2.final report
TRANSCRIPT
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West Bengal University of Technology
Summer Project Report on
De-mat marketing analysis
At
STATE BANK OF INDIALocal Head Office
Kolkata
ByAshish Gahlawat
WBUT Registration No: 101360710020 of 2010-2012
WBUT Roll No: 13600910015
Army Institute of Management, Kolkata
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CONTENTS
Particulars Page No.
• Certificate from guides 3
• Acknowledgement 4
• Executive Summary 5
• Chapter 1: The Company 6-131.1 Company Profile
1.2 Product and services
• Chapter 2: The Project 14-272.1 Project details
2.2 Purpose and Scope of study
2.3 Methodology
• Chapter 3: Data Collection and Analysis 28-413.1 Data Collection
3.2 Analysis & Interpretation
• Chapter 4: Findings and Recommendations 42-464.1 Findings & Conclusion
4.2 Recommendations
4.3 Constraints and Limitations
• Bibliography 47
• Appendices and Annexure 48-49
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GUIDANCE -cum-COMPLETION CERTIFICATE
This is to certify that Mr Ashish Gahlawat, WBUT Registration No:
101360710020 WBUT Roll No: 13600910015 of 2010-2012 had undertaken
the project titled:
“De-mat marketing analysis ” Under our guidance for two months from 7th
June 2011 to 6th August2011.At State Bank Of India Local Head Office,
Kolkata and has completed the said project successfully.
Mr.A.K. Pani
Professor
Army Institute of Management
(Internal Project Guide)
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ACKNOWLEDGEMENT
I would like to extend my sincere thanks and heartfelt gratitude to Mr. M.S.
Srinivasan(Area Manager,SSL,Main Branch, Kolkata) my External Project Guide,
for giving me invaluable advice on all aspects of the project.
I am also thankful to other members of the branch, Mr. Muzzafar Husain (Sales
Manager,SSL, Kolkata), Mr. Pankaj Dhar( Marketing Executive, SSL, Kolkata)
and Mr. Pappu Singh (Marketing Executive,SSL, Kolkata )for their great patience
and guidance. They helped me in every stage and provided a cheerful and
encouraging environment throughout the project. I am obliged to all other persons
in the organization, who helped me to complete my summer internship project
successfully.
Back at the institute, I would like to thank Mr. A.K.Pani, my Internal Project
Guide, and Faculty at AIM, who has been very helpful with his suggestions and
support throughout this project.
Last but not the least I would like to thank all those who directly or indirectly
helped me in completing the project.
Ashish Gahlawat
MBA-14
Army Institute of Management, Kolkata
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EXECUTIVE SUMMARY
The main purpose of the whole internship was to understand the functioning of De-
mat Account that caters to the banking needs of the customers, which varies from
individual to individual. Apart from learning the internal operations of theorganization, the other part of the learning process involved the detailed study of
marketing strategy adopted for Demat Accounting and analyzing the position of
SBICAP Securities Ltd. in this segment.
Thus the project report is divided into two parts, first part deals with the Demat
accounting and various marketing strategies adopted by SSL. The second part
deals with the analysis of Corporate Surveys done by me.
State Bank of India (SBI) is the largest bank in India. The State Bank Group, with
over 16000 branches, has the largest branch network in India. Whole branchnetwork is distributed regionally. SBI Local Head Office , Kolkata is an head
office of Bengal Circle with not only excellent administration and services but also
unmatchable infrastructure.
The following are the main objectives of the project:-
• To understand the administration of Bank at managerial level.
• To understand the customer needs and identify appropriate means to cater to
them.
• To analyze the position of SBI in Demat Accounting Segment.
• To identify the major competitors in Demat Accounting segments
• To understand the various marketing strategies in Demat segment.
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CHAPTER – 1
THE COMPANY
1.1 COMPANY PROFILE
1.2 PRODUCT AND SERVICES
State Bank of India (SBI) is the largest Indian banking and financial
services company (by turnover and total assets) with its headquarters in Mumbai,
India. It is state-owned. The bank traces its ancestry to British India, through
the Imperial Bank of India, to the founding in 1806 of the Bank of Calcutta,
making it the oldest commercial bank in the Indian Subcontinent. Bank of Madras
merged into the other two presidency banks, Bank of Calcutta and Bank of
Bombay to form Imperial Bank of India, which in turn became State Bank of India.
