young teenagers

as most of them don’t have an account on LinkedIn. The posts contain mostly

promotional and informational content along with some posts related to their new

product launch, some conferences, and new IPO launch schedules.

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  SEO Strategies

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above

1000 is good, and 10,000+ is amazing. As we can see that www.motilaloswal.com has

more than 1500 organic keywords and it’s considered as good. That means the digital

marketing of Motilal Oswal is gaining a good number of insights.

Also, the traffic per month is around 25k+ which is known as good. Hence, Motilal Oswal

financial services still need improvements in its SEO strategies while working hard

enough to keep the brand soaring in the Google organic SERP results.

 Influencer Marketing
Motilal Oswal and WATConsult, a financial services company, have collaborated on a

digital campaign titled #TheOnlyTIP, which features stand-up comedian Mallika Dua

and the Man from Motilal Oswal (MFMO) Manav Kaul.Mallika Dua plays several

individuals in the video who have been the victims of unsolicited counsel. In the video,

30
the advantages of TIP (Target Investment Plan), a goal-based investment platform, are

also discussed.

The team created a comical twist on the campaign to break the trend of serious

marketing used by most financial brands. With a well-known figure like Mallika Dua as

part of the campaign, we are confident that the message will reach a wide audience.”

 Ecommerce Strategies
In talking about the e-commerce strategies Motilal Oswal financial services have its

website from where they sell their various services with special offers. Besides that, it

has more than 10 apps available on the play store to assist the public in the different

financial fields.

31
 CHAPTER 3

BOOK REVIEW

 Introduction

 Conceptual Review

 Core Concepts

 Objectives

32
 CHAPTER NO- 3
BOOK REVIEW ON THE INTELLIGENT INVESTOR,
HARPER BUSINESS
BY BENJAMIN GRAHAM

Book Review

ABOUT THE AUTHOR

Benjamin Graham was a British-born American financial analyst, investor, and professor. He is
widely known as the “father of value investing”, and wrote two of the discipline’s founding texts:
Security Analysis (1934) with David Dodd, and The Intelligent Investor (1949). His investment
philosophy stressed independent thinking, emotional detachment, and careful security analysis,
emphasizing the importance of distinguishing the price of a stock from the value of its underlying
business1.
He also taught investing for many years at Columbia Business School, where one of his students
was Warren Buffett, who described Graham as the second most influential person in his life after
his own father12 Graham was a strong proponent of efficient markets and advocated the creation
of index funds decades before they were introduced13
He was born in 1894 in London, UK, and moved to New York City with his family when he was one
year old. He graduated as salutatorian of his class at Columbia, finishing his studies in three-and-
a-half years after entering at age 16. He started his career on Wall Street, eventually founding
Graham–Newman Corp., a successful mutual fund. He died in 1976 in Aix-en-Provence, France1

33
 ABOUT THE BOOK

The Intelligent Investor is a book on value investing, a method of choosing stocks that are
undervalued by the market and offer long-term returns. The book was written by Benjamin
Graham, a British-born American investor and professor who is widely regarded as the father of
value investing. The book was first published in 1949 and has been revised and updated several
times, most recently by financial journalist Jason Zweig in 2003.

The main idea of the book is that investors should focus on the intrinsic value of a company, rather
than its market price, and buy stocks that are trading below their true worth. Graham also advises
investors to be rational, disciplined, and independent, and to avoid speculation, emotion, and herd
mentality. He introduces the concepts of the margin of safety, the Mr. Market analogy, and the
distinction between the defensive and the aggressive investor.

The margin of safety is the difference between the market price of a stock and its intrinsic value.
It represents the degree of protection that an investor has against errors in valuation or market
fluctuations. Graham recommends that investors should only buy stocks that have a large margin
of safety, meaning that they are significantly cheaper than their estimated value.

The Mr. Market analogy is a way of illustrating the irrationality and volatility of the stock market.
Graham imagines that the market is a person who offers to buy or sell stocks every day at different
prices, sometimes reasonable and sometimes absurd. The intelligent investor should not be
influenced by Mr. Market’s moods but should only buy when the price is low and sell when the
price is high.

The defensive and the aggressive investor are two types of investors that Graham describes. The
defensive investor is one who seeks safety and steady returns and does not have much time or
interest in researching stocks. The defensive investor should follow a simple and conservative
strategy of buying a diversified portfolio of high-quality stocks and bonds and holding them for a
long time. The aggressive investor is one who seeks higher returns and is willing to take more risks
and do more research. The aggressive investor should follow a more active and selective strategy
of finding and buying undervalued stocks and selling them when they reach their fair value.

