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STUDYING THE MARKETING STRATEGIES
ADOPTED BY THE COMPANIES INVOLVED
IN STOCK TRADING INDUSTRY IN INDIA
AND
ANALYZE THE EFFECT OF ADVERTISING
AND PROMOTIONALACTIVITIES ADOPTED
BY SHAREKHAN LTD
Presented by
PANKAJ SINGH
12BSPHH010679
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.
SHAREKHAN
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
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
MARKETING STRATEGIES
PRODUCT DIFFERENTIATION
PROMOTION
Comparative Analysis of Competition among Stock Brokers
19%
11%
23%
19%
7%
7%
4%
8% 2%
Market Share
Religare
Indiabulls
Sharekhan
India Infoline
ICICI Bank
HDFC Bank
Angel Broking
Kotak Securities
Others
Based on the survey, what is the market share of each stock broker?
0
2
4
6
8
10
12
14
16
18
20
Yes
No
Somewhat
No.ofCustomers
Customer Satisfaction Graph
Is customer really satisfied with the services provided by his/her stock broker?
0 5 10 15 20 25
Worst
Worse
Neutral
Very Good
Excellent
No. of Customers
Quality of Complaint Handling
0
5
10
15
20
25
30
Yes No Charge for the service
No.ofCustomers
Analysis of Facilities Availed by Customers
5% 2%
40%
35%
3%
15%
0%
Newspaper Advertisements
Hoardings & Billboards
Internet Advertisements
Peers
Relatives
Television Advertising
Others
Awareness Among Customers
SHAREKHAN
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
0 10 20 30 40 50 60 70 80
Adwinks
Apna Paisa
Cricbuzz
DotAhead_Google
Google
India Property
Indian Rail
Integrid Media
Ozone
One India
Policy Bazaar
Rediff Moneywiz
Rediff
Sharekhan
Sify
Silicon India
Techtree
Vicky
Webduniya
Vizury
Yatra
Youmint
Yahoo
No. of Customers
Graph showing the proportion of Number of Customers approached through
Internet advertising (mainly websites)
0 10 20 30 40 50 60 70 80
Executive Reference
Lead Reference
Client Reference
No. of Customers
Graph showing the proportion of Number of Customers
approached through Reference
0 10 20 30 40 50 60 70 80
Sharekhan Website
Yahoo Website
Integrid Media Website
Rediff Website
Client Reference
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.
REFERENCES
Papers 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

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SHAREKHAN

  • 1. STUDYING THE MARKETING STRATEGIES ADOPTED BY THE COMPANIES INVOLVED IN STOCK TRADING INDUSTRY IN INDIA AND ANALYZE THE EFFECT OF ADVERTISING AND PROMOTIONALACTIVITIES ADOPTED BY SHAREKHAN LTD Presented by PANKAJ SINGH 12BSPHH010679
  • 2. 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.
  • 4. 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
  • 5. SOURCES OF DATA COLLECTION
  • 15. Comparative Analysis of Competition among Stock Brokers 19% 11% 23% 19% 7% 7% 4% 8% 2% Market Share Religare Indiabulls Sharekhan India Infoline ICICI Bank HDFC Bank Angel Broking Kotak Securities Others Based on the survey, what is the market share of each stock broker?
  • 16. 0 2 4 6 8 10 12 14 16 18 20 Yes No Somewhat No.ofCustomers Customer Satisfaction Graph Is customer really satisfied with the services provided by his/her stock broker?
  • 17. 0 5 10 15 20 25 Worst Worse Neutral Very Good Excellent No. of Customers Quality of Complaint Handling
  • 18. 0 5 10 15 20 25 30 Yes No Charge for the service No.ofCustomers Analysis of Facilities Availed by Customers
  • 19. 5% 2% 40% 35% 3% 15% 0% Newspaper Advertisements Hoardings & Billboards Internet Advertisements Peers Relatives Television Advertising Others Awareness Among Customers
  • 21. 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.
  • 22. 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.
  • 24. Advertising & Promotional Activities adopted by Sharekhan Ltd.
  • 25. 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
  • 28. 0 10 20 30 40 50 60 70 80 Adwinks Apna Paisa Cricbuzz DotAhead_Google Google India Property Indian Rail Integrid Media Ozone One India Policy Bazaar Rediff Moneywiz Rediff Sharekhan Sify Silicon India Techtree Vicky Webduniya Vizury Yatra Youmint Yahoo No. of Customers Graph showing the proportion of Number of Customers approached through Internet advertising (mainly websites)
  • 29. 0 10 20 30 40 50 60 70 80 Executive Reference Lead Reference Client Reference No. of Customers Graph showing the proportion of Number of Customers approached through Reference
  • 30. 0 10 20 30 40 50 60 70 80 Sharekhan Website Yahoo Website Integrid Media Website Rediff Website Client Reference Not Interested Appointment Fixed Followed Up Graph showing Most Profitable Source of Advertising for Sharekhan
  • 31. 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.
  • 32. REFERENCES Papers 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