final project shubhi

8/3/2019 Final Project Shubhi

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Sales and Distribution strategy of Edelweiss Broking Ltd

-- Special preferences to De-mat Account

At

Submitted in partial fulfilment of the requirements for the award of the

degree of

Master of Business Administration

Submitted to:

Punjab Technical University

Jalandhar

By:

Subhi Shukla

9212400199

Under the guidance of

Name, Qualifications and Designation of the Guide

#70, 2nd Main Road, 3rd Cross, Kanaka Nagar, Nagawara,

BANGALORE 560 032

2009 11


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Date:

CERTIFICATE

This is to certify that the Project titled Sales and Distribution strategy of Edelweiss

Broking Ltd - Special preferences to De-mat Account carried out by Ms. Subhi

Shukla ( REG No. 9212400199) is a bonafide student of International Institute of Business

Studies, Bangalore. This Project Work has been carried out in partial fulfilment for the award

of Degree ofMaster of Business Administration under Punjab Technical University, duringthe year 2009-11.

It is hereby certified that she has completed the project satisfactorily.

Asst. Dean Director

Date:


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GUIDE CERTIFICATE

This is to certify that the Project titled Sales and Distribution strategy of Edelweiss

Broking Ltd - Special preferences to De-mat Account is a bonafide work carried out

by Ms. Subhi Shukla in partial fulfilment for the award of Degree ofMaster of Business

Administration under Punjab Technical University, during the year 2009-11.

This Project Report has been approved as it satisfies the academic requirements in respect of

project work prescribed for the award of MBA Degree.

Signature of the Guide:

Name of the Guide:

Signature of the Student:

Name of the Student: Subhi Shukla


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DECLARATION

I hereby declared that this project titled Sales and Distribution strategy of EdelweissBroking Ltd - Special preferences to De-mat Account, is submitted to the Punjab

Technical University as a partial requirement for the award of Degree ofMaster of Business

Administration, during the year 2009-11.

It is the record of an original & independent study carried out by me, under the able guidance

and supervision of Professor. ____________________ of International Institute of

Business Studies, Bangalore. This project report has not been submitted earlier by me or by

anybody else for the award of any other degree in any University in India or abroad.

Date : Signature of the Student

Place : ( Subhi Shukla)


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( Certificate by the Company of on Companys Letter Head )

Format

Ref. No. : Date :

CERTIFICATE

This is to certify that Mr. / Ms. _______________ of International

Institute of Business Studies, Bangalore, has completed the Project titled

__________________________________________ under the

guidance of Mr. / Ms. _______________ during the year ____ -___.

During the stay in our organization, Mr. / Ms. _______________was

very useful to our organization, with his / her Managerial knowledge &

has successfully completed the dissertation. We wish him / her the best

of luck in all future endeavors.

For __________________Ltd,

( Name & Designation of the Signatory )


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ACKNOWLEDGEMENT

I would like to express my sincere thanks to the Director & Management of International

Institute of Business Studies, Bangalore, for their valuable guidance & support. I am

extremely thankful & grateful to Prof.__________ for his constant guidance &

encouragement throughout the study.

I would like to express my sincere thanks & gratitude to Mr. _______ of ( Company Name

& Place ), for his / her support & guidance during my stay in their organization.

I would also like to express my devoted thanks to my beloved parents & my friends for their

relentless support & assistance to make this project a reality. Last but not the least; I would

like to thank all my respondents for their co-operation & participation in data collection,

which has enabled me to complete the project successfully.

Date : Signature of the Student

Place : ( Subhi Shukla)

.

P REFACE


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The successful completion of this project was a unique experience for me because by visiting

many place and interacting various person, I achieved a better knowledge about sales. The

experience which I gained by doing this project was essential at this turning point of my

career this project is being submitted which content detailed analysis of the research

undertaken by me.

The research provides an opportunity to the student to devote his/her skills knowledge and

Competencies required during the technical session.

The research is on the topic Edelweiss Broking Demat Account


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EXECUTIVE SUMMARY

Edelweiss Capital Limited is a Mumbai based company which started its operation in

the year 1995. The mission statement of the company is Ideas create, values protect.

It provides services like investment banking, institutional equities, private client

broking, asset management, wealth management, investment advisory services,

treasury, Insurance broking, wholesale financing, and mutual funds. The major

clients are corporations, institutional investors, and high net-worth individuals. This

Project is a comprehensive study ofSales and Distribution strategy of Edelweiss

Broking Ltd - Special preferences to De-mat Account. It talks about studying the

method of identifying customers investment needs and suggesting them suitable

financial products, thus the sales of various financial products of the company and

analyze the various distribution strategies exploited by the firm. The project also

deals with customer relationship management; it gives a picture about how to build

a good relationship with the clients who bring business for the company (existing,

prospective and dormant clients). This project will explore the various distribution

channels used by Edelweiss to sell its products. The project will focus on the

strength areas of the company while at the same time tries to identify the weak areas

so that it can be overcome. The strategy followed by Edelweiss in relation with Sales

and Distribution is unique and acts as a (USP) unique selling proposition in favor

of the company. The strength of Edelweiss is its market image and well equipped

research team, which it uses as a potential selling tool.

As an intern, I have carried out research to track acceptability for different

distribution channels. I went for the field work, talked to customers and tracked their

investment pattern to help them suggest the kind of financial product they should

use according to their risk appetite.Adding to this, I have been communicating with

different types of customers through various media, including client visits, who fall

under the sample space for this project. My job here is to advice them to take the

suitable products offered by the company, depending on certain criteria, in order to


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make investing easier for them. I have also worked as a part of sales force of the

company and sold De-mat account. Some of the data has been collected from the

customers regarding their views about Edelweiss. Having said that, a comparative

study has carried out to see where Edelweiss stands in the race for offering Products

and services. I have been talking to existing clients of the company over the phone,

asking for an appointment following which there will be client visit.

In the visit the main focus would be to convince the clients to do more business

with the company and telling them about the benefits provided by the company. So

tracking the transformation is really interesting and worth appreciating. I have

concentrated on existing and dormant clients trying to know their opinion about their

association with Edelweiss. Interaction with the clients helped to know the image of

the company in the minds of the customers and it helped me to come up with

suggestions to further improve the services of the company. I hope my findings are

useful for the company.


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TABLE OF CONTENTS FORPROJECT REPORT

Introduction 9

SWOT Analysis 14

Discussion on Training 16

Demat Account of Edelweiss 20

Need for the study 30

Competitors 31

Objective 36

Research Methodology 37

Data Analysis and Interpretation 40

Observation and Finding 50

Limitation 51

Suggestion 51

Summary and Conclusion 52

Bibliography 53

ANNEXURE (containsquestionnaire) 54


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1. (a) INTRODUCTION TO THE TOPIC

STOCK EXCHANGES

Stock exchanges constitute the primary institution of the secondary market .The stock

exchange is a key institution facilitating the issue and sale of various types of securities. It

is a pivot around which every activity of the capital market revolves. In the

absence of the stock exchange, the people with savings would hardly invest in

corpora te s e c u r i t ie s f o r w h i c h t h e r e w o u l d b e n o l i q u i d it y ( b u y i n g a n d

s e l l i n g f a c i l i t y) . Co r po r a t e investments from the general public would have been

thus lower.