The government of India nationalized the Imperial Bank of India in 1955, with
the Reserve Bank of India taking a 60% stake, and renamed it the State Bank of
India. In 2008, the government took over the stake held by the Reserve Bank of
India.
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1.2 Products and Services of State Bank of India
SBI has every product for every need. Listed below are some of its major products
and services:
Personal Banking
1. Personal finance
2. Deposit schemes
3. Services
NRI Services
1. Deposit accounts
2. Opening of NRI account
3. NRI home loan
4. Remittances to India
5. NRI Car loan scheme
6. Miscellaneous
Services
1. ATM Services
2. RTGS/NEFT3. Internet banking
4. Sbi Vishwa Yatra Foreign Travel
Card
5. E-pay
6. E-rail
7. Safe deposit locker
8. RBIEFT9. Magnetic ink character recognition
(MICR)
10.Broking services
11.Foreign inward remittance
International Banking
1. Correspondent banking
2. Trade finance
3. Project export finance
4. Merchant banking
5. Treasury
6. Exporter gold card
7. USA Patriot Act Certification
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Agriculture/Rural
1. Micro credit
2. Agricultural banking
3. Agri Debt Waiver/Relief Scheme, 2008
4. Regional rural banks
Corporate Banking
1. Mid- corporate group
2. Corporate Accounts Group (CAG)
3. Products and services
4. Project finance
5. Gold banking
SME
1. Surabhi deposit scheme
2. Commodity backed warehouse
receipt financing
3. Business current accounts
4. Traders easy loan scheme
5. Open term loan
6. SSI loans
7. Doctor plus8. Retail trade
9. SBI Shoppe
10.Dental doctor plus
11.SME credit plus
12.Cyber plus
13.SME petro credit
14.Small business credit card
15.Paryatan plus
16.Dal mill plus
17.Auto loan
18.Transport operators
19.Artisan credit card20.School plus
21.Rice mills plus
22.Swarojgar credit card
Government Business
1. SBI e-Freight
2. Centralized Pension Processing Center (CPPC)3. Government Accounts
4. SBI e-TAX
5. Senior Citizens Savings Scheme
6. Public Provident Fund
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CHAPTER – 2
INTRODUCTION TO PROJECT
2.1 Pr oje c t d e ta i l s
2.2 Purpose and Scope of study
2.3 Methodology
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2.1 PROJECT DETAILS
(DEMAT ACCOUNT)
In India, a demat account, the abbreviation for dematerialised account, is a type of
banking account which dematerializes paper-based physical stock shares. The
dematerialised account is used to avoid holding physical shares: the shares are
bought and sold through a stock broker.
This account is popular in India. The Securities and Exchange Board of India
(SEBI) mandates a demat account for share trading above 500 shares. As of April
2006, it became mandatory that any person holding a demat account should
possess a Permanent Account Number (PAN),experience in managing a vast array
of transactions has enabled us to develop and accumulate expertise in this field.
New product development is essentially based on assimilation of such expertise
and helps us provide holistic solutions specific to our client’s needs across various
financing options. We dip into our multiple business and product groups to deliver
the most optimal and innovative financial solution.
Demat account allows you to buy, sell and transact shares without the endless
paperwork and delays. It is also safe, secure and convenient.
DEMAT ACCOUNTS MEANING
Demat account allows you to buy, sell and transact shares without the endless
paperwork and delays. It is also safe, secure and convenient.
What is Demat account?
Demat refers to a dematerialized account.
Just as you have to open an account with a bank if you want to save your money,
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make cheque payments etc, you need to open a demat account if you want to buy
or sell stocks. So it is just like a bank account where actual money is replaced by
shares. You have to approach the DPs (remember, they are like bank branches), to
open your demat account.
Let’s say your portfolio has 100 of Satyam, 200 of IBM and 120 of TCS shares.
