supriya project 1 unka hai

8/2/2019 Supriya Project 1 Unka Hai

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PROJECT REPORT

AT

SHAREKHAN LIMITED, DELHI

A Project Report submitted in partial fulfillment of the requirements

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

TO

MADURAI KAMRAJ UNIVERSITY, MADURAI

BY

MUKESH KUMAR AGRAWAL

Reg No. A8754390

Under the guidance of

Ms. DEEPTI GAUR

B-64, Okhla Industrial Area, Phase I, New Delhi


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DEC- 2009

Certificate

This is to certify that the Project Report at

SHAREKHAN LIMITED, NEW DELHI

Submitted in the partial fulfillment of the requirement for the award of

the degree of



TO


Is a record of bonafide training carried out by

RAKESH

Under my supervision and guidance and that not part of this report hasbeen submitted for the award of any other degree/diploma/

Fellowship or similar title or prizes.

FACULTY GUIDE

Signature:

Name: Ms. Deepti Gaur

Qualification: M.COM Signature & Seal of the Learning

Center

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STUDENTS DECLARATION

I hereby declare that the Project Report conducted at

SHAREKHAN LIMITED, NEW DELHI

Under the guidance of

Ms. DEEPTI GAUR

Submitted in partial fulfillment of the requirement for the

Degree of



TO


Is my original work and the same has not been submitted for the

awards of any other Degree/diploma/fellowship or other similar titles

or prizes

Place: RAKESH

Date: Reg No. A8754390

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CONTENTS

CHAPTER 1 INTRODUCTION

1.1 General introduction

1.2 Industry profile

a. Origin and development of the industry

b. Growth and present status of the industry

c. Future of the industry

CHAPTER 2 PROFILE OF THE ORGANISATION

2.1 Origin of the organization

2.2 Growth and development of the organization

2.3 Present status of the organization

2.4 Functional department of the organization

2.5 Organization structure and organization chart

2.6 Product and service profile of the organization Competitors

2.7 Market profile of the organization

CHAPTER 3 DISCUSSION ON TRAINING

3.1 Students work profile (Role and responsibility)

3.2 Description of live experience

CHAPTOR 4 STUDY OF SELECTED RESEARCH PROBLEM

4.1 Statement of research problem

4.2 Statement of research objective

4.3 Research design and methodology

4.4 Analysis of data4.5 Summary of finding

CHAPTOR 5 SUMMARY AND CONCLUSIONS

5.1 summery of learning experience

5.2 conclusions and recommendation

APPENDIX

Annexure like copy of questionnaire, interview schedule, leaflets,

brochures, photograph to be enclosed

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Bibliography

LIST OF GRAPHS & CHARTS

LIST OF TABLES

ACKNOWLEDGEMENT

I sincerely express my gratitude and sense of veneration to Mr. Amit Sharma

Team Manager (Sales). Sharekhan Limited for his active assistance and

support throughout the project work.

I would also like to give my heartiest thanks for his inspiration, motivation, and

guidance.

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Sl. No. Graph No. Graph Title Page No.

1 01 Market Share of Sharekhan 56

2 02 Brokerage Comparison 57

3 03 Growth rate of company 58

4 04 Growth rate comparison 59

5 05 No. of customers 60

6 06 Client Acquisition 61

Sl. No. Graph No. Graph Title Page No.

1 01 Market Share of Sharekhan 56

2 02 Brokerage Comparison 57

3 03 Growth rate of company 584 04 Growth rate comparison 59

5 05 No. of customers 60

6 06 Client Acquisition 61


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I

am also thankful to the staff member of the Sharekhan department for

providing me necessary information and co-operation during the project. I

would also like to pay my special thanks to Mr. Sanjeev (Faculty Guide) and

Mr. Amit Sharma (Project Consultant).

Last but not least. I would like to owe special thanks to my parents, elder

brother and friends, whose affection and the best wishes make my way easy

for completion of this project.

RAKESH

INTRODUCTION

INTRODUCTION TO THE TOPIC

The topic is to study the consumer preference towards investment in the stock

market. DEMAT A/C is a pool of various scripts and securities, where as online

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trading A/C is a tool of purchasing and selling of share or scripts online. These

scripts are then transferred to Depository account after three days.

This topic includes the practical experience of selling company product that is

followed by studying the consumer preference or interest towards the share

market. This is a market, which is uncertain sometime it gives the opportunity

of the huge profit and vice versa. It depends up on the investment customer

made. This is better option to have better return on the investment then

investing in banks, mutual fund or bonds etc. but the risk is high in this case.

This product offers the customer two type of investment option INTRADAY and

DELEVERY both of them has there own benefits and limitation but a better

way to have more return on investment. Intraday means investing in share

market for a day i.e. purchasing and selling of the share in one day. Delivery is

purchasing share and the selling it next day. The charges that company

charges in terms of brokerage are different in the both of the cases.

OBJECTIVE OF STUDIES

Main Objective

The main objective of selling DEMAT account cum online tradingaccount.

Specific Objective

Creating Customers

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Marketing of the product

Creating the relationship with the customer to have there sources

Motivating customers for trading

Job Responsibilities

I have been handling the following responsibility in the Sharekhan Limited

My job profile is to call on the given data i.e. leads

My job profile is to coordinate the team and also help them to sale the

product and also help them in the field.

My job profile is to understand the customer need and advising them to

make a portfolio as per there investment.

My Job profile is to convince customer for investment in the

commodities and Mutual Fund.

COMPANY PROFILE

ABOUT THE COMPANY

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SHAREKHAN RETAIL BROKING

Among the top three (3) branded retail services providers (Rs 856 crs

average daily volume.

NO. 2 player in online business

Large network of branded broking outlets in the country servicing

around 5, 45, 000 Clients.