Stock Exchange i a common pla tform where buyers and sellers come togethe r to

transact in stocks and shares. It may be a physical entity where brokers trade on

a physical trading floor via an "open outcry" system or a virtual environment. Stock

exchanges thus represent the market place for buying and selling of securities

a nd e n su ri n g l iq ui di t y t o t he m i n t h e i nt e re s t o f t he i nv es t or s. T he

s t oc k e x c ha n ge s a r e v i r tu a l ly t h e n e r ve C e n tr e o f t h e c a p it a l m a r ke t

an d re fl ec t th e he al th of t he co un tr y's economy as a whole. Stock Exchange

means anybody of individuals, whether incorporated or no ,constituted for the

purpose of assisting, regulating or controlling the business of buying, selling or

dealing in securities.

Evolution of stock markets

Indian Stock Markets are one of the oldest in Asia. Its history dates back to nearly 200years

ago. The earliest records of security dealings in India are meagre and obscure. The East India

Company was the dominant institution in those days and business in its loan securities used

to be transacted towards the close of the eighteenth century. By 1830' s business on

corporate stocks and shares in Bank and Cotton presses took place in Bombay.

Though the trading list was broader in 1839, there were only half a dozen brokers

recognized by banks and merchants during 1840 and 1850.The 1850's witnessed a rapid

development of commercia l enterpris e and brokerage business attracted many men

into the field and by 1860 the number of brokers increased into60.In 1860-61 the American


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Civil War broke out and cotton supply from United States of Europe was stopped; thus, the

'Share Mania' in India begun. The number of brokers increased to about 200 to 250 .

However, at the end of the Amer ican Civil War , in 186 5, a disastrous slump began

(for example, Bank of Bombay Share which had touched 2850 could only besold at Rs.

87).At the end of the American Civil War, the brokers who thrived out of Civil

War in1874 found a place in a street (now appropriately called as Dalal Street)

where they would conveniently assemble and transact business. In 1887, they formally

established in Bombay, the "Nat ive Share and Stock Brokers' Association" (whic h is

al ternat ively known as. The Stock Exchange "). In 1895, the Stock Exchange acquired

a premise in the same street and it was inaugurated in 1899.

BSE (Bombay Stock Exchange)

Bombay Stock Exchange Limited is the oldest stock exchange in Asia with a rich

h er i t ag e . Po p u la r l y kn o wn a s " BSE" , i t w as es t ab l i s h ed a s

" Th eN at iv eS ha re &s to ck B r o k e r s A s s o c i a t i o n " i n 1 8 7 5 . I t i s t h e f i r

s t s t o c k e x c h a n g e i n t h e c o u n t r y t o o b t a i n permanent recognition in 1956

from the Government of India under the Securities Contracts(Regulation) Act, 1956.The

Exchange's pivotal and pre-eminent role in the development of the Indian capital

market is widely recognized and its index, SENSEX (an index of stocks of 30 companies

is t r a c k e d w o r l d w i d e . E a r l i e r a n A s s o c i a t i o n o f P e r s o n s ( A O P ) , t

h e Exchange is now a demutualised and corporatized entity incorporated under the

provisions the Com pan ies Act , 19 56, pur sua nt t o th e BS E (C orp ora t iz at i on

and Demutualization)Scheme, 2005 notified by the Securities and Exchange

Board of India (SEBI).

The Stock Exchange, Mumbai (BSE)

The BSE is the oldest stock exchange in India, with the largest number of quoted

securities. Today it has over 6,000 stocks traded, with a total market capitalisation of around

10,000 billion. The average daily turnover on the BSE varies between 25 billion and

40billion.The number of trades executed on the Exchange increased from 80,000 in 1997-

1998to 295,000 in 1999-2000. The Exchange is p rofession ally managed under the

overall direction of the Board of Directors .The Board comprises eminent

professionals, represen tat ives of Trading Members and the Managing Director of the


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Exchange. The Board is inclusive and is designed to benefit from the participation of market

intermediaries.

National Stock Exchange (NSE)

W i t h t h e l i b e r a l i z a t i o n o f t h e I n d i a n e c o n o m y , i t w a s f o u n d i n e v i t a b l e

to li ft th e Indian stock market trading system on par with the international

standards. On the basis of the recommendations of high-powered Pherwani

Committee, the National Stock Exchange was incorporated in 1992 by Industrial

Development Bank of India, Industrial Credit and Investment corporation of

India, Ind ust r ia l Fin anc e Cor por at i on of India , al l Insu ran ce Corporations,

selected commercial banks and others. The Nat ion al S tock Exchange of India (NSE i s

o n e o f t h e l a r g e s t a n d m o s t a d v a n c e d s t o c k m a r k e t s i n I n d i a . I t s

i n d e x i s NIFTY wh ich c ompr ise s s toc ks of 50 companies. The NSE is the

world's third largest stock exchange in terms of transactions. It islocated in Mumbai, the

financial capital of India. The NSE VSAT terminals, 2799 in total(31stDecember

2005), cover 320 cities in India.The NSE was set up in 1992 by leading financial institutions

(IDBI, LIC, UTI, ICICI,SBI and others) and was the first one to offer screen based trading all

over India. Trading at NSE takes place through a fully automated screen-based trading

mechanism

Financial Market of India

The Financial market has been classified:

Cash Market: The spot market or cash market is apublicfinancial market, in

which financial instruments or commodities are traded forimmediate delivery. It contrasts

with a futures market in which delivery is due at a later date. A spot market can be:

Derivative Market: The derivatives market is the financial market forderivatives,financial

instruments like futures contracts or options, which are derived from other forms ofassets.

The market can be divided into two, that forexchange-traded derivatives and that forover-

the-counter derivatives. The legal nature of these products is very different as well as the way

they are traded, though many market participants are active in both
http://en.wikipedia.org/wiki/Public_markethttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Financial_instrumentshttp://en.wikipedia.org/wiki/Spot_datehttp://en.wikipedia.org/wiki/Futures_markethttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Derivative_(finance)http://en.wikipedia.org/wiki/Financial_instrumenthttp://en.wikipedia.org/wiki/Financial_instrumenthttp://en.wikipedia.org/wiki/Underlying_assethttp://en.wikipedia.org/wiki/Derivative_(finance)#Exchange-traded_derivativeshttp://en.wikipedia.org/wiki/Derivative_(finance)#Over-the-counter_derivativeshttp://en.wikipedia.org/wiki/Derivative_(finance)#Over-the-counter_derivativeshttp://en.wikipedia.org/wiki/Public_markethttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Financial_instrumentshttp://en.wikipedia.org/wiki/Spot_datehttp://en.wikipedia.org/wiki/Futures_markethttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Derivative_(finance)http://en.wikipedia.org/wiki/Financial_instrumenthttp://en.wikipedia.org/wiki/Financial_instrumenthttp://en.wikipedia.org/wiki/Underlying_assethttp://en.wikipedia.org/wiki/Derivative_(finance)#Exchange-traded_derivativeshttp://en.wikipedia.org/wiki/Derivative_(finance)#Over-the-counter_derivativeshttp://en.wikipedia.org/wiki/Derivative_(finance)#Over-the-counter_derivatives


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Debt Market: The bond market (also known as the credit, orfixed income market) is

a financial market where participants buy and sell debtsecurities, usually in the form

ofbonds

Commodities market: Commodity markets are markets where raw or primary products are

exchanged. These raw commodities are traded on regulated commodities exchanges, in which

they are bought and sold in standardized contracts.

