Sales and Promotion of Demat Accounts

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SUMMER INTERNSHIP REPORT
“Sales and Promotion of Demat Accounts”
FOR
ICICI Web Trade Limited
Submitted By :
Lohit Mohanty
Post Graduate Diploma in Management

Institute of Management Development and
Research, Pune
2004-2006
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IMDR 1 Lohit Mohanty

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CONTENTS
Page no.
 Objective 1
 Executive Summary 2
 Industry overview 3
 Company profile 6
 Capital market 12
 Product and services 19
 At the workplace 31
 Organizational processes 38
 Learning and experiences 44
 Problems 47
 Conclusion and recommendations 49
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Acknowledgement
The project is an outcome of the colossal support and

encouragement provided by a number of people at ICICI a
company that embodies some of the best aspects of Indian
business world.
To start with, I am indebted to my project guide, Mr.
Deepesh Lunkad, Segment Manager, my project guide, who
was always ready to help. Without his ideas and timely
suggestions this report would never have reached its post.
I am also indebted to the employees of ICICI for their help
and support in making this project a huge success.
I thank Mr. Mahesh Ramena, Segment Manager, ICICI Web
trade Limited who gave me the cherished opportunity to
work on this project with ICICI.
On the outset, I would like to express my sincere
gratitude to Dr. A.P. Bhupatkar, Ex-Director IMDR for
providing me this learning opportunity.
I would take this opportunity to thank all my for their
support and encouragement throughout my project.
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Along with this I would like to express my gratitude to

each and every person directly or indirectly involved in the
making of this project.
Lohit
Mohanty
OBJECTIVE
Primary objective:
The primary objective of the project was to work in the profile of team leader where I had to handle a
team of 8-10 members
Secondary objective:
The secondary objective of the project was to conduct promotional activities where awareness was
created about the product by pamphlet distribution, putting up stalls in IT-parks, atm centres and other
commercial centres in order to create demand and thus further the clientele base of ICICI Web trade.
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EXECUTIVE SUMMARY
This project was executed for ICICI Web trade Limited. The project undertaken was titled
“Sales and promotion of demat accounts for ICICIdirect.com (lead management)”.
With the introduction of the dematerlised share or demat account the number of the online
trading sites are increasing day by day. The whole market is now commercialized. Online trading sites
and equity trading company are now providing many additional services to their clients such as
portfolio management, margin trading etc. And with boom in the economy more and more people are
engaging in equity and other kind of trading. The project required creating awareness about the
product and hence demanding for the same. The objective of this project was to hold promotional
activities and to extend the clientele base for ICICI Web trade. The scope of the project was extensive
and encompassed the analysis of the market, the customers and their expectation from the company.
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Through the help of the existing database of customers and formation of new customers
through promotional activities, these clients were approached and accounts were closed in their
names thus extending the clientele base for ICICI Web trade. The work was delegated among the
team members and managed by the team leader. The team had to generate leads, call them up, do
the follow-up work and lastly close their accounts. In the lead management section however other
than these activities ready-made leads were obtained from call centres and sites and follow-up work
was done accordingly.
INDUSTRY PROFILE
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Industry Profile
Financial Markets in India:

In a typical free market economy, the commercial banks form an important segment of the financial
system. The overall policy framework within which the banking institutions function in different
countries differs but banks universally have to compete with other participants in the financial system.
In the Indian context, however, banks have all along been lucky not facing much competition from
other players. Especially after their nationalization in 1969, banks were given an exclusive area to
operate.
Both the RBI and the government frame rules that favoured bank in the mobilization of the deposits. A
major chunk of the financial savings of the community went into the bank as deposits. The other fixed
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income assets such as corporate bonds did not grow as regulation related to interest rates, maturity
etc. and thus discouraged development of a vibrant corporate bond. The funds mobilized by the banks
were also deployed as per RBI guidelines. As a result, banks did not face any competition from other
players in the financial system. Regimented form of consortium lending eliminated competition
amongst the banks themselves.
The whole arrangement was thus an antithesis of a competitive financial system. It was believed that
competitive system was inherently wasteful as it encouraged large amount of advertisement and other
needless expenditure on the other hand, planned economy was capable of optimizing scarce
resources.
Traditional function of the banks as dis-intermediateries are under severe threat as public has the
greater access to the capital market. At the same time good rated corporate have access to the open
market for their requirement with availability of instruments such as commercial papers and Inter
corporate deposits, debentures and shares. Thus both asset side and liability side of bank is under
tremendous pressure. Retail Banking is the new mantra in the banking sector. Along with this new
mantra banks have also landed their feet in share trading, insurance, new scheme loans, mutual funds
and other investments head to head with other financial institutions.
Net banking, phone banking, mobile banking, ATMs and bill payments are the new buzz words that
banks are using to lure customers. According to one estimate, the retail segment is expected to grow
at 30-40% in the coming years. Retail Banking is going through an active metamorphosis. This thanks
to the number of consumers who have migrated from paper to plastic, and of course also due to
changes in the banks themselves. So far there are just a few banks that have jumped onto the retail
banking bandwagon, but many are sure to follow. For a bank to succeed and profit it now has little
choice but to learn from and actively respond to customers’ needs.
Some of the strategies undertaken by the banks and other financial institutions are the following:
 More touch points and more consumers.