MANAGEMENT TEAM

The company has an eighty years experience in broking business it was earlier

known as the SSKI group. The owner of the company is Mr. Dinesh Murikya

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Mr. Jaideep Arora

DIRECTOR

Sharekhan Limited

Tarun P. Shah Shankar Vailaya


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Share khan is one of the leading retail brokerage firms in the country. It is the

retail brokering arm of the Mumbai based SSKI group, which is over eight

decade of experience in the stock broking business. Share khan offer its

customer a wide range of equity related service including trade execution on

NSE, BSE, Derivatives, Depository services, online trading, investment advice

etc.

The firm online trading and investment site www.sharekhan.com was launched

on Feb 8, 2000. The site gives access to superior content and transaction

facility to retail customers across the country known for its jargon free,

Investor friendly language and high quality research.

The site has a registered base of over6 Lacs of customers. the number of the

trading member currently stands at over6 Lacs While online trading currently

account for just 1 per cent of the daily trading in stock in India, share khan

alone accounts for22 per cent of the volumes traded online.

The content rich and research oriented portal has stood out among its

contemporaries because of its steadfast dedication to offering customers best

of the breed technologies and the superior market information .the objective

has been to let customer make informed decision and to and simplify the

process of investing into the stock.RAKESH

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On April 17, 2002 Sharekhan launched the Speed trade, a net based

executable application that emulates the brokers terminals along with host of

other information relevant to the day traders. This was the first time that a net

based trading station of this caliber was offered to the traders. In the last six

month speed trade has become a de facto standard for the day trading

community on the net.

Sharekhan ground network includes over 250 countries in 123 cities in

India, of which 20 are the fully owned branches.

Sharekhan has always believed in investing in the technology to build its

business.

The company has used some of the best known means in the IT sector, like

Sun Microsystems, Oracle, Microsoft, Cambridge technology, Nexgenix,

VeriSign Financial Technologies India Ltd, Spider Software Pvt Ltd. built its

trading engine and its contents. The Morokhia family holds the majority of the

stock in the company, HSBC, Intel and Carlyle are the other investor.

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With a legacy of more than 80 years in the stock market, the SSKI groups

ventured into institutional broking and the corporate finance 18 years ago.

Presently SSKI is one of the leading players in the institutional brokering and

the financial activity. SSKI holds a sizeable portion of the market in each of the

segment.

SSKI institutional brokering arm account for the 7% of the market for foreign

institutional portfolio investment and 5% of all domestic institutional portfolio

investment in the country. It has the 60 institutional clients spread over all over

India, Far East, UK and US.

Foreign institutional investor generates approx 65% of the organizational

revenue with a daily turnover of over $2 million.

The corporate Finance has a list of very prestigious client and has many firsts

of its credit in the term of size of the deal sector tapped etc The group has

placed over US$ 2 billion in private equity deals. Some of the client include

BPL cellular holding, Gujarat Pipavav, Essar, Hutchison, Planetasia and

Soppers stop.

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Sharekhan business

1. Brokering business.

2. White feathering house production.

Vision

To be the best retail broking brand in the retail business of the stock market.

Mission

To educate and empower the individual investor to make better investment

decisions through quality advices and superior services.

Stock exchange Mumbai

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Share khan is the retail broking arm of SSKI, an organization with more

then eight decade of trust and credibility in the stock market.

Amongst pioneers of investment research in the Indian market.

In 1984 venture into institutional broking and the corporate finance.

Leading domestic player in the Indian institutional business.

Over US$5 billion of private equity deal.

SSKI group companies

SSKI investor services ltd (Sharekhan)

S.S. Kantilal Isharlal securities

SSKI corporate finance.

Idream productions

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SSKI - Corporate Structure

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80 years of taming

Bulls & Bears


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REASON TO CHOOSE SHAREKHAN LIMITED

Experience

SSKI has more than eight decade of trust and credibility in the Indian stock

market. In Asia money market poll held recently, SSKI won the India best

broking house for 2004 award. Ever since it launch Sharekhan as its retail

broking division in February in 2000.it has been providing institutional level

research and broking service to individual level investor.

Technology

With our online trading account you can by and sell share in the intent from

any PC with an internet connection. You will get assess to our powerful online

trading tool that will help you take complete control over your investment in

share.

Accessibility

Sharekhan provides ADVICE, EDUCATION, TOOL AND EXECUTION service

for investors. These service are accessible throw our center across the

country. (Over 588 location in148 cities) over the internet (throw the website

www.sharekhan.com) as well as over the voice tool.

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Knowledge

In a business where the right information at the right time translates into the

direct profit, you get access to a wide range of information on our content rich

portal, Sharekhan. You will also get a useful set of knowledge-based tools that

will empower you to take informed decisions.

Convenience

You can call our dial and trade number to get investment advice and execute

your transaction. We have a dedicated call center to provide this service via a

toll free number 1800-22-7500 form anywhere in India.

Customer Service

Our customer service team assists you for any help that you need relating to

the transaction, billing d-mat and other queries. Our customer service can be

contracted via a toll-free number email or live chat on www.sharekhan.com.

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Investment Advice

Sharekhan has dedicated research team of more than 30 people for

fundamental and the technical research. Our analysis constantly tracks the

pulse of the market and provides the timely investment advice to you in the

form of daily research email. Online chat, printed report and sms on your

mobile phone.

Benefits

Free depository a/c

Secure order by voice tool dial and trade

Automated portfolio to keep track of the value of your actual purchase

Personalized price and account alerts delivered instantly to your cell

phone number and e-mail address

Special personal inbox for order and the trade conformation

On-line customer service via web chat

Any time ordering

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LITERATURE REVIEW

GENERAL INTRODUCTION

DP (DEPOSITORY PARTICIPENTS)

As an investor you can open a securities accounts with a DP.DP are attached

to the depositories very much the same way as commercial banks are

attached the RBI. All interaction include account opening, dematerialization,

pledge etc are done through DP

Reason to choose DP

You can select your DP to open a demat account just you like to select a bank

for opening a saving account .some of the important factor to selecting DP can

be

Convenience: proximity to the office /residence, business hours.

Comforts: reputation of DP, past association, range of service etc. find

out if the DP is in a position to give the specific service you may need.

Cost: the service charge levied by the DP and the service standard.

