Kotak Securities - Internship Research report

1
A REPORT
ON
STRATEGIC PLANNING FOR CAMPAIGN PROCESS
OPTIMIZATION
AND
COMPETITION MAPPING FOR DEAL SMART PROGRAM
DEVELOPMENT
BY
RAJARAM MUTALIKDESAI
GFM1621

2
PROJECT – I
STRATEGIC PLANNING FOR CAMPAIGN PROCESS
OPTIMIZATION

3
A REPORT
ON
STRATEGIC PLANNING FOR CAMPAIGN PROCESS OPTIMIZATION
BY
RAJARAM MUTALIKDESAI GFM1621
AT
KOTAK SECURITIES LTD. BKC, MUMBAI
BSE Institute Limited
18th&19th Floor, PJ.Towers, Dalal Street
Mumbai-400001
(AUGUST, 2017)

4
A REPORT
STRATEGIC PLANNING FOR CAMPAIGN PROCESS OPTIMIZATION
BY
Prepared in partial fulfilment of the Course
Post Graduate Program in Global Financial Markets (PGPGFM)
AT
KOTAK SECURITIES LTD, BKC MUMBAI
18th&19th Floor, P.J.Towers, Dalal Street
Mumbai-400001
(AUGUST, 2017)

5
DECLARATION
This project is my original work and has not been submitted for a degree in any other
university.
Signed: ________________ Date: _____________________
Rajaram Mutalikdesai
This project has been approved by me and is abiding by the company’s compliance
policies.
Signed: ________________ Date: _____________________
Organisation expert: Chandan Kumar
Sr. Project Manager, Strategy
Kotak Securities LTD.
This project has been submitted for examination with my approval as the Institute
Dean
Signed: ________________ Date: _____________________
Institute Dean: Dr.Benugopal Saha
BSE Institute LTD.

6
Date of Start: 15th May, 2017 Date of Submission: 15th August, 2017
TITLE OF THE PROJECT: STRATEGIC PLANNING FOR CAMPAIGN PROCESS
OPTIMIZATION
NAME OF THE STUDENT: RAJARAM MUTALIKDESAI
ID NO. OF THE STUDENT: GFM1621
ORGANISATION EXPERT(S):
Mr. Chandan Kumar Sr. Project Manager, Strategy division
Ms. Ashwini Chikkodi, Manager, Strategy division
NAME OF THE MENTOR:
Prof RAKESH NAIR
KEY WORDS: DEVELOPED STRATEGY FOR ONLINE CAMPAIGNS TO HELP
THE DEAL SMART CUSTOMERS
PROJECT AREAS: DIGITAL BUSINESS UNIT/ STRATEGY /ONLINE TRADING.

7
Acknowledgement
I have taken efforts in the project. However, it would not have been possible without
the kind support and help of many individuals and organisation. I would like to extend
my sincere thanks to all of them.
I wish to express my sincere gratitude to Mr. Chandan Kumar Sr. Project Manager at
Strategy department for providing me an opportunity to do my internship and project
work in Kotak Securities
I am highly indebted to KOTAK SECURITIES and the strategy team for their
guidance and constant supervision as well as for providing necessary information
regarding the project and also for their support in completing the project. I would like
to express my gratitude towards BSE INSTIUTE for their kind co-operation and
encouragement which help me in completion of this project.

8
TABLE OF CONTENTS
1. About Kotak Securities……………………………………………………………...........11
2. Organisational Structure…………………………………………..................................11
3. Need of the deal smart desk………………………………………………………..........12
4. Overview of the Deal smart desk…………………………………………………..........13
5. Digital desk Advisory flow…………………………………………………………..........14
6. Objectives of campaign process…………………………………………………...........15
7. Flowchart of campaign process…………………………………………………............16
8. Overview of the campaign process………………………………………………...........17
9. LCM report summary………………………………………………………………...........19
10.The Steps involved in execution…………………………………………………...........20
11.Time frame for the campaign……………………………………………………….........21
12.Checklist……………………………………………………………………………............22
13.Steps to create new campaign……………………………………………………..........23
14.Campaign design…………………………………………………………………….........24
15.UAT Framework……………………………………………………………………...........27
16.New Campaigns proposed………………………………………………………….........28
17.Campaign challenges and suggestions…………………………………………..........29
18.Portfolio of Verbiage………………………………………………………………............31
19.Recommendations.....................................................................................................34

9
TABLE OF FIGURES
Figure 1: Organisational Structure.............................................................................11
Figure 2: Deal Smart Desk........................................................................................13
Figure 3: Flow of digital desk.....................................................................................14
Figure 4: Flow of Campaign Process........................................................................16
Figure 5: LCM............................................................................................................19
Figure 6: UAT Model..................................................................................................27

10
EXECUTIVE SUMMARY
The project mainly focussed on increasing the efficiency of the campaign process. The
context of the study was digital business unit of Kotak Securities LTD.
The project helped to optimize the present campaign process to increase its efficiency and
reduce the turnaround time of the complete process taken. The project also has created new
additions of campaigns to build strong relationship with the clients. In addition the deal smart
team are informed, enlightened and made understand what they expect to do. It also
emerged that by developing portfolio before the month should help to conduct campaign
effectively.
This implies that Digital business unit should fully embrace the concept of campaign process
optimization for the successful implementation of the same.

