PROJECT REPORT

AT

SHAREKHAN LIMITED, NEW DELHI

A Project Report submitted in partial fulfillment of the requirements

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

TO

MEERUT INSTITUTE OF TECHNOLOGY

MEERUT

BY

Roll No.- 0

Under the guidance of

Ms. SHIPRA SHRIVASTAV

 STUDENT’S DECLARATION

I hereby declare that the Project Report conducted at

SHAREKHAN LIMITED, NEW DELHI

Under the guidance of

Ms. SHIPRA SHRIVASTAV

Submitted in partial fulfillment of the requirement for the

Degree of

MASTER OF BUSINESS ADMINISTRATION

TO

MEERUT INSTITUTE OF TECHNOLOGY

MEERUT

Is my original work and the same has not been submitted for the
awards of any other Degree/diploma/fellowship or other similarities
or prizes.

2
Place:

Date: Roll No-

CONTENTS

CHAPTER 1 INTRODUCTION

1.1 General introduction

1.2 Industry profile
a. Origin and development of the industry
b. Growth and present status of the industry
c. Future of the industry

CHAPTER 2 PROFILE OF THE ORGANISATION

2.1 Origin of the organization

2.2 Growth and development of the organization
2.3 Present status of the organization
2.4 Functional department of the organization
2.5 Organization structure and organization chart
2.6 Product and service profile of the organization Competitors
2.7 Market profile of the organization

CHAPTER 3 DISCUSSION ON TRAINING

3.1 Student’s work profile (Role and responsibility)

3.2 Description of live experience

CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM

4.1 Statement of research problem

4.2 Statement of research objective
4.3 Research design and methodology
4.4 Analysis of data
4.5 Summary of finding

CHAPTER 5 SUMMARY AND CONCLUSIONS

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5.1 summery of learning experience
5.2 conclusions and recommendation

APPENDIX
Annexure like copy of questionnaire, interview schedule, leaflets,
brochures, photograph to be enclosed

Bibliography

ACKNOWLEDGEMENT

I sincerely express my gratitude and sense of veneration to Mr. Nitin verma

Territory Manager (Sales) Sharekhan Limited for his active assistance and

support throughout the project work.

I would also like to give my heartiest thanks for his inspiration, motivation, and

guidance.

I am also thankful to the staff member of the Sharekhan department for

providing me necessary information and co-operation during the project. I

would also like to pay my special thanks to Ms. Shipra shrivasatv (Faculty

Guide).

Last but not least. I would like to owe special thanks to my parents, elder

brother and friends, whose affection and the best wishes make my way easy

for completion of this project.

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 INTRODUCTION

INTRODUCTION TO THE TOPIC

The topic is to study the consumer preference towards investment in the stock

market. DEMAT A/C is a pool of various scripts and securities, where as

online trading A/C is a tool of purchasing and selling of share or scripts online.

These scripts are then transferred to Depository account after three days.

This topic includes the practical experience of selling company product that is

followed by studying the consumer preference or interest towards the share

market. This is a market, which is uncertain sometime it gives the opportunity

of the huge profit and vice versa. It depends up on the investment customer

made. This is better option to have better return on the investment then

investing in banks, mutual fund or bonds etc. but the risk is high in this case.

This product offers the customer two type of investment option INTRADAY

and DELEVERY both of them has there own benefits and limitation but a

better way to have more return on investment. Intraday means investing in

share market for a day i.e. purchasing and selling of the share in one day.

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Delivery is purchasing share and the selling it next day. The charges that

company charges in terms of brokerage are different in the both of the cases.

OBJECTIVE OF STUDIES

Main Objective

• The main objective of selling DEMAT account cum online trading

account.
Specific Objective

• Creating Customers

• Marketing of the product

• Creating the relationship with the customer to have there sources

• Motivating customers for trading

Job Responsibilities

I have been handling the following responsibility in the Sharekhan Limited

• My job profile is to call on the given data i.e. leads

• My job profile is to coordinate the team and also help them to sale the

product and also help them in the field.

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 • My job profile is to understand the customer need and advising them to

make a portfolio as per there investment.

• My Job profile is to convince customer for investment in the

commodities and Mutual Fund.

COMPANY PROFILE

ABOUT THE COMPANY

SHAREKHAN RETAIL BROKING

• Among the top three (3) branded retail services providers (Rs 856 crs

average daily volume.

• NO. 2 player in online business

• Large network of branded broking outlets in the country servicing

around 5, 45, 000 Clients.

MANAGEMENT TEAM

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 Tarun P. Shah Mr. Jaideep Arora Shankar Vailaya

BOARD OF DIRECTORS

Sharekhan Limited

The company has an eighty years experience in broking business it was

earlier known as the SSKI group. The owner of the company is Mr. Dinesh

Murikya.

Share khan is one of the leading retail brokerage firms in the country. It is the

retail brokering arm of the Mumbai based SSKI group, which is over eight

decade of experience in the stock broking business. Share khan offer its

customer a wide range of equity related service including trade execution on

NSE, BSE, Derivatives, Depository services, online trading, investment advice

etc.

The firm online trading and investment site www.sharekhan.com was launched

on Feb 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.

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The site has a registered base of over 8 Lacs of customers. the number of the

trading member currently stands at over 10 Lacs While online trading

currently account for just 1 per cent of the daily trading in stock 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 because of its steadfast dedication to offering customers best

of the breed technologies and the superior market information .the objective

has been to let customer make informed decision and to and simplify the

process of investing into the stock.

On April 17, 2002 Sharekhan launched the Speed trade, a net based

executable application that emulates the broker’s terminals along with host of

other information relevant to the day traders. This was the first time that a net

based trading station of this caliber was offered to the traders. In the last six

month speed trade has become a de facto standard for the day trading

community on the net.

Sharekhan ground network includes over 250 cities in India, of which 20

are the fully owned branches.

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Sharekhan has always believed in investing in the technology to build its

business.

The company has used some of the best known means in the IT sector, like

Sun Microsystems, Oracle, Microsoft, Cambridge technology, Nexgenix,

VeriSign Financial Technologies India Ltd, Spider Software Pvt Ltd. built its

trading engine and its contents. The Morokhia family holds the majority of the

stock in the company, HSBC, Intel and Carlyle are the other investor.