Dematerialization

The dematerialization system is an alternative to the physical existence of the

securities. In the system securities are converted into the electronic form and

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deposited in a depository account in the investor name. In order to

dematerialize certificates an investor will have to open an account with a DP

and then request for the dematerialization of the certificate by filling up a

dematerialization request form (DRF) which is available with the DP and

submitted the same along with the physical certificate the investor has to

insure that before the certificate are handed over the DP for demat they are

defaced by making surrender for the dematerialization on the face of

securities.

Procedure for selling dematerialized securities

The procedure for selling dematerialize securities in stock exchange is similar

to the procedure for selling physical securities instead of delivering physical

securities to the broker, you instruct your DP to debit your account with the

number of securities sold by you and credit your broking clearing account. This

delivery instruction has to be given to your DP using delivery instruction

booklet received from the DP at the time of opening an account The

procedure for selling securities are given below:

Investor selling securities in any of the stock exchange linked to NSDL

through a broker.

Investor gives instruction to the DP to debit his account and credit the

brokers account.

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Before the pay in day, investor brokers give instruction to his DP for

delivery to clearing corporation.

The broker received payment from the stock exchange (clearing

corporation)

The investor receives payment from the broker for the sale in the same

manner payment is received for a sale in the physical mode.

NSDL

Although India has a vibrant capital market which is more then a century old

.the paper based settlement of trade cause the substantial problem like bad

delivery and delayed transfer of title till recently. The enactment of depository

act in august 1996paved the way for establishment of the NSDL the first

depository in India .this depository promoted by institution of nation structure

responsible for economic development of the country has since establishment

of the national infrastructure of international standard that handle a most of the

trading and settlement in dematerialization from in Indian capital market. Using

the innovative and the flexible technology, NSDL works to support the investor

and brokers in the capital market of the country. NSDL aims at insuring the

safety and the soundness of Indian market place by developing settlement

solution that increase efficiency, minimize the risk and reduce cost. At NSDL

we play a quiet but central role in developing need of the financial service

industry.RAKESH

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In

the depository system securities are held in the depository account which is

more or less similar to the holding funds in the bank account. Transfer of

ownership of securities is done through simple account transfer .this method

done away with all the risk and hassles normally associated with paperwork

consequently, the cost of transacting in a depository environment is

considerably lower as compared to the transacting in certificate.

TYPES OF THE PRODUCT

CLASSIC ACCOUNT

This account allow the client to trade through our website www.sharekhan.com

and is suitable for the retail investor who is risk averse and hence and prefers

to invest in stocks and who do not trade very frequently.

Features classic screen serves hot.

Online trading account for investing In Equities and Derivatives

www.sharekhan.com

Integration of the On-line trading, Saving bank and Demat Account

Instant cash transfer facility against purchase and the sale of share

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Competitive transaction charge

Instant order and the trade conformation by E-mail

Streaming quotes (cash and derivatives)

Personalized market watch

Single screen interface for cash and derivatives and more

Provision to enter price trigger and view the same online in the market

watch

Live terminal(NSE online and BSE offline)

SPEEDTRADE

SPEED TRADE is an internet based software application that enables you to

buy and sell in an instant.

It is ideal for active traders and jobbers who transect frequently during day

session to capitalize on intraday price movement.

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Features

Instant order execution and confirmation

Single screen trading terminal (NSE)

Real time streaming quotes, tic-by-tic charts

Market summery (cost traded scrip, highest value etc)

Hot keys similar to the brokers terminal

Alerts and reminders

Back-up facility to place trades on Direct Phone lines

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Customer can view 425 scripts

at a time

Customer can view graphicalPresentation


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PROCESS OF ACCOUNT OPPENING

LEAD MANAGEMENT SYSTEM (LSM) / REFERENCES

CONTACT

TELEPHONE AND PRESONAL VISIT

APPOINTMENT

DEMONSTRATION

AGREE DISAGREE (CLOSE)

DOCUMANTATION

FILLING THE FORM

SUBMISSION THE FORM

LOGIN OF THE FORM

SENDING THE ACCOUNT OPENING KIT TO THE CUSTOMER

FOR TRADINGRAKESH

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CHARGE STRUCTURE

STRUCTURE FOR PREPAID - ACCOUNT INDIVIDUAL

Account openingAdvance brokerage for

One year

FREE One Time 2000/-(classic)Intra day-0.035%*Delivery-o.40%*

FREE One Time 6000/-(speed trade)Intra day-0.025%*Delivery-0.25%*




*conditions apply

* Refundable incase the brokerage is more than RS 500/=p.m.

** Conditions Apply

*** Taxes as per govt.

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STRUCTURE FOR POST PAID - ACCOUNT INDIVIDUAL

CHARGE CLASSIC ACCOUNTSPEED TRADE

ACCOUNT

Account openingRs. 750/- with5000 Margin Money

Rs. 375/- with5000 Margin Money

Monthly commitment Rs- NIL Rs 500

BrokerageIntra day - 0.10%Delivery - 0.50%

Intra day - 0.10%*Delivery - 0.50%*

* Refundable in case the brokerage is more than Rs 500/-pm

** Taxes as per govt.

We offer an on line trading account along with Demat a/c for the benefit to the

employee of your company.

Depository charges

Account opening charges Rs NIL

Account maintenance chargesRS NIL first year RS 300/- p.a. fromsecond calendar year onward

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PRODUCT DETAILS

Online Trading

a) CLASSIC ACCOUNT: A/C Opening charges Rs. 750 /-

DEMAT ACCOUNT frees for first year and Rs.300 /- from second year

onwards (annual maintenance charges). Trading through website live terminal.

No brokerage commitment required. NSE and BSE Online both cash and F&O

b) SPEED TRADE : A/C Opening fee Rs. 375/-both cash and F&O

Monthly recurring Fee: Rs. 500/-per month, which is very nominal if you

consider the benefit of the product. This access charge will be debited to all the

new customers signed up after September 15, 2004.and after end of the month

if the client has contributed more than RS 500/-as brokerage the access

charge of Rs 500/-will be credited back to the client account. Please note-this

credit of Rs 500/-will be given to the customer who have contributed more than

RS 500/-brokerage during the month.

