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A study of effectiveness of
Marketing Strategy of
ICICI Securities
Presented by:
Faculty Guide:
Girish Harsha
Prof. Deepak Banerjee PGDBA-PGP-II
Roll No. 16
Aravali Institute of
05/12/09 Management,Jodhpur Batch: 2007-09
1
Contents
About Company
Research Objective
Research Design
Data Analysis
Findings
Recommendations
Aravali Institute of
05/12/09 Management,Jodhpur 2
About Company
ICICI Securities Ltd is the largest equity house in the country providing end-to-end
solutions (including web-based services) through the largest non-banking distribution
channel so as to fulfill all the diverse needs of retail and corporate customers
ICICI Securities (I-Sec) has a dominant position in its core segments of its operations
Corporate Finance including Equity Capital Markets Advisory Services,
Institutional Equities, Retail and Financial Product Distribution
ICICI Securities is among the leading Financial Institutions both on the institutional as
well as retail side
ICICI Securities Inc. is also registered with the Financial Services Authority, UK (FSA)
and the Monetary Authority of Singapore (MAS)
ICICI Securities has a presence across most segments of the capital market: investment
banking, institutional equity and debt broking
ICICIdirect.com, its retail broking business, is among the largest online
brokerages in the country and has at least 1.4 million customers and handles, on
average, around 350,000 trades a day
I-Sec has over 300 ICICI direct stores
www.icicisecurities.com
Aravali Institute of
05/12/09 Management,Jodhpur 3
Contd..
Stock market turnover has grown at a CAGR of 60% per annum in the last five
years and stock trading at ICICI securities (in terms of daily turnover) has
grown at a CAGR of 114% in the last four years
Total consolidated revenue for the fiscal year 2007-08 (FY08) was Rs. 6005.46
Million, a growth of 29.51% over the previous year
Manpower Strength
The Company had 4,481 employees as on March 31, 2008. During the year
there was a net addition of 1,225 employees, which increased the employee
strength by 37.62% over the previous year
Over 44% of the new recruits were freshers
www.icicisecurities.com
Aravali Institute of
05/12/09 Management,Jodhpur 4
Research Objective
To understand and measure the effect of brand-building, brand re-calls of
the ICICI Securities
Research Design
Data Collection
Qualitative
Primary source
Questionnaire
Interviews
Secondary source
Internet
Books
Sample size
30 respondents
Sample technique
Convenience sampling
Aravali Institute of
05/12/09 Management,Jodhpur 5
Components of Marketing
Strategy for determining its
effectiveness
Segmenting-Targeting-Positioning (STP)
Market Size
Pricing
Branding
Customer Relationship
0, 0%
9, 30% 2, 22%
Expert
yes
4, 45% Proficient
no
limited
21, 70% Totally zero
3, 33%
30% respondents are having knowledge of financial market and out of 30%
only 45% are expert in it.
Source: Survey conducted
Aravali Institute of
05/12/09 Management,Jodhpur 8
Contd..
How many knowns about ICICI-Securities Source of brand awareness
20% respondents are aware about the ICICI-Securities and 34% are get to
known about the ICICI-Securities through agents
Source: Survey conducted
Aravali Institute of
05/12/09 Management,Jodhpur 9
Contd..
Services used by respondents of company Paying attention to brand name while purchasing
31% are using the services of ICICI-Securities and 63% are paying
attention to brand name Source: Survey conducted
Aravali Institute of
05/12/09 Management,Jodhpur 10
Contd..
Top rank given to company as per the Brand image
7, 23%
9, 30% ICICI-Sec
Kotak-Sec
Indiabulls
3, 10% Sharekhan
Reliance Money
5, 17%
6, 20%
23% are given ICICI-Securities the first rank as per the brand image in
their mind
Source: Survey conducted
Aravali Institute of
05/12/09 Management,Jodhpur 11
Value Proposition
ICICIdirect recently launched its Wealth G.R.I.P.
(Goal, Retirement, Investment and Protection) that
enables customers to articulate their needs, convert
them into financial goals and effectively plan for
the same.
The final output for the customer will be
Current position of customer
What customer need to do to achieve his goals
How they need to go about managing their savings and investments
Risk profile and risk-taking ability
A recommended asset allocation model
Aravali Institute of
05/12/09 Management,Jodhpur 12
Corporate Image Dimensions
Corporate product attributes and benefits
Quality
Innovative
People and relationships
Customer orientation
Values and programs
Social responsibility
Door Step School
A NGO focused on spreading education to kids residing in the slums
Support
A NGO which is into rehabilitation of street kids addicted to drugs
Corporate credibility
Expertise
Trustworthiness
Aravali Institute of
05/12/09 Management,Jodhpur 13
Awards and Achievements
IBA Business Technology Awards 2006
ICICI direct awarded the most preferred for financial
advisory
First web 18genius of the Web Awards 2007
Indian Bank’s Association Business Technology Awards
2007
Service Retailer of the year 2008-ICICIdirect
Best E-Brokerage House, Outlook Money Awards
2003-04
2004-05
2006-07
2007-08
Source: Ms. Puja Ray, SRM, I-sec, Jaipur
Aravali Institute of
05/12/09 Management,Jodhpur 14
Recommendations
Sponsor the investor games or programme to increase their
brand image
Such as
“Chota Business Bade Sapne”
Finance Club’s major activity “Investor Forum” of our Institute
Proposed activities can be
“Opportunities in Investment” for 2009-10
“Investors Trips” for 2009-10
Viral Marketing
Use of SMS
Provide demo on their website (icicidirect.com) for their
customers to improve the accessibility of their customer’s
trade
Aravali Institute of
05/12/09 Management,Jodhpur 15
Where to invest?
How to invest?
Get tips from Market Analysts
At Town Hall on
27th Dec.