This article focuses on the history and current debates regarding global commodity markets.

It covers physical product (food, metals, electricity) markets but not the ways that services,

including those of governments, nor investment, nor debt, can be seen as a commodity.

Articles on reinsurance markets,stock markets, bond markets and currency markets coverthose concerns separately and in more depth. One focus of this article is the relationship

between simplecommodity money and the more complex instruments offered in the

commodity markets.

Stock Broking

A stock broker orstockbroker is a regulated professionalbrokerwho buys and

sells shares and othersecurities through market makers or Agency Only Firms on behalf

ofinvestors. A broker may be employed by abrokerage firm.

Stock broking companies in india

Apollo

1) Sindhoori Capital Investment

2) ICICIdirect

3) Sharekhan

4) Indiabulls

5) India Infoline

6) Geojit Securities
http://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Debthttp://en.wikipedia.org/wiki/Security_(finance)http://en.wikipedia.org/wiki/Bond_(finance)http://en.wikipedia.org/wiki/Commodities_exchangehttp://en.wikipedia.org/wiki/Commodityhttp://en.wikipedia.org/wiki/Reinsurance_markethttp://en.wikipedia.org/wiki/Stock_markethttp://en.wikipedia.org/wiki/Bond_markethttp://en.wikipedia.org/wiki/Currency_markethttp://en.wikipedia.org/wiki/Commodity_moneyhttp://en.wikipedia.org/wiki/Brokerhttp://en.wikipedia.org/wiki/Share_(finance)http://en.wikipedia.org/wiki/Security_(finance)http://en.wikipedia.org/wiki/Market_makerhttp://en.wikipedia.org/wiki/Investorhttp://en.wikipedia.org/wiki/Brokerage_firmhttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Debthttp://en.wikipedia.org/wiki/Security_(finance)http://en.wikipedia.org/wiki/Bond_(finance)http://en.wikipedia.org/wiki/Commodities_exchangehttp://en.wikipedia.org/wiki/Commodityhttp://en.wikipedia.org/wiki/Reinsurance_markethttp://en.wikipedia.org/wiki/Stock_markethttp://en.wikipedia.org/wiki/Bond_markethttp://en.wikipedia.org/wiki/Currency_markethttp://en.wikipedia.org/wiki/Commodity_moneyhttp://en.wikipedia.org/wiki/Brokerhttp://en.wikipedia.org/wiki/Share_(finance)http://en.wikipedia.org/wiki/Security_(finance)http://en.wikipedia.org/wiki/Market_makerhttp://en.wikipedia.org/wiki/Investorhttp://en.wikipedia.org/wiki/Brokerage_firm


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7) HDFC

8) Reliance Money

9) Religare

10)Geojit

11) Angel Broking

Comparison with Competitor

Column1Edelweiss

Sharekhan

Religare

India

Infoli

ne

MotilalOswal

ICICIdirect

Indiabulls

BrokerageCompetitive

Competitive

nomnal High nomnal High nomnal

Services premium GoodAverage

Average Good

verygood Average

OnlineTrading

yes withexcellen

tsoftware

yes with

mostprefered yes yes yes

yes butno

streaming

Real

timeQuotas

ResearchExcellent Good

Average

Average Average

verygood Average

Brandiomage

NotGood

verygood

Average

Average Good

Excellent

Satisfactory

AMC

Free forthe firstyear Rs. 400

Rs.325

Rs.450 Rs. 325 RS.500 RS.500

De-mataccount

charges

Freeaccount

opening Rs. 725

Rs.

300

RS.50

0 Rs. 425 RS.500 RS.500

Exposure3-4times 5 times

5times

3-4times 6-7 times

3-5times

6-7times

My Project Work


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The project is about selling and distribution strategies of a financial service

providing company (Edelweiss Securities Ltd.) and its main focus of Demat account.

The project stresses on clients and strateg adopted by the company to handle

them.CRM is a part of the project. In todays context building relationships with

customers is a part of the strategy of the company because customer retention is vita l

for an organization. The customer relationship is aimed at creating strong long

lasting, fruitful relationships by developing long-term bonds. As a result the

customer starts identifying and associating him with the product, prefers and accepts

the companys products and services over competitors offerings and recommend others

to buy. Moreover it costs less to retain customers than to compete for new customers.

My job profile is interacting with the clients and the clients who are in a dormantstage and convincing them to start business with the company and maintain their

associat ion with the company. This involves calling the clients and client visits. This

will help me get an insight into the various aspects of customer relationship. The

project basically stresses on studying the method of identifying customers investment

needs and suggesting them suitable financial products, thus the sales of various

financial products of the company and analyze the various distribution strategies

exploited by the firm.

Sales are important from every companys point of view. Another most important thing is

the Distribution of its products in an effective way so that they reach the customers. Sales

refer to volumes, sales figure is a reflection of the companys acceptability in the market; a

good sales figure reflects high acceptability for the company through its products in the

market and vice-versa. A company builds up a distribution strategy with an endeavor to

reach out to maximum consumer pool in a minimum time frame and incurring least costs. A

good distribution ensures easy availability of a product in the market and helps thecompany penetrate further into it. This helps the company identify potential segments and

cater to its requirements. Selecting a sales and distribution approach is a key element of a

successful business model. The sales approach, or more broadly the overall process of

selling and delivering products to customers, at once encompasses both a companys

connection to its customers and a significant portion of its total costs.

Traditionally, companies selected from a defined, limited set of options (i.e. direct sales,

manufacturers representatives, distributors, dealers) and most firms in an industry madesimilar choices. Recently, the number of options has expanded greatly and the breadth of


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choices by competitors has proliferated in parallel, creating potential instability in

competitive positions for current leaders and areas of opportunity for others. To make

matters more uncertain, some of the traditional options no longer offer the same balance of

services and costs and now cease to achieve the desired results. Therefore, many companies

are forced to rethink their approaches to sales and distribution.

Thus the project covers various areas and hope it is useful for the company.

(b) OBJECTIVES

To identify the distribution channels in the financial firm this project will

explore the various distribution channels of the company like brokers andsub- brokers

To study the distribution strategy of the company- Stress will be given on the

distribution strategy employed by the firm.

To understand the customer needs and accordingly sell them suitable

products for selling its important to understand the customer perception.

This project will help company to know the customer base in a better way so

that suitable selling strategy can be adopted.