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Minimum brokerage Intra Day per Share

5 paisa each leg (buy or sell) for intra day traders (For e.g. on a Rs 20 Scrip,

brokerage @ 0.10%=2 paisa, but there is a minimum chargeable amount of 5

paisa)

Minimum Delivery Handing Charge:

10 paisa for Delivery Trades (buys and sells for e.g. On a Rs 10 scrip

brokerage @ 0.50%= 5 paisa, but there is minimum chargeable amount of 10

paisa)

Rs 16/-per Scrip (The brokerage scrip will be charge for the selling of share

resulting in delivery on actual.) (For e.g. if a customer sell100 share of SAIL

total delivery value 2200 brokerage @ 0.5%=RS 11 but the main chargeable

amount per scrip per day=RS 16, so additional RS 5 will be charge as

minimum delivery handling charge)

EXPOSURE: 4 TO 6.7 TIMES (ON MARGINE MONEY)

Online IPO available

We have tie up with Eleven Bank for the online fund transfer i.e. HDFC, ICICI,

IDBI, CITI, Union Bank of India, Oriental Bank of Commerce, INDUSIND, UTI

Bank, Bank of India and Yes Bank for the online money transfer.

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FOLLOWING DOCUMENT ARE REQUIRED TO OPEN AN ACCOUNT WITH

THE SHAREKHAN LTD.

FOR ID PROOF RESIDENCE PROOF

Pan card (Mandatory) Passport (valid)

Driving license Voter ID, Driving license(valid)

Voter ID Telephone Bill or Electricity Bill (latest)

MAPIN UIN card Insurance Policy (latest)

Leave License / Purchase Agreement

** 2 Photograph (Passport size & Front Face)

** 1 Cheque of Rs 750/- for Classic Account and 375/- for the Speed Trade

in favors of the (Sharekhan Limited)

SHAREKHAN

SERVICES

Dial-N-Trade

Along with enabling access for your trade online, the classic and speed trade

account also gives you our dial-n-trade services. With this services, all you

have to do is dial our dedicated phone line 1-800-22-7500 IPO ONLINE

Can apply all the forthcoming IPO online hasselfree.

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Research Tips

Company Provide 4-6 E-mail to there customers per day

Online Trade in Share

Sharekhan customers can online trade through there computers, through

internet during the market timings.

Online Fund Transfer

We have tie up with Eleven Banks for online fund transferring i.e. HDFC, IDBI,

CITI, UBI, OBC, INDSLANDAND and UTI BANK, Yes bank, Bank of India for

Online Money Transfer.

Research based investment advice

Investment and trading services

Trading and seminars

Technology based investment tools

Integrated demat facility

CUSTOMER CAN TRADE IN

o Equities

o DerivativesRAKESH

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o Commodities

CUSTOMER SERVICES TRANGLE

SUPPORTIVE MANAGEMENT

Understand the need of an employee and helps them with

continuous improvement through input and training.

Creates a healthy environment for career growth.

Rewards high performance and initiative.

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Caring & Competent

Employee

Supportive

Management

Efficient Product & System


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Backs decisions made by employees.

Provide coaching and feedback.

EFFICIENT PRODUCT AND SYSTEM

Efficient product and services.

Well designed processes to serve the customer needs.

System that are the back bone of the processes and ensure

information flow and data collection.

CARING AND THE COMPITENT EMPLOYEES

Having the knowledge of the product

Have competition knowledgeRAKESH

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SHAREKHAN, one of the India leading brokerage house, is the retail arm of

SSKI, with over 510 share shops in 170 cities, and Indias premier online

trading portal www.sharekhan.com, our customer enjoys multi channel access

to the stock markets.

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Citigroup Keen to buy 85% in Sharekhan for Rs 650 Cr

Archana Venkat

Chennai, June 27 Citigroup Venture Capital has expressed interest in buying

85 percent stakes in retail brokerage firm Sharekhan Ltd. For about Rs 650

crore.

Details of the deal, such as whether existing shareholders will offload their

stake partly or completely, are being worked out, according to Mr. Jaideep

Arora, Director, Sharekhan

The post deal valuation would be about Rs 825 crore, he told Business Line.

Currently, the Morakhia Family owns about 44 per cent stake in the company

while 42 per cent is held by private firms HSBC Private Equity, Intel Capital

and General Atlantic.

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We are working out how much stake of these Parties will have to offload. We

are also evaluating options of other private equity firms buying stake in the

company, he said

This exercise is expected to be completed in next few months.

The Company plans to use the capital raised through private equity to fund its

Rs. 200 crore expansion, which includes expanding its online platform across

India and launching international Operation in Dubai by November.

In Chennai to inaugurate Sharekhans exclusive outlet that will distribute ICICI

Prudential Life Insurance products, Mr. Arora said that the company may go

public with an IPO next year, after spending the capital raised through private

equity partners.

The company has entered into a tie-up with ICICI Prudential to distribute its

products through all Sharekhan offices, besides setting up some excusive

outlets.

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This tie-up may also explore possibilities for launching exclusive products for

Sharekhan customers, Mr. Arora said.

Sharekhan has introduced Share Mobile a mobile application using GPRS

technology that tracks share prices, provides updates and also facilitates

trading.

Currently being beta tested by a few thousand users, the application is

available for free but without the trading option.

Once the SEBI issues guidelines on mobile trading, the option would be

available to users, Mr. Arora said.

Pricing for the operator independent application has not been decided yet,

Sharekhan has over 679 branches in 234 cities and about four lakhs trading

members.

With largest number of life insurance policies in force in the world, insurance

happens to be a mega opportunity in India. Its a business growing at the rate

of 15-20 per cent.

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Annually and presently is of the order of Rs. 450 billion. Together with banking

services, it adds about 7 per cent to the countrys GDP. Gross premium

collection is nearly 2 per cent of GDP and funds available with LIC for

investments are 8 per cent of GDP.

