1

TABLE OF CONTENT

S.NO. PARTICULARS Page no.

1. Introduction to the capital market 3-9

2. Company Profile 10-16

3. Organizational Structure 17

4. Products & Services 18-22

5. Introduction to the Project Topic 23-25

6. Objectives, Scope, Findings &

Limitations of Research

26-29

7. Research Methodology 30-32

8. Swot Analysis 33-38

9. Data Analysis & Interpretation 39-50

10. Conclusion

51-52

11. Suggestion 53

12. Bibliography 54

13. Annexure 55-57

2

EXECUTIVE SUMMARY

The project was undertaken for 45 days at „ADITYA BIRLA MONEY

MART LTD‟ in jaipur in partial fulfillment of the PGDM from

MAHARISHI ARVIND INSTITUTE OF SCIENCE AND

MANAGEMENT , JAIPUR. The objective of this study was to know that

how much the people of Jaipur are aware about the brand ADITYA BIRLA

MONEY.

The survey was conducted with the help of questionnaire, primary data and

personal view of respondents. The finding were analyzed very carefully and

the result are shown in the form of graph and annexure.

It was found that company‟s brand image is very good among customers .

The image of the maximum products of the company is better than its

competitors.

For convenient and better functioning. ADITYA BIRLA MONEY has

divided its market into many segments on the basis of the different products

provided by the company. Due to wide segment of ABBML. It is necessary

for the company to forecast the individual products of company so that we

can easily make the market strategy so as to increase the sales and maintain

the segments of the Company. It helps the organization to increase the

profitability reducing the operational cost and achieving the organization

objectives.

3

INTRODUCTION TO CAPITAL MARKET

The capital market is the market for securities, where companies and

government can raise long-term funds. The capital market includes the

stock market and the bond market. Financial regulators, such as the U.S

Securities and Exchange Commission, oversee the capital markets in their

designated countries to ensure that investors are protected against fraud. The

capital market consists of the primary market, where new issues are

distributed to investors, and the secondary market, where existing securities

are traded.

The working of stock exchanges in India started in 1875. BSE is the oldest

stock market in India. The history of Indian stock trading starts with 318

persons taking membership in native shares and stock brokers association,

which we know by the name Bombay stock Exchange or BSE in short. In

1965, BSE got permanent recognition from the government of India. BSE

and NSE both represents themselves as the synonymous of Indian stock

market. The history of Indian stock market is almost the same as the history

of BSE.

The 30 stock sensitive index or sensex was first compiled in 1986. The

sensex is compiled based on the performance of the stocks of 30 financially

sound benchmark companies. In 1990 the BSE crossed the 1000 mark for

the first time. It crossed 2000,3000 and 4000 figures in the year 1992, the

reason for such a huge surge in the stock market was the liberal financial

policies were announced.

4

SECURITIES AND EXCHANGE BOARD OF INDIA

In the year 1998 the securities and exchange board of India i.e., Sebi was

established by the government of India through executive resolution, and

was subsequently upgraded as a fully autonomous body in the year 1992

with the passing of the securities and exchange board of India act on 30th

January 1992.

In place of government control, a statutory and autonomous

regulatory board with defined principles responsibilities, to cover both

development and regulation of the market, and independent powers has been

set up.

The main objectives of board were:

o To protect the interest of investors in securities.

o To promote the development of securities market.

o To regulate the securities market.

o To regulate the matters connected therewith or incidental

thereto.

Since its inception SEBI has been working targeting the securities and is

attending to the fulfillment of its objectives with commendable zeal and

dexterity. The improvements in the securities markets like capitalization

requirements, margining, establishments of clearing corporation etc reduced

the risk of credit and also reduced the market.

5

MAJOR STOCK EXCHANGES IN INDIA:

BOMBAY STOCK EXCHANGE

Background: The BSE Sensitive Index (1978-79=100) has, to a

considerable extent, been serving the purpose of quantifying the price

movements as also reflecting the sensitivity of the market in an effective

manner.

The number of companies listed on the Bombay Stock Exchange has

registered a phenomenal increase from 992 in the year 1980 to about 4800

companies by the end of July 2005 and their combined market capitalization

rose from Rs. 5,421 crores to around Rs. 18, 00,000crores at end of July

2005.

These factors necessitated compilation of a new broad-based index series

reflecting the present market trends in a more effective manner and

providing a better representation of the increased equity stocks, market

capitalization as also the newly emerged industry groups. Towards this end,

the Exchange constructed and launched on 27th May 1994, two index series

viz. the BSE-200 and the DOLLEX.

Coverage: The equity shares of 200 selected companies from the specified

and non-specified lists of this Exchange have been considered for inclusion

in the sample for `BSE-200'. The selection of companies has primarily been

done on the basis of current market capitalization of the listed scripts on the

exchange.

6

Besides market capitalization, the market activity of the companies as

reflected by the volumes of turnover and certain fundamental factors were

considered for the final selection of the 200 companies.

Choice of Base Year: The financial year 1989-90 has been chosen as the

base year for the price stability exhibited during that year and due to its

proximity to the current period.

Graph depicting the turnover of BSE:

The above graph shows the turnover in BSE from the year 1996-97 to the

year 2007-08. The graph easily shows that the turnover of BSE has increased

in leaps and bounds over the given period.

