STUDYING THE MARKETING STRATEGIES ADOPTED BY THE COMPANIES INVOLVED IN STOCK TRADING INDUSTRY IN INDIA AND

ANALYZE THE EFFECT OF ADVERTISING AND PROMOTIONAL ACTIVITIES ADOPTED BY SHAREKHAN LTD

Presented byPANKAJ SINGH12BSPHH010679

STUDY INCLUDES:-

•Detailed study of Sharekhan Ltd. as a stock broking firm, its operations, trading activities, products & services, customers and the marketing activities of Sharekhan.

•The study of the marketing strategies employed by various stock broking firms such as Indiabulls, Religare, Sharekhan etc., how these strategies help the companies to improve their relations with customers and increase sustainability.

•Comparable study of the competitors’ presence in terms of analysis of the information obtained through questionnaire filled by the customers of different broking houses is also one aspect covered in the interim evaluation.

Practical Aspect - Client Visits and Telephonic Calls to customers which helps to experience and develop the skill set required to convince customers and handle them.

Theoretical Aspect - Sharekhan Learning Sessions on financial know-how + marketing communication and customer handling skills

SIP PROJECT

SOURCES OF DATA COLLECTION

COMPANY WISE ANALYSIS

MARKETING STRATEGIES

PRODUCT DIFFERENTIATION

PROMOTION

Comparative Analysis of Competition among Stock Brokers

19%

11%

23%19%

8%

8%

4%8% 2%

Market Share

ReligareIndiabullsSharekhanIndia InfolineICICI BankHDFC BankAngel BrokingKotak SecuritiesOthers

Based on the survey, what is the market share of each stock broker?

Yes

No

Somewhat

0

2

4

6

8

10

12

14

16

18

20

No.

of C

usto

mer

s

Customer Satisfaction Graph

Is customer really satisfied with the services provided by his/her stock broker?

Worst

Worse

Neutral

Very Good

Excellent

0 5 10 15 20 25

No. of Customers

Quality of Complaint Handling

Yes No Charge for the service0

5

10

15

20

25

30

No.

of C

usto

mer

s

Analysis of Facilities Availed by Customers

5%3%

40%

35%

3%15%

Newspaper AdvertisementsHoardings & BillboardsInternet AdvertisementsPeersRelativesTelevision AdvertisingOthers

Awareness Among Customers

Field Work done at Sharekhan Gurgaon

1) Telephone Calling

Fresh data of customers is given from the company and intern has to call each customer specifically asking if the customer wants to invest with Sharekhan, slightly persuade them towards investment in stock market and becoming a client with Sharekhan and fix a meeting for further activity.

Data of existing customers is given for calling each customer in order to take feedback and any suggestions for improvement of the services or any other kind of Sharekhan.

 2) Client Visits

Client Visits with Employees – Interns have to visit the customer with an employee of Sharekhan to see and learn the way to handle customers, communication skill and how to convince them.

Client Visits on your own – Interns have to visit clients and brief them about the investment options and respond to customer’s queries in appropriate way, perform the work of form filling, document collection etc.

Customers’ Responses and FAQ’s

Advertising & Promotional Activities adopted by Sharekhan Ltd.

Types of Advertising

Print Advertising : Newspapers, Magazines, Brochures, Fliers.

Broadcast advertising: Television, Radio and the Internet

Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events

Covert Advertising: Advertising in Movies

Public Service Advertising: Advertising for Social Cause

Celebrity Endorsement

Print Advertisements

Internet advertisement

AdwinksApna Paisa

CricbuzzDotAhead_Google

GoogleIndia Property

Indian RailIntegrid Media

OzoneOne India

Policy BazaarRediff Moneywiz

RediffSharekhan

SifySilicon India

TechtreeVicky

WebduniyaVizuryYatra

YoumintYahoo

0 10 20 30 40 50 60 70 80

No. of Customers

Graph showing the proportion of Number of Customers approached through Internet advertising (mainly websites)

Executive Reference

Lead Reference

Client Reference

0 10 20 30 40 50 60 70 80

No. of Customers

Graph showing the proportion of Number of Customers approached through Reference

Sharekhan Website

Yahoo Website

Integrid Media Website

Rediff Website

Client Reference

0 10 20 30 40 50 60 70 80

Not Interested Appointment Fixed Followed Up

Graph showing Most Profitable Source of Advertising for Sharekhan

LIMITATIONS The following are the limitations of this project : The project does not cover the detailed study about positioning among the target market, consumer behavior and perceptions.

The project also does not cover the detailed study of segmentation and targeting of the customers which is beneficial for determining appropriate customer base for the companies.

The data collected from secondary data sources from Sharekhan’s database such as Lead Management System does not cover all the customers’ details and responses and consider a small sample size, thus the analysis may not be accurate.

Primary data collection through Questionnaires accounts for a small sample size of the no. of investors, thus the analysis may not be accurate.

REFERENCESPapers for study •Marketing strategies Research Paper by Leo Burnett.•Paper on consumer psychology involved in investment through stock trading.Links •Sharekhan’s Learning Centre (www.sharekhanlearning.com)•http://www.sharekhanlearning.com/file.php/391/Managing%20For%20Results/mainmenu.swf (Business Skills Course)•http://www.sharekhanlearning.com/mod/resource/view.php?id=124 (Trade Tiger Course)•www.religare.in•www.religaresecurities.com•www.icicidirect.com•www.indiainfoline.com•www.hdfcsec.com•http://www.chittorgarh.com/newportal/online-stock-brokers-detail.asp?a=9•https://www.religareonline.com/Default.aspx•http://www.alivecampaign.org/the-best-stock-market-trading-strategies-investment-ideas-for-beginners•http://smallbusiness.chron.com/differences-between-marketing-research-marketing-strategy-1408.html

THANK YOU