Yet, nearly 80 per cent of Indian population is without life insurance cover while

health insurance and non life insurance continues to be below international

standards and this part of the population is also subject to weak security and

pension system s with hardly and old age income security. This it self is an

indicator that growth potential for the insurance sector is immense.

A well developed and evolved insurance sector is needed for economic

development as it provides long term funds for infrastructure development and

at the same time strengthens the risk taking ability. It is estimated that over the

next ten years India would requires investments of the order of one trillion US

dollar. The Insurance sector, to some extent can enable investments in

infrastructure development to sustain economic growth of the society.

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Insurance is a federal subject in India. There are two legislations that govern

the sector, The Insurance Act, 1938 and the IRDA Act, 1999. The insurance

sector in India has come a full circle from being an open competitive market to

nationalization and back to a liberalized market again. Tracing the

development in the Indian insurance sector reveals the 360 degree turn

witnessed over a period of almost two centuries.

CLOSURE OF ACCOUNT

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1.

CLOSURE ON CLIENTS REQUEST

A DP can close a depository account on receipt of an application in the

prescribed format. The application should be made by the account holder or by

all the joint-holders. An account can be closed only when there as no balance

in the account in case there is balance in the account sought to be closed, the

following steps are necessary:

a. Re-Materialization of all securities standing to the credit of he account at

the time of making the application for closure.

b. Transferring the balance to the credit of another account opened by the

same account holder(s) either with the same participant or with a

different participant. Before closing the account the DP should ensure

that all pending transactions have been settled. The request for closure

should be processed only after ensuring that there is unbalance lying in

the account.

2. CONSOLIDATION OF ACCOUNT

Some clients could have opened multiple accounts to dematerialize their

shares held in multiple combination and sequence of names. However, they

may not need so many accounts after they have dematerialized their shares

and may want to bring all their share holdings into one or fewer accounts. This

can be achieved by using normal market transfer instruction.

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3. CLOSURE BY DP

The DP may also initiate closure of a clients account if the client has

defaulted in performing its obligations laid out in the client-participant

agreement. The participant should give sufficient notice to the client before

initiating closure of his account. The notice should clearly state the reason

for closure of account. The process of closing account in such a case is the

same that of client-initiated closure.

CLOSURE / SHIFTING OF CLEARING ACCOUNT

A clearing member may transfer its clearing account from one DP to another

DP. For this, simultaneously applications have to be made for closure of

account to the earlier DP and for opening of new clearing member account to

the new DP. On receipt of the application, the new DP forwards the application

to the depository for approval and allotment of a new CM-BP-ID. Once the new

CM-BP-ID is allotted, the new DP opens.

New clearing account and intimates the depository about the new client-ID. On

receipt of intimation from the new participant, the depository advises the old

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DP to close the account. The old DP then closes the account and intimates the

clearing member. All payout of securities, subsequent to closure of old clearing

account, take place in the new account.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done

scientifically. In it we study the various steps that are generally adopted by a

researcher in studying his research problem s along with logic behind him.

Why a research study has been undertaken, how a research problem defined,

in what way and why the hypothesis has been formulated, what data have

been collected and what particular method has been adopted, why particular

technique of analyzing data has been used and a host of similar other

questions are usually answered when we talk of research methodology

concerning a research problem or study.

RESEARCH DESIGN

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A

research design is the arrangement of conditions or collection and analysis of

in a manner and aims to combine relevance to the research purpose with

economy in procedure. In fact the research design is the conceptual structure

within which research I conducted. Research design is needed because it

facilitates the smooth sailing of the various research operations thereby

making as efficient as possible yielding maximum information with minimal

expenditure of effort, time and money.

I have adopted descriptive and conclusive research design. Descriptive

research is those studies, which are concerned with describing the

characteristics of a particular individual or a group. Since the aim is to obtain

the accurate information about the customer in terms of his interest towards

investment in stock sector. I have used the techniques of questioning customer

in order to know their consumer behavior, their interests, their needs and etc.

It is very important for the sales executive to study the mind of the consumer

so that the personal visit would not be a waste of time, money and efforts.

DATA SOURCES

The research can gather primary data, secondary data or both. Secondary

data are data that were collected for another purpose and already exist

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somewhere. Primary data are data specially gathered for a specific purpose or

for a specific research project. When the needed data do not exit or are

outdated, inaccurate, incomplete, or unreliable, the researcher will have to

collect primary data. Most marketing research project involves some primary

data collection.

PRIMARY DATA

I have collected primary data through personal references.

LMS i.e. Leads Management System of the company.

Customer references.

SECONDARY DATA:

The main source of information for the project was:

Weakly Magazine

Telephone Directory

Used Leads of the company

Leads of the company; i.e. telephone list for tele calling

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CONTACT METHOD:

The marketing researchers have four choices to contact the respondents:

Mail

Telephone

Personal

Online

I choose the above techniques to reach to the customer in a most convenient

method.

LIMITATIONS:

Lack of awareness of Sharekhan and stock market:

Since the area is not known before it takes lot of time in convincing people to

start investing in shares primarily in IPOs

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Some people are comfortable with traditional system:

As people are doing trading from there respective brokers, they are quite

comfortable to trade via physical form of paper, they want to trade off line, i.e.

through telephone or etc.

Lack of Techno Savvy people and poor internet penetration:

Since most of the people are quite experienced and also they are not techno

savvy. Also Internet penetration is poor in India.

Some respondent are unwilling to talk:

Some respondents either do not have time or willing does not respond, as they

are quite annoyed with the phone call.

Inaccurate Leads:

Sometimes leads are provided which had error in it, which varies from only 5

digit phone numbers to wrong phone numbers, some people have registered to

know about their personal quarries. They are the unsatisfied clients of the

company.

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Misleading concepts:

Some people think that as all the shares are in electronic form and they dont

have any physical proof. Sometimes this leads to a great misconception of the

entire process.

MARKETING STRATEGY?