To study how sales and distribution channel choices do fit into the overall

business model- the project will find the effectiveness of channels in the

company

How are the underlying characteristics of sales and distribution channels

changing in the new segment

The project will find out whether with Edelweiss coming in a new segment

the distribution channels are changing or not and how their sales strategy has

been affected creating competitive advantage with sales and distribution

strategy

The aim of the project is to explore how competitive advantage can be

gained by adopting the right strategies


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To identify the growth areas of the company- the project will also focus on

as to how can the company improve its sales further and what are the

segments where there is a growth potential

To study the importance of CRM- the project deals with the relationship

management with clients and its various aspects

(c) SCOPE

There is a wide scope of this project for the company as well as industry. As

the study is about the sales and distribution strategies that are the major

factors that decide companys success, so knowing a good deal about it is of

much importance. The company can trace the loopholes and take corrective

measures which will help it improve further. The project has covered various

marketing concepts and the models that fit into the business model. The

scope is just not limited to the company; it gives an idea of the industry.

(d) LIMITATIONS

Some aspects might not be covered due to time constraint.

The information by the people and customers regarding their investment may

be partially correct because they do not wish to disclose their asset

information.

Reliance on the secondary data means that some of the information may be

subject to verification.

Incorrect data given by the respondents might not justify the purpose.

Many customers dont wish to listen to us because of their busy schedule.

In a rapidly changing industry, analysis on one day or in one segment can

change very quickly.

The study is limited to some part of Bangalore.


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REVIEW OF LITRACTURE

According to SEBI, Professional Rating of market intermedia ries, as a concept,

i s a mat te r o f d eb a te a n d d i s cu s s io n s . Th e n ee d fo r r a t in g i s f e l t n o t o n ly

from the po in t o f v iew of g reater d isclosure requirement for inves to rs

interests, considering the important role such intermediaries play, being an

interface between investors and exchanges but also from the point of view of

measuring the adequacy of systems and controls to meet internal as well as

external compliance requirements. So that need for Intermediaries Rating services

(Brokers),I n v i e w o f t h e d e v e l o p m e n t s t h a t a r e t a k i n g p l a c e i n t h e

c a p i t a l m a r k e t s , t h e n e e d t o constantly upgrade and improve systems and

procedures in operation as well as skill sets has gained considerable importance.

Besides compliance with regulatory requirements both in letter and spirit has

assumed significance so as to mitigate risk and ensure adequate protection of investors

interest. And Rating objectives / benefits are rated entity would be in a position to brand it s

image and capitalize the same for generating more business. In a nutshell, the

product may accrue s ignificant benefits to all s takeholders including the

investors, stock brokers themselves, the regulator and others who will benefit from the

transparency and the consequential focus on efficiency. According to SEBI and

Intermediaries Regulation and Supervision Department, different factors are

consider for rating process Organization structure, Policy on Investors interest,

Risk Management Policy and System, Organization process and procedures,

Management policy on compliance, Financials, History/Background, Firms positioning.

According to Michal Parness, Founder & CEO Investors dont Make Money in the Stock

Market. One reason the institutions make so much money is tha t they are trading. They

make money every time you buy or sell. They make money whether you win or

lose. That means that when youre investing, youre basically just sitting there.

Youre not going anywhere . Youre not making money as an investor. Trading the

Trend: The Only Way to Make Money in the Market


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If you dont know this already, Trend Trading means trading trends based on

humanemotions. Not lagging indicators. Not complex statistical analysis and not

Ph.D. levelmathematical equations. With trend trading, you look for market

movement. That could mean stocks that are going to move up or down during the

course of a day (intraday). Youll play the gaps up and down, often several days

a week. The Trend trading means being aware and taking advantage

of trends like the run-ups that happen around earning sessions. These

are trends that have worked time and time again in the market. They

consistently yield results.

The Indian broking industry is one of the oldest trading industries that have been

around even before the establishment of BSE in 1875

Inception- The roots of a stock market in India began in the1860s during the

American Civil War that led to a sudden surge in the demand for cotton from

India resulting in setting up of a number of joint stock companies that issued

securities to raise finance.

Bubble burst- The early stock market saw a boom till 1865, and then in July

1865, what was then used to be called the share mania ended with burst of the

stock market bubble. In the aftermath of the crash, banks, on whose building

steps share brokers used to gather to seek stock tips and share news, disallowed

them to gather there, thus forcing them to find a place of their own, which later

turned into the Dalal Street. A group of about 300 brokers formed the stock

exchange in Jul 1875, which led to the formation of a trust in 1887 known as the

Native Share and Stock Brokers Association Beginning of a new phase- A new

phase in the Indian stock markets began in the 1970s, with the introduction of

Foreign Exchange Regulation Act (FERA) that led to divestment of foreign

equity by the multinational companies, which created a surge in retail investing.

Growth supporting factors-The early 1980s witnessed another surge in stock

markets when major companies such as Reliance accessed equity markets for

resource mobilization that evinced huge interest from retail investors. A new set of

economic and financial sector reforms that began in the early 1990s gave further

impetus to the growth of the stock markets in India.Setting up of SEBI- the


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Securities and Exchange Board of India (SEBI), which was set up in 1988 as an

administrative arrangement, was given statutory powers with the enactment of the

SEBI Act, 199. The broad objectives of the SEBI include- to protect the interests of

the investors in securities to promote the development of securities markets and to

regulate the securities markets.

Incorporation of NSE- NSE was incorporated in Nov 1992 as a tax paying

company, the first of such stock exchanges in India, since stock exchanges earlier

were trusts, being run on no-profit basis. NSE was recognized as a stock exchange

under the Securities Contracts (Regulations) Act 1956 in Apr 1993. It commenced

operations in wholesale debt segment in Jun 1994 and capital market segment

(equities) in Nov 1994. The setting up of the National Stock Exchange brought to

Indian capital markets several innovations and modern practices and procedures such

as nationwide trading network, electronic trading greater transparency in price

discovery and process driven operations that had significant bearing on further

growth of the company. To speed the securities

COMPANY PROFILE

EDELWEISSGROUP started its journey in Mumbai in the year 1995, by two IIM

graduates, Mr. Rashesh Shah and Mr. Venkat Ramaswami.

Our Reputation and Image is more important than any financial reward. Reputation is hard to

build and even harder to rebuild. Reputation will be impacted by our ability to think for our

clients, maintain confidentiality and by our adherence to our value system.

Mr. Rashesh Shah

Mr. Venkat Ramaswami

The Logo: Edelweiss, a rare flower found in Switzerland. A graphic flower that

represents ideas! Around it, the protective arms of the letter E:

Ideas create, values protect

is the slo an and de ict the mission statement of Edelweiss rou .


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Edelweiss believes ideas create wealth, but values protect it.

It is the practice of this core thought that has led to Edelweiss becoming one of the

leading financial services company in India.

Its current businesses include:

Investment Banking,

Securities Broking, and

Investment Management.

Edelweiss also provides a wide range of services to:

Corporations,

Institutional Investors and

High Net-Worth Individuals.

Headquarter based in Mumbai, India.

KEYPEOPLE: Chairman & Founder: Mr. Rashesh Shah (IIM Graduate 1995 batch) and

Venkat Ramaswami.

Designated director: Naresh Kothari.

Directors: Rashesh Shah, Venkat Ramaswami and Hiralal Chopra.

Type of industry: Investment banking, brokerage and asset management firm.

Total market capitalization: About Rs. 13,000 cr.

Total number of employees: 645

Edelweiss was previously into niche marketing only, dealing with the High Net Worth

Individuals (HNWI) clients only. Looking at the current market scenario, company is

targeting the Retail Segment with its new Online Trading Portal.