0.00

50,000.00

100,000.00

150,000.00

200,000.00

250,000.00

Rs. in Billions

1

BSE TURNOVER

1996-97 1997-08 1998-99 1999-00 2000-01 2001-02 2002-03

2003-04 2004-05 2005-06 2006-07 2007-08

7

NATIONAL STOCK EXCHANGE

The 13-year-old National Stock Exchange (NSE) has outshined the 130

years old Bombay Stock Exchange (BSE) in terms of turnover and volumes.

The BSE has lost its market share in these segments from 36 per cent to 31

percent in last three years. The turnover in BSE stood at around Rs 2,950

crore as on August 17, 2005 while the turnover in NSE was Rs 3,926 crore.

The volumes (numbers of shares traded) of NSE at 2.94 crore was also much

higher than the volumes of BSE. The NSE has rewritten a number of rules

and upset many traditions. As the derivatives segment has immense effect on

the cash market, the movement in this segment mostly determines the trend

in the market.

Against nearly 1,400 companies listed on the NSE, the BSE has nearly 4,800

listed companies. Despite such a huge number of listed companies, the total

market capitalization of BSE is around Rs 20 lac crore while on the other

hand NSE has a total market capitalization of Rs 19.7 lakh crore.

The most tracked index on NSE, CNX Nifty also has more number of stocks

than the BSE Sensex. Nifty represents 50 stocks while the Sensex represents

only 30 stocks. The presence of more stocks on Nifty gives a better

valuation than Sensex

8

Graph depicting the turnover in NSE

The above graph depicts the turnover of BSE from 1994-05 to 2007-08,the

graph shows from a mare turnover of below 500,000 crore in the year 1994-

05 how it has increased to more than 3,500,000 crore in the year 2007-08,

constant increase in turnover itself proves the growth and attractiveness of

this market.

0 500,000

1,000,000 1,500,000 2,000,000

2,500,000 3,000,000 3,500,000

4,000,000

Rs. in Crore

1

NSE TURNOVER

2007-2008 2006-2007 2005-2006 2004-2005 2003-2004

2002-2003 2001-2002 2000-2001 1999-2000 1998-1999

1997-1998 1996-1997 1995-1996 1994-1995

9

Trade Transaction: -

An Investor can get in two types of trade transaction i.e.

1. Intraday Trade

2. Delivery Trade

3. Futures and options (Only in NIFTY)

Intraday trade: - In this type of trading an investor can buy any share

during the trading session but he has to sell this share before 3 P.M.

otherwise the software of Indiabulls will sell it automatically.

Delivery Trade: - In delivery Trade Investor buy any share during the

trading session but he is no more bound sell it on same day. It is basically for

investment purpose he can sell his share whenever he wants.

Futures and Options – In futures and options customer can purchase bulk

quantity of shares in less price customer can buy and sale this only one stock

exchange and that is NSE. In options investor can purchase “CALL”, “PUT”

of different stocks and NSE itself.

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OUR MISSION

TO DELIVER SUPERIOR VALUE TO OUR CUSTOMERS,

SHAREHOLDERS, EMPLOYEES AND SOCIETY AT LARGE.

OUR VISION

TO BE A PREMIUM GLOBAL CONGLOMERATE WITH A

CLEAR FOCUS ON EACH BUSINESS

- KUMAR MANGALAM BIRLA

CHAIRMAN, A.B GROUP

11

INTRODUCTION TO ADITYA BIRLA GROUP

These are some of the Branded Companies of Aditya Birla Group except

these the Company is also indulged in Minning, Minerals, Chemicals,

Infrastructure, R&D, etc. ventures. The company has also many

successful foreign collaborations.

ADITYA BIRLA GROUP

GRASIM INDUTRIES LTD.

ULTRATECH CEMENT LTD.

ADITYA BIRLA NOUVO

HINDALCO INDUSTRIES LTD.

ADITYA BIRLA RETAIL LTD.

CELLULAR SERVICE

ADITYA BIRLA MONEY MART LTD.

BIRLA SUN LIFE INSURANCE CO. LTD.

CEMENT, FIBRE, CHEMICALS, TEXTILES

READY MIX CONCERETE, CEMENT

BRANDED GARMENTS, YARN, CARBON BLACK, AGRI BUSINESS, INSULATORS,

TEXTILES.

ALUMINUM, COPPER

MORE FOR YOU

IDEA CELLULAR

DISTRIBUTION, WEALTH MANAGEMENT AND BROKING

LIFE INSURANCE

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HISTORY

Aditya Birla Money Mart Limited „ABMML‟ (formerly Birla Sun Life

Distribution Company Limited) is a wholly owned subsidiary of Aditya

Birla Nuvo Ltd. (Nuvo). Earlier it was established as a joint venture between

Aditya Birla Nuvo and Sun Life (India) Distribution Investments. In March

2009, Nuvo purchased the remaining 50.001 per cent stake from its joint

venture partner. The company was launched in the year 1999 with the vision

to be 'the first preference of our customers‟ as a leading integrated provider

of financial services through superior value creation and technology.

Aditya Birla Money (formerly, Apollo Sindhoori Capital Investments) is a

leading player in broking space with nearly 15 years of experience.

Incorporated in 1995, the Company became a part of Aditya Birla Group in

March 2009. The Aditya Birla Group is a household name in India, a US

$28 billion conglomerate that is in the league of the Fortune 500 companies.