With a legacy of more than 80 years in the stock market, the SSKI groups

ventured into institutional broking and the corporate finance 18 years ago.

Presently SSKI is one of the leading players in the institutional brokering and

the financial activity. SSKI holds a sizeable portion of the market in each of

the segment.

SSKI institutional brokering arm account for the 7% of the market for foreign

institutional portfolio investment and 5% of all domestic institutional portfolio

investment in the country. It has the 60 institutional clients spread over all

over India, Far East, UK and US.

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Foreign institutional investor generates approx 65% of the organizational

revenue with a daily turnover of over $2 million.

The corporate Finance has a list of very prestigious client and has many

‘firsts’ of its credit in the term of size of the deal sector tapped etc The group

has placed over US$ 2 billion in private equity deals. Some of the client

include BPL cellular holding, Gujarat Pipavav, Essar, Hutchison, Planetasia

and Sopper’s stop.

Sharekhan business
1. Brokering business.

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 2. White feathering house production.

Vision
To be the best retail broking brand in the retail business of the stock market.

Mission
To educate and empower the individual investor to make better investment
decisions through quality advices and superior services.

Stock exchange Mumbai

• Share khan is the retail broking arm of SSKI, an organization with more

then eight decade of trust and credibility in the stock market.

• Amongst pioneers of investment research in the Indian market.

• In 1984 venture into institutional broking and the corporate finance.

• Leading domestic player in the Indian institutional business.

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 • Over US$5 billion of private equity deal.

• SSKI group companies

• SSKI investor services ltd (Sharekhan)

• S.S. Kantilal Isharlal securities

• SSKI corporate finance.

SSKI - Corporate Structure

80 years of taming Bulls & Bears

13
 REASON TO CHOOSE SHAREKHAN LIMITED

14
Experience

SSKI has more than eight decade of trust and credibility in the Indian stock

market. In Asia money market poll held recently, SSKI won the India best

broking house for 2004 award. Ever since it launch Sharekhan as its retail

broking division in February in 2000.it has been providing institutional level

research and broking service to individual level investor.

Technology

With our online trading account you can by and sell share in the intent from

any PC with an internet connection. You will get assess to our powerful online

trading tool that will help you take complete control over your investment in

share.

Accessibility

Sharekhan provides ADVICE, EDUCATION, TOOL AND EXECUTION service

for investors. These service are accessible throw our center across the

country. (Over 588 location in148 cities) over the internet (throw the website

www.sharekhan.com) as well as over the voice tool.

Knowledge

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In a business where the right information at the right time translates into the

direct profit, you get access to a wide range of information on our content rich

portal, Sharekhan. You will also get a useful set of knowledge-based tools

that will empower you to take informed decisions.

Convenience

You can call our dial and trade number to get investment advice and execute

your transaction. We have a dedicated call center to provide this service via a

toll free number 1800-22-7500 form anywhere in India.

Customer Service

Our customer service team assists you for any help that you need relating to

the transaction, billing d-mat and other queries. Our customer service can be

contracted via a toll-free number email or live chat on www.sharekhan.com.

Investment Advice

Sharekhan has dedicated research team of more than 30 people for

fundamental and the technical research. Our analysis constantly tracks the

pulse of the market and provides the timely investment advice to you in the

form of daily research email. Online chat, printed report and sms on your

mobile phone.

Benefits

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 • Free depository a/c

• Secure order by voice tool dial and trade

• Automated portfolio to keep track of the value of your actual purchase

• Personalized price and account alerts delivered instantly to your cell

phone number and e-mail address

• Special personal inbox for order and the trade conformation

• On-line customer service via web chat

• Any time ordering

TYPES OF THE PRODUCT

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  CLASSIC ACCOUNT
This account allow the client to trade through our website www.sharekhan.com

and is suitable for the retail investor who is risk averse and hence and prefers

to invest in stocks and who do not trade very frequently.

Features classic screen serves hot.

• Online trading account for investing In Equities and Derivatives

• Integration of the On-line trading, Saving bank and Demat Account

• Instant cash transfer facility against purchase and the sale of share

• Competitive transaction charge

• Instant order and the trade conformation by E-mail

• Streaming quotes (cash and derivatives)

• Personalized market watch

• Single screen interface for cash and derivatives and more

• Provision to enter price trigger and view the same online in the market

watch

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  SPEEDTRADE
SPEED TRADE 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 transect frequently during day

session to capitalize on intraday price movement.

 Features

• Instant order execution and confirmation

• Single screen trading terminal (NSE)

• Real time streaming quotes, tic-by-tic charts

• Market summery (cost traded scrip, highest value etc)

• Hot keys similar to the brokers terminal

• Alerts and reminders

• Back-up facility to place trades on Direct Phone lines

• Customer can view 425 scripts at a time

• Customer can view graphical Presentation

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PROCESS OF ACCOUNT OPPENING

LEAD MANAGEMENT SYSTEM (LMS) / REFERENCES

CONTACT

TELEPHONE AND PRESONAL VISIT

APPOINTMENT

DEMONSTRATION

AGREE DISAGREE (CLOSE)

DOCUMANTATION

FILLING THE FORM

SUBMISSION THE FORM

LOGIN OF THE FORM

SENDING THE ACCOUNT OPENING KIT TO THE CUSTOMER

FOR TRADING

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 CHARGE STRUCTURE

STRUCTURE FOR PREPAID - ACCOUNT INDIVIDUAL

Advance brokerage for

Account opening
One year

Intra day-0.035%*
FREE One Time 2000/-(classic)
Delivery-o.40%*

Intra day-0.025%*
FREE One Time 6000/-(speed trade)
Delivery-0.25%*

Intra day-0.02%*
FREE One Time 18000/-(speed trade)
Delivery-0.20%*

Intra day-0.015%*
FREE One Time 30000/-(speed trade)
Delivery-0.15%*

Intra day-0.010%*
FREE One Time 60000/-(speed trade)
Delivery-0.10%*

*conditions apply

* Refundable incase the brokerage is more than RS 500/=p.m.