The company sights the need for entering into the retail segment by seeing the saturation of

the niche market and the exploration of the areas which was left untouched by the

organization. The idea behind this is to Reposition the company from niche marketer to mass

marketer. The brand repositioning of the company is done in order to withstand the current

market scenario (Global Economic Crisis).


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The product or the service that the company has come up with is the Prepaid Broking

Plan for both the retail as well as HNI customers. Basically every broking firm offers

dematerialization and the trading account with some charges associated to it and the main

source of income is the brokerage that is collected on every transaction made by the

customer, which is a continues source of income.

The prepaid account is like mobile cash card which has to be recharge first and then can be

used for a year. The client has to pay the brokerage in advance which will be deducted on

every transaction. The client can recharge the account as the balance gets over before the

validity expires.

(b) PRODUCTS ANDSERVICES

Investment Banking

Institutional investment

Asset management

Wealth management

Private client brokerage

Insurance brokerage

Wholesale financing

Investment Banking:

An Investment Bankis a financial institution that deals with raising capital, trading in

securities and managing corporate mergers and acquisitions. Investment banks profit from

companies and governments by raising money through issuing and selling securities in the

capital markets (both equity, bond) and insuring bonds (selling credit default swaps), as well

as providing advice on transactions such as mergers and acquisitions.

At Edelweiss Securities Ltd, Investment Banking business is dedicated to providing

corporations, entrepreneurs and investors, the highestquality independent financial advice and

transaction execution.

Institutional Investment:


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Institutional investors are organizations which pool large sums of money and invest those

sums in companies. They include banks, insurance companies, retirement or pension funds,

hedge funds and mutual funds. Their role in the economy is to act as highly specialized

investors on behalf of others.

Asset Management or Investment management:

Investment managementis the professional management of various securities (shares, bonds

etc.) and assets (e.g., real estate), to meet specified investment goals for the benefit of the

investors. Investors may be institutions (insurance companies, pension funds, corporations

etc.) or private investors (both directly via investment contracts and more commonly via

collective investment schemes e.g. mutual funds or Exchange Traded Funds)

(c) SWOT ANALYSIS

Strength:-

Co-operative and Experienced Branch Managers

Good Database

Reliance Brand

Low pricing

Weakness:-

Inexperienced Staff

Low awareness due to lack of advertisement.

Lack of loyal client age

Developing product.

Opportunity:-

Untapped Market

Increased spending power

Changing Mindset of Customers

Unpredictable Sensex

Threat:-


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Reach

Stiff competition from existing players in the market

Better products

(d) WHATDOES EDELWEISSBROKING LTD. OFFERS

1. Personalized Service

Company believes in providing personalized service and individual attention to each client to

ensure that we understand their goals and help them achieve it.

2. Professional Advice

Company offers expert advice on equity and debt portfolios with an objective to provide

consistent long-term return while taking calculated market risks. Companies approach helps

clients build a proper mix of products, and not concentrate on just one individual product.

Hence, serving long-term objectives in the best way.

3. Long-term Relationship

Company believes that long-term vision is the only means to steady wealth creation.

However to achieve this one also needs to take advantage of short-term market opportunities

while not losing sight of long-term objectives. Hence it partners all its clients in realizing

their long-term vision.

4. Access to Research Reports

Company provides the clients with access to the expert opinion of economists and analysts.

5. Transparency and Confidentiality

Companys clients receive regular portfolio statements from relationship managers via email.

Growth Strategy


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The

Companys growth areas are basically across three categories- Products, asset classes

and client segments. It basically focuses on HNWI clients, and now it has come into

the retail segment which is its source of growth. From the asset side it gets fixed

income and is also into real estate. The popular products are wholesale financing,

financial product distribution etc.

(e) DISCUSSION ON TRAINING

Students work profile (role and responsibilities)

I worked there with EDELWEISS BROKING LTD. with a profile of sales trainee. This

profile offers me to understand the need of customer and provide them the best deal possible

with maximization of the profit, both for the company as well as for the customer.

The most important aspect for the role of trainee is trust. So far fulfilment of the targets one

needs to:

Capitalize on the old and loyal clientele which can be building slowly by advising

people in the best possible way.

Generating new leads through various activities.


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Generation of leads

Since I was new in the field so I had to start from scratch and generate new leads to sustain in

the market.

Cold calling is one of the trusted ways of getting to the customers without meeting them.

Although the rate of conversion remained very less, for cold calling the quality and accent

remains a very important criterion. This activity gives me mixed result. I often got success

and generated many leads through it but it also landed me in awkward position where the

customer were in different mood and made us hear words for which a marketer should be

always prepared to hear. Corporate calls always remained more difficult to crack with respect

to retail sector.

The corporate were the most difficult and most temping to get the business from. It took me

one day to crack Hi-tech Gears.

At EDELWEISS BROKING LTD. after getting the product knowledge in the first week at

the branch I was also allotted distributor to work with. In the initial phase I was accompanied

by more experienced staff. After I became known to the market and procedure I started

attending calls alone only.

After the third week my performance also improved and I was able to get close to the targets,

though it looked difficult to achieve in the beginning. To get awareness of the every product I

attended diversified calls. This helped me to implement cross selling to get better results.

(f) LIMITATIONS:

1. Cold Calling

Voice and accent plays a major role.

The right time to call a customer cannot be decided, as the customer may in a

different mood at the time of calling.

Time consuming

Less success rate

2. Corporate


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Time consuming

Contacts with higher authorities play a major role

(g) Description of live experience

I was supposed to use the database provided by the company to make cold calls or by directly

meeting people to get new leads. While making cold calls, we need to have:

Good Communication Skills (Voice quality is clear and articulate)

Persistent and able to bounce back from rejection

Good organizational skills.

Ability to project a telephone personality (Enthusiasm, friendliness)

Flexibility: can adapt to different types of clients and new situations.

Using a good data base is very essential.

"Eighty percent of our business comes from 20 percent of our customers" is a frequent

statement at any sales convention. There's hardly a sales executive who is not aware

ofthe80/20 rule.

While talking to customers, I analyze their needs. Whether they want to go for investment

purpose or insurance or both. Suggest t h e m the plan that best suits them. If they agree to

it then either we send across the agents to close the deal or close it themselves.


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Problems faced while selling products:

Customer dissatisfied with the services.

People fear that Edelweiss Broking Being a Private company and a new entrant may

be able to sustain or not.

Past experience, word of mouth.

Misguidance by agents.

People do not want insurance products.

Lack of knowledge and less awareness about demat account.

People risk appetites very low, so they are afraid of mutual fund as well.

EDELWEISS DEMAT ACCOUNTS

Overview of Demat Account

Demat account allows you to buy, sell and transact shares without the endless paperwork anddelays. It is also safe, secure and convenient.


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In India, a demat account, the abbreviation fordematerialized account, is a type of banking

account which dematerializes paper-based physical stock shares. The dematerialized 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), and the deadline for submission of PAN details to the depository lapsed on

January 2007.

Is a demat account a must?