The Aditya Birla Group has a strong presence across various financial

services verticals as a part of the Aditya Birla Financial Services Group

(ABFSG) that include life insurance, fund management, distribution &

wealth management, security based lending, insurance broking and private

equity.

We have a strong network of 600 sub brokers & Direct Selling Agents in

416 cities and towns across India. Our sub brokers and direct selling agents

are focused business people with a drive to succeed, equipped with expertise

and support provided by us. We have seen many success stories in the past

and hope to continue to the same path of growth.

Aditya Birla Money Ltd, formerly known as Apollo Sindhoori Capital

Investment Ltd is a leading player in broking space. The company is

principally engaged in the business of stock broking and related activities.

They have one subsidiary company, namely Apollo Sindhoori Commodities

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Trading Ltd. The company offers services such as, trading facility in equity

segment on and derivative segment on NSE & BSE through a single screen;

trading facility in commodity segment, including bullion, oils, gaur seed etc

through their subsidiary; depository Participant services of NSDL and CDSL

at major locations; Online bidding for IPO and distribution of mutual fund.

The company is headquartered in Chennai. They are having a strong

distribution network of over 221 own and 687 franchisee branches, a large

customer base in excess of 175,000 and a scalable business model based on

a strong technology backbone and a wide product mix.

Aditya Birla Money Ltd, a part of Aditya Birla financial Services Group

was incorporated in the year 1995 as Apollo Sindhoori Capital Investment

Ltd. Earlier, the company was promoted by Prathap C Reddy, Chairman of

Apollo Hospitals Group. In March 2009, the company became a part of

Aditya Birla Group, when the group acquired 76% of the company. The

company commenced their operations in Chennai in the year 1996. They

spent their initial time in establishing and consolidating their presence

throughout South India. Until 2001, they established their presence in 13

locations throughout the South India. Within four years, they established

their presence in over 350 locations all over the country. During the year

2004-05, the company added 106 new offices all over the country. Their

subsidiary Apollo Sindhoori Commodities Trading Ltd started their

expansion through the branches of the company and during the year, the

subsidiary was operating from 100 locations. During the year 2005-06, the

company added 120 new offices and the client base rose to 77,000 from

around 45,000 of previous year. During the year 2006-07, they added 71

sub-broker offices and 51 branches and the number of customers has gone

up by 22780. During the year 2007-08, the company added 237 offices and

the client base stands at over 159,000 recording an impressive growth of

49% from around 107,000 of previous year. During the period, the number

of offices has correspondingly gone up from 561 to 798 and the number of

own branches growing from 168 to 197. The company's subsidiary, Apollo

Sindhoori Commodities Trading Ltd introduced Systematic Gold Saving

Scheme for purchase of gold by investors through Commodity Exchange.

14

The scheme was initially launched in Tamilnadu and latter the scheme was

launched all over India. During the year 2008-09, the company added 43

new branches including 18 offices placed in the premises of Birla Sun Life

Distribution Ltd. The active sub-broker offices rose from 539 to 580 during

the year. In August 28, 2008, the company entered into Share Purchase

Agreement with Aditya Birla Nuvo Ltd for sale of 56% equity shares of the

company. Pursuant to this agreement, Aditya Birla Nuvo Ltd made an open

offer for purchase of 20% equity shares of the company, which was

completed on February 24, 2009. As a result, the company became a

subsidiary of Aditya Birla Nuvo Ltd with effect from March 6, 2009. The

company changed their name from Apollo Sindhoori Capital Investments

Ltd to Aditya Birla Money Ltd with effect from August 3, 2009.

15

INTRODUCTION TO COMPANY

Aditya Birla Money Mart Limited (ABMML) is a premier wealth

management company that emphasises on investment advisory and financial

planning.Ranked among the top players in this segment, ABMML is driven

by knowledge, expertise and experience. Their product range covers mutual

funds, life insurance and other instruments like RBI Relief Bonds, bonds of

public financial institutions, company fixed deposits and initial public

offerings of equity and debt securities. The company also provides life

insurance products of Birla Sun Life Insurance, through a wholly owned

subsidiary Birla Sun Life Insurance Advisory Services Limited (BSLIAS).

The company caters to the corporate and institutional segment, the private

client group, the B2C segment and channel business. With a direct presence

through its own branches (40) and additional reach through its network of

business associates (2000) across more than 100 centres, ABMML has a

trusted investor base of over 325,000.

Aditya Birla Money Mart Limited offers wealth management, financial

planning and investment solutions, mainly through a range of products like

mutual funds, insurance, PE funds, alternate investments, select fixed

deposits and IPO‟s and structured products. The company provides life

insurance products of Birla Sun Life Insurance, sourced through its wholly

owned subsidiary BSDL Insurance Advisory Services Ltd (BSDLIAS),

licensed to act as a Corporate Agent of Birla Sun Life Insurance Company

Limited.

The Corporate & Institutional section caters to banks, financial institutions

and other companies; Wealth Management service focuses on HNIs; while

the Retail section offers solutions through Channel Partners and branches.

16

A combination of personal attention, ethical practices, strong research, state-

.of-the-art technology, streamlined processes and innovative marketing has

made ABMML one of the premier distribution companies in India, well

poised to serve the growing economy and increasing investor population.

ABMML has also been honoured with awards and certifications by leading

industry watchers.