A strategy that focuses on developing a unique long run competitive position in

the market by assessing consumer needs and the firms potential for gaining a

competitive advantage.

A business approach to marketing its products / services expresses in broad

terms, which forms the basis for developing a marketing plan.

Marketing starts with market research, in which needs and attitudes and

competitors products are assessed, and continues through into advertising,

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promotion, distribution, and where applicable customer servicing and repair,

packaging and sales and distribution.

The broad marketing thinking that will enable an organization to develop its

products and marketing mixes in the right direction, consistent with overall

corporate objectives.

MARKETING STRATEGIES OF THE COMPANY

Tele-Calling:

The company uses the tele calling / phone calling to reach the customer, which

are interested. This is the most important techniques to save time and giving

demo of the companies products through making call in order to know the

customer interest towards the product. This is the strategy with which one can

motivate customer to go for the product and etc.

LMS:

It is leads management system which means leads are generated by the

customer who wants to purchase the products of the company. Company

provides facility to the customer on online to fill the registration form through

which the companies executive can provide more information to the customer.

Yellow Pages:

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Yellow pages are used to gather data for making calls so that customer who

did not find time and are unaware of the product can know about the product.

Customers are given freedom to ask question related to the products this is the

technique used to increase the awareness of the company.

Canopys:

This is the most important techniques used by Sharekhan Securities to market

its product in different areas of the city, company put their canopies and

customers who are willing to know about the product come forward and

provide best of their knowledge. Besides this company executives ask

customers to fill the questionnaire that tells the company about the levels of

brand awareness. It also increases the product awareness because it is

generally put at he crowdies places like near main market, cinemas, hotels,

ATM or etc where people come in good numbers.

Direct Marketing:

Sharekhan executives reaches to the doors of the customer by fixing

appointments with the interested customers, they describe the details of the

product. Executive give demonstration of the product so that customer can

understand better.

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Advertising:

Advertising is the most important tool of increasing awareness of the product

and this is the most widely used techniques by the company to tell about the

new features and new launch by giving briefing of the product.

Sharekhan use banners, distribution of pamphlets and advertising in

newspapers.

References:

Sharekhan strategy is to satisfy the customers in terms of their need by

providing them timely services and knowledge about the trade in equities,

mutual fund, by giving tips for investment advises through e-mails or toll free

calls for this purpose customers are provided relationship manager who gives

investment advice and also make transaction on their behalf on demand. By

satisfying customer executive ask their references that not only increases the

awareness but also increase the goodwill of the company.

Competitiveness:

The company is innovative and uses the latest technology to improve the

product to fulfill the demands of the customers. Sharekhan make it easy for the

customers to make online transaction of shares. The company is competitive in

terms of the product price and facilities it offers to the customers.

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Internet:

Company provides detailed information about the products on internet so that

customer can know about the products easily and completely.

UNIQUE OBJECTIVE OF THE COMPANY

200000+ retail customers being service though centralized call centre /

web solution 60 branches servicing affluent / aggressive trades through

highly skilled financial advisers.

250 independent investment managers / franchisees servicing 50000

highly valued clients.

Strong advisory role through Fundamentals & technical research

New initiatives - Portfolio Management Service & Commodities trading.

Dealing in mutual funds.

COMPETITOR ANALYSIS

5PAISE.COM

Company Background:

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Indiainfoline was founded in 1995 and was positioned as a research firm in

2000 e-broking was started under the brand name of 5paisa.com. Apart from

offering online trading in stock market the company offers mutual funds online.

It also acts as a distributor of various financial services i.e. GOI securities,

Company Fixed Deposits, Insurance. Limited ground network present in 20

cities.

Charges for Demat:

Demat 1st yr: Rs. 250/-

Pricing for HNI Clients

KOTAK STREET

Company Background:

Kotakstreet is the retail arm of Kotak Securities. Kotak Securities limited is a

joint venture between Kotak Mahindra Bank and Goldman Sachs.

Charges for Demat:

Rs. 22.5 p.m.

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INDIABULLS

Company Background:

India Bulls is a retail financial services company present in 70 locations

covering 62 cities. It offers a full range of financial services and products

ranging from Equities to Insurance. 450 + Relationship

Managers who act as personal financial advisors

Charges for Demat:

Rs. 200 if POA is signed, No AMC for this DP

POA for Clients DMAT

All shares held by client trading with IB are moved to IB Pool Account and the

same is shown as a reflection in client DP account. Charges are levied to

move shares from IB pool account to client DP account.

ICICI Direct

Company Background:

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ICICI Web Trade Limited (IWTL) maintains ICICIdirect.com. IWTL is an Affiliate

of ICICI Bank Limited and the Website is owned by ICICI Bank Limited.

Charges for Demat:

NIL first years

500 per annum

HDFC SECURITIES

Company Background:

The HDFC Bank, HDFC and Chase Capital Partners and their associates

promote HDFC SECURITIES LTD. Pioneers in setting up Dial-a-share services

with the largest team of Tele brokers

DEMAT ACCOUNT WITH HDFC:

It is conversion of Physical shares into electronic form.

Dematerialization charges

Rs. 3 per share certificates

Rs. 35 per request

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Folio charges are Rs. 150 per annum

Buying and selling transaction through brokers charges are 0.05% of

transaction value

Off market transaction charges 0.04% of transaction value

Charges for Demat:

First Year: NIL

Yearly Charges: Rs. 450/- per year

SWOT ALAYSIS

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A SWOT analysis focuses on the internal and external environment, examining

strengths and weaknesses in the internal environment and opportunities and

threats in the external environment.

STRENGTHS

Services

As a product Sharekhan I a extremely innovative product with very les cost.

Services like online trading facility, institutional and domestic broking,

customized research report with almost 80% efficiency etc give Sharekhan an

edge over its competitors. Sharekhan 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 features like imagery, equity driving

preference. Through efficient trading processes Investor can place their order

directly on the Internet, do all the information seeking and basically own the

investing process.

