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A PROJECT REPORT ON ´Sales of Demat Cum Online Trading Account, competitor analysis and Marketing Strategies of Sharekhan.µ (FOR THE PARTIAL FULFILLMENT OF MASTERS IN BUSINESS ADMINISTRATION AND FULL TIME POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT) $W 6+$5(.+$16(&85,7,(6397/7' (Area Of Summer Training- Marketing/sales) TABLE OF CONTENTS Acknowledgement Executive summary CHAPTER 1. INTRODUCTION 1.1 Introduction to the Topic 1.2 Objective of the Study 1.3 Job description CHAPTER 2. COMPANY PROFILE 2.1 About the Company 2.2 Company Profile 2.3 Share khan Business LITERATURE REVIEW Introduction of the product 2.4 Types of product and features 2.5 Process of DMAT A/C 2.6 Documentation 2.7 Product charges 2.8 Sharekhan services 2.9 Closure of an Account CAPTER 3 REARSEARCH METHODOLOGY 3.1 Data collection Secondary data Primary data 3.2 Tools and techniques 3.3 Limitations CHAPTER 4. MARKETING STRATEGIES OF SHAREKHAN 4.1 Marketing Strategies 4.2 Unique objectives of the company 4.3 Comparative analysis 4.4 SWOT Analysis CHAPTER 5. OBSERVATIONS AND ANALYSIS 5.1 Data Analysis 5.2 Interpretation CHAPTER 6. FINDINGS AND RECOMMENDATION 6.1Findings 6.2 Recommendation. CHAPTER 7. CONCLUSION CHAPTER 8. RESULTS CHAPTER 9. BIBLIOGRAPHY ACKNOWLEDGEMENT A project is never the work of an individual. It is moreover a combination of ideas, suggestions, review, contribution and work involving many folks. It cannot be completed without guidelines. My sincere regards to my Project guide Mr. Ramesh Tanwar for his invaluable guidance and encouragement through out this project. Last but not the least my sincere thanks to all the faculty members of ³AIMS´ and my Sr, Sales executive and Team members for providing their help and advice whenever it was needed. 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 INTRODUCTION OF THE TOPIC 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 DP i.e. 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 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 i) Main Objective The main objective is selling of the DMAT Account cum Online Trading Account. ii) Specific Objective 1) Creating customer; 2) Marketing of the product; 3) Creating relationship with the customer to have there sources; 4) Motivating customer for trading; JOB DISCRIPTION The company placed me as a Summer Trainee. I have been handling the Following responsibilities: My job profile is to sale of product of the organization. My job profile is to coordinate the team and also help them to sale the product and also help them in field. My job profile is to generate the lead by cold calling. My job profile is to understand customers¶ needs and advising them to make a portfolio as per their investment. My job profile is to do sales promotion through e-mails, canopies, making cold calling, distributing pamphlets and etc. My job profile is to convince customer for investment in Commodity. AREA ASSIGNED I covered areas like Delhi, Gurgaon, Ghaziabad, Faridabad and NCR. TARGET ASSIGNED To sell 18 accounts per month. TARGET MARKET Different properties dealers. Charted accountants. Lawyers Travel agencies Transport business House wives Businessmen Corporate employees etc. DAY TO DAY JOB EXPERIENCE y Reporting time: 9.30 AM y Fixing appointment with clients. y Visit clients place. y Demonstrate the product on Internet to the client. y Completing the formalities like filling the application form and documentation. y Cold calling. CHAPTER 2. COMPANY PROFILE ABOUT THE COMPANY SHAREKHAN RETAIL BROKING Among the top 3 branded retail service providers (Rs 650 crs avg. daily volume- Apr Dec¶04 No. 1 player in online business Largest network of branded broking outlets in the country servicing 7,00,000 clients. MANAGEMENT TEAM The company has an eighty years experience in brokering business it was earlier known as SSKI Group. The owner of the company is Mr. Dinesh Murikya. 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 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, 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 because of its steadfast dedication to offering customers best-of-breed technology and superior market information. The firm¶s 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, 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 because of its steadfast dedication to offering customers best-of-breed technology and superior market information. The objective has been to let customers make informed decisions and to simplify the process of investing in stocks. On April 17, 2002 Sharekhan launched SpeedTrade, a net-based executable application 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 for the Day Trading community over the net. Sharekhan¶s ground network includes over 250 centres in 123 cities in India, of which 20 are fully-owned branches. 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 Microsystems, Oracle, Microsoft, Cambridge Technologies, Nexgenix, Vignette, 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, Intel & Carlyle are the other investors. 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.