11
1. KOTAK SECURITIES
Kotak Securities Limited, a subsidiary of Kotak Mahindra Bank, is the stock broking and
distribution arm of the Kotak Mahindra Group. It is a corporate member of both the Bombay
Stock Exchange and the National Stock Exchange of India. Kotak Securities was founded in
1994 and is headquartered in Mumbai, India.
Kotak Securities Limited is a financial services company. Its major business comes from
stock brokerage service for investors and traders. The stock broker offers services such as
share trading, derivatives trading, mutual funds, IPO, Exchange Traded Funds, Currency
Derivatives, Tax Free bonds, portfolio management, Stock Lending and Borrowing and
Interest Rate Futures. In 2014, Kotak Securities was ranked as number 1 in India's
Institutional Investor rankings by weighted average .Kotak Securities is a well-known stock
broker with professional traders for its comprehensive online trading portal offerings. It has
1128 branches including franchisees and satellite offices spread across 352 cities in the
country.
2. Organisational Structure
Figure 1: Organisational Structure

12
3. Need of the DealSmartdesk
The internet is an advanced and handy tool in modern society. Now growing trend for doing
business, banking and investing has emerged through online networks. In fact, one of the
fastest growing markets online is stock trading.
Kotak securities is being one of the fastest growing industry has tocope up with the
advancement of online stock trading. Hence there was need of efficient team which will
handle and give advice to all the online customers. And this desk was called by the name
Deal smart desk. Kotak Securities have more than 60000 clients mapped under digital desk.
The various functions of deal smart desk are
 Deal smart desk helps clients to know about their portfolio and various other queries.
 Deal smart desk give stock recommendations to the clients.
 Deal smart desk has its own online campaigning facility which include Autodialers system.
 Deal smart desk helps clients to know about their Margin payments, SEBI pay-out offers etc.
 Deal smart desk mainly try to bring more and more clients under the digital space.

13
4. Overview of Deal smartdesk
 Digital desk – Calling Model
Figure: 2 Deal smart desk
Create a Segment
specific skill in
the dealing unit
Create rules in a
dynamic form for
engaging with
each segment
basis
Auto-trigger E-
Mail/ SMS
communication
Build capability to
directly transmit
call to mapped
skill
Dealer to use
Dealsmart to
deliver portfolio
movement based
information
Dealer to use
MarketMojo to
deliver pitch
Dealer to use
Research report to
give
recommendation

14
5. Digital desk – Advisory Flow
Figure 3: Flow of Digital Desk
Greetings Client Alerts Propositions
Market
My stock –
Long term
Investments
Recommendations
Client
Portfolio

15
6. Objectives of the campaign process
As digital desk has more than sixty thousand clients it is not possible to contact each and
every customer manually by doing outbound calls. Hence there is a need of Autodialer
campaigns which can target maximum number of clients at a stretch. Stock Market is being
the dynamic industry the clients should get stock recommendations on everyday basis. So
the objectives are mainly divided into two categories
 To reduce Turnaround Time (TAT).
Finding out the loop holes in the entire system and try to reduce the time taken to deliver fast
service in terms of speed and efficiency.
 To Increase operational Efficiency
Evaluate the number of campaigns held with success rate and try to implement it.

16
7. Flowchart of the Campaign Process
Figure 4: Flow of the Campaign Process
Business
Overview
Design the
campaign
Process
Verbiage
for the
prompt
Approval
(Business
Headand
Compliance)
Recording
the Prompt
GCCC
team for
testing
UAT Run the
campaign
Check with
LCM report

17
8. Overview of the process
The process involved various steps like
1) Deciding the portfolio events for the month – In this step, analysing various upcoming
events like GST, RBI rate, FED rate etc. has to be taken into consideration to build portfolio
of events. This will help to decide the future strategy for making campaigns in successful
manner.
2) Propose monthly calendar – Monthly calendar should be made ready with the help of
portfolio events. Whereas at least 3 campaigns must be conducted per week. The monthly
calendar must be kept ready by the last week of the previous month with approval from the
business head.
3) Launch data / Prompt Library – The prompt library should be kept ready in a such a way
that it will include all the proper verbiage sets and recordedprompts. Minimum of 50
verbiages should be kept ready. As any new event or product has been launched than that
should be included to the prompt library so that it will help to create a campaign.
4) Discussing with deal smart team- The monthly calendar should be discussed with deal
smart team to know the possibilities of conducting campaign and its various challenges
should be noted down. Those challenges should be analysed properly. The challenges with
lesser difficulty should be resolved earlier than the other. Deal smart team should be given
idea about all the proposed events in the calendar and the dealers are made to know about
various products and events which are going to be used in the monthly campaigns.
5) Work on the data cut – Data cut is more important tool to conduct a successful campaign.
The data cut should be prepared in accordance with the campaign. Every individual
campaign has its own set data requirement. The refined data will attract maximum number of
customer and yield high success rate. Data cut should also be distributed by analysing the
market trend and number of dealers available in the deal smart team otherwise large data
cut may hamper the success rate of the campaign.
6) Line of communication – This process involves inbound calls (where clients call) or
outbound calls (where dealers call), Emails and SMS will be sent. The mode of
communication that campaigns use is Autodialers. These Autodialers can target maximum
number of clients in comparison to outbound calls. Hence the autodialers should be made
technically sound with 1/2/3 menu options.

18
7) Take approval- The portfolio of verbiages should be reviewed by marketing team and once
the review is completed than the final verbiage list should be sent to the business head for
the approval. Once the approval is shared by business head it should be sent to compliance
for further approval. If Compliance asks to make few changes in the verbiage than it
shouldbe considered as per their requirement and it should be updated. Once all these
above process is done the Verbiage should be recorded to convert as prompt to upload
during the campaign.
8) UAT (User acceptance testing) – UAT process is most important step before conducting
any campaign so it should be given high level of importance. UAT process is the demo
process conducted before campaign. In UAT process the test contacts are sent to GCCC
team and the test contacts are informed to receive the test call to verify the correctness of
the prompt and its timing. If needed UAT process has to be conducted more than one time.
9) LCM report – LCM is an important report generated once the campaign process is done.
This report will give the clear picture about number of outbound calls, number of success
calls and number of failed calls. By this information success of the campaign can be
analysed. LCM process has unique feature which makes it more accountable that is by
logging into the system even during the campaign one can view the present status of the
report.