 Share the existing networks and services.
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 Move the existing “paper” customers to “plastic” customers and from “paper work” to
“electronic media”.
 Innovate consumer-specific banking products as against banking-specific consumer services.
 Shift the focus from Customer Relationship Management to Customer Managed Relationship.
COMPANY PROFILE
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COMPANY PROFILE
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ICICI bank:
ICICI Bank is India's second-largest bank with total assets of about 1 trillion and a network of about
540 branches and offices and over 1,700 ATMs. ICICI Bank offers a wide range of banking products
and financial services to corporate and retail customers through a variety of delivery channels and
through its specialized subsidiaries and affiliates in the areas of investment banking, life and non-life
insurance, venture capital, asset management and information technology.
ICICI Bank's equity shares are listed in India on stock exchanges at Chennai, Delhi, Kolkata and
Vadodara, the Stock Exchange, Mumbai and the National Stock Exchange of India Limited and its
American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its
wholly owned subsidiary. ICICI Bank Ltd., a Scheduled Commercial Bank under Second Schedule of
RBI Act, 1934 (No. BPM 25/21-01/057/94) was promoted by Industrial Credit & Investment
Corporation of India (a leading public financial institution established in 1955 at the initiative of
Government of India and World Bank) in the year 1994. ICICI Ltd. was a public financial institution u/s
4(A) of companies act, and for the purpose of this act was treated at par with institutions constituted
by or under any central act or any institutions in which not less than fifty one percent of the paid up
share capital of such institutions is held or controlled by central government.
ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and
representatives of Indian industry. The principal objective was to create a development financial
institution for providing medium-term and long-term project financing to Indian businesses. In the
1990s, ICICI transformed its business from a development financial institution offering only project
finance to a diversified financial services group offering a wide variety of products and services, both
directly and through a number of subsidiaries and affiliates like ICICI Bank.
In 1999, ICICI become the first Indian company and the first bank or financial institution from non-
Japan Asia to be listed on the NYSE. After consideration of various corporate structuring alternatives
in the context of the emerging competitive scenario in the Indian banking industry, the management
thought of the move towards universal banking.
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The management of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank
would be the optimal strategic alternative for both entities, and would create the optimal legal structure
for the ICICI group's universal banking strategy. The merger would enhance value for ICICI
shareholders through the merged entity's access to low-cost deposits, greater opportunities for
earning fee-based income and the ability to participate in the payments system and provide
transaction-banking services. The merger would enhance value for ICICI Bank shareholders through a
large capital base and scale of operations, seamless access to ICICI's strong corporate relationships
built up over five decades, entry into new business segments, higher market share in various business
segments, particularly fee-based services, and access to the vast talent pool of ICICI and its
subsidiaries.
In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and
two of its wholly owned retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI
Capital Services Limited, with ICICI Bank. Shareholders of ICICI and ICICI BANK approved the
merger in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High
Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the
merger, the ICICI group's financing and banking operations, both wholesale and retail, have been
integrated in a single entity.
ICICI Bank Ltd. is the second largest bank in terms of balance sheet size & one of the largest banks in
terms of profits in the Indian banking fraternity. ICICI's shareholding in ICICI Bank was reduced to 46%
through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed
on the NYSE in fiscal 2000. ICICI Bank's acquisition of Bank of Madura Limited in an all-stock
amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal
2001 and fiscal 2002 are some other hallmarks.
The ICICI Bank has grown at a very fast pace to meet the demands of its clients in line with our
expectations. As on today, ICICI Bank has 402 branches in 222 centres across 17 states and 2 UT's.
ICICI bank’s infinity was the first Internet banking service in the country, and a prelude to banking in
the next millennium. It has the largest ATM network in the country with all 1050 machines interlinked
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through a central switch. In New Delhi (NCR) alone they have 150 ATM's. The branches are fully
computerized with the full state of art technology and systems. All of them are fully networked through
V-SAT (Satellite) technology.
ICICI and ICICIdirect.com:

In the year 2000,ICICI launched its web based trading services through its group company:
ICICI Web Trade Ltd.ICICI through its group company namely ICICI Web Trade Limited
launched a new Internet based trading service at icicidirect.com. The business model is that
of a combination of thin branches (ICICI Centres which function like cyber points) and the
web space. Leaders in the international market like Charles Schwab have successfully
adopted this model.
Not only is ICICI Group the first to offer this service, but icicidirect.com offers the first end to end
integrated web based trading service - e-Invest Account that allows the customer seamless electronic
trading on the exchanges. Through this unique three-in-one offering, every customer opening an e-
Invest account will get a demat account and an online banking account.
This integration will enable the customer to tie in his trading bank account and demat account to his e-
Invest account electronically. When the customer punches in a trade on his computer, the
icicidirect.com server will check the balance in his bank and demat accounts and will execute the
trade on the exchange online. All of this will involve no paperwork. Icicidirect.com will keep track of all
transactions, settlement dates and stock exchange rules, thus making trading a completely hassle free
experience for the customer.
Under this end-to-end integration, the customer will be offered a free online banking account and a
demat account with every e-Invest account opened. Therefore the customer need not be an existing
account holder with ICICI Bank or ICICI Demat Services.
E-Invest allow the customer to not only buy shares to the extent of money in his bank account but also
allow him to buy and sell shares on margin, thus leveraging his money. Hence he can buy much more
than covered by the actual balance in his bank account. There is a strong risk mitigation module
incorporated in the system to protect the customer from over exposure.
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In line with ICICI Group's retail focus, this product is targeted at an individual customer who is
interested in the stock markets. Any Indian (resident or non -resident) who has access to the Internet,
located anywhere in the world can open an e-Invest account with ICICI. The ideal mix of technology
and Internet as a channel allows bringing these features to everybody at competitive prices.
The regulatory guidelines have been in place since February 2000 and statutory approvals have been
obtained since then. Live trading is therefore expected to commence only at that time.
The site content includes online quotes and ticker, watch lists, portfolio tracking, charts, online news
analysis, markets follow up, research, IPO centre, and view facilities for positions as well as
transaction details.ICICI Bank Demat Services boasts of an ever-growing customer base of over 7
lakhs account holders.
The following features are offered in the site to the customers:

 Online access to customers’ demats account. One can check his holdings, transactions,
details of bills and status of requests and much more.
 Digitally signed transaction statement by e-mail.
 Corporate benefit tracking.
 E-Instruction facility - facility to transfer securities 24 hours a day, 7 days a week through
Internet & Interactive Voice Response (IVR) at a lower cost.
 Dedicated specially trained customer care executives at the call centers, to handle all the
queries of the customers.
 Countrywide network of over 214 branches, so one is never far from an ICICI Bank Demat
Services outlet.
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THE CAPITAL MARKET
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THE CAPITAL MARKET
Basics of Depository:
Depository can in many ways be compared to a bank. Securities of the investors are held in
electronic / book entry form by the Depository. Apart from holding the securities,
Depository also provides services related to transactions in securities. Several consider the
Depository to be another custodian. But the depository has an advantage over the custodian-
the Depository can transfer the Beneficial Ownership of the Securities, legally, which a
custodian cannot do.
Benefits of Depository:
 Bad delivery eliminated

 Immediate transfer of shares
 No stamp duty on such transfers
 Elimination of risks that are normally associated in dealing with Physical certificates - loss /
theft / mutilation due to careless handling / forgery / etc.
 Reduced transaction cost
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How does Depository operate?

Depository interacts with its clients / investors through its agents, called Depository
Participants normally known as DPs.
For any investor / client, to avail the services provided by the Depository, has to open
Depository account, known as Demat A/c, with any of the DPs.
Number of Depository in the country:

Currently there are two depositories operational in the country.
 National Securities Depository Ltd.
 Central Depository Services Ltd.
Services provided by Depository:

 Dematerialization (usually known as demat) is converting physical certificates to electronic
form
 Rematerialisation, known as remat, is reverse of demat, i.e. getting physical certificates from
the electronic securities
 Transfer of securities, change of beneficial ownership
 Settlement of trades done on exchange connected to the Depository
 Pledge / Hypothecation of demat shares, viz. Loan against shares
 Electronic credit in public offering of the Companies
 Non – Cash corporate benefits, viz. Bonus / Rights – direct credit into electronic form
What is a Depository Participant (DP)?