Now a day, practically all trades have to be settled in dematerialized form. Although the

market regulator, the Securities and Exchange Board of India (SEBI), has allowed trades of

up to 500 shares to be settled in physical form, nobody wants physical shares any more. So a

demat account is a must for trading and investing.

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.

Steps involved in opening a demat account

First an investor has to approach a DP and fill up an account opening form. The account

opening form must be supported by copies 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

effectivefromApril01, 2006. All applicants should carry original documents for verification

by an authorized official of the depository participant, under his signature.


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Further, the investor has to sign an agreement with DP in a depository prescribed standard

format, which details rights and duties of investor and DP. DP should provide the investor

with a copy of the agreement and schedule of charges for their future reference. The DP will

open the account in the system and give an account number, which is also called BO ID

(Beneficiary Owner Identification number).

The DP 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 DP and consequently, by a

DP 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 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

1. You can open more than one depository account in the same name with single DP/

multiple DPs.

2. No minimum balance is required to be maintained in a depository account.

3. You can give a onetime standing instruction to your DP to receive all the credits

coming to your depository account automatically.

Procedure

1. Fill account opening form (available with your DP).

2. Give your DP the duly filled account opening form with introduction documents as

may be required.

3. 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.


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4. 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.

5. Your DP would give you pre-printed instruction slips for depository services viz.,

Dematerialization, delivery instruction for trades, etc..Preserve these carefully.

6. 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 DP-client agreement to be executed on

non-judicial stamp paper. Here is a broad list (you wont need all of them though):

1. PAN card

2. A cancelled check,

3. Voters ID

4. Passport

5. Ration card

6. Drivers license

7. Photo credit card

8. Employee ID card

9. Bank attestation

10. IT returns

11. Electricity/ Landline phone bill


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While they only ask for photocopies of the documents, they will need the originals for

verification. You will have to submit a passport size photograph on which you sign across.

Procedure

1. Fill account opening form (available with your DP).

2. Give your DP the duly filled account opening form with introduction documents as

may be required.

3. 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.

4. 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.

5. Your DP would give you pre-printed instruction slips for depository services viz.,

Dematerialization, delivery instruction for trades, etc..Preserve these carefully.

6. 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.

Edelweiss Demat Account Services

Edelweiss Broking -- Transacting and investing simplified. Get ready to change the way you

transact and invest in financial products and services. Whether you wish to transact in equity,

equity & derivatives, IPOs offshore investments or prefer to invest in mutual funds, life

&general insurance products or avail money transfer and money changing services, you can

do it all through Edelweiss. Simply open a Edelweiss account and enjoy the convenience of

handling all your key financial transactions through this one window.

Benefits of having Edelweiss account.

Its cost effective


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You pay comparatively lower transaction fees. As an Introductory offer, we invite you to pay

a flat fee of just Rs. 750/- and transact through Edelweiss.

Its offers single

Through Edelweiss associates, you can transact in equity, equity and derivatives, offshore

investments mutual funds, IPOs life insurance, general insurance, money transfer, money

changing and credit cards, amongst others.

Its convenient

You can access Edelweiss services through The internet Transaction kiosks The phone (call

& transact) Our all India network of associates on an assisted trade.

It provide you value- added services at www.edelweiss.in you get

Reliable research, including views of external experts with an enviable track record

Live news updates from Reuters and Dow Jones CEOs / expert views on the economy and

financial markets Tools that help you plan your investments, tax, retirement, etc. in the

personal finance section

Risk Analyzer for analysis of your risk profile

Asset allocators to build an appropriate investment portfolio

Innovative use of technology for facilitating

The benefits:-

Benefits of Demat Account

1. A safe and convenient way to hold securities;

2. Immediate transfer of securities;

3. No stamp duty on transfer of securities;

4. Elimination of risks associated with physical certificates such as bad delivery,

fake securities, delays, thefts etc.;

5. Reduction in paperwork involved in transfer of securities;

6. Reduction in transaction cost;

7. No odd lot problem, even one share can be sold;

8. Nomination facility;
http://www.edelweiss.in/http://www.edelweiss.in/


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9. Change in address recorded with DP gets registered with all companies in which

investor holds securities electronically eliminating the need to correspond with

each of them separately;

10.Transmission of securities is done by DP eliminating Correspondence with

companies; Automatic credit into demat account of shares, arising out of bonus /

split /consolidation / merger etc.

11. Holding investments in equity and debt instruments in a single account.

Benefit for Investors

1. Demat account has become a necessity for all categories of investors for the

following reasons/ benefits:

2. SEBI has made it compulsory for trades in almost all script be settled in Demat

mode. Although, trades up to 500 shares can be settled in physical form, physical

settlement is virtually not taking place for the apprehension of bad delivery on

account of mismatch of signatures, forgery of signatures, fake certificates, etc.

3. It is a safe and convenient way to hold securities compared to holding securities in

physical form.

4. No stamp duty is levied on transfer of securities held in Demat form.

5. Instantaneous transfer of securities enhances liquidity.

6. It eliminates delays, thefts, interceptions and subsequent misuse of certificates.

7. Change of name, address, registration of power of attorney, deletion of deceased's

name, etc. - can be affected across companies by one single instruction to the DP.

8. Each share is a market lot for the purpose of transactions - so no odd lot problem.

9. Any number of securities can be transferred/ delivered with one delivery order.

Therefore, paperwork and signing of multiple transfer forms is done away with. It

facilitates taking advances against securities on low margin/low interest.

METHODOLOGY

RESEARCH METHODOLOGY

The word research methodology comes from the word advance learner s dictionary

meaning of research as a careful investigation or inquiry especially through research for new


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facts in my branch of knowledge for example some author have define research methodology

as systematized effort to gain new knowledge.

TYPES OF RESEARCH

ANALYTICAL RESEARCH:-

It has to used facts or information already available and analyze these to make a critical

evaluation of material.

SAMPLE SIZE:

Considering the constraints it was decided to conduct the study based on sample size of 100

people in specific age groups.

METHODS OF DATA COLLECTION

In the project work Primary data secondary data (both)sources of data has been used.

1. Primary data collection:

In dealing with real life problem it is often found that data at hand are inadequate, and hence,

it becomes necessary to collect data that is appropriate. There are several ways of collecting

the appropriate data which differ considerably in context of money costs, time and other

resources at the disposal of the researcher.

Primary data can be collected either through experiment or through survey.

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

Through personal interviews:-

A rigid procedure was followed and we were seeking answers to many pre-conceived

questions through personal interviews.

Through questionnaire:-

Information to find out the investment potential and goal was found out through

questionnaires.

Through Tele-Calling:-

Information was also taken through telephone calls.

2. Secondary sources of data:


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In the secondary sources of data is used.(Internet , mazazine ,books, journals)

TOOLS OF ANALYSIS

In the project work quantitative technique& percentage method are has been used.

RESEARCH DESIGN

For the proper analysis of data simple quantitative technique such as percentage were used. It

help in marketing more accurate generalization From the data available .The data which was

collected from a sample of population was assumed to be representing entire population was

interested .Demographic factor like age, income and educational background was used for the

classification purpose.

