Market strategy and A Comparative study of SHAREKHAN with other brokerage house.

COMPANY PROFILE OF SHAREKHAN

One of the leading retail broking House of SSKI Group which was running successfully since 1922 in the country. It is the retail broking arm of the Mumbai-based SSKI [SHRIPAL SHEWANTILAL KANTILAL ISWARNATH LIMITED]. Share khans ground network includes over 2100+ centers in 410 cities in India, of which 210 are fully-owned branches. In the Asia Money broker's poll held recently, SSKI won the 'India's best broking house for 2004' award.

Objective Of The Study

To compare the services of Sharekhan with other broking firms. To understand the marketing strategies.

MARKETING STRATEGIES
Tele Calling Yellow Pages Canopies Direct Marketing Advertising Reference Competitiveness Internet Marketing

Competitors
ICICI Direct Motilal Oswal Indiabulls HDFC Securities Reliance Money 5 Paisa Angel Broking

 PRODUCT AND SERVICES OF KARVY GROUP 1. Karvy comtrade.

2. Karvy consultant ltd.

3. Karvy merchant banking. 4. Karvy global services ltd.

PRODUCTS AND SERVICES OF ICICI DIRECT 1. Investing in Mutual funds 2. Personal Finance 3. Customer Service Features 4. IPOs

5. Margin Trading
6. Margin PLUS Trading 7. Call Trade

PRODUCT OFFERED BY HDFC SECURITY 1. Online trading for Resident & Non Resident Indians.

2.
3. 4. 5. 6.

Cash-n-Carry on both NSE and BSE.

Day trading on both NSE and BSE. Trade on Futures & Options on the NSE. Online IPO's. Telephone-based Broking (Equity & Derivatives).

PRODUCT OFFERED BY INDIA BULLS 1. Equity & Debt Stock Broking 2. Insurance 3. Commodity trading 4. Depository Services 5. Derivatives Broking Services 6. Equity Research Services 7. Mutual Fund Distribution

Research Methodology
Research Source :-The source of the research is primary to collect the data Sample Size :-In this research 100 respondents are there included. Research Instrument :-In this research we have used telephonic and face to face conversation for getting the result.

Do you invest in securities?

33

Yes No 67

Interpretation
Only 67 respondents are invest in securities.

In which of these financial instruments do you invest?

70% 64%

60%
50% 40% 30% 20% 10% 0% Shares Mutual fund Bonds Others 24% 8% 2%

Interpretation
Shares are the most preferred financial instrument to invest and mutual funds are next preferred source.

Have you heard about Sharekhan?

22 Yes No 78

Interpretation
78% of the respondents are aware about the sharekhan and only 22% are not aware about sharekhan.

Which brokerage firm do you prefer for online trading?

16 14

ICICI Direct
Sharekhan 18 32 HDFC Securities indiabulls 5 Paisa 20

Interpretation
Most of the respondents prefer sharekhan for the online trading and the next prefered firm is HDFC Securities.

COMPARATIVE ANALYSIS
Results on the Basis of charges/Brokerage.

*All the figures are in paisa/100 rupees

ACCOUNT OPENING CHARGES

1000
900 800 700 600 500 400 300 452 750 750 749 900

200
100 0 Sharekhan ICICI HDFC Indiabulls karvy

Services of Sharekhan
35

31
30

28 23

25

20

15

15

10

3
Excellent Very Good Good Average Below Average

Services of ICICI Direct

40

38

35

30

25

23

21

20

15

11
10

0 Excellent Very Good Good Average Below Average

Services of Indiabulls
35 30

30 28 23

25

20

15

14

10

0 Excellent Very Good Good Average Below Average

Findings
Most of the respondent prefer Sharekhan for online share trading. Shares are the most preferred financial instrument for investment. Sharekhan is a known entity in the online business. 78% respondents are aware about Sharekhan.

Limitations
Due to limitation of time a sample size of only 100 respondents were chosen.

The sample for research was chosen only from a limited area.
Some of the respondents may be biased in giving responses.

Complete data was not available due to company privacy and secrecy

Suggestions
Improvement in the opening of De-mat & contract notice procedure is required. There should be a limited number of clients under the relationship

manger(RM).
Some promotional activities are required for the awareness of the customer. People at young age should be encouraged to invest in stock market. Investors have inadequate knowledge about mutual funds, so proper marketing of various schemes is required; company should arrange more and more seminars on mutual funds.