1. STUDYING THE MARKETING STRATEGIES
ADOPTED BY THE COMPANIES INVOLVED
IN STOCK TRADING INDUSTRY IN INDIA
AND
ANALYZE THE EFFECT OF ADVERTISING
AND PROMOTIONALACTIVITIES ADOPTED
BY SHAREKHAN LTD
Presented by
PANKAJ SINGH
12BSPHH010679

2. STUDY INCLUDES:-
•Detailed study of Sharekhan Ltd. as a stock broking firm, its
operations, trading activities, products & services, customers and the
marketing activities of Sharekhan.
•The study of the marketing strategies employed by various stock broking
firms such as Indiabulls, Religare, Sharekhan etc., how these strategies help
the companies to improve their relations with customers and increase
sustainability.
•Comparable study of the competitors’ presence in terms of analysis of the
information obtained through questionnaire filled by the customers of
different broking houses is also one aspect covered in the interim evaluation.

4. Practical Aspect - Client Visits and Telephonic Calls
to customers which helps to experience and develop
the skill set required to convince customers and
handle them.
Theoretical Aspect - Sharekhan Learning Sessions on
financial know-how + marketing communication and
customer handling skills
SIP PROJECT

5. SOURCES OF DATA COLLECTION

6. COMPANY WISE ANALYSIS

13. MARKETING STRATEGIES
PRODUCT DIFFERENTIATION

14. PROMOTION

15. Comparative Analysis of Competition among Stock Brokers
19%
11%
23%
19%
7%
7%
4%
8% 2%
Market Share
Religare
Indiabulls
Sharekhan
India Infoline
ICICI Bank
HDFC Bank
Angel Broking
Kotak Securities
Others
Based on the survey, what is the market share of each stock broker?

16. 0
2
4
6
8
10
12
14
16
18
20
Yes
No
Somewhat
No.ofCustomers
Customer Satisfaction Graph
Is customer really satisfied with the services provided by his/her stock broker?

17. 0 5 10 15 20 25
Worst
Worse
Neutral
Very Good
Excellent
No. of Customers
Quality of Complaint Handling

18. 0
5
10
15
20
25
30
Yes No Charge for the service
No.ofCustomers
Analysis of Facilities Availed by Customers

19. 5% 2%
40%
35%
3%
15%
0%
Newspaper Advertisements
Hoardings & Billboards
Internet Advertisements
Peers
Relatives
Television Advertising
Others
Awareness Among Customers

21. Field Work done at Sharekhan Gurgaon
1) Telephone Calling
Fresh data of customers is given from the company and intern has to
call each customer specifically asking if the customer wants to invest
with Sharekhan, slightly persuade them towards investment in stock market
and becoming a client with Sharekhan and fix a meeting for further activity.
Data of existing customers is given for calling each customer in order to take
feedback and any suggestions for improvement of the services or any other
kind of Sharekhan.

22. 2) Client Visits
Client Visits with Employees – Interns have to visit the customer with an
employee of Sharekhan to see and learn the way to handle customers,
communication skill and how to convince them.
Client Visits on your own – Interns have to visit clients and brief them about
the investment options and respond to customer’s queries in appropriate way,
perform the work of form filling, document collection etc.

23. Customers’ Responses and FAQ’s

24. Advertising & Promotional Activities adopted by Sharekhan Ltd.

25. Types of Advertising
Print Advertising : Newspapers, Magazines, Brochures, Fliers.
Broadcast advertising: Television, Radio and the Internet
Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events
Covert Advertising: Advertising in Movies
Public Service Advertising: Advertising for Social Cause
Celebrity Endorsement

26. Print Advertisements

27. Internet advertisement

28. 0 10 20 30 40 50 60 70 80
Adwinks
Apna Paisa
Cricbuzz
DotAhead_Google
Google
India Property
Indian Rail
Integrid Media
Ozone
One India
Policy Bazaar
Rediff Moneywiz
Rediff
Sharekhan
Sify
Silicon India
Techtree
Vicky
Webduniya
Vizury
Yatra
Youmint
Yahoo
No. of Customers
Graph showing the proportion of Number of Customers approached through
Internet advertising (mainly websites)

29. 0 10 20 30 40 50 60 70 80
Executive Reference
Lead Reference
Client Reference
No. of Customers
Graph showing the proportion of Number of Customers
approached through Reference

30. 0 10 20 30 40 50 60 70 80
Sharekhan Website
Yahoo Website
Integrid Media Website
Rediff Website
Client Reference
Not Interested Appointment Fixed Followed Up
Graph showing Most Profitable Source of Advertising for Sharekhan

31. LIMITATIONS
The following are the limitations of this project :
The project does not cover the detailed study about positioning among
the target market, consumer behavior and perceptions.
The project also does not cover the detailed study of segmentation and
targeting of the customers which is beneficial for determining appropriate
customer base for the companies.
The data collected from secondary data sources from Sharekhan’s database
such as Lead Management System does not cover all the customers’ details and
responses and consider a small sample size, thus the analysis may not be
accurate.
Primary data collection through Questionnaires accounts for a small sample
size of the no. of investors, thus the analysis may not be accurate.

32. REFERENCES
Papers for study
•Marketing strategies Research Paper by Leo Burnett.
•Paper on consumer psychology involved in investment through stock trading.
Links
•Sharekhan’s Learning Centre (www.sharekhanlearning.com)
•http://www.sharekhanlearning.com/file.php/391/Managing%20For%20Results/
mainmenu.swf (Business Skills Course)
•http://www.sharekhanlearning.com/mod/resource/view.php?id=124 (Trade Tiger Course)
•www.religare.in
•www.religaresecurities.com
•www.icicidirect.com
•www.indiainfoline.com
•www.hdfcsec.com
•http://www.chittorgarh.com/newportal/online-stock-brokers-detail.asp?a=9
•https://www.religareonline.com/Default.aspx
•http://www.alivecampaign.org/the-best-stock-market-trading-strategies-
investment-ideas-for-beginners
•http://smallbusiness.chron.com/differences-between-marketing-research-
marketing-strategy-1408.html

33. THANK YOU