19
9. LCM Report Summary
 The below Screenshot represents the LCM report after the completion of the
campaign.
Figure 5: LCM

20
10. The Steps involved in Execution
 Finalize the database after applying the required logic.
- The proper data should be made available for the campaign depending on the requirement.
For example to carry out volume attrition campaign the past brokerage should be analysed
and data cut should be prepared. In the same way the logic should be developed for each
and every individual campaign.
 Remove inactive/frozen accounts basis on ITMS flagging.
- There are certain client accounts which are inactive and few clients who are not interested in
receiving autodialer calls. Those client codes should be removed by ITMS flagging. This will
increase the call connectivity rate by paving the way to increase efficiency of the campaign.
 Post approval from compliance, the prompt will be recorded.
- The verbiages which are sent to approval for compliance will take more than 3 days of time
hence as soon as the approval is given the prompt should be recorded. For further any
queries or information the compliance department should be consulted.
-
 Gccc Team
- The Prompt and test contacts are sent to Gccc support (gccc.support@kotak.com). GCCC
support will upload data and prompt and once the team is ready it will send back the
confirmation mail. .All the test contacts which are uploaded will receive the test call, and post
receiving the test call, verification of the prompt should be analysed and should be confirmed
with the Gccc team.
 Test call
- Once the test call is successful than provide GCCC team with the full data base and the
pacing ratio. And should wait for the confirmation back from the GCCC team. Post uploading
the BPT team will confirm.
 Campaign
- Autodialer starts playing as per the pacing ratio decided. Than the uploaded contacts starts
receiving calls and if the client wishes to connect to the call than the call will be transferred to
deal smart desk automatically.
 Campaign report can be extracted from the LCM on the following day.
- (LCM report also helps to know the status of the campaign during the live process)

21
11. Time frame for the individualcampaign
EVENT Recording the
prompt
Test contacts
are sent to
Gccc
UAT
Process
Campaign
Launch
Report from
LCM
DATE ‘T’ day of the
month
‘T’ day of the
month
‘T’ day of
the month
‘T+1’ day of
the month
‘T+1’ day of
the month
 The above time frame symbolises the overall time taken by the campaign to get executed. It
takes maximum of 2 days to complete the process. By keeping the recorded prompt and the
data cut ready, the process can be optimized to 50% more than its earlier process.
 In the next page, Check list has been provided to minimize the errors during the whole
process.

22
12. Check List
Process Yes/No
Data cut
Verbiage
PromptRecording
Outbound
Inbound
Autodialer
Compliance
ITMS Flagging
Gccc Testcall
Final Campaign
LCM Report

23
13. Steps to create new campaign
 A prompt verbiage needs to be decided (Any existing general prompt can be used).
 Test data/Phone numbers /Client codes and prompt and prompts needs to be given to
servion team.
 Develop all possible test cases taking into consideration all possible menu options.
 Assign each case to one person in the team.
 On receiving the test call, each person needs to verify call details.

24
14. CAMPAIGN DESIGN
 Design the process/campaign flow depending on whether you need a 1/2/3 menu options.
 Share the campaign design with servion team to discuss the possibilities. If new design is
being created, it may incur additional costs for which approval needs to be taken from
Business Head.
 Post receiving the prompts, check for the audio quality and sound of the prompts.
 Create a prompt library with proper numbering of the prompts basis the flow.
 Share the prompt library with servion team to incorporate in the flow
.
 Servion team will confirm about creation of new campaign post which treating needs to be
done from deal smart desk end.
1 Menu option
On pressing 1:
A. If agent is available. Kindly wait while we transfer your call to the Deal Smart executive>after
prompt call should land at the desk.
B. If Agent is not available, after playing the prompt “Kindly wait while we transfer your call to
the Deal Smart service executive” CISCO music prompt should play for 10 seconds. If agent
is not available, @ 10th seconds, “Kindly wait while we transfer your call to the Deal Smart
service executive” CISCO music prompt should play for 15 seconds. At the end of 15th
second, System should play a prompt sayings “Thank you for your interest, all Deal Smart
executives are busy at this moment, our representative will call you shortly, Thank you. Then
disconnect the call. Such cases should automatically get recorded in DB host as CCB
requests.
In case of any wrong entry:
A. We have received an invalid entry, to speak to our deal smart executive kindly press 1.
a. In case customer is responding with correct entry options call flow should follow 1.A,1.B
basis agent's availability.
b. If no response within next 3 second, - we have not received any valid input, thank you &
disconnect the call.
c. If any wrong entry, then we have received an invalid input, thankyou & disconnect the call.

25
In case of no entry:
A. We have not received any valid input, to speak to our deal smart executive kindly press 1.
a. In case customer is responding with correct entry options call flow should follow 1.A, 1.B
basis agent's availability.
2 Menu Option
On Pressing 1.
disconnect the call. Such cases should automatically get recorded in DB host as CCB
requests.
On Pressing 2.
A. Thank you for your interest, our representative will call you shortly. Thank you.Then
In case of any wrong entry
A. We have received an invalid entry, to speak to our deal smart executive kindly press 1.
a. In case customer is responding with correct entry options call flow should follow 1.A, 1.B &
2.A basis customer’s response.
In case of no entry
A. We have not received any valid input, to speak to our deal smart executive kindly press 1.

26
a. In case customer is responding with correct entry options call flow should follow 1.A, 1.B &
2.A (basis customer’s response).
3 Menu option
On Pressing 1
disconnect the call.Such cases should automatically get recorded in DB host as CCB
requests.
On pressing 2
A. “Thank you for your selection, our representative will call you shortly”. Then Disconnect the
call
On pressing 3
A. "We have made a note of your selection, Thank You.” Then disconnect the call.
In case of no entry
A. We have not received any valid input, tospeak to your Deal Smart executive please press 1.
Please press 2 to schedule a call back from us at a later date. Please press 3 to unsubscribe
from these calls.
a. In case customer is responding with correct entry options call flow should follow 1.A, 1.B,
2.A, 3.A (basis customer’s response).

27
15. UAT Framework
Figure 6: UAT model
New
Campaign
System
Upload
prompt and
text contacts
GCCC team
will confirm
and upload
Test calls are
received by
the contacts
Verify the
correctness
of the
campaign
All the clients’
data and
prompt are
sent to BPT
team.
Campaign is
launched

28
16. New Campaignsproposed
Sudden
market fall
or crash
Sectors to enter
and leave
Mobile data logged
in no trade
RBI monetary policy
review
Platforms login
failed to attempt
Techno
funda
generic
Feedback
campaign
Double or Quit Intraday Picks App downloaded
but no trade
Nifty call of
the day
Sudden market
Rise
Happy hours GST GTC
Super
Multiple
VAS Margin calling LTCG Clients under
our desk
Future
Strategy
Missing you Happy birthday SEBI Pay-out Press 1 for any
services
Sector
update
Automobile
Sector update
pharmaceutical
Sector update
banking
Sector update
FMCG
Apology for
wrong alert
Upcoming
IPO’s
Thanks for
being with us
Technical
recommendations
Fundamental
Recommendations
Expected to go
on dormant data
Offer
generic
Trade smart Fed data release SLBM Advance plan
Shubh trade Diwali offer New year picks Budget impact Monsoon offer
Auto invest Invite for
Webinar

29
17. Campaign challengesand suggestions
 Happy birthday
This campaign is suggested to keep healthy relationship with the clients.
Challenge – How do we get date of birth of all the clients?
Suggestion – This campaign will be held every month and clients birthdays falling under this
month will be sent wishes at once.
 Mobile data logged in no trade
Challenge – Reason for not trading/ facing problem by client.
Suggestion – Find client’s search history with the help of marketing team by using google
analytics.
 Double or Quit
Challenge – Disclaimer/ Customer himself has to get register to it.
Suggestion – On behalf of customer if the deal smart team accepts the disclaimer than there
will be no delay. And customers should be informed that everyday there will be option to
trade in double or quit from 9.15 to 10.15. And this has to be pitched to loss making clients.
 IPO
Challenge – Whom to pitch?
Suggestion - The past data of IPO’s order should be analyzed and those clients should be
targeted.
 SLBM
Challenge – The client has to get register himself/herself so its tedious process.
Suggestion – There should be SLBM menu option in trading platform so that client can easily
place the order.
 Advance plan
Suggestion – The clients who are inactive due to brokerage issues can be targeted.
 Happy hours
Challenge - – Disclaimer/ Customer himself has to get register to it. Timing was not fixed
Suggestion - On behalf of customer if the deal smart team accepts the disclaimer than there
will be no delay. And customers should be informed that everyday there will be option to
trade in happy hours from 1 P.M to 2.P.M. And this has to be pitched to intraday traders.
 Super multiple
Challenge – The clients are unable to understand the product.
Suggestion – The Clients should be contacted by Email with details regarding super multiple
and with small video showing how to place order. It should be pitched to high intraday
traders.

30
 Shubh trade
Challenge – Activation process is manual so it’s tedious.
Suggestion – Activation process can be made simple by deal smart desk accepting the
disclaimer. This must be pitched to those customers who have stopped trading due to
brokerage related issues.
 Auto Invest
Challenge – Disclaimer / There are only limited scripts
Suggestion – On behalf customer deal smart team will accept the disclaimer and scrips
should be increased.
 GTC
Challenge – Disclaimer / There are only limited scripts
Suggestion – On behalf customer deal smart team will accept the disclaimer and scrips
should be increased.
 Website login but no trade
Suggestion – With the help of google analytics clients search history can be availed and
weekly or by monthly report can be generated so that clients can be easily targeted.
 Invite for webinar
Suggestion – The whole process must be redefined from developingppt’s to the conducting
webinar. The previous webinar feedback must be taken carefully and try to resolve the
issues.
Proper advertisement should be conducted before the webinar.

31
18. Portfolio of Verbiage
1) Happy Birthday - Dear Customer, On behalf of Kotak securities, we wish you a very happy
birthday! To make your birthday even more special this month we have exclusive offers for
you this month. To know more speak to our deal smart executive by dialing 1.
2) Mobile data logged in no trade - Greetings from Kotak securities, Our KST mobile app has
been upgraded with new features to give you seamless trading experience while you are on
the move. To know more speak to our deal smart executive by dialing 1.
3) Double or Quit - Dear Customer, Now trade with confidence as you have to pay only one
paisa brokerage at script level if you incur losses. T&C apply. To know more speak to our
deal smart executive by dialing 1.
4) Happy hours – Dear customer, Happy hours are here for you! Now, get 50% off on
Brokerage. T&C apply. To know more speak to our deal smart executive by dialing 1.
5) GST - Dear customer, Are you curious to know about the latest news on GST and its impact
on stock market. If yes, speak to our deal smart executive by dialing 1.
6) LTCG - Dear customer, you are eligible for non-taxable income as your stocks are held for
over a year. To know more about it speak to your deal smart executive by pressing 1.
7) Missing you - Greetings from kotak securities deal smart desk, we miss you! We would love
to see you trade smartly with us again. Please dial 1 to know more about new offers and
recommendations.
8) Advance plan - Dear customer, trade hassle free with our exciting range of advance
brokerage plans. To know more speak to our deal smart executive by dialing 1.
9) Clients retained under our desk/Expected to go dormant data - Dear customer,
Greetings from Kotak Securities. We are happy to assist you in your daily trading activities.
For any further information or queries, do connect with our deal smart executive by dialing
1.
10) RBI Monetary policy review - Dear customer, the latest monetary policy is released by
RBI. Are you curious to know about its impact on stock market? If yes, speak to our deal
smart executive by dialing 1.
11) Nifty call of the day - Dear customer, Our Technical expert has a view about the Nifty
today. To know more about our Nifty call of the day, speak to our deal smart executive by
dialing 1.

