STUDYING THE MARKETING STRATEGIES
ADOPTED BY THE COMPANIES INVOLVED
IN STOCK TRADING INDUSTRY IN INDIA
AND
ANALYZE THE EFF...
STUDY INCLUDES:-
•Detailed study of Sharekhan Ltd. as a stock broking firm, its
operations, trading activities, products &...
Practical Aspect - Client Visits and Telephonic Calls
to customers which helps to experience and develop
the skill set req...
SOURCES OF DATA COLLECTION
COMPANY WISE ANALYSIS
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
Sh...
0
2
4
6
8
10
12
14
16
18
20
Yes
No
Somewhat
No.ofCustomers
Customer Satisfaction Graph
Is customer really satisfied with t...
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...
Field Work done at Sharekhan Gurgaon
1) Telephone Calling
Fresh data of customers is given from the company and intern ha...
2) Client Visits
Client Visits with Employees – Interns have to visit the customer with an
employee of Sharekhan to see a...
Customers’ Responses and FAQ’s
Advertising & Promotional Activities adopted by Sharekhan Ltd.
Types of Advertising
Print Advertising : Newspapers, Magazines, Brochures, Fliers.
Broadcast advertising: Television, Ra...
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
Ozo...
0 10 20 30 40 50 60 70 80
Executive Reference
Lead Reference
Client Reference
No. of Customers
Graph showing the proportio...
0 10 20 30 40 50 60 70 80
Sharekhan Website
Yahoo Website
Integrid Media Website
Rediff Website
Client Reference
Not Inter...
LIMITATIONS
The following are the limitations of this project :
The project does not cover the detailed study about posit...
REFERENCES
Papers for study
•Marketing strategies Research Paper by Leo Burnett.
•Paper on consumer psychology involved in...
THANK YOU
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
SHAREKHAN
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SHAREKHAN

  1. 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. 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.
  3. 3. 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
  4. 4. SOURCES OF DATA COLLECTION
  5. 5. COMPANY WISE ANALYSIS
  6. 6. MARKETING STRATEGIES PRODUCT DIFFERENTIATION
  7. 7. PROMOTION
  8. 8. 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?
  9. 9. 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?
  10. 10. 0 5 10 15 20 25 Worst Worse Neutral Very Good Excellent No. of Customers Quality of Complaint Handling
  11. 11. 0 5 10 15 20 25 30 Yes No Charge for the service No.ofCustomers Analysis of Facilities Availed by Customers
  12. 12. 5% 2% 40% 35% 3% 15% 0% Newspaper Advertisements Hoardings & Billboards Internet Advertisements Peers Relatives Television Advertising Others Awareness Among Customers
  13. 13. 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.
  14. 14. 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.
  15. 15. Customers’ Responses and FAQ’s
  16. 16. Advertising & Promotional Activities adopted by Sharekhan Ltd.
  17. 17. 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
  18. 18. Print Advertisements
  19. 19. Internet advertisement
  20. 20. 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)
  21. 21. 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
  22. 22. 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
  23. 23. 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.
  24. 24. 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
  25. 25. THANK YOU

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