** Conditions Apply

*** Taxes as per govt.

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 STRUCTURE FOR POST PAID - ACCOUNT INDIVIDUAL

SPEED TRADE
CHARGE CLASSIC ACCOUNT
ACCOUNT

Rs. 750/- with Rs. 375/- with

Account opening
5000 Margin Money 5000 Margin Money

Monthly
Rs- NIL Rs 500
commitment

Intra day - 0.10% Intra day - 0.10%*

Brokerage
Delivery - 0.50% Delivery - 0.50%*

* Refundable in case the brokerage is more than Rs 500/-pm

** Taxes as per govt.

We offer an on line trading account along with Demat a/c for the benefit to the

employee of your company.

Depository charges

Account opening charges Rs NIL

RS NIL first year RS 300/- p.a. from

Account maintenance charges
second calendar year onward

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 PRODUCT DETAILS
Online Trading

a) CLASSIC ACCOUNT: A/C Opening charges Rs. 750 /-

DEMAT ACCOUNT frees for first year and Rs.300 /- from second year

onwards (annual maintenance charges). Trading through website live

terminal. No brokerage commitment required. NSE and BSE Online both cash

and F&O

b) SPEED TRADE : A/C Opening fee Rs. 375/-both cash and F&O

Monthly recurring Fee: Rs. 500/-per month, which is very nominal if you

consider the benefit of the product. This access charge will be debited to all

the new customers signed up after September 15, 2004.and after end of the

month if the client has contributed more than RS 500/-as brokerage the

access charge of Rs 500/-will be credited back to the client account. Please

note-this credit of Rs 500/-will be given to the customer who have contributed

more than RS 500/-brokerage during the month.

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Minimum brokerage Intra Day per Share
5 paisa each leg (buy or sell) for intra day traders (For e.g. on a Rs 20 Scrip,

brokerage @ 0.10%=2 paisa, but there is a minimum chargeable amount of 5

paisa)

Minimum Delivery Handing Charge:

10 paisa for Delivery Trades (buys and sells for e.g. On a Rs 10 scrip

brokerage @ 0.50%= 5 paisa, but there is minimum chargeable amount of 10

paisa)

Rs 16/-per Scrip (The brokerage scrip will be charge for the selling of share

resulting in delivery on actual.) (For e.g. if a customer sell100 share of SAIL

total delivery value 2200 brokerage @ 0.5%=RS 11 but the main chargeable

amount per scrip per day=RS 16, so additional RS 5 will be charge as

minimum delivery handling charge)

EXPOSURE: 4 TO 6.7 TIMES (ON MARGIN MONEY)

Validity: For 5 Working Days Only

Online IPO available

We have tie up with Eleven Bank for the online fund transfer i.e. HDFC, ICICI,

IDBI, CITI, Union Bank of India, Oriental Bank of Commerce, INDUSIND, UTI

Bank, Bank of India and Yes Bank for the online money transfer.

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FOLLOWING DOCUMENT ARE REQUIRED TO OPEN AN ACCOUNT WITH
THE SHAREKHAN LTD.

FOR ID PROOF RESIDENCE PROOF

Pan card (Mandatory) Passport (valid)

Driving license Voter ID, Driving license(valid)

Telephone Bill or Electricity Bill

Voter ID
(latest)

MAPIN UIN card Insurance Policy (latest)

Leave License / Purchase

Agreement

** 2 Photograph (Passport size & Front Face)

** 1 Cheque of Rs 750/- for Classic Account and 375/- for the Speed Trade

in favors of the (Sharekhan Limited)

SHAREKHAN
SERVICES

Dial-N-Trade

Along with enabling access for your trade online, the classic and speed

trade account also gives you our dial-n-trade services. With this services, all

you have to do is dial our dedicated phone line 1-800-22-7500 IPO ONLINE

Can apply all the forthcoming IPO online hasselfree.

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Research Tips

Company Provide 4-6 E-mail to there customers per day.

Online Trade in Share

Sharekhan customers can online trade through there computers, through

internet during the market timings.

Online Fund Transfer

We have tie up with Eleven Banks for online fund transferring i.e. HDFC, IDBI,

CITI, UBI, OBC, INDSLANDAND and UTI BANK, Yes bank, Bank of India for

Online Money Transfer.

• Research based investment advice

• Investment and trading services

• Trading and seminars

• Technology based investment tools

• Integrated demat facility

• CUSTOMER CAN TRADE IN

o Equities (Online & Offline)

o Derivatives (Online & Offline)

o Commodities (Online & Offline)

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 S h a re k

27
 CUSTOMER SERVICES TRANGLE

Supportive Caring & Competent

Management Employee

Efficient Product & System

SUPPORTIVE MANAGEMENT

• Understand the need of an employee and helps them with continuous

improvement through input and training.

• Creates a healthy environment for career growth.

• Rewards high performance and initiative.

• Backs decisions made by employees.

• Provide coaching and feedback.

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EFFICIENT PRODUCT AND SYSTEM

• Efficient product and services.

• Well designed processes to serve the customer needs.

• System that are the back bone of the processes and ensure

information flow and data collection.

CARING AND THE COMPITENT EMPLOYEES

• Having the knowledge of the product

• Have competition knowledge

• Rapport building, listening and closing technique

• Communication skill

• Objective handling skill

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SHAREKHAN, one of the India leading brokerage house, is the retail arm of

SSKI, with over 510 share shops in 170 cities, and India’s premier online

trading portal www.sharekhan.com, our customer enjoys multi channel access

to the stock markets.

Citigroup Keen to buy 85% in Sharekhan for Rs 650 Cr

Archana Venkat Chennai,

June 27 Citigroup Venture Capital has expressed interest in buying 85

percent stakes in retail brokerage firm Sharekhan Ltd. For about Rs 650

crore.

Details of the deal, such as whether existing shareholders will offload their

stake partly or completely, are being worked out, according to Mr. Jaideep

Arora, Director, Sharekhan

The post deal valuation would be about Rs 825 crore, he told Business Line.

Currently, the Morakhia Family owns about 44 per cent stake in the company

while 42 per cent is held by private firms HSBC Private Equity, Intel Capital

and General Atlantic.

“We are working out how much stake of these Parties will have to offload. We

are also evaluating options of other private equity firms buying stake in the

30
company,” he said..This exercise is expected to be completed in next few

months.

The Company plans to use the capital raised through private equity to fund its

Rs. 200 crore expansion, which includes expanding its online platform across

India and launching international Operation in Dubai by November.