All these will show in your demat account. So you don’t have to possess any
physical certificates showing that you own these shares. They are all held
electronically in your account. As you buy and sell the shares, they are adjusted in
your account. Just like a bank passbook or statement, the DP will provide you with
periodic statements of holdings and transactions.
Why Demat?
The demat account reduces brokerage charges, makes pledging/hypothecation of
shares easier, enables quick ownership of securities on settlement resulting in
increased liquidity, avoids confusion in the ownership title of securities, and
provides easy receipt of public issue allotments.
It also helps you avoid bad deliveries caused by signature mismatch, postal delays
and loss of certificates in transit. Further, it eliminates risks associated with
forgery, counterfeiting and loss due to fire, theft or mutilation. Demat account
holders can also avoid stamp duty (as against 0.5 per cent payable on physical
shares), avoid filling up of transfer deeds, and obtain quick receipt of such benefits
as stock splits and bonuses.
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DEMAT SERVICES
SSL’s services for a transaction typically entail
• Evaluation and understanding of the business to identify critical positioning
levers and value drivers
• Due diligence and translation of the business understanding into an Offering
Document (Prospectus/ Information Memorandum /Offer Document) - the
company's primary marketing tool in the financial marketplace, within the
purview of the various domestic and international regulatory and statutory
frameworks
• Preparing the client organization to meet the rigorous demands of public
markets
• Obtaining regulatory approvals for the transaction, wherever necessary
• Advice on documentation and agreements for the process
• Liaison with various intermediaries for carrying out the transaction process
•
Completion of post-issue formalities including listing and trading, wherever applicable
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DEMAT SERVICES SNAPSHOT
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SBICAP SECURITIES LOGIN SNAPSHOT
TRADING WINDOW SNAPSHOT
TRADING WINDOW SNAPSHOT
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DEMAT BENEFITS
SBI offers Demat services that would ensure free transferability of securities with
speed, accuracy and security.
SBI is Depository Participant both with - National Securities Depositories Limited
(NSDL) and Central Depository Services Limited (CDSL) through more than 1000
branches -
Features & Benefits
As opposed to the earlier form of dealing in physical certificates with delays in
transaction, holding and trading in Demat form has the following benefits:
• Account Maintenance & Safe custody : Facilitates Maintaining
Security Balance in electronic form.
• Dematerialization : Facilitates converting physical share certificate into
electronic balances.
• Rematerialization : Facilitates converting the electronic balances to physical
(share certificate) form.
• Account Transfers : Facilitates delivery/receipt of electronic balances
consequent to market / off-market trades.
• Pledge/Hypothecation : Facilitates blocking securities balance of borrowers
in favour of lenders for obtaining Loans / advances against shares.
• Initial Public offer : Facilitates faster and direct credit of security balances
into Depositary participant account on allotment through public issue of
companies.
•
Disbursement of corporate benefits : Facilitates faster and direct credit of security balance into Depository participant account on account of non-
monetary corporate benefits as bonus and rights issues.
• Security Lending : Facilitates earning extra income on your dematerialized
holdings by the way of securities lending.
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EXPERIENCE THE POWER OF DEMAT
SBI POLICY
As a customer of ours, you deserve nothing but the very best, which is why we are proud to present to you the all new Power Demat Account that offers you the
following features:
• Customer Care : You can now call our Dedicated Demat Customer Care
24x7 at 1800 22 04 88 (MTNL and BSNL Toll Free) or (022)26592123 and
rest assured that all your queries are taken care of.
• Transact Anywhere: Now operate your Demat Account from any of the
500 plus Demat enabled branches of SBI.
• Statements By E-Mail: Receive your account statement and bill by e-mail.
• ‘Demat Services’ Online: This convenient and paper free facility lets you
operate from the comfort of your home or office through SBI’s Internet
Banking Facility – www.onlinesbi.com
1. Online Demat Statements: You can now view your Demat Account
details, statement of holdings, statement of transactions and statement
of billing online.
2. O rder Delivery Instructions Booklet Online : No queues at branches
anymore as you can now order your Delivery Instructions Booklet
online and the same would be delivered at your doorstep.