Market Survey

A Primary Data:

The market survey has conducting taking 50 people as sample size. Results are same as

follows:

1. Out of 50 responds 45 were male and 5 were female.

2. The following graph shows the age of responds and the target responds were only

those individuals whose age is above 25 years


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3. Following graphs shows the occupation of responds?

Q1. Do you know the investment options available?

Total 50 100%

Yes 45 90%


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No 5 10%

I t s h o w s t h a t 9 0 % o f t h e p e o p l e a r e a w a r e o f t h e i n v e s t m e n t o p t i o n s

a va i l ab le i n t he market. For other 10% investment means buying property or some lack

of awareness regarding various investment tools. But in law terms investing in property is notcalled investment as it does not yield constant or frequent profits to the owner.

Q.2: Knowledge related to the securities market?

Ans:

Total 45 100%

Complete 9 20.00%

Partial 30 66.67%

Nil 6 13.33%


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It shows that out of 45 people only 20% have complete knowledge about the securities

market. Maximum number i.e. 67% of the people is partially aware whereas 13% of

people do not know about securities market. This shows there is a need of promotional

activities regarding security markets so that people can diversify their investment portfolio.

Q3: Do you like to invest your money in Stock Market?

Ans:

Total 50 100%

Yes 15 30%

No 35 70%


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It shows that out of 50, only 15 people are interested to invest their money in Stock Market

and rest 35 people are not interested to invest their money in Stock Market.

Q4: Why are you not invested your money in Stock Market?

Ans:

Total 35 100%

Marker Instability 3 9%

Govt Policy 5 14%

Fraud Company Profile 8 23%

Inadequacy of information of

market 10 29%

Market Risk 7 20%

Others 2 6%


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It shows that 29% people are not invested their money due to lack of information of market,

23% people feel that there are numbers of fraud companies in market and rest people are not

interested due to market instability, Govt. policy, market risk and other reasons.

Q.5 What is your most preferable investment scenario?

Total 50 100%

Banking 15 30%

Insurance 15 30%

Derivative of securities 8 16%

Bonds 7 14%

Real estate 2 4%

Others 1 2%


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It shows that out 50 respondents, for30 % of the people Banking market is the most

preferable investment option. Followed by15%% who are inclined towards investment in

banking sector,2 % in real estate,14% in bonds,1 6 % in s e cu r i t i e s a n d De r iv a t iv e s

an d 2 % are o th e r s .

Q6 : Do you have a demat and trading account?

Ans:

Total 50

Yes 23

No 27


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It shows that out of 50 people 23 have demat account and rest 27 people dont have demat

account.

Q7: Are you aware of on line share trading?

Total 50

Yes 20

No 30


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It shows that out of 50 people only 20 people aware about online trading and rest 30 people

dont know about online share market trading.

Q8 What is the basic purpose of your investment?

Total 50 100%

Return 21 42

capital appreciation 19 38

Tax benefit 10 20

Risk covering None 0

others None 0


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According to the survey most investors i.e. around 42% like to make investments for returns,

while 38% of them are more interested in capital appreciation on investment followed by

20% those who invest their money in order to save taxes.

Q. Factors affecting the choice of a company?

Ans:

Total 50 100%

Brand 15 30%

Brokerage 10 20%

Services 13 26%

Dealer

Support 12 24%


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When it comes to the choice of the company the factor that affects the decision to

the largest extent is the Brand Image i.e. the reputation of the company. The best

example is ICICI. Service is the second most important factor. Rest factors are

service and Dealer Support.

Q9: Do you know about Edelweiss Broking Ltd?

Ans:

Total 50

Yes 10

No 40


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It shows that out of 50 people only 10 people are aware about EDELWEISS and rest 40

people know about other branded broking companies like ICICI, HDFC,MOTILAL

OSWAL,SHAREKHAN

Q10. How did you come to know about Edelweiss?

Ans:

Total 10 100%

Reference group 6 60%

Print media 2 20%

Internet 2 20%


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The above responses shows that most of the people came to know about Edelweiss

by through reference group. This shows that the company needs to work a lot

towards creat ing Brand Awareness . Reference group is a good source of

information about the company.

Q11. Are you aware of all the products offered by Edelweiss?

Ans:

Total 100%

Yes 30%

No 70%


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70% of the people are not aware of the products offered by the Edelweiss. In this

category few of the respondents knew about the equity share trading but were not

aware of all the products, while a large chunk of respondents had never heard of

Edelweiss.

Q12. Have you used any Edelweiss financial product?

Ans:

Total 100%

yes 35%

No 65%


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In response to the question 65% of the respondents said that they are not using any

Edelweiss product at present, so it gives a clear picture that there is a huge

untapped segment among which the product needs to be pitched.

Q13: Which Edelweiss product are Using You?

Ans:

Mutual Fund 40%

Demat 45%

Debenture 10%

Others 5%


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From the response it can be seen that De-mat (equity shares) is the highest selling

product of Edelweiss followed by mutual fund. Of the 21.56% of people using

Edelweiss products nearly 50% prefer equity shares.

Q: The best Company according to responds?

Ans:

Company Responds

ICICI 30%

Share khan 22%

Motilal oswal 15%

Indiabulls 10%

Edelweis 11%

Religare 4%


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HDFC 8%

30% of the respondents ranked ICICI Direct as the number one share trading

company. This is mainly because of its good Brand Image and linked bank account.

Sharekhan is preferred for its customer friendly approach and trading terminal. Still

Edelweiss stands in the competition and is preferred mainly because of its research

facility. The company needs to give attention to the Brand image building.

Analysis of Questionnaire of existing client

Associate with the company

Total 10 100%

6 month 6 60%

1 year 2 20%

2 year 1 10%

more than 2

year 1 10%


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It shows that majority is new like 60% client associate company 6 month,20% client

associate company 1 year, 10% client associate company2 year and 10%cient

associate company more than 2 years

Expectations of the customers

Most of the customers want the brokerage to be reduced and services to be

improved.

DISCUSSION


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To s tudy the sales and dis tr ibution management and improve the Customer

Acquis i tion Process by analyzing the consumer behav iour , response and

mindset towards the product and services the company offers.

I had asked my questionnaire from 50 interested people, out of that 45 were

male and 5 were female.

Out of 50 people, 50% were under 25 years age, 30% were under 30-40 years,

12% were under 40-50 years and 8% were under above 50%.

Out of 50 people, 54% were professional persons, 20% were businessman,

11% salaried person and 15% people were students.

Due to my research I found that 90% people are aware about investment

policy available in the market and rest 10% people are not aware about

investment policy in the market.

I found that 90% people who aware about the investment policy out of them20% people have complete knowledge about securities and derivatives

market, 66.67% people have partial knowledge about securities and

derivatives market, rest 13.33% people dont have any knowledge about

securities and derivatives market.

During my research I found that out of 50 responds, only 15 people i.e. 30%

people are like to invest their money in Stock Market and rest majority 35

people i.e. 70% people are not like to invest their money in Stock Market.