A Depository Participant is an agent that provides depository services. Apart from HDFC Bank, there
are over 200 DPs in the country. HDFC Bank is a depository participant with both NSDL and CDSL.
Currently HDFC Bank provides DP services of CDSL and NSDL through selected branch outlets.
Role of the DP:

 A depository is an organisation formed to provide electronic depository facilities for securities
traded. Securities are then held in the electronic form through the medium of depository
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participants (DPs). The National Securities Depository Limited (NSDL) is the first depository
in India. The Securities and Exchange Board of India (SEBI) regulate the functions of NSDL.
 The depository is not just another custodian. The depository can legally transfer beneficial
ownership, which a custodian cannot. The chief objective of a depository is to reduce
settlement risk by minimizing the paperwork involved in trading, settling and transferring
securities.
 To utilize the services offered by a depository, you must open an account with the depository
through a DP. The Dips are the link between the shareholder, the company and NSDL.
 Depending on the DP, there may or may not be an opening account fee. DPs levy fees
towards transaction and custody.
 Banks, financial institutions, custodians and stockbrokers can become DPs subject to their
meeting certain requirements prescribed by NSDL and SEBI. NSDL publishes the list of DPs
registered with them, from time to time.
 The DP will provide you with a passbook or 'Statement of Account' periodically to inform you
on your holdings.
 You can even have a zero balance in your account.
 If you lose your 'Statement of Account', inform the DP and obtain a duplicate.
 If holdings in the statement are incorrect, approach the DP for clarification.
 If you receive an incorrect dividend amount or do not receive it at all, contact the company or
registrar.
 If looking for a loan against your securities, you will have to pledge them in favour of the
lending institution by applying to your DP in the prescribed form. After repayment of the loan
request redemption of the pledge, by applying to your DP.
Dematerialization (demat):
Dematerialization is the process by which physical certificates of an investor are converted to an
equivalent number of securities in electronic format and credited in the investor's account with his
Depository Participant. Demat account should have all the holders and the order of all the holders
should tally with the same as on the physical shares.
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Prescribed Demat Request Form (DRF) needs to be filled in by the client who wish to convert the
physical shares into demat form. Client should verify whether the scrip, he wishes to demat, is listed
on NSDL or not. Only those scrips that are listed can be given for dematerialization.
The list of tentative scrips listed on NSDL is made available to the branch. The same can be
downloaded from NSDL's internet site also, viz. www.nsdl.com.
The client should also deface the share certificates with the rubber stamp stating 'surrendered for
dematerialization'. The said stamp is made available to the branch to facilitate the client to use the
same. Also the said shares should be punched with minimum two holes on / near the name of the
Company.
Separate DRF needs to be filled in per account per scrip. The said DRF, received by the branch from
the client, should be verified for mandatory requirements in the DRF and also should verify the
Physical shares. The details mentioned on DRF needs to tally with the physical shares and that the
said shares are properly defaced with the required stamp and holes.
The complete form with share certificates should be sending to HO for further processing.Normal
process of completion of the Demat is 20 to 30 days.
Mandatory Requirements:
 Client Id (Demat account no.)

 All the holder names
 Name of the scrip given for demat
 Quantity of the shares
 No. of certificates attached
 Certificate wise details, viz. Folio no., certificate no., distinctive nos. from and to, qty. of
shares
 Signatures of all the holders on the DRF.
Rematerialisation (remat):
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Rematerialisation is the reverse process as that of the Dematerialisation. That is, it is the conversion
of Demat shares into physical form. For remat, the client should have free balance of the said scrip
into his demat account, for which he is giving the Remat request, else the said request will be rejected
by the system.
Prescribed Remat Request Form (RRF) needs to be filled in by the client who wish to convert the
demat shares into physical form. Separate RRF needs to be filled in per account per scrip. Normal
process of completion of the Remat is 30 days.
Mandatory Requirements:
 Client Id (Demat account no.)

 All the holder names
 Name of the scrip given for demat
 Quantity of the shares
 No. of certificates required / Lot size
 Signatures of all the holders on the DRF.
Demat Account Opening:
A demat account is opened on the same lines as that of a Bank Account. Prescribed Account opening
forms are available with the DP needs to be filled in. Standard Agreements are to be signed by the
Client and the DP, which details the rights and obligations of both parties.
Along with the form the client requires to attach Photographs of Account holder, Attested copies of
proof of residence and proof of identity needs to be submitted along with the account opening form.In
case of corporate clients, additional attachments required are - true copy of the resolution for Demat
a/c opening along with signatories to operate the account and true copy of the Memorandum and
Articles of Association is to be attached.
Detailed steps for opening a demat account:

 Approach a depository participant (DP).
 Fill up the Account Opening Booklet.
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 If your shares are held in joint names, be sure to open your account in the same order of
names. If A, B and C jointly hold 100 shares in the company and have three share certificates
all named as ABC, one DP account will suffice.
 For different combinations of names, open separate accounts for each combination. If the
three certificates are held as ABC, BAC and CBA, three accounts are required.
 There is no limit to the number of accounts you can open.
 There is no limit to the number of DPs you want to have accounts with.
 You can even open a multiple-sign Depository Participant - Client Agreement, which each
investor must sign at the time of account opening.
 You will receive an account number and a DP ID number with each account. Quote both
these in all future correspondence with your DP.
 After opening the account, you can hold shares of any number of companies in your account,
provided all such companies have entered the depository system.
What are the benefits of a Demat Account?

The benefits of a Demat Account:
 Protection against loss, theft, forgery, mutilation etc.
 Transfer of shares, immediately
 Shorter settlement cycles
 Protection against bad deliveries
 No stamp duty
 Minimum paperwork
 Minimum costs
What are the facilities offered by a Demat Account?
The following facilities can be availed on opening a demat account:
 Dematerialization of securities
 Rematerialisation of securities
 Effective settlement of securities traded on the exchange as well as off market
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 Pledging and hypothecation of dematerialized securities
 Electronic credit in public issue
 Receipt of non-cash benefits in electronic form
PRODUCTS & SERVICES
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PRODUCTS AND SERVICES
ICICIdirect.com is the most comprehensive website, which allows customers to invest in

Shares, Mutual funds, Derivatives (Futures and Options) and other financial products.
1.TRADING IN SHARES:
The various options offered by ICICIdirect.com while trading in shares are:
Cash Trading: This is a delivery based trading system, which is generally done with the
intention of taking delivery of shares or monies.
Margin Trading: An intraday-settlement trading can also be done up to 3 to 4 times with