3. Check ISINs, Settlement Calendar And Status of Requests Online
4. eZ -instructions *: You can transfer or pledge/ unpledge securities
online anyplace, anytime.
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• Mobile Alerts*: Receive SMS alerts for all debits/ credits as well as for any
request which cannot be processed.
• eZ-Trade@Sbi: Online Trading Facility with SBICap Securities. This
service provides you with a 3-in-1 account which is an integrated platform
of Savings Bank A/c, Demat A/c and Online Trading A/c to give you a
convenient and paper free trading experience.
Once you open your account, you can easily convert your physical holdings to
paperless form by surrendering your share certificate together with a Demat
request form. Thereafter, on selling / purchasing securities, you only need to give
an appropriate instruction to effect settlement
Experience eZ-trade@sbi
Powered by SBICap Securities Limited
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Steps involved in opening a demat account
• First an investor has to approach a Depositary participant and fill up an
account opening form. The account opening form must be supported bycopies of any one of the approved documents to serve as proof of identity
(POI) and proof of address (POA) as specified by SEBI. Besides, production
of PAN card in original at the time of opening of account has been made
mandatory effective from April 01, 2006.
All applicants should carry original documents for verification by an
authorized official of the depository participant, under his signature.
• Further, the investor has to sign an agreement with Depositary participant in
a depository prescribed standard format, which details rights and duties of
investor and Depositary participant. Depositary participant should provide
the investor with a copy of the agreement and schedule of charges for their
future reference. The Depositary participant will open the account in the
system and give an account number, which is also called Beneficiary owner
ID (Beneficiary Owner Identification number).
• The Depositary participant may revise the charges by giving 30 days notice
in advance. SEBI has rationalized the cost structure for dematerialization by
removing account opening charges, transaction charges for credit of
securities, and custody charges vide circular dated January 28, 2005.
• Further, SEBI has vide circular dated November 09, 2005 advised that with
effect from January 09, 2006, no charges shall be levied by a depository on
Depository Participant and consequently, by a Depositary participant on a
Beneficiary Owner (BO) when a BO transfers all the securities lying in his
account to another branch of the same DP or to another DP of the same
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depository or another depository, provided the BO Account/s at transferee
DP and at transferor DP are one and the same, i.e. identical in all respects.
• In case the BO Account at transferor DP is a joint account, the BO Account
at transferee DP should also be a joint account in the same sequence of
ownership.
Rights
• You can open more than one depository account in the same name with
single DP/ multiple DPs.
• No minimum balance is required to be maintained in a depository account.
• You can give a one time standing instruction to your DP to receive all the
credits coming to your depository account automatically.
Procedure
• Fill account opening form (available with your DP).
• Give your DP the duly filled account opening form with introduction
documents as may be required.
• Sign agreement with DP (agreement will state rights & obligations of both
parties). The agreement will contain the fee structure of your DP. Your DP
would give you a copy of this signed agreement for your record.
• DP would give you Client Id no. (account no.) once your depository account
is opened. This Client Id no. along with your DP Id no. forms a unique
combination. Both these nos. should be quoted in all your future
correspondence with DP/NSDL/ Issuing company/their registrar & transfer
(R&T) agent .
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• Your DP would give you pre-printed instruction slips for depository services
viz., dematerialization, delivery instruction for trades, etc..Preserve these
carefully.
• Your DP would give you a list of deadlines for giving instructions for
various depository activities viz., transfer for effecting sale, purchase, etc. If
not, check with the DP.
Required Documents:
The extent of documentation required to open a demat Account may vary
according to your relationship with the institution. If you plan to open a demat
account with a bank, a savings account holder has an edge over the non-account
holder. In fact, banks usually offer additional incentives to customers who open a
demat account with them.
Along with the application form, your photographs (with co-applicants) and proof
of identity/residence/date of birth have to be submitted. The DPs also ask for a
DPclient agreement to be executed on non-judicial stamp paper. Here is a broad
list (you won’t need all of them though):-
• PAN card
• A canceled check,
• Voter’s ID
• Passport
• Ration card
• Driver’s license
• Photo credit card
• Employee ID card
• Bank attestation
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• IT returns
• Electricity/ Landline phone bill
Account Opening Intimation
After the Demat account form is duly filled and submitted, you will receive a
welcome kit containing within 10 working days.