In Chennai to inaugurate Sharekhan’s exclusive outlet that will distribute ICICI

Prudential Life Insurance products, Mr. Arora said that the company may go

public with an IPO next year, after spending the capital raised through private

equity partners.

The company has entered into a tie-up with ICICI Prudential to distribute its

products through all Sharekhan offices, besides setting up some excusive

outlets.This tie-up may also explore possibilities for launching exclusive

products for Sharekhan customers, Mr. Arora said.

Sharekhan has introduced ‘Share Mobile’ a mobile application using GPRS

technology that tracks share prices, provides updates and also facilitates

trading.

Currently being beta tested by a few thousand users, the application is

available for free but without the trading option.

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Once the SEBI issues guidelines on mobile trading, the option would be

available to users, Mr. Arora said..Pricing for the operator independent

application has not been decided yet.

Sharekhan has over 730 branches in 234 cities and about four lakhs trading

members with largest number of life insurance policies in force in the world,

insurance happens to be a mega opportunity in India. It’s a business growing

at the rate of 15-20 per cent.

Annually and presently is of the order of Rs. 450 billion. Together with banking

services, it adds about 7 per cent to the country’s GDP. Gross premium

collection is nearly 2 per cent of GDP and funds available with LIC for

investments are 8 per cent of GDP.

Yet, nearly 80 per cent of Indian population is without life insurance cover

while health insurance and non life insurance continues to be below

international standards and this part of the population is also subject to weak

security and pension system s with hardly and old age income security. This it

self is an indicator that growth potential for the insurance sector is immense.

A well developed and evolved insurance sector is needed for economic

development as it provides long term funds for infrastructure development and

at the same time strengthens the risk taking ability. It is estimated that over

32
the next ten years India would requires investments of the order of one trillion

US dollar. The Insurance sector, to some extent can enable investments in

infrastructure development to sustain economic growth of the society.

Insurance is a federal subject in India. There are two legislations that govern

the sector, The Insurance Act, 1938 and the IRDA Act, 1999.

The insurance sector in India has come a full circle from being an open

competitive market to nationalization and back to a liberalized market again.

Tracing the development in the Indian insurance sector reveals the 360

degree turn witnessed over a period of almost two centuries.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done

scientifically. In it we study the various steps that are generally adopted by a

researcher in studying his research problem s along with logic behind him.

Why a research study has been undertaken, how a research problem 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

33
questions are usually answered when we talk of research methodology

concerning a research problem or study.

RESEARCH DESIGN

A research design is the arrangement of conditions or collection and 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 sailing of the various research operations thereby

making as efficient as possible yielding maximum information with minimal

expenditure of effort, time and money.

I have adopted descriptive and conclusive research design. Descriptive

research is those studies, which are concerned with describing the

characteristics of a particular 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 techniques of questioning

customer in order to know their consumer behavior, their interests, their needs

and etc.

It is very important for the sales executive to study the mind of the consumer

so that the personal visit would not be a waste of time, money and efforts.

34
DATA SOURCES

The research can gather primary data, secondary data or both. 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 exit or are

outdated, inaccurate, incomplete, or unreliable, the researcher will have to

collect primary data. Most marketing research project involves some primary

data collection.

PRIMARY DATA

• I have collected primary data through personal references.

• LMS i.e. Leads Management System of the company.

• Customer references.

SECONDARY DATA:

The main source of information for the project was:

• Weakly Magazine

• Telephone Directory

• Used Leads of the company

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 • Leads of the company; i.e. telephone list for tele calling

CONTACT METHOD:

The marketing researchers have four choices to contact the respondents:

• Mail

• Telephone

• Personal

• Online

I choose the above techniques to reach to the customer in a most convenient

method.

LIMITATIONS:

• Lack of awareness of Sharekhan and stock market:

Since the area is not known before it takes lot of time in convincing people to

start investing in shares primarily in IPO’s.

• Some people are comfortable with traditional system:

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.

36
 • Lack of Techno Savvy people and poor internet penetration:

Since most of the people are quite experienced and also they are not techno

savvy. Also Internet penetration is poor in India.

• Some respondent are unwilling to talk:

Some respondents either do not have time or willing does not respond, as

they are quite annoyed with the phone call.

• Inaccurate Leads:

Sometimes leads are provided which had error in it, which varies from only 5

digit phone numbers to wrong phone numbers, 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.

MARKETING STRATEGY?

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A strategy that focuses on developing a unique long run competitive position

in the market by assessing consumer needs and the firm’s potential for

gaining a competitive advantage.

A business’ approach to marketing its products / services expresses in broad

terms, which forms the basis for developing a marketing plan.

Marketing starts with market research, in which needs and attitudes and

competitors’ products are assessed, and continues through into advertising,

promotion, distribution, and where applicable customer servicing and repair,

packaging and sales and distribution.

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

Tele-Calling:

The company uses the tele calling / phone calling to reach the customer,

which are interested. This is the most important techniques to save time and

giving demo of the companies’ products through making call in order to know

the customer interest towards the product. This is the strategy with which one

can motivate customer to go for the product and etc.

LMS:

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It is leads management system which means leads are generated by the

customer who wants to purchase the products of the company. Company

provides facility to the customer on online to fill the registration form through

which the companies’ executive can provide more information to the

customer.

Yellow Pages:

Yellow pages are used to gather data for making calls so that customer who

did not find time and are unaware of the product can know about the product.

Customers are given freedom to ask question related to the products this is

the technique used to increase the awareness of the company.

Canopy’s:

This is the most important techniques used by Sharekhan Securities to market

its product in different areas of the city, company put their canopies and

customers who are willing to know about the product come forward and

provide best of their knowledge. Besides this company executives ask

customers to fill the questionnaire that tells the company about the levels of

brand awareness. It also increases the product awareness because it is

generally put at he crowdies places like near main market, cinema’s, hotels,

ATM or etc where people come in good numbers.

39
Direct Marketing:

Sharekhan executive’s reaches to the doors of the customer by fixing

appointments with the interested customers, they describe the details of the

product. Executive give demonstration of the product so that customer can

understand better.

Advertising:

Advertising is the most important tool of increasing awareness of the product

and this is the most widely used techniques by the company to tell about the

new features and new launch by giving briefing of the product.

Sharekhan use banners, distribution of pamphlets and advertising in

newspapers.