the available funds, wherein long buy/ short sell are selected for positions in stocks, with the
intention of squaring off the position within the same day settlement cycle.
Margin PLUS Trading: Through Margin PLUS an intraday-settlement trading upto 25 times
with the available funds, wherein long buy/ short sell are selected for positions in stocks, with
the intention of squaring off the position within the same day settlement cycle.. Margin PLUS
gives much higher leverage in the account against the limits.
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Spot Trading: This facility can be used only for selling the demat stocks which are already
existing in the demat account. When looking at an immediate liquidity option, 'Cash on Spot'
may work the best, On selling shares through "cash on spot", money is credited to the bank
a/c the same evening & not on the exchange payout date. This money can then be withdrawn
from any of the ICICIBank ATMs.
BTST: Buy Today Sell Tomorrow (BTST) is a facility that allows to sell shares even on 1 st and
2nd day after the buy order date, without having to wait for the receipt of shares into the demat
account.
CallNTrade®: CallNTrade® allows to call on a local number in the city & trade on the
telephone through the Customer Service Executives. This facility is currently available in over
11 major states across India.
Trading on NSE/BSE: Through ICICIdirect.com, one can trade on NSE as well as BSE.
Market Order: One can trade by placing market orders during market hours that allows
trading at the best obtainable price in the market at the time of execution of the order.
Limit Order: Allows placing a buy/sell order at a price defined by the customer. The execution
can happen at a price more favorable than the price, which is defined by the customer, limit
orders can be placed during holidays & non-market hours too.
2. TRADE IN DERIVATIVES:
Futures:
Through ICICIdirect.com, one can now trade in index and stock futures on the NSE. In futures
trading, taking buy/sell positions in index or stock(s) contracts having a longer contract period
of up to 3 months.
Trading in FUTURES is simple if, during the course of the contract life, the price moves in the
customer’s favor (i.e. rises in case of a buy position or falls in case there is a sell position), he
make a profit.
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Presently only selected stocks, which meet the criteria on liquidity and volume, have been
enabled for futures trading.
Calculate Index and Know your Margin are tools to help in calculating the margin
requirements and also the index & stock price movements.
Options:
An option is a contract, which gives the buyer the right to buy or sell shares at a specific price,
on or before a specific date. For this, the buyer has to pay to the seller some money, which is
called premium. There is no obligation on the buyer to complete the transaction if the price is
not favorable to him.
To take the buy/sell position on index/stock options, one has to place certain percentage of
order value as margin. With options trading, he can leverage on his trading limit by taking
buy/sell positions much more than what he could have taken in cash segment.
The Buyer of a Call Option has the right but not the obligation to Purchase the Underlying
Asset at the specified strike price by paying a premium whereas the Seller of the Call has the
obligation of selling the Underlying Asset at the specified Strike price.
The Buyer of a Put Option has the Right but not the Obligation to Sell the Underlying Asset
at the specified strike price by paying a premium whereas the Seller of the Put has the
obligation of Buying the Underlying Asset at the specified Strike price.
By paying lesser amount of premium, the customer can create positions under OPTIONS and
take advantage of more trading opportunities.
3. WISE INVEST:
It is a unique 3-in-1 Investment account from ICICIdirect.com, that redefines investing. Wise Invest is
same as e-invest account, the only difference is that Wise Invest dose not provide the facility of
trading in equity.
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Three-in-one-account:
SAVINGS ONLINE
DEMAT
ACCOUNT TRADING
ACCOUNT
ACCOUNT
Advantages of Wise Invest:

 Worry Free: The system eliminates the hassles of paper work by executing your
investment requests online. This is made possible by the integration of your banking,
investment and Demat accounts.
 Instant: Just choose the investment option and place your request with a few clicks of
the mouse .
 Safe: Your money is safe with you in your Bank account and your investments in your
Demat account.
 Easy: Loads of easy-to-understand information on various investment options, to help you
take wise investment decisions.
4. INVESTING IN MUTUAL FUNDS:
ICICIdirect.com gives the same convenience while investing in Mutual funds also - hassle free
and paperless investing.
With the inclusion of Standard Chartered MF, one can now invest on-line in 10 mutual Funds
through ICICIdirect.com. Prudential ICICI MF, JM MF, Alliance MF, Franklin Templeton MF,
Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF and IL & FS MF are the Mutual
Funds available for investment. One can invest in mutual funds without the hassles of filling
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application forms or any other paperwork. No signatures or proof of identity is required for
investing.
Once an order is placed for investing in a particular fund, there are no manual processes
involved. The bank funds are automatically debited or credited while simultaneously crediting
or debiting the unit holdings.
Control is also given to the customer regarding his investments with online order
confirmations and order status tracking.
ICICIdirect.com offers various options while investing in Mutual Funds :
Purchase: A customer may invest/purchase Prudential ICICI MF, JM MF, Alliance MF,
Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF, IL & FS MF
and Standard Chartered MF without the hassles of filling application forms.
Redemption: In addition to giving hassle-free paperless redemption, ICICIdirect.com offers

faster liquidity. One can redeem the mutual fund units through ICICIdirect.com. The money
will be credited to his bank account automatically three days after the order placement date.
Switch: To suit the changing needs one may wish to shift monies between different schemes.
Monies can be switched online from one scheme to another in the same fund family without
any hassles.
Systematic Investment plans (SIP): SIP allows to invest a certain sum of money over a
period of time periodically. Just one has to fill in the investment amount, the period of
investment and the frequency of investing and submit. ICICIdirect.com will do the rest
automatically investing periodically for the customer.
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Systematic withdrawal plan: This allows withdrawing a certain sum of money over a period
of time periodically.
Transfer-in: The existing mutual funds can be converted into electronic mode through a
transfer-in request.
5. IPO’S AND BONDS ONLINE:
One can also invest in Initial Public Offers (IPO’s) and Bonds online without going through the
hassles of filling ANY application form/ paperwork.
In-depth analyses of new IPO issues (Initial Public Offerings), which are about to hit the
market and analysis on these can be received through:
 IPO calendar
 Recent IPO listings
 Prospectus/offer documents
 IPO analysis as a few of the features
6. CONTENT FEATURES:
There are a host of other features on ICICIdirect.com:
The indices of major world markets, nifty futures and ADR prices of Indian scrips, daily
share prices of all scrips, monthly and yearly high/lows etc through Market Watch, breaking
news from CNBC and Reuters. A glimpse of News Headlines through the scrolling Direct
News Headlines.
A snapshot of the latest developments in the markets throughout the day using Market
Commentary along with weekly snapshots also. Pick of the week focuses on
fundamental stocks with sound prospects.
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Catch interviews, reactions and comments from industry leaders with CEO Call. The
movement of leading scrips within a sector (across 12 sectors) can be tracked using
Market@Desktop.
Market Barometer gives in-depth information of the weightage of shares on nifty and
Sensex. Get a glimpse of the performance of various industry sectors through Industry
Barometer.
Direct Technical Charts offer interactive charting with advanced indicators. Get a bird's eye
view of over 5000 companies at a single click using Company Snapshot. Glance through
analyst recommendations using Multex Global Estimates.
7. Personal Finance:
Personal Finance section can be used to get hold of tools that can help plan the investments,
retirement, tax etc. Analyze the risk profile through the Risk Analyzer and get a suitable
investment portfolio plan using Asset Allocator.
8. CUSTOMER SERVICE FEATURES:
With 'ICICIdirect Customer Tools & Updates' one can trouble shoot all your problems
online. Address the trading queries on-line through "Easy Mail" one can view and change
the profile or password on-line through General Profile option. The details of ICICI Centers,
sales and service offices, across India can be recovered through ranch locator.
Account Statement and Bill Summary of the transactions can be viewed online using bills &
accounts. Feedback or viewpoint can be given through the Viewpoint online.
BROKERAGE CHARGES :
Product Charges:
 ICICIdirect.com account can be opened for a one-time non-refundable fee of
Rs 750/-.
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 The brokerage rates are very reasonable. The rates vary according to the volume of trades
done by you. (The brokerage rates of ICICIdirect.com are inclusive of demat transaction
charges, service taxes and courier charges for contract notes.It ranges from 0.1% to 0.15%
for margin trades, 0.2% to 0.425% for squared off trades and 0.4% to 0.85% on delivery
based trades.)
 Demat account charges: For all trades done through ICICIdirect.com, there are NO separate
charges. However, for all other trades and services like demat, pledge etc, the charges shall
be as per the existing rate card of ICICI demat. An annual maintenance fee of Rs 300/- per
account is charged. However, the first year annual maintenance charges are waived for on all
accounts opened through ICICIdirect.com.
 For bank account, a minimum quarterly average balance of Rs 5000/- needs to be
maintained.
About 0.85% to 0.5%:
 The brokerages rates of ICICIdirect.com are inclusive of demat transaction charges, service
taxes and courier charges for contract notes.
 The brokerage rate on ICICIdirect.com is dependant on the volume of transactions done and
also the type of trade put in by you. As mentioned earlier, investors with reasonable trading
volumes anyways get less than 0.5% brokerages (all inclusive).
 Even if we assume very low volumes of trading and that too only on Delivery based trading,
our brokerage rates are still economical
Brokerage on trades done in SPOT Segment:
Brokerage:-1.00%
 Service tax OF 10.20 % of brokerage will be charged additional. Earlier the service tax of 8 %
was included in the brokerage charges. The service tax is rounded off to four decimals.
 Securities transaction tax (STT) EQUITY - STT is calculated on the Weighted Average Price
of the client for a particular day. This is also calculated per share and rounded off to fourth
decimal.
 STT at the rate of 0.10% of turnover will be charged in addition to the Brokerage on all
Delivery Trades
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 STT at the rate of 0.02% of turnover will be charged in addition to the Brokerage on sell leg of
all non-delivery Trades.
 The final value of Brokerage, Service Tax and Securities Transaction Tax (STT) is arrived at
by multiplying the per share value in four decimals with the Quantity. This value is then
rounded off to two decimals. For trades done in BSE, all calculations as mentioned above are
rounded
Brokerage on derivatives segment:
Futures & Options Segment:
Total Eligible Turnover (Volume of Transaction) per month Brokerage