The book is widely praised as one of the best books on investing ever written, and has influenced
many successful investors, such as Warren Buffett, who considers Graham as his mentor. The book
is also recommended for beginners and experienced investors alike, as it provides timeless
wisdom and practical advice on how to achieve long-term financial success.
47
 CONCLUSION

"The Intelligent Investor" by Benjamin Graham is a classic book on value investing that has had a
significant impact on the field of finance. Here are some key conclusions and takeaways from the
book:

1. Investing vs. Speculating: Graham emphasizes the importance of distinguishing

between investing and speculating. Investors should focus on the long-term fundamentals
of a company rather than attempting to time the market or make short-term gains.
2. Margin of Safety: One of the central concepts in the book is the idea of a margin of safety.
Graham advises investors to only purchase securities when their market price is
significantly below their intrinsic value, providing a cushion against potential losses.
3. Mr. Market Analogy: Graham introduces the concept of Mr. Market, an allegorical
figure representing the market's fluctuations. Investors should view Mr. Market as a
sometimes-irrational partner rather than a guide, taking advantage of his mood swings to
buy low and sell high.
4. Long-Term Perspective: Graham advocates for a long-term investment horizon.
Instead of being swayed by short-term market fluctuations, investors should focus on the
underlying strength of the companies in which they invest.
Defensive Investing: Graham recommends a defensive investment strategy, particularly for
the conservative investor. This involves looking for established, financially sound companies with
a history of stable earnings and dividends.
1. Diversification: Graham suggests diversifying investments to spread risk, but he warns
against excessive diversification, which can dilute the benefits of careful stock selection .

2. Market Fluctuations: Graham acknowledges that market fluctuations are inevitable,

but he encourages investors to see them as opportunities rather than threats. By
understanding the nature of the market, investors can make more informed decisions.
3. Behavioral Considerations: The book delves into the psychological aspects of
investing, emphasizing the importance of discipline, patience, and a rational approach.
Investors should be aware of their emotions and avoid making decisions based on fear or
greed.

47
 CHAPTER 4
RESEARCH METHODOLOGY

DATA COLLECTION

 Primary Source of Data: -

The primary source of data is being collected by preparing a survey questionnaire.

 Secondary Source of Data: -

Articles, Websites, etc

 POPULATION
Sample Size :- 50 respondents

 SAMPLING METHOD
Sampling Method: - Random Sampling.

 SAMPLING FRAME
Research Instrument: - Structured Questionnaire.

47
 CHAPTER 5
DATA INTERPRETATION

Q. GENDER

Gender

Male
Female
Prefer not to say

As per the survey, there were 32 male respondents and others 18 were females out of
total 50 respondents.

Q. Age

Age

18-35 36
35-45 8
45-60 4
60 & above 2

As per the survey, there were 50 respondents out of which 36 were between the age

of 18-35 , 8 respondents were between the age of 35-45 , 4 were between the age of

45-60 and 2 were between the age of 60 & above. So as per the data, most of the us.

47
Q. Occupation

Occupation

Employeed 18
Self Employeed 13
Student 15
Other Professions 4

As per the survey, there were total 50 respondents out of which 18 respondents were
employed, 13 were self employed, 15 were students and rest 4 belongs to other
professions

Q. Level of income

Income

Below 20000 15
20000-40000 18
40000-60000 12
60000 & above 5

As per the survey, there were total 50 respondents, who belongs to different income

level. Out of the 50 respondents, there were 15 respondents who belongs to the

income group lower than 20000, 18 respondents who were between the group of
20000-40000, 12 respondents were between the level of 40000-60000 and rest 5

respondents belongs to the level of 60000 & above.

47
Q. Are you a Investor ?

Investors

Yes
No

From total 50 respondents, maximum number of respondents are investors.

Q. In which financial instrument, you prefer to invest ?

Securities

Shares 20%
Mutual Funds 21%
Bonds 4%
Others 5%

As per the data, 20% investors invest in shares. 21% investors invest in mutual funds,

4% prefers to invest in bonds whereas remaining 5% invest in other securities.

47
Q. Which trading method do you prefer more ?

Method

Online Trading 39%

Offline Trading 11%

As per the survey, 39% investors use online mode of trading whereas 11% investors
uses offline mode of trading.

Q. Why do you prefer online or offline mode of trading ?

Mode

Privacy 19 %
User Friendly 16%
Time Saving 9%
Easy Handling 6%

As per the survey, there were total 50 respondents out of which 19% uses online
platform for trading due to higher privacy benefit, 16% uses because of user friendly,
9% prefer to use online trading due to time saving process whereas rest 6% uses
because of easy handling.