I found that out of 35 people, 29% people are not interested to invest their

money due to lack of information regarding Stock Market,23% people are not

interested to invest their money due to fraud company profile in market, 20%

people are not interested to invest their money due to heavy market risk, 14%

people are not interested to invest their money due to frequently changing of

Govt. policy, 9% & 6% people are not interested to invest their money due to

market instability and other reasons respectivel


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When I wanted to know their most preferable investment sector for

investment then I found that out 50 respondents, for30 % of the people

Banking market is the most preferable investment option. Followed by15%% who

are inclined towards investment in banking sector,2 % in real estate,14% in

bonds,16% in sec ur i t i es a nd De r iva t ives and 2% are o ther s .

When i asked 50 people that they have demat account or not then I found that

out of 50 people 23 have demat account and rest 27 people dont have demat account

I found that out of 50 people, only 40% people having a knowledge regarding

online share trading and rest 60% people dont have a knowledge regarding

online share trading.

When I wanted to know their basic purpose of their investment then I found

that out of 100% people, 42% people have their basic purpose of investment is

High Return, 38% people have their basic purpose of investment is Capital

Appreciation, 20% people have their basic purpose of investment is Tax

Saving Purpose and rest dont have any response regarding risk covering and

others.

I found that when it comes to the choice of the company the factor that affects

the decision to the largest extent is the Brand Image i.e. the reputation of the

company. The best example is ICICI. Service is the second most important

factor. Rest factors are service and Dealer Support.

When I asked that you have Edelweiss Demat Account then I found that that

out of 50 people only 10 people have EDELWEISS Demat Account and rest 40

people know about other branded broking companies like ICICI, HDFC, MOTILAL

OSWAL, SHAREKHAN, etc.

When I asked from 10 people those who have Edelweiss Demat Account that

how do you come to know about Edelweiss then I found that most of the

people came to know about Edelweiss by through reference group. This


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shows that the company needs to work a lot towards creating Brand

Awareness. Reference group is a good source of information about the

company.

When I asked from them that do you know about all product of Edelweiss is

providing then I found that only 30% of the people know about all services

and product provided by the Edelweiss Broking ltd and 70% of the people are

not aware of the products offered by the Edelweiss. In this category few of

the respondents knew about the equity share trading but were not aware of all

the products, while a large chunk of respondents had never heard of

Edelweiss.

I found that out of 10 people, from the response it can be seen that De-mat

(equity shares) is the highest selling product of Edelweiss followed by mutual

fund. Of the 21.56% of people using Edelweiss products nearly 50% prefer

equity shares.

During my survey I found that that majority is new like 60% client associate

company 6 month,20% client associate company 1 year, 10% client associate

company2 year and 10% client associate company more than 2 years

I asked expectation of the existing client then I found that Most of the

customers want the brokerage to be reduced and services to be improved

SUMMARY OF LEARNINGS EXPERIENCE

To get initial success in this field is very difficult. Although the business generation

becomes easier with time as we serve more people who then get added up in the loyal

clientele. Thus time and service are two most factors to get in this field.

Also the corporate remains a very important segment which gets business in bulk but

retail cannot be ignored which makes your business ticking.

Customer remains in the pivotal position.


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CONCLUSION

From the analysis of the questionnaires and above findings it can be concluded thatEdelweiss approach to sales and distribution strategies is right and its innovation in

the distribution channel by tie-up with retail shops will help it a lot. When it comes

to competitors ICICI is its biggest competitor and the company lags behind when it

comes to Brand Image.

At last all conclusions are concluded by that Edelweiss Broking Ltd. is still growing

industry in India. Edelweiss Broking Ltd. account has less brokerage rate.

It provides a security with the use of special type of key.

Recommendations

The company should work on building Brand image in Kolkata as it plays a

major role when it comes to taking decision about a company

The company needs to go for aggressive advertisement campaign

The company should leverage on its research and aggressively use it to

promote the product

Special training about company products to sales team so that they create

awareness among the people

The Brand image of Edelweiss Broking Ltd. is good in market but according

to customer satisfaction the company has to provide the better service. And

also change the Market strategy.

They should focus on print and electronic media advertisements to make more

people aware about the

.They should provide proper guidance to their customers about demat.


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They should provide should offers and facilities to their customers to

increase their attractiveness about demat.

For opening an account they require lots of signatures in a kit, which

should be reduced.


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Bibliography

Websites:

www.edelweiss.in

www.hdfc.com

www.icicidirect.com

www.demataccount.com

www.google .com
http://www.google.com/http://www.google.com/


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Reference Books

1.FINANCIAL INSTITUTIONS AND MARKETS

2.INVESTMENT MANAGEMENT

Questionnaire

Dear customer

As a management Trainee currently working with Edelweiss Broking Ltd

I would like to thank to giving this opportunity to sever you. Please help us

serveryou better by taking a couple of Minutes.


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Market Research Questionnaire

Please tick mark appropriate choices

DEMOGRAPHIC

NAME: ........................................................

Address.........................................................

Phone no: ......................................................

Type of business: .......................................

Gender

a. Male

b.Female

Yourannual income?

a) 0-4,00,000

b) 4,00,001-8,00,000

c) 8,00,001-12,00,000

d) 12,00,001-15,00,000

Questionnaire

Q1. Do you know the investment options availabl ?


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Ans: (a)Yes (b)No

Q.2: Knowledge related to the securities market?

Ans: (a)Yes (b)No

Q3: Do you like to invest your money in Stock Market?

Ans: (a)Yes (b)No

Q4: Why are you not invested your money in Stock Market?

Ans: (a) Market Instabilty (b) Market Risk

(c) Govt. Policy (d)Fraud companies

(e) Inadequate information about the market

Q.5 What is your most preferable investment scenario?

Ans: (a) Banking (b) Insurance

(c) Derivative of securities (d) Bonds(e) Bonds (f)Real estate

Q6 : Do you have a demat and trading account?

Ans: (a)Yes (b)No

Q7: Are you aware of on line share trading?

Ans: (a)Yes (b)No

Q8 What is the basic purpose of your investment?

Ans: (a) Return (b) Capital Apreciation(c) Tax Benefit (d) Risk covering

(e) Others

Q. Factors affecting the choice of a company?


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Ans: (a) Brand (b) Brokerage

(c) Services (d) Dealers Support

(e) Others

Q9: Do you know about Edelweiss Broking Ltd?

Ans: (a)Yes (b)No

Q10. How did you come to know about Edelweiss?

Ans: (a) Reference group (b) print media

(c) Internet

10. Are you aware of all the products offered by Edelweiss?

Ans: (a)Yes (b)No

Q12. Have you used any Edelweiss financial product?

Ans: (a)Yes (b)No

Q13: Which Edelweiss product are Using You?

Ans: (a) Mutual fund (b)Equity share

(c) Derivatives

Q14: The best Company according to responds?

Ans: (a) ICICI (b) HDFC

(c) EDELWEISS (d) MOTILAL OSWAL


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Q14:Are you satisfied with Edelweiss current services in sales and

distribution?

Ans: (a)Yes (b)No

Q15: What is your opinion about selling strategy of Edelweiss?

Ans:(a) Excellent (b)Above average

(c)Average (d)Below average

Q16:Will you recommend Edelweiss products to your friends/family?

Ans: (a)Yes (b)No

Q17: which company do you have De-mat account?

Ans: (a) ICICI (b) HDFC


(e)Others

Q18: Which company provide you less Brokerage rate?

(a) ICICI (b) HDFC


(e)Others


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