The company has a strong distribution network of over 800 own and

franchisee branches, a large customer base in excess of 1,80,000, a strong

technology backbone and a range of products delivered through a robust

online and offline model. The company boasts of immense talent pool and

vertical specialists which add to its positioning as a competitive in this

segment. Aditya Birla Money is listed on National Stock Exchange of India

Limited [NSE] and the Bombay Stock Exchange Limited [BSE]. It is also

registered as Depository Participant with both NSDL and CDSL.

17

ORGANISATIONAL STRUCTURE

NATIONAL SALES AND MARKETING

HEAD

RELATIONSHIP MANAGER

ASSOCIATE RELATIONSHIP

MANAGER

ASST. RELATIONSHIP

MANAGER

RELATIONSHIP EXECUTIVE

VICE PRESIDENT -INVESTMENT

VICE PRESIDENT-SALES

ASST. VICE PRESIDENT

ASST. VICE PRESIDENT

ZONAL MANAGER

INVESTMENT

REGIONAL SALES HEAD

SENIOR INVESTMENT

MANAGER

BRANCH MANAGER

MANAGER INVESTMENT

TEAM LEADER

18

PRODUCTS AND SERVICES

Aditya Birla Money Mart provide you with new investment opportunities

and investment advice which allows you to choose from a broad spectrum of

products and services. With Aditya Birla Money Wealth Management by

your side, you can be rest assured that you will have access to only the most

viable wealth management products and solutions. With a well planned

wealth consolidation strategy we ensure a lasting legacy for you and your

loved ones.

OUR PRODUCTS:

MUTUAL FUNDS

Mutual Funds give you access to Indian equity and debt securities .We offer

you advice on the entire universe of mutual funds. So be it equity funds,

where you look for growth and capital appreciation or debt funds for capital

preservation, we can help you select the right mix to suit you. Choose from

an array of more than 15 fund houses with innumerable schemes.

PMS

A unique way to build a customized portfolio of Indian equities is through

Portfolio Management System (PMS). We act as authorized distributors for

various PMS providers to meet the growing needs of investors and broaden

the portfolio beyond equities and bonds.

19

DIRECT EQUITY

You can enjoy convenient, simple and efficient trading in Indian equities

that is offered by Aditya Birla Money Limited. We provide you a seamless

platform to invest in the Indian secondary markets. Your wealth

management advisor will provide you valuable advice based on in-house

research.

STRUCTURED PRODUCTS

We offer customized investment solutions to access various asset classes.

Most structures will offer principal protection with returns based on

performance of an associated asset class. Based on your preference, returns

can be linked to a variety of asset types such as equity indices, basket of

stocks, commodities.

ALTERNATE ASSET PRODUCTS

Through our distribution tie-ups, we offer a wide range of Private Equity

Funds, which invest in the unlisted securities, to give you the opportunity of

investing in the growing Indian economy. Access to these types of products

and strategies can support a variety of investor objectives including capital

preservation, risk protection, leverage, and diversification e.g. Private Equity

Funds. So, if you are looking beyond the stock market, you will find us there

too!

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REAL ESTATE

We offer niche property investment services. We bring in a combination of

in-depth market knowledge and real estate industry experience to offer a

range of specialized real estate investment services. According to the

analysis of the needs and objectives of the investor, we provide expert

advice and innovative real estate solutions to our clients.

LOAN AGAINST SECURITIES AND MUTUAL FUNDS

Our tie up with Aditya Birla Finance will allow investors to use their

investments in shares as security for their borrowing, which in turn can fund

the purchase of additional investments.

In this way clients are able to invest more and increase the size of their total

portfolio.

GOLD

A healthy portfolio is about the diversification and management of risk.

Holding gold in a portfolio can provide distinct benefits, its most valuable

contribution to a portfolio lies in the fact that it is not correlated with most

other assets. We offer multiple avenues of investing in gold so that you can

benefit from effective portfolio diversification

LIFE INSURANCE

While offering solutions for building and preserving capital, Relationship

Manager will offer you comprehensive advice on how best to protect

yourself and your family against all the most serious risk that youface.

Our affiliation with Birla Sun Life Insurance provides the opportunity to

obtain more favorable offers, which can result in lower costs and greater

benefits. Our Policy Analyst review ensures that the planning you‟ve

previously done remains competitive and current.

21

OUR SERVICES :

RESEARCH

Our quality research provides clients with the information they need to make

informed investment decisions. The Aditya Birla Money Wealth

Management Research team is dedicated to keep you updated with an access

to these publications and to a wide range of research tools including market

depth, breaking commentary, long-term forecasts to detailed daily updates

and the latest financial news.

HIGHLY PROACTIVE SERVICES

We deliver a fast, effective and friendly service that often exceeds our

client's expectations. The service includes daily Market Update, Weekly

Update on MF, Event Based SMS, you will be kept fully informed on the

markets.

ONLINE PORTFOLIO ACCESS

Wherever you are, our network works for you. This process is simple yet

efficient, and ensures that you are always aware of every detail regarding

your investments. You can constantly monitor the composition of your

portfolio as well as all transactions, which will enable you to see if you can

meet your long term objectives.

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FINANCIAL PLANNING

To complement your investment strategy we offer comprehensive financial

planning. This planning session will be followed by a complimentary

personalized report containing specific recommendations on the actions you

need to take to achieve your financial goals.