The welcome kit will contain the following:
•
A welcome letter containing details pertaining to your account.• A product manual on “Demat Services”, to help you gets started.
• Delivery Instruction Slips and Client master list A leaflet on product features
detailing the advantages of the online trading platform.
Your Demat Account number will be intimated to you by e-mail/ SMS if the mail-
id/ mobile phone no. is written on the application form and also by courier or by
post.
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CHAPTER – 3
DATA COLLECTION AND ANALYSIS
3.1 DATA COLLECTION
3.2 ANALYSIS & INTERPRETATION
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Statement of the problem:-
The following survey was mainly done with an objective to know the state of mind of the
investors who wanted to invest in the stock market & also to know the attitude and
preference of the prospective investors regarding capital market.
To know which all other brokerage houses are the key player.
What are the features and services that influence the investor to invest their
money?
To know what are the expected charges of the investors to invest their
money in capital market.
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3.1 DATA COLLECTION
The next level of the training included interacting with the customers to collect theInformation f or the project. This was the Data Collection phase.
Two types of survey have been done in this phase
1. Pool account survey: Targeted towards existing stock brokers
2. Demat account survey: Targeted towards youth in Corporate
sectors
• Corporate sector includes professional schools and
young corporate executives.
Survey process
Analysis of survey
Decisions based on Analysis
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3.2 ANALYSIS & INTERPRETATION
Table no.1 Preference for Investment
Financial Instrument Percentage of respondent
Mutual Fund 75%
Bond 16%
Online trading 7%
Derivative 2%
Result of Preference of Investment
Interpretation:
This shows that although the mutual funds market is on the rise yet, the most
favored investment continues to be in the Share Market. So, with a more
transparent system, investment in the Stock Market can definitely be increased.
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Table no.2 Classification of investors on the basis of income:
Attributes Percentage
Rs 1 lakh to Rs 2.5 lakhs
p.a
22
Rs 2.5 lakh to Rs 5 lakhs
p.a
48
Rs 5 lakhs to Rs 8 lakhs
p.a
20
Rs 8 lakhs and above 10
Result of Classification of investors on the basis of income
Interpretation:
Among the sample, 48% are earning between Rs 2.5 lakhs to 5 lakhs, 22% fall
under the slab of Rs 1 lakh to Rs 2.5 lakhs. The rest 30% fall under the slab of Rs 5
lakhs or above. This shows that majority of the investors belong to the ―high
middle class‖ income group with a considerable amount of savings set aside for
investment purposes.
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Table no.3 Awareness of online share trading
Aware of online share trading Percentage of respondent
Yes 72%
No 28%
Result of awareness of online trading
Interpretation:
With the increase in cyber education, the awareness towards online share trading
has increased by leaps and bounds. This awareness is expected to increase further
with the increase in Internet education.
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Table no.4 Percentage of Awareness of SBI
Awareness of SBI CAPSEC Percentage of respondent
Yes 68%
No 32%
Interpretation:
This shows that SBI CAPITAL SECURITIES LTD has a reasonable amount of
Brand awareness in terms of a premier Retail stock broking company. This brand
image should be further leveraged by the company to increase its market share
over its competitors.
Do you know about the facilities provided by SBI CAPITAL SECURITIES
LTD ?
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Table no.5 Facilities Percentage of SBI
Awareness of SBI CAPSEC Percentage of respondent
Yes 36%
No 64%
Interpretation:
Although there is sufficiently high brand equity among the target audience yet, it is
to be noted that the customers are not aware of the facilities provided by the
company meaning thereby, that, the company should concentrate more towards
promotional tools and increase its focus on product awareness rather than brand
awareness.
Which bank is easily available everywhere?
Table no.6 Availability of bank
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Company Name Percentage of respondent
SBI 60%
ICICI 25%
HDFC 15%
Availability of bank
Interpretation:-
60% have respondent of SBI, 25% have respondent of ICICI, 15% have respondent
of HDFC. So we can say that SBI is easily available at anywhere, so this bank is
the better option for any purpose.