Distribution Network

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Sharekhan with almost 250 branches spread across 123 cities beefed up by

comprehensive online research, advice and transaction services. In near future

expect to make 20000+ retail customers being serviced through centralized

call centre / web solution.

60 branches / semi branches servicing affluent / aggressive traders highly

skilled financial advisors, 250 independent investment managers / franchisees

servicing 50000 highly valued clients, strong advisory role through

Fundamentals & technical research and new initiative are being made in

Portfolio Management Services & Commodities trading.

Marketing

Sharekhan is a product of SSKI, a veteran equities solution company with over

decades of experience in the Indian stock markets. Sharekhan does not claim

expertise in too many things. Sharekhans expertise lies in stocks should not

be confused with trading in stocks or a portfolio-based strategies is better than

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

learning and experience in the stock markets.

Products

Companys Product line is quite flexible in the sense that there is a product for

every kind of investors. Also all the products cover all the loopholes of al the

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products offered by the competitors like low cost, user-friendly online trading

services etc.

WEAKNESS

Customer Satisfaction

As far as customer satisfaction goes Sharekhan has to tighten their socks.

Many broking house catering to heavy investors or small segment of the

market can afford to and does provide relationship managers for their

customers, who can understand the trading needs of individual customers, and

advises accordingly. However, a broking house like Sharekhan, which caters

to the mass segment, is in n position to provides relationship managers for

individual customers.

Branding

Through the company has a efficient products bur large part of investment

interested population does not know the company. The most basic expectation

for a trader or investor when one begins trading is that one must get timely

delivery of shares and proceeds from sale of shares. Also ones cash balance

with the broker must be 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.

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Competition from banks

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

banking database. So they enjoy the liberty of huge database and customers

find it more reliable to trade there rather than with an 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 Make trading

easier, and at the same time a trader withdraws exactly as much money from

his account as is needed to complete the trade. Similarly sales proceeds are

credited directly to saving accounts.

OPPORTUNITIES

The external environment analysis may 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 investor and the demand is

increasing day by day. This has resulted in improved liquidity and heavy

volumes on transaction. Sharekhan 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

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being a mover of stocks. It is also known for putting big deals through 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 SEBI lying down some strict guidelines small

brokers are finding it harder to retain the customers with no research

departments 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.

Unfulfilled needs of the customers

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

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

information or some were scared of volatility of the stock markets. Sharekhan

has the opportunity to tap this satisfied 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, Sharekhan hopes to fully

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

was born out of the consumers need for a more transparent, easy to

understand and convenient option of investing in stocks.

Education 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 markets which are

being shown by increasing volumes, transportations and indices.

THREATS

New Competitors

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A

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

the flavor of this cherry. This is creating a lot of competition for large players

like Sharekhan and it 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-Paise etc. are posing a lot of threats to the company.

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

until it is working properly it is good bur internet is not that safe. Though a lot

cyber laws are being made but not yet executed.

OBSERVATIONS AND ANALYSIS

DATA ANALYSIS

1. Market share of Sharekhan Securities

TABLE NO. 01

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Company Market Share

ICICI28%

Sharekhan24%

India bulls22%

5 Paisa20%

Others 6%

Graphical Representation: GRAPH - 01

The above data describes the market share of the Sharekhan competitors in

which Sharekhan has the second highest market share among all its

competitors heaving customer base of more then or approximate 8.0 lack.

COMPETITORS BROKERAGE COMPARISION

TABLE NO. 02

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INTRADAY DILIVERY

ICICI 0.50% 0.75%

HDFC 0.40% 0.75%

INDIA BULLS 0.10% 0.50%

SHAREKHAN 0.10% 0.50%

5 PAISA 0.05% 0.40%

Graphical Representation: GRAPH NO. 02

The above is the detail of the companies brokerage in which Sharekhan has

competitive brokerage over other in which there reduction of the brokerage

depending upon the deal between client and the customers.

TABLE NO. 03

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GROWTH RATE OF COMPANY IN %

Year 2004 2005 2006 2007 2008

Customer(In Lakhs)

3.6 4 4.5 5.2 4.8

GRAPH NO. 03

Graphical Representation:

The above data shows the growth rate of the company from 2004 to 2006,

which shows the increase in the growth trend.

TABLE NO. 04

Company Growth (in Per)

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HDFC 4%

5 Paisa 2%

INDIA BULLS 4%

SHAREKHAN 5%

ICICI 6%

GRAPH NO. 04


TABLE NO. 05

Company No. of customers (In lack)

INDIA BULLS 7.4

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ICICI 9.5

HDFC 3

5 PAISA 5.4

SHAREKHAN 8

GRAPH NO. 05


The above graph shows the market share of the customers we are at position

no two having customers base of around 8.0 lakh customers, ICICI having the

maximum and HDFC has the minimum customers.

TABLE NO. 06

CLIENT ACQUISITIONS

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Client Acquisition (Approx.)

Total Data 1900

Calls Made 1300

Responses 700

Appointment Fixed 160

Appointment Confirmed 55

Appointment Converted 32

GRAPH NO. 06


The above graph shows the number of customer (approx.). That has reached

through the marketing tools and technique. Approximately out of 1900 clients

finally 32 were converted.

EXECUTIVE SUMMARY

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The next chapter is devoted to study the comparative analysis of the

competitors and the SWOT analysis, which tells about the Sharekhan edge

over its competitors. This project leads us towards the job descriptions and

difficulties faced by me.

The next part of the project throws light upon my finding and analysis about the

company and the suggestions for the company for better performance.

During this project I have been given the responsibilities of creating customer

bringing HNI customer, handling team, generating leads.

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FINDING AND RECOMMENDATION

FINDINGS

According to the study of the project report and company experience of Four

month the analysis are the following findings.

According to graph one ICICI has the maximum market share and Sharekhan

is at position no.2 Sharekhan has a competitive product feature and services

that makes it possible to reach at this position.

According to graph two SHAREKHAN has brokerage less then ICICI and

HDFC but same as INDIABULLS but more then other competitors. Brokerage

is the main concern for the customer thus company provides some negotiation

flexibility in brokerage charges in terms of brokerage we are better then the

ICICI and HDFC company charges less form the customer for the same

purpose and providing better service.