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Q. Which marketing strategy influences you towards trading ?

Marketing Strategy
Social Media Marketing
29%
Email Marketing 15%

Content Marketing 2%

Others 4%

As per the survey, 29% respondents are influenced towards trading due to social media
marketing, 15% respondents influenced by email marketing, 2% respondents are
influenced by content marketing whereas rest 4% respondents are influenced by other
strategies.

Q. Do you consider the brand name of company while investing ?

Brand Name

YES 39%
NO 6%
SOMETIMES 5%

As per the survey, there were total 50 respondents out of which 39% respondents
consider brand name while investing in securities. 6% do not consider brand name
while investing whereas remaining 5% respondents sometimes consider brand name
while trading.

47
Q. Which broking firm do you use to invest ?

Broking Firm

Angel One 18%

Zerodha 16%
Motilal Oswal 9%
Others 7%

As per the data, 18% respondents uses Angel one for trading purpose. 16% uses
Zerodha, 9% uses Motilal Oswal whereas rest 7% prefer other broking firms.

Q. Why do you prefer this particular platform for trading ?

Prefer

Easy to use 12%

Low fee 10%
Low broking charges 19%
Recommanded by others 9%

As per the survey, 12% investors using broking firms because it is easy to use, 10%
investors prefer due to low fee, 19% prefer because of low broking charges whereas
others 9% prefer because it was recommended by other.

47
 CONCLUSION

We have covered every aspect of the Zerodha, Angel One and Motilal Oswal marketing

plans. These firms business plans shows potential. They have a young user base. Their

outstanding products and upfront pricing are the cause of their success. In the

marketing strategy of these brokerage firm’s Financial Services that it is gaining

momentum and public support by utilising numerous marketing methods. Its recurrent

efforts help to raise public awareness of its presence and services. Furthermore, the

available apps make it a more powerful corporation in contrast to its competitors.

Overall, the financial services provider is on the right track, and ongoing improvement,

innovation, and competitiveness will lead to competition for its ultimate goals. They are

doing everything which every business should be doing in this digital era from having a

great content marketing strategy to a properly structured website that tells everything a

user would need to know about their business and the products and services they offer.

47
 BIBLIOGRAPHY

 https://fltitlecenter.com/5-marketing-strategies-that-successful-brokers-use/

 https://www.kotaksecurities.com/ksweb/share-market/brokerage-firms

 https://select.finology.in/broker

 https://www.researchgate.net/publication/262562534_Service_Quality_Percept

ions_of_Customers_in_Banks_and_Insurance_Companies

 https://smartasset.com/investing/what-are-

equities#:~:text=Equities%20are%20the%20same%20as,%2C%20you're%20b

uying%20equities.

 https://www.blackrock.com/us/individual/education/equities

 https://www.motilaloswal.com/

 https://en.wikipedia.org/wiki/Motilal_Oswal_Financial_Services

 https://boomingbulls.in/marketing-strategy-of-zerodha/

 https://iide.co/case-studies/marketing-strategy-of-motilal-oswal-financial-

services/#:~:text=Motilal%20Oswal%20Financial%20Services%20uses,for%20

money%20to%20the%20customers.

47
I am a Student of IPS Business School, Jaipur. My Research topic is "Marketing strategies
adopted by broking firms." You are invited to participate in our survey. It will take
approximately 5 min to complete the questionnaire.

START THE SURVEY

Q.Name _______

Q.Gender
o Male
o Female
o Others

Q. Age
o 15-35
o 35-50
o 50-60
o 60 & above

Q. Occupation
o Employed
o Self Employed
o Student
o Other Profession

Q. What is your monthly income ?

o Below 20000
o 20000-40000
o 40000-60000
o 60000-above

Q. Are you a Investor ?

o Yes

o No

47
Q. In which financial instrument, you prefer to invest ?

o Shares
o Mutaul Fund
o Bonds
o Others
Q. Which trading method do you prefer more ?
o Online Trading
o Offline Trading
Q. Why do you prefer online or offline mode of trading ?
o Privacy
o User Friendly
o Time Saving
o Easy Handling

Q. Which marketing strategy influences you towards trading ?

o Social Media Marketing
o Email Marketing
o Content Marketing
o Others
o
Q. Do you consider the brand name of company while investing ?
o Yes
o No
o Sometimes
Q. Which broking firm do you use to invest ?
o Angel One
o Zerodha
o Motilal Oswal
o Others

Q. Why do you prefer this particular platform for trading ?

o Easy to use
o Low fee
o Low broking charges
o Recommanded by others

47
47