Beruflich Dokumente
Kultur Dokumente
SUBMITTED BY:
Ranvijay Singh
Roll No: 11114201709
Batch:(2009-2012)
TABLE OF CONTENTS
Certificate
Acknowledgement
Executive summary
CHAPTER 1. INTRODUCTION
LITERATURE REVIEW
2.6 Documentation
Primary data
Secondary data
5.2 Interpretation
6.1Findings
6.2 Recommendation.
CHAPTER 7. CONCLUSION
CHAPTER 8 LIMITATIONS
CHAPTER 9 BIBLIOGRAPHY
CERTIFICATE
This is to certify that Mr. Ranvijay Singh student of BBA, “JIMS , New Delhi, has
carried out project work on the topic of “sale’s of Demat Cum Online Trading
guidance is his original work done. He has put a lot of efforts, hard work.
He has done good work with us I wish him all the best for bright future.
Project Guide
ACKNOWLEDGEMENT
suggestions, review, contribution and work involving many folks. It cannot be completed
without guidelines.
Last but not the least my sincere thanks to all the faculty members of “JIMS” for
RANVIJAY SINGH
EXECUTIVE SUMMARY
Conceptually the mechanism of stock market is very simple. People who are
exposed to the same risk come together and agree that if anyone of the person suffers a
loss the other will share the loss and make good to the person who lost.
The initial part of the project focuses on the sales of types of the products of the
company, and also focuses on the acquisition of the customer. The job profile is to create
customer, making good relationship with them to have their references and motivating
them to trade for the company benefit and their profit.
It also enlightens the readers about the Sharekhan strategies to acquire the
customer base. Further the project tells us about the profile of the company (SHARE
KHAN). It provides knowledge to the readers about the company’s history, mission,
customer base and about the company in detail. and management of the company. Also it
gives special emphasis on the selling of products and management of the company. Also
it gives special emphasis on the selling of products.
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 findings and analysis about the
company and the suggestions for the company for better performance.
During this project I have been given the responsibility of creating customer bringing
HNI customer, handling team, generating leads.
CHAPTER 1. INTRODUCTION
The topic is to study the consumer preference towards investment in stock market.
DEMAT A/C is a pool of various scripts and securities, where as online trading A/C is a
tool of purchasing/ selling of shares or scripts online. These scripts are then transferred to
This topic includes the practical experience of selling company product that is followed
by studying the consumer preference or interest towards share market. This is a market,
which is uncertain some time it gives huge profit and also vice versa; it depends up on the
investment customer made. This is a better option to have better returns on the
investments then investing in banks, mutual fund or bonds et. But risk is high in this case.
This product offers customer two type of investment option INTRADAY and
DELIVERY both has there own benefits and limitation but a better way to have more
returns 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 selling those shares
next day. The charges that company charge in terms of brokerage is different in both the
cases.
OBJECTIVE OF THE STUDY
Ø Main Objective
The main objective is selling of the DMAT Account cum Online Trading Account.
i. Specific Objective
a) Creating customer;
• Among the top 3 branded retail service providers (Rs 650 crs avg daily volume-
Apr Dec’04
• No. 2 player in online business
• Largest network of branded broking outlets in the country servicing 4,00,000
clients.
MANAGEMENT TEAM
The company has an eighty years experience in brokering business it was earlier known
Sharekhan is one of the leading retail brokerage firms in the country. It is the retail
broking arm of the Mumbai-based SSKI Group, which has over eight decades of
experience in the stock broking business. Sharekhan offers its customers a wide range of
equity related services including trade execution on BSE, NSE, Derivatives, depository
services, online trading, investment advice etc. The firm’s online trading and investment
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 over 4 lakh customers. The number of trading members currently stands at over 3
Lacs. While online trading currently accounts for just over 1 per cent of the daily trading
in stocks in India, Sharekhan alone accounts for 22 per cent of the volumes traded online.