Which bank provide you a better email facility?
Table no.7 Percentage of better email facility
Company Name Percentage of respondent
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SBI CAPSEC 34%
HDFC 33%
ICICI 33%
INTERPRETATION:
This mean all 3 banks provide good email facilities.
Which company provides less brokerage rate?
Table No.8 Company is providing less BROKARAGE rate
Company Name Percentage of respondent
SBI CAPSEC 30%
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HDFC 15%
ICICI 15%
INDIAINFOLINE 40%
Graph no. 3.02
INTERPRTETATION:This mean INDIAINFOLINE is the market leader in less brokerage competition.
SBI CAPSEC comes after INDIAINFOLINE and ICICI, HDFC are much higher
than other.
Table no.9 Most appealing feature of the DP of the investor.
Attributes Percentag
e
Quality of service 82
Brokerage services 6
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Demo‘s and other
assistance
6
Periodic holding
statements
6
Others 0
Interpretation:According to the survey, the investors are mainly (82%) influenced by quality of
service provided by the bank / broking agency. Other factors regarding online
services do not seem to have much influence on investors. This shows that only
those financial institutions that can prove their better quality of service can grab the
market share.
Table no.10 How many investor is ready to pay a premium charge to open a
Demat account ?
Attributes Percentage
Yes 16
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No 84
Interpretation:
The study reveals that 84% of the investors are not ready to pay a premium charge
to open a Demat account. Only 16% of the investors are willing to pay a charge to
open Demat account.
COMPETITORS
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HDFC BANK is one of the leading Depository Participant (DP) in the country with
over 8 Lac demat accounts.
HDFC Bank Demat services offer you a secure and convenient way to keep track
of your securities and investments, over a period of time, without the hassle of
handling physical documents that get mutilated or lost in transit.
HDFC BANK is Depository participant both with National
Securities Depositories Limited (NSDL) and Central Depository Services Limited
(CDSL).
ICICI Direct (or ICICIDirect.com) is stock trading company of ICICI Bank. Along
with stock trading and trading in derivatives in BSE and NSE, it also provides
facility to invest in IPOs, Mutual Funds and Bonds.
Trading is available in BSE and NSE
Benefits of trading with SBI CAPSEC
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• Personal Relationship Manager
• Most competitive brokerage & DP charges (Delivery-0.5% and
Intraday-.075%)
• Very easy and safe online trading.
• Trading via branch network, telephone and internet account I.e. both Online &
Offline.
• Real time Online fund Transfer & Exposure updating facility with SBI Bank.
• Integrated Trading and Depository Account.
• Margin trading of 4 times the cash deposited for delivery based trade.
• Margin trading of 4 times the cash deposited for intraday based trade.
• Margin Trading of 2 times the approved category A based shares.
• Quality equity Research department, which studies the market and provides
personalized information.
• Equity Analysis report to support your investment decisions.
Post Registration Services
• Deliver and receive cheque & securities & place orders.
• Obtain market information.
• Get access to IPO via the book building route as well as to all the fixed price
issues.
•
Dematting and rematting of shares.
CHAPTER – 4
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• FINDINGS & CONCLUSION
• RECOMMENDATIONS
Findings and Analysis:-
In our survey of prospective investor’s preferences and their attitude towards share
trading, we found that 40% does not want to invest in the capital market and 60%
of the sample is of indifferent attitude.
Out of this 40% people who don’t want to invest in stock market 22.5% people says
that they don’thave the proper knowledge about capital market & 30% people feel that it
too riskyto invest inthe stock market & 16% people says that they don’t have time to
invest.
And out of 60% who are invested in stock market 20% of this 60% have their
Demat a/c in India bulls while 80% investors are with others.
Other Findings
Most of the investors want that the a/c opening charges should be minimum
and that to Rs. 500.
85% of the investor wants that the brokerage on delivery should be 0.2-0.5
and rest feet that it should be within .5-1.0
75% of the investor wants that the brokerage on Intraday should be .02-.05
rest feet that it should be within .05-.01
70% of the investors feel that the broker should provide Exposure on Cash
72% Most of the investors feel that the broker should provide Exposure on
Security
95% investors expect net banking facility.