More than Rs. 20 crore 0.03%
More than Rs. 10 crore and upto Rs. 20 crore 0.035%
More than Rs. 5 crore and upto Rs. 10 crore 0.04%
More than Rs. 2 crore and upto Rs. 5.0 crore 0.05%
More than Rs. 0.5 crore and upto Rs. 2 crore 0.075%
Up to Rs. 0.5 crore 0.10%
Note: Brokerage is calculated on a per share basis and is rounded off to the fourth decimal.
 Service tax of 10.20 % of brokerage will be charged additional. Earlier the service tax of 8 %
was included in the brokerage charges. The service tax is rounded off to four decimals.
 Securities transaction tax (STT) - STT is calculated on the Weighted Average Price of the
client for a particular day. This is also calculated per share and rounded off to fourth decimal.
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 Securities transaction tax (STT) of 0.0133 % on Turnover will be charged additional to the
Brokerage in case of sell trades only.
The final value of Brokerage, Service Tax and Securities Transaction Tax (STT) is
arrived at by multiplying the per share value in four decimals with the Quantity. This
value is then rounded off to two decimals. For trades done in BSE, all calculations as
mentioned above are rounded off to 2 decimals.
WHY ICICI WEB TRADE?
Internet safety:-
The safety of transactions on the Internet depends on the encryption system used. The better
this transaction system, the more difficult it is for any person to hack the site.
Internationally, the best system available today, is the 128-bit encryption, a system, which
even the Pentagon uses. ICICIdirect.com is one of the few online share-trading sites in the
country equipped with this 128-bit encryption. So we can ensure the safety of the transactions
online. You normally get a secured user id and password, the secrecy of which is to be
maintained entirely by you. If the transaction system requires no manual intervention, you
further improve the safety in the transactions. Among Indian sites, ICICIdirect.com is one of
the very few fully integrated online trading sites. This enables the elimination of the possibility
of any manual intervention
Money Security:-
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In systems where the broking, banking and demat accounts are completely integrated, your
money remains in your own bank account, and does not get transferred to the broker's pool
account.
Internet trading:-
The experience of trading through Internet depends a great deal on the type of product
offered by the site. We would then seek a system that eliminates these processes.
In online trading sites, the greater the back-end integration of the system, the greater the
amount of work the sites do for you, therefore greater the convenience available to you.
Convenience: the 3-in-1 account integrates your banking, broking and demat accounts. This enables
you to trade in shares without going through the hassles of tracking settlement cycles, writing cheques
and Transfer Instructions, chasing your broker for cheques or Transfer Instructions etc.
Speed: You can now get the latest quotes of scrips on ICICIdirect.com and place an order almost
instantly.
Control: You can be assured that you have in fact placed an order at the price you always wanted to,
but may not have been able to do so till now. Thereby giving you control over your own trades.
Independence: Instead of transferring monies to a broker's pool or towards deposits, you can
manage your own demat and bank accounts when you trade through ICICIdirect.com.
Trust: ICICIdirect.com comes to you from ICICI, the organisation trusted by millions of Indians.
Rich Content: ICICIdirect.com offers rich content on mutual funds, bonds etc and helps you take
informed decisions
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AT THE WORKPLACE
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AT THE WORKPLACE
I was appointed as team leader for the Shivaji Nagar Branch. Along with me there was another team
leader, three A.U.Ms (assistant unit managers) and the sales team members referred to as
representatives. As I was the team leader I had to plan out about the things to do everyday and then
give instructions to my team members. The usual way in which we went around was:
 Generate data
 Meeting.No.1-Calling up the clients and taking an appointment if interested.
 Meeting.No.2-finalise the deal (Form Filling)
 Close the account
 Arrange training sessions for customers
 Generate Data: There are two ways in which data could be generated:
 We had a database containing the names and contact numbers of people working in IT
companies. At the start of the day my team members used to call them up and enquire
whether they are interested to open an online share trading account. If they were
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interested then as per their convenience appointments were fixed. This was the first way
of generating data.
 The second way of generating data was to set up stalls and distribute pamphlets. We set
up stalls at Hinjawadi IT-park on the premises of “TAMANNA”, the only restaurant in the
heart of the park. We selected that spot because the area was full of IT professionals and
they used to hang around in that restaurant during their lunch hours and other free time.
One batch consisting of 2-3 persons of my group stood at the restaurant. They distributed
pamphlets on which their names and contact numbers was written. They approached the
customers in the way that if they invest in shares or not. If they were interested then they
jotted down their names and contact numbers.
 Meeting.No.1-Calling up the clients and taking an appointment if interested: On the basis