The content-rich and research oriented portal has stood out among its contemporaries
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 over 4 lakh customers. The number
of trading members currently stands at over 3 Lacs. While online trading currently
accounts for just over 1 per cent of the daily trading in stocks in India, Sharekhan alone
The content-rich and research oriented portal has stood out among its contemporaries
superior market information. The objective has been to let customers make informed
decisions and to simplify the process of investing in stocks.
that emulates the broker terminals along with host of other information relevant to the
Day Traders. This was for the first time that a net-based trading station of this caliber was
offered to the traders. In the last six months SpeedTrade has become a de facto standard
Sharekhan’s ground network includes over 250 centres in 123 cities in India, of which 20
Sharekhan has always believed in investing in technology to build its business. The
company has used some of the best-known names in the IT industry, like Sun
Verisign Financial Technologies India Ltd, Spider Software Pvt Ltd. to build its trading
engine and content. The Morakhia family holds a majority stake in the company. HSBC,
With a legacy of more than 80 years in the stock markets, the SSKI group ventured into
institutional broking and corporate finance 18 years ago. Presently SSKI is one of the
leading players in institutional broking and corporate finance activities. SSKI holds a
sizeable portion of the market in each of these segments. SSKI’s institutional broking arm
accounts for 7% of the market for Foreign Institutional portfolio investment and 5% of all
spread over India, Far East, UK and US. Foreign Institutional Investors generate about
65% of the organization’s revenue, with a daily turnover of over US$ 2 million. The
Corporate Finance section has a list of very prestigious clients and has many ‘firsts’ to its
credit, in terms of the size of deal, sector tapped etc. The group has placed over US$ 1
billion in private equity deals. Some of the clients include BPL Cellular Holding, Gujarat
Sharekhan Business
1 Brokering business
Vision
To be the best retail brokering Brand in the retail business of stock market.
Mission
To educate and empower the individual investor to make better investment decisions
Sharekhan is the retail broking arm of SSKI, an organization with more than eight
• SSKI Investor
• S.S. Kantilal
Ishwarlal Securities
• SSKI
Corporate Finance
• Idream
Productions
GENERAL INTRODUCTION
Dematerialization
system securities are converted into the electronic form and deposited in a depository
In order to dematerialize certificates, an investor will have to first open an account with a
Dematerialization Request Form (DRF), which is available with the DP, and submitting the
same along with the physical certificates. The investor has to ensure that before the
certificates are handed over to the DP for demat, they are defaced by marking "Surrendered
The procedure for selling dematerialized securities in stock exchanges 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 broker's clearing account. This delivery instruction has to be given to
your DP using the delivery instruction booklet received from the DP at the time of
opening the account. The procedure for selling securities is given here below:
through a broker.
• Investor gives instruction to DP to debit his account and credit the broker's
• Before the pay-in day, investor's broker gives instruction to his DP for
corporation).
• The investor receives payment from the broker for the sale in the same
CLASSIC ACCOUNT
This account allows the client to trade throuhg our website www.sharekhan.com and is
suitable for the retail investor who is risk-averse and hence prefers to invest in stocks or
Online trading account for investing in Equity and Derivatives via www.sharekhan.com
• Provision to enter price trigger and view the same online in market watch.
SPEEDTRADE
SPEEDTRADE 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 transact frequently during day's session to
Features
CONTACT
APPOINMENT
DEMONSTRATION
AGREE DISAGREE NO
DOCUMENTATION
TRADING
DOCUMENTS:
1) Photo ID Proof
2) Residence Proof (Permanent)
· Pan Card
· Voter's ID
· Passport (valid)
· Ration Card
Opening
Intraday-0.10% Intrady-0.10%
not general
Dial-N-Trade
Along with enabling access for your trade online, the CLASSIC and SPEEDTRADE
ACCOUNT also gives you our Dial-n-trade services. With this service, all you have to do
IPO ON-Line
Research tips
Sharekhan customers can online trade through there computers, through Internet during
We have tie up with seven banks for online fund transferring i.e. HDFC, IDBI, CITI,
UBI, OBC, INDUSIND and UTI bank for online money transfer.
Equities, Commodities
CAPTER 3 REARSEARCH METHODOLOGY
REAEARCH METHODOLOGY
various steps that are generally adopted by a researcher in studying his research
problem along with logic behind him. Why a research study has been undertaken, how a
research problem has been 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
RESEARCH DESIGN:
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
possible yielding maximum information with minimal expenditure of effort, time and
money.
I have adopted descriptive and conclusive research design. Descriptive research is those
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
It is very important for the sales executive to study the mind of the customer so that the
DATA SOURCES:
Secondary data are data that were collected for another purpose and already exist
somewhere. Primary data are data specially gathered for a specific purpose or for a
specific research project. When the needed data do not exist or are outdated, inaccurate,
incomplete, or unreliable, the researcher will have to collect primary data. Most
PRIMARY DATA:
SECONDARY DATA:
Ø Weakly magazine;
Ø Internet;
Ø Newspapers;
CHAPTER 4. MARKETING STRATEGIES OF SHAREKHAN
Marketing strategy?
market by assessing consumer needs and the firm's potential for gaining a competitive
advantage.
• Marketing starts with market research, in which needs and attitudes and
• 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
v Tele Calling: -
The company uses the tele calling/ phone calling to reach the
customer, which are interested. This is the most important technique to save time
and giving demo of the companies product through making call in order to know
the customer interest towards the product. This is the strategy with which one can
v LMS:
the customer who want to purchase the product of the company. Company
provide facility to the customer on online to fill the registration form through
which the companies executives can provide more information to the customer.
v Yellow Pages:
Yellow pages are used to gather data for making calls so that
customer who did not fine time and are unaware of the product can know about
the product. Customers are given freedom to ask question related to the products
v Canopy’s:
This is the most important technique used by sharekhan securities to market its
product in different areas of the city, company put their canopies and customer
who are willing to know about the product come forward and provide best of their
questionnair that tells the company about the levels of brand awareness. It also
increases the product awareness because it is generally put at the crowdies places
like near main markets, cinema s, hotels, ATM or etc where people come in good
numbers.
v Direct Marketing
fixing appointments with the interested customer, they describe the details of the
understand better.
v Advertising:
the product and this is the most widely used technique by the company to tell
about the new features and new lunch by giving briefing of the product.
newspapers, magazines.
v References:
providing them timely services and knowledge about the trade in equities, mutual
funs by giving tips for investment advises through e-mails or toll free calls for this
purpose customers are provided relationship manager who give investment advise
executives ask their references that not only increase the awareness but also
v Competitiveness:
The company is innovative and uses the latest
Sharekhan make it easy for the customer to make online transaction of shares. The
company is competitive in terms of the product price and facilities it offers to the
customer.
v Internet:
so that customer can know about the product easily and completely.
• 200000+ retail customers being serviced through centralized call centre / web
solution
• 60 branches, semi branches servicing affluent/aggressive traders through highly
skilled financial advisors
• 250 independent investment managers/franchisees servicing 50000 highly valued
clients
• Strong advisory role through Fundamental & technical research
• New initiatives - Portfolio Management Services & Commodities trading.
• Dealing in mutual funds.
COMPETITOR ANALYSIS
5PAISE.COM
Company Background
Indiainfoline was founded in 1995 and was positioned as a research firm in 2000 e-
broking was started under the brand name of 5 paisa.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,
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, Pricing For Kotak
•Demat charges:
Rs 22.5 p.m
INDIABULLS
Company Background
cities. It offers a full range of financial services and Products ranging from Equities to
•Demat Charges
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
ICICI Direct
Company Background
ICICI Bank Limited and the Website is owned by ICICI Bank Limited
Demat Charges:
Company Background
The HDFC BANK, HDFC and Chase Capital Capital Partners and their associates
promote HDFC SECURITIES LTD. Pioneers in setting up Dial-a-share services with the
• Dematerialization charges
• Buying and selling transaction through brokers –Charges are 0.05% of transaction
value
SWOT ANALYSIS
A SWOT analysis focuses on the internal and external environments, examining strengths
and weaknesses in the internal environment and opportunities and threats in the external
environment.
STRENGTHS
Services
Services like online trading facility, institutional and domestic broking, customized
research reports 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 Investors can place their
orders directly on the Internet, do all the information seeking and basically own the
investing process.
Distribution Network
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 200000+ retail customers being serviced through centralized call centre / web
solution,
highly valued clients, strong advisory role through Fundamental & technical research and
new initiatives are being made in Portfolio Management Services & Commodities
trading.
Marketing
decades of experience in the Indian stock markets. Sharekhan does not claim expertise in
too many things. Share khan’s expertise lies in stocks and that's what it talks about with
authority. So when he says that investing in stocks should not be confused with trading in
that is spoken with years of focused learning and experience in the stock markets.
Products
Company’s 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 all the products offered by
the other 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
Branding
Though the company has a efficient products but 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 balances with the broker must be safe and
secure. Though this confidence in the broker comes with time and experience, good and
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 a 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 makes 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
OPPORTUNITIES
The external environment analysis may reveal 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 investors and the demand is increasing day by
day. This has resulted in improved liquidity and heavy volumes on transactions.
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 answer such queries. Sharekhan has been a
mega player and is known for 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 department and small capital. The traditional business
With so many competitors offering their products in the market but no one is able to
completely satisfy the customers. Some have the problem of lack of information or some
were scared of volatility of the stock markets. Sharekhan has the opportunity to tap this
unsatisfied set of customers and to make hold in the market. The Internet serves to break
Sharekhan hopes to fully utilize and capitalize on this platform. This original idea by
Sharekhan itself was born out of the consumer's need for a more transparent, easy to
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 is being shown by increasing
THREATS
New Competitors
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-paisa etc. are posing a lot of
threats to the company.
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 unless until it is working properly it is good but
Internet is not that safe. Though a lot of cyber laws are being made but not yet executed.
CHAPTER 6. OBSERVATIONS AND ANALYSIS
DATA ANALYSIS
Market shareholder
icici
share khan
india bulls
5 paisa
others
ICICI 28%
Sharekhan 24%
Indiabulls 22%
5 Paisa 20%
Others 6%
The above data describes the market share of the sharekhan competitors in which share
has the second highest market share among all its competitors heaving customer base of
AN
A
IC
LL
IS
DF
IC
KH
BU
PA
H
5
IA
AR
D
IN
SH
NAME OF COMPANY
The above is the detail of the companies’ brokerages in which sharekhan has competitive
brokerage over others in which there reduction of the brokerage depending upon the deal
2007 2006
2006 2005
2005 2004
R 2004
A 2003 Series1
E 2003
Y 2002
2002
2001
2000
1 2 3 4 5
CUSTOMERS IN LAKHS
2.5 2005
3.1 2006
3.6 2007
4 2008
4.5 2009
SHAREKHAN Growth
The above graph shows the growth rate of the company from 2005 to 2009, which shows
the increase in the growth trend.
HDFC NIL
5 Paisa 2%
Indiabulls 1%
Sharekhan 4%
ICICI 5%
Company Growth
5%
4%
% in the 2008- 3%
2009
2%
NIL
1%
0%
5 Paisa Sharekhan
Comp etitors
4 COMPANY MARKET SHARE
No of customer in lakhs
8
6 4.5
4 2.5 2.4 Series1
1.5
2
0
ICICI
5PAISA
HDFC
SHARE
BULLS
INDIA
KHAN
NAME OF COMAPANY
ICICI 7
SHARE KHAN 4.5
INDIA BULLS 2.5
5PAISA 2.4
HDFC 1.1
The above graph shows the market share of the customer we are at position no two
heaving customer base of around 4.5 lakh customer, ICICI heaving the maximum and
FINDINGS
According to the study of the project report and company the following findings are:
ü According to graph one icici has the maximum market share and sharekhan is at
ü 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 provide some negotiation flexibility
in brokerage charges, in terms of brokerage we are better then the ICICI and
HDFC company charge less form the customer for the same purpose and
customer acquisition from 2002 to 2006, Sharekhan has a growth rate of 4% and
the second largest customer base with 4.5lakh among its competitors.
ü Due to high competition the companies provide same product with different
features and services. With this regard sharekhan is at no one for services,
v Company has an advantage of reach tips for which sharekhan s known for,
the customer who are new they need relationship managers who will tell
demand this will lead to customer satisfaction and will hip to have more
v The company also have the advantage of brokerage charges 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
v The company has shown the growth trend and it has reached at no 2 it can
is already tieup with 7 banks for online fund transfer that reduces the
v The company can increase the customer base if the account opening
charges it reduced from 750 to 400, which will give, boost the
competition.
v The company should revise the advertising strategy to increase its brand
opening procedure.
Ø Brokerage can be reduced with the attractive proposals for the HNI.
Ø Company should use the tool of advertising for marketing the brand and the
product.
Ø Reduction in brokerage would attract the customer of Indiabulls, 5 Paisa and other
competitor’s heaving less brokerage then us. It would increase the market share or
client acquisition.
Ø The account opening time should be reduce to maximum 5 days because customer
Ø The company shows the positive trend in growth but it can be increased more if it
Since the area is not known before it takes lot of time in convincing people to start
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.
Since most of the people are quite experienced and also they are not techno savvy.
Some respondents either do not have time or willing does not respond, as they are
• Inaccurate Leads:
Sometimes leads are provided which had error in it, which varies from only 5-digit
phone number to wrong phone number, some people have registered to know about
their personal quarries. They are the unsatisfied clients of the company.
• Misleading concepts:
Some people think that as all the shares are in electronic form and they don’t have
any physical proof. Sometimes this leads to a great misconception of the entire
process.
CHAPTER 10 BIBLIOGRAPHY
1. www.nsdl.com
2. www.sharekhan.com
3. www.hdfc.com
4. www.nseindia.com
5. www.icicidirect.com
6. www.kotaksecurities.com
7. www.indiabulls.com
8. www.indiainfoline.com
9. www.google.co.in