According to graph 3 which shows the competitors growth in terms of the

customer acquisition form 2004 to 2008 Sharekhan has growth rate of 5% and

ICICI has a maximum growth rate of 6%

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According to graph no 4 which shows the total no of customer Sharekhan has

the second largest customer base with 8 lakhs among its competitors.

According to the graph 5 it shows the practical work done by me. In this I have

made approximate 1900-2100 calls in Four month to the customer and tried to

communicate my product. Out of all these calls I found 1300 numbers correct

and rest are not in use. Near about 700 customers shows interest towards at

least listing to the product out of 700 only 160 customer fixed the appointment

for further process of the account opening with share khan , then out of 160

customers only 55 appointments are confirmed and visited by me. Out of this

total 32 are finally converted and are customer of the company.

Due to high competition the companies provides same product with different

features and service. With this regard share khan is at no one for service

brokerage and follow up.

RECOMMENDATIONS

After heaving an experience of two months in sales of demat account I would

like to suggest the following things.

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Company has an advantage of reach tips for which Sharekhan known for the

customer who are new they need relation ship manger who will tell them about

investment so it should be provided to all the customer on demand this will

lead to customer on demand this will lead to customer satisfaction and will hip

to have more reference from satisfied customer.

The company also have the advantage of broke rage charge it need some

revision so that the customer who are locking for the less brokerage can open

there account in are company taking into consideration the different proposal it

can be reduced for a HNI client.

The company has shown the growth trend and it has reached at no 2 it can

move to no one because it has an advantage of its service. As Sharekhan is

already tie-up with 8 banks for online fund transfer that reduce the paper work

for customers and ease in trading.

The company can increase the customer base if the account opening charges

it reduced from 375 to 200, which will give boost the competition.

The company should revise the advertising strategy to increase its brand

awareness. I suggest marketing making on television so that maximum market

can be targeted.

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CONCLUSION

After studying the project I would like to conclude that:

Company should focus on customer satisfaction at every levels of the

account opening procedure.

Brokerage can be reduced with the attractive proposals for HNI.

Relationship manager should be given on the customer demand.

Company should use the tool of advertising for marketing the brand and

the product.

Reduction in brokerage would attract the customer of India bulls, 5

paisa and other competitions heaving less brokerage then us. It would

increase the market share or client acquisition.

The account opening time should be reduce to maximum 5 days

because customer losses the opportunity of investments.

The company shows the positive trend in growth but it can be increased

more if it focuses on building the brand equity.

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APPENDIX

BIBLIOGRAPHY

Valueline (Sharekhan monthly research Magazine)

Capital Market (5 Paisa.COM), New Delhi

The Finapoils (Your Personal Finance Advisor from Karvy)

Training Kit Provided by the Sharekhan.

INTERNET

www.reliancemoney.com

www.nseindia.com

www.bseindia.com

www.indiabulls.com

www.kotaksecurities.com www.sharekhan.com

www.motilaloswal.com

www.icicidirect.com

www.traderji.com

www.religaresecurities.com

www.demataccount.com

QUESTIONNAIRE

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http://www.reliancemoney.com/http://www.nseindia.com/http://www.bseindia.com/http://www.newspaperarchive.com/http://www.kotaksecurities.com/http://www.sharekhan.com/http://www.motilaloswal.com/http://www.icicidirect.com/http://www.traderji.com/http://www.religaresecurities.com/http://www.demataccount.com/http://www.reliancemoney.com/http://www.nseindia.com/http://www.bseindia.com/http://www.newspaperarchive.com/http://www.kotaksecurities.com/http://www.sharekhan.com/http://www.motilaloswal.com/http://www.icicidirect.com/http://www.traderji.com/http://www.religaresecurities.com/http://www.demataccount.com/


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DATE:

NAME:

OCCUPATION:

AGE:

CONTACT NO.:

Q1. In which of these Financial Instruments do you invest into?

(i) Shares (ii) Mutual Funds (iii)Bonds (iv) Others

Q2. Which type of trading you prefer?

(i) Online (ii) Offline (iii) Not Applicable

Q3. If you prefer online Trading then the reasons for it?

(i) Privacy (ii) User friendly & Time Saving

(iii) Convenience (IV) All The Above

Q4. What factors motivates you to invest in securities?

(i) New IPO's (ii) Entry of FII's

(iii) More returns in less time (iv) Others

Q5. Does online trading system motivate you to deal in securities?

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(i)

Yes (ii) No

Q6. Have you heard about Sharekhan?

(i) Yes (ii) No

Q7. Which Brokerage Firm do you prefer for Online Trading?

(i) ICICI Direct (ii) Sharekhan (iii) India bulls

(iv) Kotak Securities (v) 5paisa (vi) Any other__________

Q8. What differentiates your Share Trading Company from others?

(i)Brokerage (ii) Research Report (iii) Dial up trade facility

(iv)Magazine (v) Exposure (vi) Account opening charges

Q9. How often do you trade?

(i) Daily (ii) Weekly (iii) Monthly (iv) Yearly

Q10. In which category does your income fall? (Per month in Rs)

i) 0-15000 ii) 15000 35000 iii) 35000 60000 iv) Above 60000

Q11. What percentage of your earnings do you invest in share trading?

(i)Up to 10% (ii) Up to 25% (iii) Up to 50% (iv) Above 50%

Q12. According to your preference rank the attributes of a share trading

company. (1=Most Important, 5= Not Important at all)

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1. Customer Service :

2. Proper Guidance :

3. Regular Updates :

4. Trustworthiness :

5. Brokerage Charges :

Q13. Rank these share trading companies according to the quality of

service they provide. (1=Excellent, 5= Very poor)

1. 2. 3.

4. 5.

Q14. What additional features do you wish to have in Online Share

Trading?

a. Sharekhan

b. ICICI Direct

c. India Bulls

d. Kotak Securities

e. Others (Specify)

supriya project 1 unka hai

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