of the leads generated from the database we had or the promotional activities that we did at
Hinjawadi, my team members called up these customers and enquired whether they were
interested in opening an online share trading account or not. We even received calls from those
clients who were initially not interested but contacted us on the phone numbers we had written on
the pamphlets. Appointments were fixed as per the clients’ convenience.
 Meeting.No.2-Finalise the deal (Form Filling): Based on the day of appointments I used to
distribute the calls among the team members. They used to go to the clients, bring in the
necessary documents and filled in the forms. Thus the deal was finalised at this stage.
 Close the account: When the deal gets finalised the trainee deposits the form along with the
necessary documents at the branch office. Once the form is crosschecked the account is closed.
Once the account is closed it takes 4-5 days for the user-id and password of the customer to
arrive
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 Arrange training sessions for customers: The segment managers basically decide the timing
of the training sessions and it is not at the discretion of the team leader or trainee to arrange it.
But the trainees and the team leaders can inform the customers about the sessions.
My work:
The work during summer training period can be divided into the following activities:
 Studying the various products offered by ICICI Webtrade limited like equity and non-equity
investment accounts.
 Visiting IT-parks and putting up stalls at these locations to create awareness and hence
demand for the product.
 Delegating the work to the team members like noting down the names and phone numbers of
interested customers and calling them back to check on their status.
 Do the follow-up work at the end of each day and preparing a schedule for the tasks to be
done the next day.
 Allotting forms and schemes to the team members.
 Making entry in the register for allotment and receipt of completed forms.
 Handling customer queries and conflicts among the team members.
The first day went through with completing the formalities like meeting my reporting boss, completing
my joining and meeting various other people with whom I had to work. The first week at the workplace
was spent at going through the details of the products offered by ICICI Web trade and learning the
details of form- filling and a little bit knowledge about the site (ICICIdirect.com). I spent a lot of time in
observing how other employees worked and how did they approach the customers. I realized along
the way that only if the company representative is well versed with the details of the products, would
he be able to talk about it let alone sell. An investment from the customer requires him to trust the
salesman. Thus it becomes highly important that the representative is able to solve most of the
queries that a customer poses as this would help in building a relationship with the client. Other than
this as I was working as a team leader, a thorough understanding of the product was essential as my
team looked up to me in case of any problem.
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After understanding how the system worked, the first thing I had to do was build my team. My project
guide was of little help in this as he told that its up to me to devise a way to hire people and build up
my team. I then approached B.M.C.C, Marathwada College of Commerce and Modern College so as
to recruit fresh graduates or those pursuing their graduation as my team members. Since it was
summers time, most of the colleges had holidays and no students were there. Then I decided to make
pamphlets and paste it in selected restaurants where the in-flow of students was more and offer them
part-time or full-time jobs. When I was working along the recruitment line, my guide allotted three
people to me so as to start off. I took in two more summer trainees in my team. Along with my team of
five I started to chart out my plan of action.
I had the following options to go along as to generate leads:
 Housing societies
 IT-parks
 ATM centers
 Shopping centers and malls
 Multiplexes
After weighing the various options I zeroed down on starting with IT-parks because mostly they
consisted of well paid IT professionals who were willing to invest in shares. So along with my team I
headed to Hinjawadi IT-park in the second week. For the first four days we conducted promotional
activities in front of Tamanna hotel so as to make people aware that we were coming to put up stalls
the next week. Also we took in as many contact numbers as possible of the probable clients, so as to
have an estimate number in mind. We generally distributed pamphlets during the lunch and office
closing hours as that was the time during which there was maximum inflow of people. Other than
Tamanna hotel, I also conducted the same activity in front of Infosys, Wipro, Cognizant and Symbiosis
at Hinjawadi. I talked with the Tamanna official and paid her to put up stall in their premises. The deal
was finalized with them for a period of four days in the third week. The next week we reached early at
Tamanna, put up the stall, displayed our articles, brochures, forms and pamphlets on the table. There
were two ways to enter the hotel. I made two of my trainees stand at the entrance gates with
pamphlets in hand. The response was quite meager but still I motivated my group to carry on till three
days. At the end of the first month we had got quite some response from the clients and were
expecting to get more in the coming days. Towards the end of the first month a meeting of all the team
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leaders of all branches in Pune was called. It was scheduled at the Regional Office(R.O) at Bund
garden. A test was taken in the first place and after that segment manager of R.O briefed us about
how to go about to achieve targets and also questioned those who could not meet their targets. This
was the total work schedule during the first month.
At the start of the second month words were going around that a massive restructuring was going to
take place. It came out right and a meeting was called of all the team leaders(T.L), A.U.Ms and
segment managers(S.M). The meeting was to be addressed by the Regional Product Manager
(R.P.M). The whole system was divided into five segments, each segment headed by a segment
manager and under each S.M there were some T.Ls and A.U.Ms.
The new organizational structure was in this way:

Organizational structure:
RPM
Cluster head
SM SM SM SM SM
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TLs & AUMs TLs & AUMs TLs & AUMs TLs & AUMs TLs & AUMs
The five segments consisted of the following:

 Lead management
 ATM segment
 Branch activities/walk-ins
 Stall activities
 NRI (non-resident Indians) and HNI (high net worth individuals)
After the segmentation we had a heated discussion on the issue as the RPM insisted on having a new
addition to the salary system of the trainees. The concept of C-to-T came in. In this the trainees not
only had to achieve their minimum targets to justify their salary but also had a new target of number of
persons that they had to convert to trade during the whole endeavour.
My project guide who was A.U.M till then was promoted as the S.M in the lead management segment.
Myself along with two other T.Ls and one A.U.M were in his group. The S.M then divided the trainees
amongst us and I ended up having 7 trainees. The work in the new segment was bit different. We
used to get ready-made leads from the Mumbai office. These were the leads of those customers who
had logged on to our site and were interested in opening online share trading account or leads from
call centers. I along with my team faced a lot of problem after segmentation. At the first place I was
given a huge target of 150 accounts. The personal target of the trainees was also increased and the
convert-to-trade concept came in. But the problem started when we started getting duplicate leads.
Employees of other segments used to hack the sites and get the leads before it could reach the lead
management group. So when we approached the clients, it happened this way that others already had
approached them. The frustration of not being able to meet targets was getting more overboard as
days passed by with no results.
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Then in the mid of May we had another meeting at the R.O. As again we had an examination in the
first place, then we were addressed by the RPM. He was very much upset with way in which things
were going. ICICI Web trade was going through all time low that month. He asked each one
individually and told to take strict actions if targets were not met. I told my S.M regarding the
duplication of leads, but nothing phenomenal happened and my team could not meet the targets in the
second month. This was a brief of what I did in these two months.
ORGANIZATIONAL PROCESSES
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ORGANIZATIONAL PROCESSES
1) Character of Motivational forces