References:

Sharekhan strategy is to satisfy the customers in terms of their need by

providing them timely services and knowledge about the trade in equities,

mutual fund, by giving tips for investment advises through e-mails or toll free

calls for this purpose customers are provided relationship manager who gives

investment advice and also make transaction on their behalf on demand. By

satisfying customer executive ask their references that not only increases the

awareness but also increase the goodwill of the company.

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Competitiveness:

The company is innovative and uses the latest technology to improve the

product to fulfill the demands of the customers. Sharekhan make it easy for

the customers to make online transaction of shares. The company is

competitive in terms of the product price and facilities it offers to the

customers.

Internet:

Company provides detailed information about the products on internet so that

customer can know about the products easily and completely.

COMPETITOR ANALYSIS

5 PAISE.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 5paisa.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

41
securities, Company Fixed Deposits, Insurance. Limited ground network

present in 20 cities.

Charges for Demat:

• Demat 1st yr: Rs. 250/-

• Pricing for HNI Clients

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.

Charges for Demat:

• Rs. 22.5 p.m.

INDIABULLS

Company Background:

India Bulls is a retail financial services company present in 70 locations

covering 62 cities. It offers a full range of financial services and products

ranging from Equities to Insurance. 450 + Relationship

Managers who act as personal financial advisors

42
Charges for Demat:

• Rs. 200 if POA is signed, No AMC for this DP

• POA for Clients DMAT

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 pool account to client DP account.

ICICI Direct

Company Background:

ICICI Web Trade Limited (IWTL) maintains ICICIdirect.com. IWTL is an

Affiliate of ICICI Bank Limited and the Website is owned by ICICI Bank

Limited.

Charges for Demat:

• NIL first years & 500 p.a.

HDFC SECURITIES

Company Background:

The HDFC Bank, HDFC and Chase Capital Partners and their associates

promote HDFC SECURITIES LTD. Pioneers in setting up Dial-a-share

services with the largest team of Tele brokers

43
DEMAT ACCOUNT WITH HDFC:

• It is conversion of Physical shares into electronic form.

• Dematerialization charges

• Rs. 3 per share certificates

• Rs. 35 per request

• Folio charges are Rs. 150 per annum

• Buying and selling transaction through brokers charges are 0.05% of

transaction value

• Off market transaction charges 0.04% of transaction value

Charges for Demat:

• First Year: NIL

• Yearly Charges: Rs. 450/- per year

SWOT ALAYSIS

44
A SWOT analysis focuses on the internal and external environment,

examining strengths and weaknesses in the internal environment and

opportunities and threats in the external environment.

STRENGTHS

Services

As a product Sharekhan I a extremely innovative product with very les cost.

Services like online trading facility, institutional and domestic broking,

customized research report 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 Investor can place their order

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 20000+ retail customers being serviced through

centralized call centre / web solution.

45
60 branches / semi branches servicing affluent / aggressive traders highly

skilled financial advisors, 250 independent investment managers / franchisees

servicing 50000 highly valued clients, strong advisory role through

Fundamentals & technical research and new initiative are being made in

Portfolio Management Services & Commodities trading.

Marketing

Sharekhan is a product of SSKI, a veteran equities solution company with

over decades of experience in the Indian stock markets. Sharekhan does not

claim expertise in too many things. Sharekhan’s expertise lies in stocks

should not be confused with trading in stocks or a portfolio-based strategies is

better than betting on a single horse, it is something 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 al the

products offered by the competitors like low cost, user-friendly online trading

services etc.

WEAKNESS

Customer Satisfaction

46
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 of individual customers,

and advises accordingly. However, a broking house like Sharekhan, which

caters to the mass segment, is in n position to provides relationship managers

for individual customers.

Branding

Through the company has a efficient products bur 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 balance with the broker must be safe and secure. Though this

confidence in the broker comes with time and experience, good and

transparent practices also play a major role in imbibing confidence in traders.

Competition from banks

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 an unknown

broker.

47
Also banks like HDFC Bank and ICICI Bank have the advantage of linking the

trading accounts of their customers to saving accounts. This Make 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 sales proceeds are

credited directly to saving accounts.

OPPORTUNITIES

The external environment analysis may 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 investor and the demand is

increasing day by day. This has resulted in improved liquidity and heavy

volumes on transaction. 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

48
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

departments and small capital. The traditional business model is highly

dependent on a large network of sub brokers, and many established players

may not have systems (technology, customer service, etc.) capable of directly

servicing so many retail customers.

Unfulfilled needs of the customers

With so many competitors offering their products in the market but no one is

able to completely satisfy the customers. Some have the problems of lack of

information or some were scared of volatility of the stock markets. Sharekhan

has the opportunity to tap this satisfied set of customers and to make hold in

the market. The Internet serves to break all barriers to information, as it offers

49
an extremely hassle-free investing platform. And, 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

understand and convenient option of investing in stocks.

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 are

being shown by increasing volumes, transportations and indices.

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-Paise etc. are posing a lot of threats to the company.

Technology based business

50
Online trading is totally based on the technology, which is quite complex.

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 until it is working properly it is good bur

internet is not that safe. Though a lot

cyber laws are being made but not yet executed.

51
 OBSERVATIONS AND ANALYSIS

 In which of these Financial Instruments do you invest

into?
Valid Cumulative
Frequency Percent Percent Percent
Valid Shares 70 67.3 67.3 67.3
Mutual
19 18.3 18.3 85.6
Funds
Bonds 6 5.8 5.8 91.3
Others 9 8.7 8.7 100.0
Total 104 100.0 100.0

70

60

50

40

70
n
u
q
F
y
c
e
r

30

20

10 19

9
6
0
Shares Mutual Funds Bonds Others

Comments- This question was meant to closely study the pulse

and investment pattern in the stock market. It is clearly evident that
70% of the sample size prefer to invest in the share market over
other financial instruments.

 Which type of trading do you prefer?

52
 Frequency Percent Valid Cumulati
Percent ve
Percent
Valid Online 77 74.0 74.0 74.0
Offline 16 15.4 15.4 89.4
Not
Applica 11 10.6 10.6 100.0
ble
Total 104 100.0 100.0

Not Applicable 11

Offline 16

Online 77

0 20 40 60 80
Frequency

Comments- The result shows that online trading has taken the
driver’s seat over the conventional trading ever since internet
triggered a revolution across the globe.