REGULAR PORTFOLIO REVIEWS

Periodic reviews to ensure the integrity of the portfolio and continued

viability of assets within the portfolio. We believe in diversification and are

committed to providing a sound and conservative investment acumen.

23

` INTRODUCTION TO TOPIC

Brand awareness, In general, means the extent to which a brand associated

with a particular product is documented by potential and existing customers

either positively or negatively. Creation of brand awareness is the primary

goal of advertising at the beginning of any product's life cycle in target

markets. In fact, brand awareness has influence on buying behavior of a

buyer. Brand awareness can be measured by showing a consumer the brand

and asking whether or not they knew of it beforehand.

Brand recognition - Either the brand name or both the brand name and

category name are presented to respondents.

Brand recall - the product category name is given to respondents who

are asked to recall as many brands as possible that are members of the

category.

Top of mind awareness - as above, but only the first brand recalled is

recorded (also known as spontaneous brand recall).

24

Why is Brand Awareness Important

You may be asking yourself, is brand awareness really all that important?

You may be saying to yourself, I have plenty of customers and sales are

decent, why bother?

The answer is:

There are few things more worthwhile than investing time in your brand‟s

awareness. It can play a major role in purchasing decisions. The reality is,

the more aware consumers are of your product and your brand, the more

likely they are to buy from you.

Brand Awareness Plan

The major components of a plan to develop brand awareness are:

• Identifying and understanding your target customers

• Creating a company name, logo, and slogans

• Adding value through packaging, location, service, special events, etc.

• Advertising

• After-sale follow-up and customer relations management

Thus, it is a good idea to draw up a brand awareness strategy that you can

continue to update throughout the development of your brand.

To begin, for example, you can do preliminary research to determine how

aware the consumers of your brand are prior to any changes.

25

Then, decide what you think and perhaps what others suggest that you might

do to increase awareness and public recognition.

Next, compose a strategy for how you would like to go about this. For

example, perhaps your focus may be on your name, or perhaps the colors

people associate with your brand, or even the way in which you promote and

sell your products.

Finally, decide upon how you would like to execute these changes and

increase your brand awareness. Ultimately, you should be able to see a

change in how consumers perceive your brand and the level of recognition

your brand has acquired. For example, perhaps your consumer base expands

to include of nearby towns or attract a different core consumer.

In Aditya Birla Money i found that brand awareness of the ADITYA BIRLA

is very good i.e., people are aware about the ADITYA BIRLA but as far as

Aditya Birla Money Ltd. is concern brand awareness of the company is not

very popular and the people does not know about ABMML, they don‟t have

any idea that such kind of company is exist in the market.

26

OBJECTIVES OF RESEARCH

The primary objective of the research was:-

To find out the position of the Aditya Birla Money Ltd as compared to

the other competitors

in the market.

Customer‟s perception and satisfaction level about ADITYA BIRLA

MONEY LTD

To identify measures to be taken to increase sell of Aditrya Birla

Money products.

The Secondary objectives of the research were:

To create the list of reference to promote Aditya. Birla Money

To identify measures to improve quality of the product..

27

SCOPE OF THE RESEARCH

The project entitled “Brand Awareness” from Aditya .Birla Money Ltd.) an

Aditya Birla Group Company has been prepared in partial fulfillment of

PGDM degree

The reason for carrying out survey was to know market awareness of brand

„Aditya Birla Money Ltd

.

The survey was conducted in various parts of Jaipur. The areas that were

covered were as follows:

Bapu Bazar

Film Colony

Apex Mal

Johari Bazar

V.K.I. Area

28

FINDINGS OF RESEARCH

o In Aditya Birla Money I feel that this sector is one of the most

growing sectors among all sectors in India.

o I also find that I decide plans are very attractive for new clients.

o Jaipur is one of the most growing city and there is lot of scope

for stock market.

o Most of the people are not aware of new schemes and services

of Aditya Birla Money.

o Online platform has proved to be very beneficial for customers

to understand and get quick information related to trading.

o There is lot of opportunities for young and energetic people in

Aditya Birla Money to build sound career.

29

LIMITATIONS OF THE RESEARCH

o The study is based on the perception, ideas and preferences of the

respondent, which are complex in nature and depend upon subjectivity

of the individual.

o Many times there was lack of cooperation from respondent for

research.

o The research was carried out in certain parts of Jaipur only therefore

finding and suggestion are limited to those parts only.

o Awareness level about the company is low among the clients

o Many times there was lack of cooperation from respondents for

research.

30

REASEARCH METHODOLOGY

Research methodology is the process which helps in selecting the tools to

achieve the objectives.

SOURCES OF DATA COLLECTION:

Primary data:

Data obtained from the first hand by the researcher is called the primary

data. Here the main source of primary data collection was interviews,

discussion and interaction with customers & by using the Questionnaire.

Secondary data:

Secondary data refers to the data available in some form or another and may

include the result of the previously performed research or the available

materials such as newspaper, reports may be from the internet. Various

sources of secondary data used in this research are-

Internet

Interaction with the employee of the company.

Business line

Economic times

Business World

31

RESEARCH DESIGN

“A research design is the arrangement of conditions for collection

and analysis of data in a manner that aims to combine relevance to the

research purpose with economy in procedure.”

After identifying problems and sources of data the next step is to

prepare a research design. It facilitates research to be efficient as possible

yielding maximum information.