The main motivation for the sales team in this organisation is in terms of monetary benefits and
promotion to higher posts. Like most other sales departments of organizations incentives are
performance based. The employees in the organisation are rewarded on the basis of their ability to
surpass the targets given to them.
The incentives given by the company help in increasing the commitment of the employees towards
their work and towards the company. What I could make out from the employees behaviour is that
some feel satisfied with the system of incentives, and work with dedication to reach the overall
organizational goals. But this is not the case with all the employees. Most of them get bored of doing
the same thing day in and day out. When they are tired and depressed of the job there is no one to
look into their matters and help them out. Hence the job satisfaction level is low. The employees are
always in the look out for new opportunities and hence there is a very high attrition rate in the sales
department. The Company could practice a lot of other motivational techniques like Recognition,
Saturday picnics and Offsite meetings other than the incentive base. This I can say because even the
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highest achiever in terms of sales was totally bored out in his work. Thus the motivational forces could
be furthered in order to retain the employees and reap still better results.
2). Communication process

The communication was upward as well as downward. Within a branch informal communication was
the norm and the employees freely interacted with each other. There was no for formality as regards
communication is concerned. The seniors were easily accessible. There were no separate cabins for
Webtrade employees because of the space constraints, as the ICICI Webtrade operated in the
premises of ICICI bank. The sub ordinates are welcome to express their views and even allowed to
experiment newer methods to increase sales. The communication between superiors and
subordinates was informal even in meetings, but there was always an element of respect for the
seniors which helped make things easy both ways. The planning and decisions regarding the way to
go about was first discussed by the R.P.M with the S.Ms and then the message was passed on to the
T.Ls who in turn notified their sales team.
After the segmentation however e-mails had come to play a key role in the communication process.
For example my S.M used to sit at R.O. He used to send me leads through e-mail. I noted down the
leads, passed them on to my team members over the phone or directly and after the clients were
reached , I used to send the status at the end of the day to my S.M through e-mail. Even in case of
any problem I used to talk to my S.M over the phone. This is because he used to opertate from Bund
Garden while I from Shivaji Nagar. Thus physical interface reduced quite a lot between me and my
S.M after segmentation as a time saving and efficient process.
3). Interaction-influence process

The amount of interaction among the employees is huge. most of the sales team members knew each
other or came to know each other very fast at the workplace. Small groups among the team and liking
to work with specific persons could be vividly seen and noticed.The organisation encouraged such
interaction between the employees as well as between subordinates and juniors and never interfered
as long as work was done in the right way.. But what I found was that every individual had to achieve
the targets given to him and there was individual accountability and not team accountability. This lead
to individualistic approach to work and I could see people too involved with their own problems and
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not concerned about others.In spite of this I had the fortune of meeting some people who were
cooperative and always were ready to help anyone in need.
The office has a small lunch room with a coffee vending machine which offers a good place for
informal interactions among the employees during the day. Even the outer arena of the office and
parking lot served as hang-outs during the day. Employees discuss everything under the sun while
enjoying breaks and that was the time when I came to know about lots of the inside story,
dissatisfaction and sometimes.
4) Decision-making process:
Generally the decision making regarding targets and funds were done at the top management level.
The yearly targets were decided by the top management at Mumbai. Once the the targets are finalised
RPM and S.Ms have a meeting regarding the steps to take. Then the S.Ms along with the T.Ls devise
a plan to go about. T.L is also given autonomy in terms of carrying out any activities to meet targets
but with the consent of the S.M.Decisions relating to the training program for the customers was taken
at a higher level. Well the recruitment of the trainees were totally at the discretion of T.L as it was his
team which did the basic selling job. S.M also sometimes helped in the recruitment process. The
A.U.Ms bear the responsibility of achieving targets of the team leaders, team leaders are responsible
for the targets of their teams, and team members are responsible for their own targets. Segment
managers are responsible for meeting the target of their segment for example lead management
segment. Team leaders takes daily report from the team members and once the goal is given to team
leaders and them members, they plan accordingly; if needed they can take the help of their seniors as
well. There is also regular monitoring through meetings at various levels. These meeting help
employees to sort out problems or doubts and also help in planning the future course of action. The
information at the organization is available freely to everyone within the organization, to be effectively
used as per his or her understanding.
5. Goal-setting process
The goals and targets are generally set by the head office at Mumbai. These targets are distributed to
the regional office at Pune. So it is not possible for the employees to have any say in the goal setting
process.
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6) Control process
The top management does not exercise a lot of control on the employees, explicitly for example there
is dress code for the employees but yet every one expected to wear formal as it is part of general
culture. Yet the structures have been designed in a manner, which allow implicit control subtly. There
is not so mush control over the agents as they are free to achieve the targets their own way. But they
are expected to follow the instruction of their senior, so that every thing goes according to the plan.
The segment manager does not have direct control over the financial matters but can take decisions
in consultation with the R.P.M, for example for booking the space for setting up the stall, team leader
or team leader has to take the permission of the S.M then only the required is sanctioned. A T.L also
has control over the recruitment of the team members.
The employees are not supposed to be at their desks or at the branch offices all their time, as they
may have to move out any time a customer asks for their services or gives an appointment. Also the
job requires them to be innovative and creative in finding out new references and databases for
making clients. The control is thus then exercised through the goals that are set and the organisation
keeps an eye on the achievers and non-achievers.
7) Performance characteristics
Productivity:
It is high as employees have an urge to give their best as their rewards are at stake. The performance
is measured by the targets set and the results achieved.
Quality:
It can be measured in an Insurance company by the time taken to issue a policy and the satisfactory
services provided to the policy holder in terms of ease of premium payment procedure and switching
between options available in a policy.
ICICI Prudential makes the use of latest technology to serve its customers and this is the reason it has
been able to carve a place for itself in a market hugely dominated by LIC. It continuously strives to
reduce the time taken to issue a policy and uses IT enabled systems like the Gold mine and Life Asia
to service the customers as well as handle customer complaints.
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Absenteeism:
Though the employee is supposed to be present each day it is not a relevant parameter as long as the
employees are achieving their targets. Its very difficult to know the level of absenteeism as leads were
distributed by T.Ls face-to-face if team members are present or through telephone. But at the time of
putting up stalls at IT-parks and other places etc., the selected trainees were expected to be present
at the location or else they were reprimanded by the T.L.
Employee Turnover:
Employee turnover is high that’s what I felt during the summer internship. The reason for the same is
people are ready to switch over if the competitor is offering them healthier package then what they are
getting. Another reason may be that the many of the agents are students who are working part time so
they change their jobs frequently.
Waste:
Wastage is very little in this company. Employees take care of the stationary used. The forms were
given to the trainees by the T.Ls after a proper entry in the register. Pamphlets and brochures were
also given as per requirement. However sometimes due to carelessness canopies were left outside
the office like that and some got damaged.
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LEARNING & EXPERIENCE
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LEARNING AND EXPERIENCE :
The Whole Process:

The process turned out to be a great learning opportunity for me. I went through a complete range of
experiences right from a sense of achievement on completing targets to a feeling of frustration and
failure on failing to convert. Before this project I was not exposed to the technicalities of any brokerage
firm. Here I got the opportunity to learn more about it’s functioning. Apart from that I learnt a lot about
the financial products and services like equity, insurance and mutual fund. I learnt to be punctual as I
was supposed to report at office by 9:30 am sharp. Also I learnt about how to plan my daily work
accordingly. Most important of all I got the practical exposure of hard core selling. My boss to the
greatest extent helped me. I learnt about how to pitch a prospective client and convert it. I realized the
importance of adapting to the uncertainties present in a sales oriented job and pushing oneself to get
over the obstacles coming my way.
Telephonic Conversation:
The lesson that I learnt the hard way was to never give away too much of information on the phone
itself. The reason is obvious. It makes it quite easier for the person to make quick judgements and say
no to your offer. It means you don’t give yourself much time to convince that person. This I realized
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when I used to make calls to the perspective clients. The things that have to be conveyed over the
phone should be to-the-point and the conversation should be simple and concise.
Pamphlets distribution:
My experience of these activities along with the other ones made me realise that the process of
convincing a person to open an account will be successful only when one personally understands the
nature of job of the candidate and then presenting the opportunity of being an investor whether in
equity or non equity as an answer to his needs. This is possible only if there is one- to- one interaction
with him. This has been an important learning from the above processes for me in this summer
project.
In leading a team:
For leading a team the leader needs to have conviction in what he says and a thorough understanding
of the product his team has to sell. This is because the team members always look up to the leader
with respect if he has these qualities. In case of any problem my members used to confront me and
they always expected me to solve everything that comes as a obstacle in their way. I always tried my
best to help them and keep motivated in whichever way I could. The impact of it has been such that
even though I have left the organization after my project, still they keep on calling me to help them out.
They are still hopeful that I will join the organization again and they will work in my team.
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_______________________________________________________________________________________________________________
PROBLEMS IDENTIFIED
__________________________________________________________________________

_______________________________________________________________________________________________________________
PROBLEMS IDENTIFIED
My experience with ICICI Web trade as a Team Leader was not up to my expectations.
 Language was also a big problem while interacting with some of the clients. Some of the
clients were better convinced if one could speak in Marathi. As I had no knowledge about the
language, I faced problems sometimes.
 At the onset there was a big confusion in the hierarchy/structure of the organization, which
was later on taken care of though.
 There was no proper training structure that should have been there. New trainees who joined
were not sure about the product till the end of their first month also.
 Employee dissatisfaction was prevalent throughout the organization.
 There was lack of professionalism at the workplace because of the presence of under-
graduates basically in the sales team.
 There was lack of enthusiasm among the trainees as there were not enough motivating
factors. They did not do proper follow-up sometimes due to carelessness or laziness.
 Practical thinking and implementation are necessary in all aspects, be it in fixing up targets or
implementing a new way of generating leads.
__________________________________________________________________________

_______________________________________________________________________________________________________________
CONCLUSION &
RECOMMENDATIONS
__________________________________________________________________________

_______________________________________________________________________________________________________________
CONCLUSION & RECOMMENDATIONS
ICICI Web trade Limited is in the business of providing online-share trading account. The company
aims at building mutually satisfied long-term relationship with its key parties i.e. the customers, in
order to earn and retain their business. Client services provided by the company is the biggest U.S.P
of the company as compared to all the other competitors .In terms of rendering services to its clients
ICICI Web trade Limited leaves the other trading companies far behind. The services provided by this
company through its site i.e. www.icicidirect.com is the best among all others in the same business. In
addition to the services provided by it the queries and problems of the clients are well handled through
call centers and holding training sessions for the clients. Even the site has a comprehensive demo for
the newcomers on how to activate and start their I-direct account. No other trading company provides
such a one-tone service.
In short, the company knows the importance of customer. The offering of the company aims at
delivering value and satisfaction to its target market. The key to generating high customer loyalty is to
deliver high customer value or satisfied customers.
__________________________________________________________________________

_______________________________________________________________________________________________________________
In order to develop a stronger bond with the customer I would like to recommend the following points
to the company:
 The company should try to increase the speed of the online account as login to internet
trading takes lots of time as complained by the customer.
 The company should try to improve the connectivity to its site in order to avoid customer
dissatisfaction.
 Most of the company’s competitors have a relationship manager who handles the account of
the client. ICICI Web Trade could introduce such interface so as to help out struggling clients.
Only a training programme or call center is not enough for handling customer problems.
 Instead of hiring under-graduates as their sales force, people with a bit higher maturity level
should be recruited so that they can interact in the right way with the clients.
 The sales team should be imparted lessons on the way to interact with clients, pacify their
problems and portray a good image of the company.
 The company should ensure that what the team leader communicates as customer
complaints steps should be taken in that regards so as to subside customer dissatisfaction.
 Targets should be set with in consultation and agreement with the sales team. There is no
point in setting up high targets which are unachievable .
 Before devising new techniques of lead generation like paper insertion etc., feasibility should
be measured and if it turns out the to be viable then proper implementation should be done .
 The lack of professionalism was quite in the case of handling the payment of Tamanna hotel
at Hinjawadi where I had done stall activities. This should be avoided as it creates a bad
image for the company.
 The company should recognize and reward the great customer service within the team.
__________________________________________________________________________

Sales and Promotion of Demat Accounts

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SUMMER INTERNSHIP REPORT

“Sales and Promotion of Demat Accounts”

ICICI Web Trade Limited

Post Graduate Diploma in Management

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 Product and services 19

 Learning and experiences 44

 Conclusion and recommendations 49

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The project is an outcome of the colossal support and

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Along with this I would like to express my gratitude to

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Financial Markets in India:

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 More touch points and more consumers.

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ICICI and ICICIdirect.com:

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The following features are offered in the site to the customers:

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THE CAPITAL MARKET

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THE CAPITAL MARKET

 Bad delivery eliminated

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How does Depository operate?

Number of Depository in the country:

Services provided by Depository:

What is a Depository Participant (DP)?

Role of the DP:

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 Client Id (Demat account no.)

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 Client Id (Demat account no.)

Demat Account Opening:

Detailed steps for opening a demat account:

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What are the benefits of a Demat Account?

What are the facilities offered by a Demat Account?

The following facilities can be availed on opening a demat account:

 Effective settlement of securities traded on the exchange as well as off market

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 Pledging and hypothecation of dematerialized securities

 Electronic credit in public issue

 Receipt of non-cash benefits in electronic form

PRODUCTS & SERVICES

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PRODUCTS AND SERVICES

ICICIdirect.com is the most comprehensive website, which allows customers to invest in

Margin Trading: An intraday-settlement trading can also be done up to 3 to 4 times with

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Advantages of Wise Invest: