2. A REPORT ON
“SALES & MARKETING OF FINANCIAL PRODUCTS”
IN
RELIANCE MONEY
CHENNAI
A Report submitted in partial fulfillment of the requirement for the award of the
degree of Master of Business Administration
By
Saravana Pandian.D
PGP/FW/07-09/F3
Under the esteemed guidance of
Prof.Krishnan.R
Dean, IIPM, Chennai.
THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT
CHENNAI
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3. ACKNOWLEDGEMENTS
As I sum up draft of my study, I appreciatively reminisce the contribution of
all those people without whose support and help, this study would have never
taken its present form
I thank Prof.R.Krishnan, Academic Dean, IIPM Chennai and Prof.Amlan
Ray, Admin Dean, IIPM Chennai for giving me the opportunity to do my
internship at Reliance Money, Chennai.
I deem it my pleasure to convey the deepest of my heart-full thanks to the
management of Reliance Money, Chennai which has given me permission to
conduct this particular study on Sales & Marketing.
My sincere thanks to Mr.Boobalan, Center manager (Capital), Reliance
Money, Chennai, for guiding me a long way and for successful completion of my
internship with in the time frame, who has given me the initial orientation about
the organizational activities, whose patience and faith in my abilities always
boosted my confidence.
I am also thankful to Sri.Parmala Khandhan, Business Associate, Reliance
Money, Adyar, Chennai for providing me with the conceptual base and secondary
data and for their timely and valuable suggestions.
(SARAVANA PANDIAN.D)
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4. Table of Contents
ACKNOWLEDGEMENTS...............................................................................................3
EXECUTIVE SUMMARY.................................................................................................5
INTRODUCTION TO DEMAT ACCOUNT.........................................................................6
INDUSTRY PROFILE.....................................................................................................7
COMPANY PROFILE......................................................................................................8
VISION........................................................................................................................9
MISSION......................................................................................................................9
ORGANIZATIONAL STRUCTURE ................................................................................10
.................................................................................................................................10
SALES METHODOLOGY..............................................................................................11
PRODUCTS OFFERED................................................................................................12
................................................................................................................................12
ROLES AND RESPONSIBILITIES..................................................................................13
.................................................................................................................................13
KEY LEARNINGS........................................................................................................14
Visibility of the outlet.............................................................................................15
Area Potentiality....................................................................................................15
Sales Activities......................................................................................................16
RECCOMENDATIONS.................................................................................................16
For Visibility of Franchisee.....................................................................................16
For enhancing Sales Activities...............................................................................16
For customers’ satisfaction....................................................................................16
CONCLUSION............................................................................................................17
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5. EXECUTIVE SUMMARY
As a part of my MBA curriculum I have done my internship training at
reliance money, Chennai. In this report I am going to share my experience in that
company for the period of 45 days from 19.05.2008 to 05.07.2008. During my
internship my role was “Business Development Executive”. I was supposed to
boost the sales of one of the low performing franchisees of reliance money at
Adyar. As a part of this task I had identified some problems and provided some
recommendations to that franchisee to boost the sales of Demat and Online Trading
Account.
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6. INTRODUCTION TO DEMAT ACCOUNT
If we want to save our money, then we have to open a savings account with a
Bank. Such like that if we want to bye and sell shares, then we need to open a
Demat account with a depositary participant registered with SEBI, NSE, and BSE.
Demat denotes the dematerialization of shares. Demat account along with a trading
account from a DP facilitate us to bye and sell shares online and to store the shares
online without any bonded paper stuffs. Demat account facilitates faster transaction
when compared with the older traditional trading method, (i.e) the share buyer
have to inform to the broker regarding his purchase decision and then the broker
forward it to the stock exchange, then they allot the shares to the respective buyer
and send him a registered share certificate via postal department. The investor has
to wait for 5 days for his transaction. But now due to the entry of Demat account
and online share trading platforms. The investor can buy and sell any volume of
shares online by one mouse click!
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7. INDUSTRY PROFILE
Share broking has been an extremely profitable business in India in recent
years. “The last four-five years have been fantastic for the retail broking business
with 60 to 70 per cent growth annually,” “Right now only one per cent of the
Indian population is investing in equities and, if in the next five years even if 5 per
cent of the population invests, then 25 to 30 per cent growth is guaranteed.”“But
it’s a difficult and challenging business as it is tough to live up to the expectations
of low net worth individuals,” The consolidated results of Indian broking firms are
more indicative than their standalone financials of how these companies’
profitability has grown, said analysts. In the case of IL&FS, the securities broking
business and its merchant banking business have been transferred to separate
wholly owned subsidiaries.Its wholesale financing business was a distinct
contributor to revenues, accounting for Rs. 141 crore in 2007-2008, against Rs. 7
crore in the previous year.
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8. COMPANY PROFILE
The Reliance – Anil Dhirubhai Ambani Group is among India’s top three
private sector business houses on all major financial parameters, with a market
capitalisation of Rs.325,000 crores (US$ 81 billion), net assets in excess of
Rs.115,000 crores (US$ 29 billion), and net worth to the tune of Rs.55,000 crores
(US$ 14 billion)
Reliance Money is a comprehensive electronic transaction platform offering
a wide range of asset classes. Its Endeavour is to change the way India transacts in
financial markets and avails financial services. Reliance Money is a single window,
enabling you to access, amongst others in Equities, Equity & Commodities
Derivatives, Mutual Funds, IPOs, Life & General Insurance products, Offshore
Investments, Money Transfer, Money Changing and Credit Cards. Reliance Money
is a group company of Reliance Capital; one of India's leading and fastest growing
private sector financial services companies, ranking among the top 3 private sector
financial services and banking companies, in terms of net worth. Reliance Capital
Ltd. has interests in asset management, life and general insurance, private equity
and proprietary investments, stock broking and other financial services. Reliance
Capital is one of India’s leading and fastest growing private sector financial
services companies, and ranks among the top 3 private sector financial services and
banking companies, in terms of net worth. The company has interests in asset
management and mutual funds, life and general insurance, private equity and
proprietary investments, stock broking and other activities in financial services.
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9. VISION
To build a global enterprise for all our stakeholders, and
A great future for our country,
To give millions of young Indians the power to shape their destiny,
The means to realize their full potential…
MISSION
To create and nurture a world-class, high performance environment aimed at
delighting our customers by providing endless financial products in all part of the
country.
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10. ORGANIZATIONAL STRUCTURE
National Level : National Head
Zonal Level : Zonal Head
Regional Level : Regional head
Divisional level : Cluster Head
Branch Level : Center Manager
Area Level : Business Development Executives & Freelancers
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12. PRODUCTS OFFERED
PLANS AOF FEES UPFRONT BROKERAGE VALIDITY TRADING LIMIT NET FEES
A 750 500 1 YEAR 5 LAKHS 750 *
B 750 1250 6 MONTHS 3 CRORE 1500 *
C 750 3000 1 YEAR 6 CRORE 3000 *
*OFFERS
For Corporate customers: Rs.750 waived off
For individual customers: Rs.500 waived off
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13. ROLES AND RESPONSIBILITIES
I started my career in Reliance Money as a Business Development
Executive. Basically Reliance Money was working on Franchisee model. They are
having 30 franchisees in and around Chennai. I was allotted with one of that
franchisee which was performing not so good in terms of sales. My role is to find
the problem (s) in that franchisee and to give suitable solutions as a
recommendation to that business associate (Franchisee head).
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14. KEY LEARNINGS
Apart from the assigned roles and responsibilities, the center manager
facilitate me with a training which covers the product details of Reliance money,
and how they are cheaper than other broking agencies, about their corporate
culture, organizational structure, sales methodology, tele-calling, application
handling, grievances handling with respect to aggressive customers , etc.,
Regarding customer handling, they provide me with a database for cold call.
As it is my first experience in tele calling, I got tense due to the harsh responses.
Later by realizing the responses from the prospective lead calls boost my
confidence in tele calling.
The Business associate I adyar franchisee taught me to handle the
applications and other stuffs which was important with respect to application
processing.
From the franchisee I have learned hoe to use the Power trade Platform to
trade (Buy & Sell) fast. Trading as Intraday needs concentration and speed when
compared with delivery type of trading.
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15. MAJOR FINDINGS
I have considered the following parameters foe identifying the reason for the
poor performance of that particular franchisee.
They are,
• Visibility of the outlet
• Infrastructure facilities
• Nearest competitors
• Area potentiality
• Sales activities
Visibility of the outlet
The franchisee was located in the main street which was connecting Adyar
and Tiruvanmiyur. But the visibility of the outlet has a problem because of the old
tampered boards displaying the banner of Reliance Money. So the prospective
leads may be left unnoticed.
Area Potentiality
Adyar was one the few areas in Chennai which hold the high net worth
(HNI) individuals in a hub. So the area was a high potential area which can feed us
with sufficient volume of business. So the area was not at all a problem for the
poor performance. It implies that the problem was within the franchisee and it’s
activities.
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16. Sales Activities
Being doing business in a high potential area, this franchisee can not extract
the available potential in that area. All because of the un availability of Business
Development Executives with the franchisee to contact the prospective HNIs at
their door step.
RECCOMENDATIONS
For Visibility of Franchisee
To enhance the visibility of that franchisee, I recommend them to replace
that old tampered sign board with a new one. As an initiative step from my side, I
along with the business associate of adyar franchisee reported the zonal office for
providing the new banner for adyar franchisee.
For enhancing Sales Activities
The first and foremost resource needed for enhancing he sales activities is
the Human Power, (i.e.) to recruit some business development executives to assist
the sales activities of that particular Adyar Franchisee. The recommendation was
pass through proper channel to the business associate.
For customers’ satisfaction
When I had a chance to meet the existing customers, I came to know that
they are not happy with the internet assistance provided by the Reliance money.
They are reporting that the speed was very bad when compared with the online
platform provided by ICICI direct. So Reliance money should take steps to
upgrade the speed of their trading platform with user friendly services too.
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17. CONCLUSION
From this 45 days experience in a corporate, I got a good exposure about
what really the corporate life is about. Its waking along with targets and mind
stresses every morning. The person who can manage these target and stress are
shining in those fields.
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