RESEARCH APPROACH:

Survey method was used to collect data. List of customers were

provided by the company. Approach used was to take prior appointment of

customers and then meet them or in some cases meet the customers directly

without appointment and then fill up the questionnaire.

RESEARCH INSTRUMENT:

It is a tool used to collect data from sample.

A structured questionnaire was used as research instrument in this project. A

questionnaire consists of both close ended and open ended question to make

analysis easy and respondent to feel free to answer the 11 questions.

32

SAMPLING DESIGN

SIMPLE RANDOM SAMPLING

A definite plan developed to obtain a sample from a given population is

called sampling plan.

In a simple random sample of a given size, all such subsets of the frame are

given an equal probability. Each element of an equal probability of

selection: the frame is not subdivided or partitioned. Furthermore, any given

pair of elements has the same chance of selection as any other such pair (and

similarly for triples, and so on). This minimizes bias and simplifies analysis

of results. In particular, the variance between individual results within the

sample is a good indicator of variance in the overall population, which

makes it relatively easy to estimate the accuracy of results.

UNIVERSE - The universe was jaipur.

RESEARCH AREA - I Covered Apex Mall, Film Colony, Bapu Bazar,

Johari Bazar, V.K.I Area.

SAMPLE SIZE - 20 Customers per Area and a total of 100 customers.

33

SWOT ANALYSIS

STRENGTHS -

SERVICES:

As a product ABM is a extremely innovative product with very less cost .

Services like online trading facility, institutional and domestic broking ,

customized research reports with almost 80% efficiency give to ABM an

edge over its competitors .ABM provides other support services that make

retail investors more confident and assured with their trading. SMS alerts

(allowing traders and investors to make the most of the available

opportunities), Softer, intangible feature like imagery, equity driving

preference.

RELATIONSHIP MANAGER:

The Company has a team of relationship managers who are dedicated to the

service of clients. This RMs takes care of clients‟ even smallest problem and

makes efforts to solve them through their expertise. They also help their

clients to invest their wealth in the market.

DISTRIBUTION NETWORK :

ABM with almost 120 braches beefed up by comprehensive online research ,

advice and transaction services. In near future expect to make 200000+ retail

customers being serviced through centralized call centre / web solution.

34

MARKETING:

Aditya birla money (previously known as a APPOLO SINDHOORI

securities) is a veteran equities solutions company with a good experience

in the indian stock markets. ABM does not claim expertise in too many

things .ABM expertise lies in stocks and that‟s what it talks about wit that

investing authority .so when he say that investing in stocks should not be

confused with trading in stocks or a portfolio –based strategy is better than

betting on a single horse ,it is something that is spoken with years of focused

learning and experience in he stock markets.

PRODUCTS:

Companies product line is a basket of financial services offered to its clients

.its a all product single shop for investors. Here we offer along with equity

,mutual funds, personal loans, PMS, corporate finance and investment

banking etc to our customers. Our products are customized according to

individual demand and preference.

WEAKNESS –

CUSTOMER SATISFACTION:

As far as customer satisfaction goes Aditya Birla money has to tighten its

boots. the company does not have enough relationship managers to cater to

huge customer base .the account opening takes 2 working days where as an

Indian bull and religare takes half the time for this purpose.

35

BRANDING:

Though the company has a efficient products but large part of investment

interested population does not know the company .the most basic

expectation for a trader or investor when one begin trading is that one must

get timely delivery of shares and proceeds from sale of shares .also ones

cash balances with the broker must be a safe and secure.

Though this confidence in the broker comes with time and experience ,good

and transparent practices also play a major role in imbibing confidence in

traders.

COMPETITION FROM BANKS AND NICHE PLAYERS:

Most of the banks due to good branding have the faith of the customers of

their banking data base. So they enjoy the liberty of huge database and

customers find it reliable to trade

There rather than with a unknown broker .also banks like HDFC BANK and

ICICI BANK HAVE the advantage of linking the trading accounts of their

customers to saving accounts .this makes trading easier ,and at the same time

a trader withdraws exactly as much credited directly to saving account .niche

players presence as sub brokers or small broking house like aphipra,way to

wealth etc.also attracts a good share of market and run parallel to giant

companies

36

OPPORTUNITIES -

The external environment analysis may reveal certain new

opportunities for profit and growth.

EVER INCREASING MARKET:

After the NSE brought the screen based trading system stock markets are

now more secured which has attracted lot of retail investors and the demand

is increasing day by day. this has resulted in improved liquidity and heavy

volumes on transactions.ABM is one of the early entrants here .as to how

much it will roar and how swift it can swoop on the market ,the future alone

can answer such queries. ABM has been a mega player and is known for

being a mover of stocks. It is also known for putting big deals though and

enjoys good networking with the FIIS.

It has been dynamic enough to move with the times and capture the

opportunities that the market throws up from time to time.

IMPROVING TECHNOLOGY:

In country like India technology Is always improving which gives the

company a chance to keep on improving their product with time whereas for

the small players like local brokers it will be difficult to keep the same pace

as the changing technology. Also with SEBU lying down some strict

guidelines small brokers are finding it harder to retain the customers with no

research department and small capital. The traditional business model is

highly dependent on a large network of sub-brokers, and many established

players may not have systems (technology, customer service, etc.) capable of

directly servicing so many retail customers.

37

UNFULFILLED NEEDS OF THE CUSTOMERS:

With so many competitors offering their products in the market but no one is

able to completely satisfy the customers. Some have the problem of lack of

information or some were scared of volatility of the stock markets. ABM has

the opportunity to tap this unsatisfied set of customers and to make hold in

the market. The Internet serves to break all barriers to information, as it

offers an extremely hassle-free investing platform. And, ABM hopes to fully

utilize and capitalize on this platform. This original idea by ABM itself was

born out of the consumer‟s need for a more transparent, easy to understand

and convenient option of investing in stocks.

EDUCATIONAL LEVEL

The education level in the country is improving year after year as far as

technology goes. With that the understanding of the stock market is also

increasing and a lot of retail investors are steeping in the market which is

being shown by increasing volumes, transactions and indices.

THREATS -

NEW COMPETITIORS

A lot of new competitors are trying to enter the market in this bullish run to

taste to flavor of this cherry. This is creating a lot of competition for large

players like Religare and its is creating little confusion in the minds of the

customers about the services provided by the broker. Also many banking

firms are entering into the market with huge investment. Competitors like

ICICI, Kotak, HDFC, 5-paisa etc. are posing a lot of threats to the company.

38

TECHNOLOGY BASED BUSINESS

Online trading is totally based on the technology which is quite complex.

Typically, the technology solution has to start from the Internet front-end (or

the screen that you see when you begin trading). Then it needs to get into the

„middle tier‟ of risk management systems that assess data from banks and

depository participants (DP), Calculate client risk at that point in time, and

give the „Go/NO go‟ advice to the trade. So technology is a kind of threat

because unless until it is working properly it is good but internet is not that

safe. Though a lot of cyber laws are being made but not yet executed.

SWITCH OVER COST

The cost of switching over from one company to other is minimal therefore

the company can‟t even stop for breathing i.e. it has to provide quality

service all the time to its clients.

39

DATA ANALYSIS

&

INTERPRETATION

40

Q.1 From where do you get to know about Aditya Birla Money Ltd.?

Source of information % of people

Company employee 16%

Sub brokers 4%

References 25%

Advertisement 55%

INTEREPRETION:

From the chart we can see that the majority of people who are aware of

aditya birla money got the information from the Advertisements and rest

from references and company employees.

16%

4%

25%

55%

COMPANY EMPLOYEE

SUB BROKER

REFERENCES

ADVERTISMENTS

41

Q.2 Do you know about facilities provided by Aditya Birla Money

Ltd?

Awareness Of People % of People

Yes 39 %

No 61%

INTERPRETATION:

Majority of the people with whom I talked are not aware of the facilities

being provided by Aditya Birla Money.

39%

61%

YES

NO

42

Q.3 Are you aware of online share trading?

Awareness Of People % of People

Yes 65 %

No 35 %

INTERPRATION:

Most of the people (65%) who are dealing in the share market are aware of

the online share trading but and the rest of the people are not aware of the

online share trading.

65%

35%

YES

NO

43

Q.4 Are you currently satisfied with your share trading company?

Satisfaction With Company % of People

Yes 58 %

No 42 %

INTERPRETITION:

Majority of the people who are doing trading are satisfied with the facilities

provided by the company in which they are trading.

58%

42%

YES

NO

44

Q.5 From which type of product of Aditya Birla Money Ltd are you

familiar?

Awareness about Product % of People

Equity 45 %

Mutual Funds 25 %

Life & General Insurance 23 %

Gold Harvest Scheme 7 %

INTERPRETATION:

Majority of the people on whom the survey have been conducted are

familiar with the Equity product of Aditya Birla Money, while very few

people are aware of the Gold Harvest Scheme of the Aditya Birla Money.

45%

25%

23%

7%

EQUITY

MUTUAL FUNDS

LIFE & GENERAL INSURANCE

GOLD HARVEST SCHEME

45

Q.6 With which company do you have Demat account?

Name of the Company % of People

ICICI Direct 24 %

Reliance Money 19 %

Aditya Birla Money 17 %

Others 40 %

INTERPRETATION:

From the above chart we can see that around 60% of the total people have

their accounts in ICICI Direct, Reliance Money, and Aditya Birla Money

while the majority of the people have their accounts in other unorganized

sector companies

24%

19%

17%

40%ICICI DIRECT

RELIANCE MONEY

ADITYA BRLA MONE

OTHERS

46

Q.7 How often do you trade?

Frequency of Trading % of People

Daily 29 %

Weekly 12 %

Monthly 21 %

Yearly 38 %

INTERPRETATION:

Most of the people on which the survey is conducted does their trading

Yearly while few people does trading on weekly basis.

29%

12%

21%

38%

DAILY

WEEKELY

MONTHLY

YEARLY

47

Q.8 Rank how far you find Aditya Birla Money Ltd successful or

competitive enough with others in market?

Rank of the Company % of People

Average 53 %

Very Good 17 %

Excellent 12 %

Best 18 %

INTERPRETATION:

Majority of the people says that the performance of the Aditya Birla

Money is Average while few people says that it is the Best

53%

17%

12%

18%

AVERAGE

VERY GOOD

EXCELLENT

BEST

48

Q.9 What brand specifies according to you?

Factors for Brand % of People

Quality 42 %

Price 9 %

Name 24 %

Market Share 14 %

Loyalty of the Customers 11 %

INTERPRETATION:

Majority of the people agree that quality specifies the brand of the

company so according to them quality is more important than Price,

Market share and Brand name.

42%

9%

24%

14%

11%

QUALITY

PRICE

NAME

MARKET SHARE

LOYALTY OF THE CUSTOMERS TOWARDS THE COMPANY

49

Q.10 What you will prefer while going to Aditya Birla Money Ltd?

Customer Preference % of People

Product 38 %

Brand 41 %

Services 21 %

INTERPRETATION:

Most of the people will prefer Aditya Birla Money because of its

brand name rather than the services being provided by the company.

38%

41%

21%

PRODUCTS

BRAND

SERVICES

50

Q.11 What are the benefits you look forward from Aditya Birla Money

Ltd?

Expectations from Company % of people

Research Facility 14 %

Online Services 29 %

Reasonable Brokerage 57 %

INTERPRETATION

Majority of the people who look forward for Aditya Birla Money expects a

reasonable brokerage from the company while they don‟t give too much

priority to research facility and online services provided by the company.

14%

29%57%

RESEARCH FACILITY

ONLINE SERVICES

REASONABLE BROKERAGE

51

CONCLUSION

Based on the above SWOT analysis and study of the available data I

have come to the conclusion that all though relatively new entrants in the

market, Aditya Birla Money Mart is slowly but surely gaining a strong hold

because it is finally able to grasp the investment climate in Jaipur. Secondly

the branch managers at all the branches are very knowledgeable with a lot of

experience in the financial markets so under their leadership can definitely

expand its base.The entire workforce consists of mostly youngsters, which

means they can be encouraged and motivated to do good work because they

have a long way to go and most of them are eager to climb the ladder.

Right now Aditya Birla Money Mart is at its nascent stage and will

surely grab the major market under its belt very soon like in other

fields.

Huge investments taking place:

The Stock Market has been very buoyant until now especially in the

past 3 years. This particular trend is very favorable because a soaring

SENSEX means higher returns, which encourages the investors to

invest their money in the market. Although in the past 3 months the

market has shown very unpredictable trend and has already lost over

1000 points.

So in order to make the best the only thing required is to recruit more

field staff who should be trained in a proper way to get better results.

52

In case of insurance, it requires push selling because people always

associate it with emergencies and unpleasant situations like death and

they don‟t want to think about such situation let alone prepare for

them, which means it requires a lot of conviction on part of the

executives.

Large untapped market:

People have just opened up to the idea of “idecide” because till now

they knew only two kinds of insurance plans, endowment and term

plans so the concept of high returns with protection is very new to

them and slowly and slowly these are becoming popular so there is a

huge market waiting to be tapped.

53

SUGGESTIONS

o Use of creative advertisement to attract more and more target

customers and to create awareness among them.

o Aditya Birla Money chalks out some programmes to create

general awareness regarding its presence and various services

of the company.

o Aditya Birla Money should play to make its promotional

activities more effectively.

o Aditya Birla Money should regularly conduct market research

and surveys for knowing customer‟s perception and for facing

threat from competitors.

o Aditya Birla Money Mart is having too many financial products

right from Demat account to General Insurance and not all the

salespeople are familiar with each and every product so the

work force should be segregated each group dealing in a

specific product and the sales target should be given likewise.

o While interacting with the investors I found that most of the

customers are unaware about the Mutual fund. Some of the

people look upon mutual funds and equity trading as gambling.

Thus a mutual fund awareness program can help to increase the

penetration of mutual funds in the market

54

BIBILOGRAPHY

BOOK:

RESEARCH METHODOLOGY – C.R. KOTHARI

COMPANY GUIDES & BROUCHERS

WEBSITES:

WWW.ADITYABIRLA.COM

WWW.ADITYABIRLAMONEYMART.COM

WWW.ADITYABIRLAMONEY.COM

WWW.NSEINDIA.COM

WWW.BSEINDIA.COM

WWW.MONEYCONTROL.COM

WWW.GOOGLE.COM

55

ANNEXURE

Questionnaire -

”Market awareness of brand ‘Aditya Birla Money Ltd’ in Jaipur”

Dear Respondent, your valuable time and effort in filling this questionnaire are

highly appreciated. The information collected through this will be used for academic

purpose only.

Name……………………

Age………………………

Occupation………………………………

Monthly income……………………………

Contact no………………………………………

1. From where you get to know about the Aditya Birla Money Ltd?

Company Employee

Sub Broker

References

Advertisement

2. Do you know about facilities provided by Aditya Birla Money Ltd?

Yes No

56

3. Are you aware of online share trading?

Yes No

4. Are you currently satisfied with your share trading company?

Yes No

5. From which type of product of Aditya Birla Money Ltd are you familiar?

Equity Life and General Insurance

Mutual Fund Gold Harvest Scheme

6. With which company do you have Demat account?

ICICI Direct

Reliance Money

Aditya Birla Money Mart

Others

7. How often do you trade?

Daily Weekly

Monthly Yearly

8. Rank how far you find the Aditya Birla Money Ltd successful or

competitive enough with others in market?

Average Excellent

Very Good Best

57

9. What brand specifies according to you?

Quality

Price

Name

Market Share

Loyalty of Customer regarding to company

10. What you will prefer while going Aditya Birla Money Ltd?

Product

Brand

Services

11. What are the benefits you look forward from Aditya Birla Money Ltd?

Research Facility

Online services

Least Brokerage Rate