 If you prefer online trading then the reasons for it?

53
 Frequency Percent Valid Cumulative
Percent Percent
Privacy 20 19.2 22.7 22.7
User
Friendly
27 26.0 30.7 53.4
and time
saving
Conveni
20 19.2 22.7 76.1
ence
All the
21 20.2 23.9 100.0
above
Total 88 84.6 100.0
Missing System 16 15.4
Total 104 100.0

30

25

20

15
n
u
q
F
y
c
e
r

27

21
10 20 20

0
Privacy User Friendlyand Convenience All theabove
tim esaving

54
Comments- The preferred choice of online trading itself is a
proven fact that most of them find it user friendly, time saving,
convenient etc. Hence it does not come as a surprise as 20% of
the sample size preferred all the three options.

 What factors motivates you to invest in securities?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid New IPO's 25 24.0 24.0 24.0
Entry of
9 8.7 8.7 32.7
FII's
More
returns in 63 60.6 60.6 93.3
less time
Others 7 6.7 6.7 100.0
Total 104 100.0 100.0

Comments – This question was meant to understand why more

and more investors have started creeping in the share market as
never

55
 New IPO's
Entry of FII's
More returns in
less time
7 Others

25

9
63

be
th
fore. About 3/5 of the sample size believed that there is a
possibility in multiplying their money within a short period of time
and about 1/4th of the sample population is driven by the IPOs
issued by potential companies.

56
  Does online trading motivate you to deal in securities?

Frequenc Valid Cumulative

y Percent Percent Percent
Vali Yes
84 80.8 80.8 80.8
d
No 20 19.2 19.2 100.0
Total 104 100.0 100.0

Yes
No
Yes
No

20

20
84

8
80

57
Comments-It is clear and transparent that online trading has
become more convenient way to deal in securities as majority (as
much as 85%) of the sample population voted for it.

 Have you heard about Sharekhan?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 81 77.9 77.9 77.9
No 18 17.3 17.3 95.2
3 5 4.8 4.8 100.0
Total 104 100.0 100.0

58
 Yes
No
3

18

81

Comments – Out of the 100 people surveyed, share khan has its
slice of share as it is familiar and popular among 80% of the
sample population. Hence share khan is a well heard off name
among the investors.

 Which brokerage firm do you prefer for online trading?

Frequen Valid Cumulative

cy Percent Percent Percent
Valid ICICI
14 13.5 13.5 13.5
Direct

59
 Sharekha 27 26.0 26.0 39.4
n
Indiabulls 23 22.1 22.1 61.5
Kotak
21 20.2 20.2 81.7
Securities

18 17.3 17.3 99.0

5 Paisa
7 1 1.0 1.0 100.0
Total 104 100.0 100.0

30

25

20

15
27
n
u
q
y
cF
re

23
21
10
18

14

1
0
ICICI Direct Sharekhan Indiabulls Kotak 5 Paisa 7
Securities

60
Comments- This question was framed to understand the
effectiveness of Sharekhan among its competitors. The push and
pull factor worked out well for Sharekhan as it grabbed 27% of the
market share out of the 100 people surveyed. But the survey also
reveals an interesting point that there is not much variation among
the players in terms of investors’ consideration for a brokerage
firm.

 What differentiates your share trading company from

others?
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Brokerage 32 30.8 30.8 30.8
Research
51 49.0 49.0 79.8
Report
Dial up
Trade 8 7.7 7.7 87.5
facility
Exposure 3 2.9 2.9 90.4
Account
opening 7 6.7 6.7 97.1
charges
Others 3 2.9 2.9 100.0
Total 104 100.0 100.0

61
 60

50

40

30
n
u
q
F
y
c
e
r

51

20

32

10

8 7
3 3
0
Brokerage Dial upTradefacility Account openingcharges
ResearchReport Exposure Others

Comments- This question was framed to read the mind of an

investor. The survey reveals that investors have become more
analytical and rationale over the period of time as they have
compelled themselves to take decisions on the basis of pre and
post market research reports offered to them at regular intervals.
Also to some extent investors look in for the brokerages charged
by the trading firm while other options were hardly considered as
pre requisites for online trading.

 How often do you trade?

Valid Cumulative
Frequency Percent Percent Percent
Valid Daily 53 51.0 51.0 51.0
Weekly 31 29.8 29.8 80.8
Monthly 7 6.7 6.7 87.5
Yearly 13 12.5 12.5 100.0

62
 Total 104 100.0 100.0

60

50

40

30
53
n
u
qF
re
y
c

20
31
10
13
7
0
Daily Weekly Monthly Yearly

Comments- This shows how stock market has swept the nation as
a whole. Most of the investors prefer daily and weekly trading to
keep a watch on the volatility of the stock market so as to take
decisions accordingly.

63
  In which category does your income fall?(Per month in
Rs)

Frequenc Valid Cumulative

y Percent Percent Percent
Valid 0-15000 26 25.0 25.0 25.0
15000-35000 61 58.7 58.7 83.7
35000-60000 17 16.3 16.3 100.0
Total 104 100.0 100.0

35000-60000 17

15000-35000 61

0-15000 26

0 10 20 30 40 50 60 70
Frequency

64
Comments- People from different categories of income group
have taken their chance to invest in the booming stock market.
The upper middle and middle class (income category ranging from
15000 – 35000) people have taken the primary seat as far as the
number of people involved in trading is concerned.

 What percentage of your earnings do you invest in share

trading?

Valid Cumulative
Frequency Percent Percent Percent
Valid Up to
39 37.5 37.5 37.5
10%
Up to
33 31.7 31.7 69.2
25%
Up to
13 12.5 12.5 81.7
50%
Abov
e 14 13.5 13.5 95.2
50%
5 5 4.8 4.8 100.0
Total 104 100.0 100.0

65
 40

30

20 40
n
u
q
F
y
c
e
r

34

10

15 15

0
Up to 10% Up to 25% Up to 50% Above 50%

Comments- About 70% of the sample size reveals that not more
than 25% of their earnings will be pushed into the market which
clearly signifies that how volatility in the stock market can influence
the investors.

66
  (i) Rank the attribute "customer service" of a share
trading company?

Valid Cumulative
Frequency Percent Percent Percent
Valid most
27 26.0 26.0 26.0
Important
Important 24 23.1 23.1 49.0
Neutral 22 21.2 21.2 70.2
Less
18 17.3 17.3 87.5
Important
Not
Important 13 12.5 12.5 100.0
at all
Total 104 100.0 100.0

30

25

20

15
n
u
q
F
y
c
e
r

27
24
22
10
18

13
5

0
most Important Important Neutral LessImportant Not Important at
all

67
Comments- Investors feel that they should be provided with the
best of the services in order to associate themselves with a
brokerage company over a long period of the time. Hence more
than half of the sample size surveyed preferred it to be an
important parameter of a brokerage firm.

(ii) Rank the attribute "proper guidance" of a share trading

company?

Valid Cumulative
Frequency Percent Percent Percent
Valid most
14 13.5 13.5 13.5
Important
Important 41 39.4 39.4 52.9
Neutral 24 23.1 23.1 76.0
Less
21 20.2 20.2 96.2
Important
Not
Important 4 3.8 3.8 100.0
at all
Total 104 100.0 100.0

68
Not Important at all

Less Important

Neutral

Important

most Important

0 10 20 30 40 50
Frequency

Comments- More than 50% of the sample population felt that they
require proper guidance from the brokerage company in order to
execute their operations effectively.

69
(iii) Rank the attribute "regular updates" of a share trading
company?

Cumulat
Frequenc Valid ive
y Percent Percent Percent
Valid most
20 19.2 19.2 19.2
Important
Important 14 13.5 13.5 32.7
Neutral 17 16.3 16.3 49.0
Less
35 33.7 33.7 82.7
Important
Not Important
18 17.3 17.3 100.0
at all
Total 104 100.0 100.0

70
 4
0

3
0

2
0
F
n
u
q
e
y
c
r

3
5

1
0 2
0
1
7 1
8
1
4

0
m
os
tIm
porta
nt Im
porta
nt N
eutra
l L
essIm
porta
nt N
otIm
porta
nta
tall

Comments- Surprisingly about 35 people out of the 104 surveyed

thought that the regular updates provided by the company were
not that important. Only 34 of the sample population felt the
importance of regular market updates.

(iv) Rank the attribute "trustworthiness" of a share trading

company?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid most
10 9.6 9.6 9.6
Important
Important 7 6.7 6.7 16.3
Neutral 28 26.9 26.9 43.3
Less
25 24.0 24.0 67.3
Important
Not Important 34 32.7 32.7 100.0

71
 at all
Total 104 100.0 100.0

40

30

20
n
u
q
y
cF
re

34

28
25

10

10
7

0
most Important Important Neutral Less Important Not Important at
all

Comments- A mere 20% of the sample population do consider the

significance of the trustworthiness of the brokerage company with
whom they have been associated.

72
(v) Rank the attribute "brokerage charge" of a share trading
company?

Valid Cumulative
Frequency Percent Percent Percent
Valid most
36 34.6 34.6 34.6
Important
Important 15 14.4 14.4 49.0
Neutral 13 12.5 12.5 61.5
Less
5 4.8 4.8 66.3
Important
Not
Important 35 33.7 33.7 100.0
at all
Total 104 100.0 100.0

73
Not Important at all 35

LessImportant 5

Neutral 13

Important 15

most Important 36

0 10 20 30 40
Frequency

Comments- The brokerage charges imposed on the investors

makes a significant impact on 50% of the sample population
whereas another 35 felt that this factor is of no significance at all.

(i) Rank the company "SHAREKHAN" according to the quality

of service?

Cumula
Valid tive
Frequency Percent Percent Percent
Valid Excellent 31 29.8 29.8 29.8
Very
24 23.1 23.1 52.9
Good
Good 29 27.9 27.9 80.8
Average 17 16.3 16.3 97.1

74
 Below 3 2.9 2.9 100.0
Average
Total 104 100.0 100.0

Comments- More than half of the sample population was satisfied

with the kind of service that Sharekhan offers to its customers.

75
(ii) Rank the company "ICICI Direct" according to the quality
of service?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Excellent 23 22.1 22.1 22.1
Very Good 41 39.4 39.4 61.5
Good 22 21.2 21.2 82.7
Average 7 6.7 6.7 89.4
Below
11 10.6 10.6 100.0
Average
Total 104 100.0 100.0

76
 50

40

30
n
u
q
y
cF
re

20 41

23 22
10

11
7

0
Excellent Very Good Good Average Below Average

Comments-Even ICICI Direct had its share of slice; more than

80% of the sample population is satisfied with its service offering.

77
(iii) Rank the company "INDIABULLS" according to the quality
of service?

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Excellent 40 38.5 38.5 38.5
Very
21 20.2 20.2 58.7
Good
Good 26 25.0 25.0 83.7
Average 12 11.5 11.5 95.2
Below
5 4.8 4.8 100.0
Average
Total 104 100.0 100.0

78
 40

30

20
F
n
u
q
e
y
c
r

10

0
Excellent VeryGood Good Average BelowAverage

Comments-Even India Bulls joined the rat race as a handsome 75

members opted for India Bulls in this regard.

(iv) Rank the company "KOTAK SECURITIES" according to

the quality of service?

79
 Valid Cumulative
Frequency Percent Percent Percent
Valid Excellent 7 6.7 6.7 6.7
Very
13 12.5 12.5 19.2
Good
Good 24 23.1 23.1 42.3
Average 52 50.0 50.0 92.3
Below
8 7.7 7.7 100.0
Average
Total 104 100.0 100.0

60

50

40

30
F
n
u
q
e
y
c

52
r

20

10 24

13
7 8
0
Excellent VeryGood Good Average BelowAverage

Comments-Kodak Securities was viewed as a low quality service

provider as a mere 20 people voted in favours of this company as
far as service offering was concerned.

80
(v) Rank the company "OTHERS" according to the quality of
service?

Valid Cumulative
Frequency Percent Percent Percent
Valid Excellent 3 2.9 2.9 2.9
Very
5 4.8 4.8 7.7
Good
Good 6 5.8 5.8 13.5
Average 16 15.4 15.4 28.8
Below
74 71.2 71.2 100.0
Average
Total 104 100.0 100.0

80

60

40
n
u
qF
re
y
c

74

20

0 16
3 5 6

Excellent Very Good Good Average Below Average

81
Comments-This result was very much predicted as other
brokerage firms like 5 Paisa are still viewed as a low quality
service providers as a bulk of them (about 75) were not in their
favour.

FINDINGS AND RECOMMENDATIONS

FINDINGS

 Customer gives preference to less brokerage

 Brokerage of sharekhan is high as compared to its competitors.

 Sharekhan is preferred by most of the people for online trading.

 Sharekhan is providing best quality of services to the customers.

 Sharekhan is 2nd largest player in the market

82
According to the study of the project report and company experience of Four

month the analysis are the following findings.

According to graph one ICICI has the maximum market share and Sharekhan

is at position no.2 Sharekhan has a competitive product feature and services

that makes it possible to reach at this position.

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 provides some

negotiation flexibility in brokerage charges in terms of brokerage we are better

then the ICICI and HDFC company charges less form the customer for the

same purpose and providing better service.

According to graph 3 which shows the competitors growth in terms of the

customer acquisition form 2004 to 2008 Sharekhan has growth rate of 5% and

ICICI has a maximum growth rate of 6%

According to graph no 4 which shows the total no of customer Sharekhan

has the second largest customer base with 8 lakhs among its competitors.

According to the graph 5 it shows the practical work done by me. In this I have

made approximate 1900-2100 calls in Four month to the customer and tried to

communicate my product. Out of all these calls I found 1300 numbers correct

and rest are not in use. Near about 700 customers shows interest towards at

83
least listing to the product out of 700 only 160 customer fixed the appointment

for further process of the account opening with share khan , then out of 160

customers only 55 appointments are confirmed and visited by me. Out of this

total 32 are finally converted and are customer of the company.

Due to high competition the companies provides same product with different

features and service. With this regard share khan is at no one for service

brokerage and follow up.

RECOMMENDATIONS

 Brokerage can be reduced to attract new customers.

 Account opening time taken should be reduced.

 Relationship manager should be provided to the unsatisfied customers.

 Services of customer care is not at its best so it should be improved.

 Research tips should be provided to all customers.

84
After having an experience of two months in sales of demat account I would

like to suggest the following things.

Company has an advantage of reach tips for which Sharekhan known for the

customer who are new they need relationship manger who will tell them about

investment so it should be provided to all the customer on demand this will

lead to customer satisfaction and will hip to have more reference from

satisfied customer.

The company also have the advantage of broke rage charge 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 proposal

it can be reduced for a HNI client.

The company has shown the growth trend and it has reached at no 2 it can

move to no one because it has an advantage of its service. As Sharekhan is

already tie-up with 8 banks for online fund transfer that reduce the paper work

for customers and ease in trading.

The company can increase the customer base if the account opening

charges it reduced from 375 to 200, which will give boost the competition.

85
The company should revise the advertising strategy to increase its brand

awareness. I suggest marketing making on television so that maximum

market can be targeted.

CONCLUSION

After studying the project I would like to conclude that:

• Company should focus on customer satisfaction at every levels of the

account opening procedure.

• Brokerage can be reduced with the attractive proposals for HNI.

86
 • Relationship manager should be given on the customer demand.

• Company should use the tool of advertising for marketing the brand

and the product.

• Reduction in brokerage would attract the customer of India bulls, 5

paisa and other competition’s heaving less brokerage then us. It would

increase the market share or client acquisition.

• The account opening time should be reduce to maximum 5 days

because customer losses the opportunity of investments.

• The company shows the positive trend in growth but it can be

increased more if it focuses on building the brand equity.

APPENDIX

BIBLIOGRAPHY

• Valueline (Sharekhan monthly research Magazine)

• Capital Market (5 Paisa.COM), New Delhi

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 • The Finapoils (Your Personal Finance Advisor from Karvy)
• Training Kit Provided by the Sharekhan.

INTERNET

• www.reliancemoney.com
• www.nseindia.com
• www.bseindia.com
• www.indiabulls.com
• www.kotaksecurities.com
• www.sharekhan.com

• www.motilaloswal.com

• www.icicidirect.com
• www.traderji.com
• www.religaresecurities.com

• www.demataccount.com

QUESTIONNAIRE

DATE:

:
NAME
:
OCCUPATION

88
 AGE :
:
CONTACT NO.

Q1. In which of these Financial Instruments do you invest into?

(i) Shares (ii) Mutual Funds (iii)Bonds (iv) Others

Q2. Which type of trading you prefer?

(i) Online (ii) Offline (iii) Not Applicable

Q3. If you prefer online Trading then the reasons for it?

(i) Privacy (ii) User friendly & Time Saving

(iii) Convenience (IV) All The Above

Q4. What factors motivates you to invest in securities?

(i) New IPO's (ii) Entry of FII's

(iii) More returns in less time (iv) Others

Q5. Does online trading system motivate you to deal in securities?

(i) Yes (ii) No

Q6. Have you heard about Sharekhan?

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(i) Yes (ii) No

Q7. Which Brokerage Firm do you prefer for Online Trading?

(i) ICICI Direct (ii) Sharekhan (iii) India bulls

(iv) Kotak Securities (v) 5paisa (vi) Any other__________

Q8. What differentiates your Share Trading Company from others?

(i)Brokerage (ii) Research Report (iii) Dial up trade facility

(iv)Magazine (v) Exposure (vi) Account opening charges

Q9. How often do you trade?

(i) Daily (ii) Weekly (iii) Monthly (iv) Yearly

Q10. In which category does your income fall? (Per month in Rs)

i) 0-15000 ii) 15000 – 35000 iii) 35000 – 60000 iv) Above 60000

Q11. What percentage of your earnings do you invest in share trading?

(i)Up to 10% (ii) Up to 25% (iii) Up to 50% (iv) Above 50%

Q12. According to your preference rank the attributes of a share trading

company. (1=Most Important, 5= Not Important at all)

1. Customer Service :

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 2. Proper Guidance :

3. Regular Updates :

4. Trustworthiness :

5. Brokerage Charges :

Q13. Rank these share trading companies according to the quality of

service they provide. (1=Excellent, 5= Very poor)

1. 2. 3. a. Sharekhan

b. ICICI Direct
4. 5.
c. India Bulls

d. Kotak Securities

e. Others (Specify)

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