32
12) Sudden Market fall/crash - Dear customer, when the markets are down, it's a great
opportunity to invest. To know how you can capitalize on this speak to our deal smart
executive by dialing 1.
13) Value added services - Dear Customer, our relationship is special and we would like to
add more value to it with our value added services. To know more, speak to our deal smart
executive by dialing 1.
14) Feedback campaign - Dear Customer, We are listening and would like to hear from you on
your overall trading experience with us. To provide your valuable feedback, kindly dial 1.
15) Margin Calling - Dear Customer, if you need funds to trade and are looking for some
funding options, we are happy to introduce Margin Trading facility. Dial 1 to know more.
16)Sectoral Update banking/Sectoral Update Auto/Sectoral update Pharma/Sectoral
update FMCG - Dear Customer, a lot is happening in ( ) sector and it is important for you to
be updated on the same. Speak to our deal smart executive and know about the latest
updates by dialing 1.
17)Sudden Market rise - Dear Customer, markets are scaling to new highs. It’s time for you to
reap the benefits. To know more dial 1 to speak with our deal smart executive.
18) Future Strategy - Dear Customer, our technical research team has new recommendations
for you on Futures & Options. To find out about our latest F&O strategy dial 1 and speak with
our deal smart executive.
19)Intraday Picks/Intraday recommendations - Dear Customer, new intraday
recommendations have been released by our technical research team. To know more dial 1
to speak with our deal smart executive.
20)Trade Smart - Dear Customer, we present to you the Trade Smart Store to help you analyze
the markets. To know more dial 1 to speak with our deal smart executive.
21)Shubh Trade - Dear customer, we present to you a special offer this festive season. Now
place a shubh trade at just Rs21 per lot. To know more, dial 1 to speak with our deal smart
executive.
22) Diwali Picks/ Diwali offer/New Year Picks - Dear Customer, we wish you a very Happy
Diwali/Happy New Year! To add to the festivity we bring to you exciting offers and trading
tips. To know more, dial 1 to speak with our Deal smart executive.
23) Monsoon Offer - Dear Customer, it’s raining offers this monsoon season. We present to
you new exciting products and trading tips. To know more, dial 1 speak to our deal smart
executive.

33
24)Auto invest - Dear Customer, now you can invest systematically in stocks and Mutual funds
of your own choice. Go ahead and opt for an Auto Invest plan. To know more, dial 1 to
speak to our Deal smart executive.
25) Press 1 for any service issues - Dear customer, we are happy to address any queries or
get feedback on our services. We value your feedback and to share these please dial 1 to
speak with our deal smart executive.

34
20. Recommendations
The campaign process should follow the flowchart suggested and should be ready with
execution model. The prompt and verbiage should be kept ready and be used whenever
required. If possible than the prompt should be kept permanently uploaded in the system
with the help of GCCC team. The deal smart team should be trained efficiently to handle the
inbound calls during the campaigns to make sure a very less calls get abandoned. Assigning
data cut for campaigns should be given more importance to increase the clients’ attention
towards stock recommendations and in turn which will increase brokerage. Before
conducting any campaign there should be proper UAT conducted. The checklist provided
should be followed properly.
The new feature which has been added in the KRISP to upload data automatically should be
developed efficiently. This new feature helps to reduce the hassles in uploading data and
reduce considerable TAT.

35
PROJECT – II
DEVELOPMENT
A REPORT
ON

36
DEVLOPMENT
BY
AT
KOTAK SECURITIES LTD. BKC, MUMBAI
18th
&19th
Floor, PJ.Towers, Dalal Street
Mumbai-400001
(AUGUST, 2017)
A REPORT
ON

37
DEVLOPMENT
BY
Prepared in partial fulfilment of the Course
Post Graduate Program in Global Financial Markets (PGPGFM)
AT
KOTAK SECURITIES LTD, BKC MUMBAI
18th
&19th
Floor, P.J.Towers, Dalal Street
Mumbai-400001
(AUGUST, 2017)
DECLARATION

38
This project is my original work and has not been submitted for a degree in any other
university.
Signed: ________________ Date: _____________________
Rajaram Mutalikdesai
This project has been approved by me and is abiding by the company’s compliance
policies.
Signed: ________________ Date: _____________________
Organisation expert: Chandan Kumar
Sr. Project Manager, Strategy
Kotak Securities LTD.
This project has been submitted for examination with my approval as the Institute
Dean
Signed: ________________ Date: _____________________
Institute Dean: Dr.Benugopal Saha
BSE Institute LTD.
Date of Start: 15th May, 2017 Date of Submission: 15th August, 2017

39
TITLE OF THE PROJECT: COMPETITION MAPPING FOR DEAL SMART
PROGRAM DEVELOPMENT
NAME OF THE STUDENT: RAJARAM MUTALIKDESAI
ID NO. OF THE STUDENT: GFM1621
ORGANISATION EXPERT(S):
Mr. Chandan Kumar Sr. Project Manager, Strategy division
NAME OF THE MENTOR:
Prof RAKESH NAIR
KEY WORDS: DEVELOPED STRATEGY FOR ONLINE CAMPAIGNS TO HELP
THE DEAL SMART CUSTOMERS
PROJECT AREAS: DIGITAL BUSINESS UNIT/ STRATEGY /ONLINE TRADING.

40
Acknowledgement
I have taken efforts in the project. However, it would not have been possible without
the kind support and help of many individuals and organisation. I would like to extend
my sincere thanks to all of them.
I wish to express my sincere gratitude to Mr. Chandan Kumar Sr. Project Manager at
Strategy department for providing me an opportunity to do my internship and project
work in Kotak Securities
I am highly indebted to KOTAK SECURITIES and the strategy team for their
guidance and constant supervision as well as for providing necessary information
regarding the project and also for their support in completing the project. I would like
to express my gratitude towards BSE INSTIUTE for their kind co-operation and
encouragement which help me in completion of this project.

41
TABLE OF CONTENTS
1. Why Kotak Securities.......................................................................44
2. Overview of the Program development.............................................46
3. Trading tools.....................................................................................47
4. Brokerage options.............................................................................49
5. Value added Services.........................................................................53
6. Kotak Stock trader............................................................................55
7. KST Portfolio Screenshots...............................................................56
8. Needs of Clients for KST.................................................................57
9. Comparison with competitor Mobile trading app............................58
10. Client segmentation...........................................................................61
11. Offers Suggested...............................................................................63
12. Cost to income analysis....................................................................64
13. Recommendations............................................................................65

42
TABLE OF FIGURES
Figure 1: KST.....................................................................................................55
Figure 2: Portfolio and Charts............................................................................56
Figure 3: KST options menu...............................................................................56
Figure 4: KST Iphone version Chart..................................................................58
Figure 5: KST Android version chart.................................................................58
Figure 6: Zerodha Android version chart...........................................................59

43
EXECUTIVE SUMMARY
The project undertaken is competition mapping for deal smart program development at
Kotak Securities. The project focuses on the development of trading platform for online
trading customers and to recognise the potential clients on the basis of their brokerage
contribution to the industry.
This project also analyses the different trading platforms of competitors industry and suggest
new feature to improve and optimize the trading platform. By assessing the Kotak’s mobile
trading platform KST various findings has been made and suggestions also recommended
improvising the platform.
Clients are bloodline of brokerage business. Hence there should be healthy relationship
maintained with clients. Potential clients should be recognised and should be given
gifts/vouchers / discounts on brokerage. This will help to retain clients and make them happy
towards company’s service.
The last part deals with cost to income analysis of offers given to customers for the event
created.
Thus the research report contains the whole procedure and process that is used in program
development and client recognition.

44
1. Why Kotak Securities
Kotak Securities is one of the leading stock broking companies in India and a subsidiary of
Kotak Mahindra Bank Limited - a renowned private-sector bank. As a stock broking
company, Kotak Securities brings to you more than 25 years of experience in serving a
diverse customer base of retail and institutional investors.
Stability: We are a subsidiary of Kotak Mahindra Bank and one of the oldest and largest
stock broking firms in the Industry. We have been the first and only NBFC to receive the
license to be converted into a bank.
Innovators in the Industry: We have been the first in providing many products and services
which have now become industry standards.
 First to provide margin financing to the customers.
 First to enable investing in IPO’s and Mutual fund through mobile.
 Providing SMS alerts before execution of depository transactions.
 Launching of mobile application to track portfolio.
 Autoinvest – A systematic investing plan in equities and mutual funds.
 Innovation – Broking app which allows access markets across platforms, mobiles and
tablets allowing registered and guest users to view live prices, track portfolio and
trade.
Value: Whether you are a customer with a small or large wallet size, you can expect us to
bring value to you, in every form.
 Quality research
 Quick trade execution
 Low brokerage
 Accounts that suit investment profile
 Risk Profiler
 Superior customer service
Service: We believe in the highest standards of service and that's precisely what we offer.
Robust Technology: We have developed our own proprietary trading platform which is
robust, and among the best in the industry. We have more than 150 technology
professionals constantly working on upgrading and speeding up all our systems.
Centralized Risk Management System: Unlike many other players we have a centralized
risk management system. This allows us to offer the same levels of service to customers
across all locations.
Customer Service is available in 10 different languages: English, Hindi, Marathi,
Gujarati, Tamil, Malayalam, Kannada, Telugu, Punjabi and Bengali.

45
Exceptional Research: Kotak have own in-house research team. The in-house research
team is one of the best in the industry and they have years of experience in the financial
markets. They scan through the plethora of stocks and find the scrips that have a high
potential of providing you good returns. Investors get Technical, Fundamental, Derivatives,
Macro-economic and mutual fund research.
Large Presence: We are present in 367 cities with 1,157 branches, franchisees and
satellite offices all over the country. Our employee strength extends beyond 3,000.

46
2. Overview of the Program development
The main aim of this program is to develop strategy to help existing clients on various issues
of trading platforms and recognizing potential clients by providing them with new offers. Most
of the clients are moving towards self-trading platforms hence there is need to build more
efficient to give more facilities to clients by keeping platforms updated regularly. The other
aim is to recognise the potential clients and try to build healthy relationship with them by
using various strategies.
There are certain strategies involved in the program development are given below
 The problems which customers are facing must be analysed properly.
 Comparison of different company products
 The Potential clients must be recognized on the basis of their brokerage contribution.
 The clients must be given some gifts or discounts on their brokerages.
 Cost to income analysis can be done.

47
3. Trading tools
 Kotak Stock trader (KST) – Mobile trading app
 The Kotak Stock Trader allows to trade in equities, derivatives and currency
derivatives, track your portfolio, get live streaming market updates and stock quotes,
and loads more.
 The full version of Kotak Stock Trader is available absolutely free to all Kotak
Securities online trading customers.
 The mobile share trading software is also available for offline trading customers of
Kotak Securities and for non-customers. They can download and use the mobile
trading application by signing in as guest users. Offline customers can track the
markets, check stock prices, create watch lists and view intraday charts for scripts
listed on BSE and NSE.
 KEAT Pro X –
KEAT Pro X is a free, simple and high-speed online trading software that gives you
control over stock portfolio, allows you to track the markets live as well as buy and
sell securities online in real time. KEAT Pro X deals with online trading on the BSE,
NSE and NSE currency markets.
 FASTLANE - With Fastlane, Clients can now track the markets live, make trades,
create watch lists and more without installing full-fledged trading software on your
computer. Fastlane comes with a list of S&P CNX NIFTY scrips streaming live on it
by default. You can modify the list of shares as per your choice once you get started.
 XTRALITE - Kotak Securities introduces Xtralite, an extra-light, super-fast trading
website specially designed for trading using slow internet connections. Now, you can
use your existing internet connections to trade in the equity and derivative markets.
 DEALER ASSISTED TRADING - kotak Securities brings Clients Assisted Investing
Services. The next time you want an investment advice or want help in carrying out
investment transactions, just walk into your neighboring Kotak Securities outlet and
our investment advisors will be happy to help you out. We understand that many
customers prefer hand holding and assisted trading.
 CALL AND TRADE - Call & Trade is a facility that allows clients to trade in the stock
markets using their phone, when computer is not accessible. This is specifically for
online stock trading customers. Once call Kotak Securities, clients can place as many
orders as they want. There is no limit. Clients can trade all scrips in the cash, IPO as
well as derivative segments.

48
 TRADE SMART STORE - Trade Smart Store offers clients different applications,
which client can use to monitor trends for the stocks in portfolio, derive insights about
the overall market or even understand the derivatives market. It has three important
sub divisions they are A) Trade Smart Derivatives B) Trade Smart Insights C) Trade
Smart trends.

49
4. BrokerageOptions
 DYNAMIC BROKERAGE PLAN - Kotak Securities’ Dynamic Brokerage plan opens
the gateway to a world of investing opportunities for you. This account is specifically
created for those Customer who are looking for a good bargain on their brokerage
rates. Brokerage rates can be as low as 0.30 paisa on your Delivery trade.

50
 FIXED BROKERAGE PLAN -An Online trading plan that opens the gateway to a
world of investing opportunities for you. Kotak Securities’ Fixed plan is specifically
created to the suit the needs of newbies and will help you test the waters before you
swim.
 ADVANCE BROKERAGE PLAN - The Advance brokerage plan helps client to earn
back brokerage charges. Client pay a certain amount in advance, and slowly get it
back as and when client trade. Moreover, to encourage client to maintain consistency
in trading, kotak offer extremely low charges during the validity period. There are
various plans available starting from Rs.5, 000 to Rs.200000 with a 12 months
validity. Based on your requirement, Client can choose the plan that best suits your
needs.
 NRI BROKERAGE PLAN - Non Resident Indians (NRIs) can take advantage of not
just great currency exchange rates by investing in India, but also enjoy the benefit of

51
competitive brokerage rates with their Kotak Securities trading account. Here’s a
breakdown of the costs of trading with the basic NRI Account:
 SHUBH TRADE - Place a Shubh Trade now at just Rs.21 per lot.
 Flat brokerage of Rs21 per executed lot in Equity Options trading
 All you need to do is bring a minimum cash margin of Rs.1Lac
 100% cash margin is mandatory for trading in derivative segment. While for
trading in Cash segment, we will accept margin in the form of cash, securities
and any other acceptable form of margin.
 Shubh Trade is available for trades placed on the online platform only
 Call & Trade facility will be charged at Rs.20 for placing trades in Options
only. While for trades in Cash segment and Futures, our standard pricing will
be applied which is first 20 calls will be free and Rs.20 shall be charged from
the 21st call onwards
 Dealer assistance will be provided for placing trades in Cash segment only.
 HAPPY HOURS TRADING - 50% off on brokerage just for you in online trading!
Happy Hours are here.
The rules are simple:
o Happy hours will be announced on our trading platforms.

52
o You will get flat 50% off on brokerage in online trading.
o Only square off trades which are placed and executed within the Happy
Hours will get this offer.
 DOUBLE OR QUIT – With Double or Quits now pay only one paisa brokerage on
Loss or Double brokerage on profit rules are simple:
 Only square off trades which are placed and executed within the Double or Quits
Hours will pay one paisa brokerage or double brokerage.
 If you book a loss on your square off trade, we charge one paisa brokerage at script
level.
 If you make a profit on your square off trade, we will charge you double brokerage.
 Double or Quits hour will be declared on our trading platforms.
 Clients have the choice to participate in this product any day, at your discretion.

53
5 VALUE ADDED FEATURES
 WILL SECURE – Smart Will is an online platform which enables you to create your
customized will. It provides access to a high quality, simple and automated platform
to create a comprehensive will and the flexibility to modify the content at a later
stage. This facility is offered through the Will Secure platform facilitated by Ameretat
Technologies Private Ltd.
 AUTOINVEST - Financial planning often involves setting aside money each month
for the future. A disciplined approach to investing is necessary. If you are serious
about building wealth, you may want to automate your investment. Opt for a
Systematic Investment Plan (SIP) using Auto invest. This is an investment option that
allows you to build an equity portfolio using regular timed investments.
 MARGIN TRADING - Normally investors buy and sell stocks with their own money.
However, some specific stocks may look attractive at some point in time either
because of market conditions or some sector/company specific news. If client don’t
have the required funds to trade in a particular stock, client can opt for margin trading
facility. Margin trading facility helps client to trade in stocks by borrowing money from
stock broker. Clients are required to put in certain percentage as the margin amount
(just like a down payment in any loan product). This margin amount will vary from
stock to stock. Kotak Securities will fund the rest of the transaction so that clients are
able to purchase this share. Thus clients get the leverage to buy a certain stock even
if clients don’t have the funds in their trading account.
 SUPER MULTIPLE - Kotak Securities has launched Super Multiple a service that
offers clients up to 50 Times exposure on selected Scrips. For e.g., if client have a
margin of Rs.1,00,000/-, you will get up to 50 times exposure on your Super
Multiple orders, i.e. Rs50,00,000/-. Super Multiple orders can be used for cash and
future trades.
 BNST (BUY NOW SELL TOMMOROW) - The stock market settlement cycle
operates on a T+2 basis. This means when client buy shares of a company, they are
credited to the demat account two days later on the settlement day. If client sell your
shares, client receive the money on the settlement day two days later. Buy Now Sell
Tomorrow or BNST allows client to sell shares you bought before the settlement day.
A customer can sell up to 100% of the shares bought the very next day, provided
there is no change in normal settlement cycle. The facility is available for both online
and offline trading customers.
 PORTFOLIO TRACKER - Trading Account customers with Kotak Securities enjoy
the convenience of tracking all their equity, mutual fund and derivative investments in
one place using the Kotak Portfolio Tracker.

54
 STOCK AS MARGIN - Clients got stocks in their DP and want to gain from market
movement without transferring funds to your trading account then this facility is for
them. Kotak Securities gives you margin up to 83% of stock valuation** in your DP.
Trade on margin given against stocks and clear any debit till EOD to avoid debit in
your account. No extra paperwork is required to avail this service.
 AFTER MARKET ORDERS (AMO) - Kotak Securities offers you the After Market
Order (AMO) feature, which helps you to place an order beyond the regular trading
hours. This facility is provided to all customers who have online trading accounts.

55
6. KOTAK STOCK TRADER
 Kotak Stock trader (KST) – Mobile trading app
 The Kotak Stock Trader allows to trade in equities, derivatives and currency
derivatives, track your portfolio, get live streaming market updates and stock quotes,
and loads more.
 The full version of Kotak Stock Trader is available absolutely free to all Kotak
Securities online trading customers.
 The mobile share trading software is also available for offline trading customers of
Kotak Securities and for non-customers. They can download and use the mobile
trading application by signing in as guest users. Offline customers can track the
markets, check stock prices, create watch lists and view intraday charts for scripts
listed on BSE and NSE.
Figure: 1 KST
 BENEFITS OF KST
 All the benefits of a full-fledged online trading platform, right inside your mobile
phone.
 High level of security for all your account and trading data.
 Never miss an opportunity to buy or sell, with real time stock market updates on the
go.
 Up to date information on all your investments at a glance, without logging into your
computer or digging through physical statements.
 Ability to rectify or cancel trades even when you are not near a trading terminal.

56
7. PORTFOLIO
Figure 2: Portfolio and Charts
Figure 3: KST OPTIONS MENU

57
8. NEEDS OF CLIENTS
The needs of the customers are listed below by doing secondary research and by comparing
with various brokerage firms.
Challenges
o There should be visible candle sticks with different time frames to be made
available to clients.
o RSI does not work in 1 day chart
o There is always error while opening 5 days chart.
o There should be more indicators added to the application so that it helps to
analyse the Charts in technical approach.
Recommendations
o By updating KST platform by adding customer required features and try to
make it simpler to understand for investors.
o Provide online guide on how to use the KST effectively.

58
9. Comparisonwith competitor Mobile tradingapp
KST (IPHONE)
Figure 4: KST IPHONE VERSION CHART
KST (ANDROID)
Figure 5: KST ANDROID VERSION CHART

59
KITE (ZERODHA)
Figure 6: ZERODHA ANDROID VERSION CHART
 The figure 1 represents the KST screenshot taken from iPhone and figure 2
represents the KST screenshot taken from android phone. So one can easily make
out that there is no proper display of candle sticks in android version phone. Whereas
comparing with Zerodha mobile trading platform Kite shown in figure 3 the candle
sticks are properly visible with all the possible indicators.

60
Company Kotak HDFC Zerodha Share khan Angel ICICI
TRADE EQ & DEV EQ & DEV EQ & DEV EQ & DEV EQ & DEV EQ & DEV
QUOTES YES YES YES YES YES YES
MKT WATCH YES YES YES YES YES YES
RESEARCH
YES YES NO NO NO NO
INVEST IN
MUTUAL
FUNDS
NO YES NO NO YES YES
LATEST
NEWS
YES YES NO YES YES NO
OFFLINE
USERS
YES NO NO NO NO NO
LANGUAGES NO YES(11) NO NO NO NO
BRANCH LCT NO YES NO NO NO NO
INTERACTIVE
VIDEO
NO YES NO NO NO NO
IPO YES NO NO NO YES YES
CURRENCY YES NO YES YES YES NO
COMMODITY NO NO YES YES YES NO
APPLICATION ANDRIOD/IOS/WINDOWS ANDROID/IOS ANDROID/IOS ANDROID/IOS ANDROID/IOS ANDRIOD/IOS/WI
NDOWS

61
10. CLIENT SEGMENTATION
As the number of clients base increases, it becomes company’s responsibility to maintain a
good relationship with the customers and fulfill their needs. There are certain customers who
are loyal to Kotak securities from past 5 to 10 years and having DP value more than 25lakh
up to 1 crore. And also there are customers those who contribute more than 1 lakh
brokerage every year. Hence its company’s responsibility to recognize them with rewards on
few special occasions. These rewards may include gift hampers or giving concession on
brokerage.
The below table shows the segmentation of clients
Number of clients Criteria Offers
460 Brokerage > 1Lakh Two PVR tickets
754 Brokerage >50K Gift -hamper worth Rs200
375 Brokerage> 25K & DP > 10Lakhs Trade and get 50% discount
852 Brokerage >25k & DP value < 10lakh Trade and get 25% discount
388 Brokerage >10K & DP value > 25Lakh Trade and get 10% discount
382 Brokerage >10K & DP value <25Lakh Trade and get 5% discount
3211 **CONDITIONS APPLY** **CONDITIONS APPLY**
There are more than 60000 clients but according to the defined criteria there are only 3211
clients who are eligible after segmentation. Hence 6 categories are made according to listed
criteria.

62
0 100 200 300 400 500 600 700 800 900
A+
A
B+
B
C+
C
CLIENTS
Chart Title
Series1

63
11. OFFERS SUGGESTED
All these below offers are given only once in a year to the clients just as present on their
birthday. T&C apply
 Two PVR tickets - These movie tickets are given to those privileged clients whose
brokerage contribution is more than 1lakh.
 Gift hamper worth Rs200 – These gift hampers are given to those privileged clients
whose brokerage contribution is more than 50 thousand.
 Trade and get 50% discount – This offer will be given to the clients only one day in a
year falling in their birthday month. 50% discount will be given for that day’s
brokerage.
 Trade and get 25% discount - This offer will be given to the clients only one day in a
brokerage.
brokerage.
brokerage.

64
12. Cost to income analysis
The below table represents the different segments in terms of their brokerage and expenses
incurred to provide them with offers.
Total number of
clients Private (A+) Veteran(A) Captain (B+) (B)
53569 460 754 375 852
100% 0.86% 1.41% 0.70% 1.6%
Contribution 37% 4% 4% 10%
The below table gives the overall expenses incurred on giving offers to the all the segments.
Total
Brokerage
generated by
the all clients 286,658,375
Total money
spent on offers 369240.1101
Percentage 0.129%
Here only 0.129% of the total brokerage generated is spent on the offers. More information
refer Excel sheet which is attached.
Private
37%
Veteran
4%Captain
4%
B
10%
Remaining
45%
Chart Title

65
13. RECOMMENDATIONS
The deal smart customers should be consulted to take their feedback on trading experiences
with KST and various improvements should be done. The application should be updated
regularly and made human friendly. The above given suggestions should be considered to
make changes.
The Client base should be divided into different categories every year based on their
brokerage as well as DP value. And those customers should be given certain rewards for
keeping trust in the company and also for generating brokerage.
These are the few recommendations suggested.

Kotak Securities - Internship Research report

More Related Content

What's hot

Similar to Kotak Securities - Internship Research report

Kotak Securities - Internship Research report