80% of investor expect the facility to trade with other Demat A/C
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65% of investor expects Off Line trading.
Conclusions:
From the above survey, comparison charts & differential study: We can conclude
that the majority of prospective investors from the sample i.e.60% want to invest in
the capital market and rest does not want to invest in stock market because either
they don’t have sufficient knowledge about stock market or they don’t have time or
they feel that it is risky to invest in stock market.
SBI CAPSEC by its distinctive feature can efficiently provide 100%
satisfaction to be various categories of investors. SBI CAPSEC is the only
Brokerage house that provides various privileges over Indiabulls. It is the only one
who provides a satisfactory redeem to both category of investors by providing
them –Low brokerage charges, low a/c opening charges, provides cash exposure
facility, in order to provide financial assistance to those investors having lack o
funds to invest in capital market. On the other hand SBI CAPSEC provides 24*7
basis connectivity to its investors through on line & off line facility. And the most
prominent privilege i.e. Relationship Manager; in order to develop confidence to
those investors who are not aware to the security trading.
Apart of that Indiabulls have a diversified business therefore their
concentration level is also spread over their multipurpose business. While SBI
CAPSEC have specialized one, so there concentration level is too high on the share
market only. So we can conclude that investors should rely on the services
provided by SBI CAPSEC in long run.
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Recommendations:
In our survey of prospective investor’s preferences and their attitude towards share
trading, we found that the majority of prospective investors from the sample
i.e.60% want to invest in the capital market and 40% of the samples are of
indifferent attitude. And out of 60% who are invested in stock market 20 % have
their Demat a/c in SBI CAPSEC while 80% investors are with others.
It is suggested to SBI CAPSEC that it should not only target
these 35% investors related to India bulls, rather SBI CAPSEC should target 60%of the sample that indicates to those investors who are of indifferent attitude.
Also SBI CAPSEC should maintain the same efficient network availing the
competitiveness and widening the network in order to get the top most position.
Other Recommendations
1. Strong Need Of Brand Building
2. Promotional Strategies
3. Solid Network Required To Develop The Business Further
4. Make The Branch Self Informative
• Promotional Strategies
Press publicity:
Outdoor publicity:
Press publicity:
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Paper inserts
Advertisements in newspaper (local and national).
Interest cards distribution
Mailers/personal invitations to selective section of the society
Outdoor publicity:
Banners in commercial areas and prime sites.
Air balloons at shopping complex.
Bus stands shelters.
Off site ATM for developing business
Advertisements on Dividers and Railings.
Media:
Local channel advertisement (cable TV scrolls)
Advertisements in news channels and business channels
LIMITATIONS
• The time constraint was one of the major problems.
• The study is limited to the different schemes available
under the Demat account selected.
• The lack of information sources for the analysis part.
• Geographical locations.
• Extreme variability in MARKET.
B I B L O G R A P H Y
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1. www.wikipedia.com
2. www.statebankofindia.com
3. www.banks.seasonalmagazine.com
4. www.sbicapsec.com
5. www.siamindia.com6. www.google.co.in
QUESTIONNAIRE
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Name : ______________________________
Contact No: _____________________________________
1)Are you interested to invest in share market?
Yes No Yes, but not know
2)Do you have knowledge about share market?
Yes No
3)Do you have a demat account?
Yes No
4)In which company do you have demat account?
ICICI HDFC IDBI Other
5)Are you satisfied with your current demat account service provider?
Yes No To some extent
6)Are you not continuing current demat account service due to?
High Brokerage Poor Service Hidden charge AnyOther reason
7)How you come to know about this demat service at sbi cap ?
Magazine News paper Web site Word of mouth
8) How was your prior experience at SBI?
Very good Good Satisfactory Unsatisfactory
9)Are you satisfied with our response?
Yes No
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10)Which thing do you like most in SBI capital ?
Less charges Facility Service Easy access
11) What is your qualification ?
SSC HSC Graduate Post graduate12)What is your per annum income?
1 to 2 lakh
2 to 4 lakh
4 to 6 lakh
More than 6 lakh