Mba project

1. 1
by
k.c.eapen
vijay p. agarwal
chander
prakash
A
Presentati
on
on

2. 2
Study of Study of
““The Market of Indiabulls in ContextThe Market of Indiabulls in Context
to Its Competitors, Potential Investors andto Its Competitors, Potential Investors and
Marketing Strategy”Marketing Strategy”

3. 3
Indiabulls Overview
s Current principal business activities include securities
broking, loan against shares, consumer finance and real
estate development
s Also offers an array of other financial services products,
including depository services, equity research services,
third party financial and insurance product sales and
commodities trading
s Sustained high growth: (FY05-FY06)
® Revenues - 264%
® Earnings - 129%
s Exponentially increasing client base : In excess of 2,60,000
SnapshotSnapshot

4. 4
Diversified Businesses : High Growth Areas
Securities &
Derivatives
Broking
Real Estate
Development
Unsecured
Consumer
Financing
Financial
Products
Distribution
Secured
Financing
Indiabulls Securities Ltd
Indiabulls Credit Services Ltd
Indiabulls Insurance
Advisors Pvt Ltd.
Indiabulls Financial Services Ltd
Indiabulls Properties
Pvt
Ltd

5. 5
Objectives of the StudyObjectives of the Study
• To make a comparative study of competitors of Indiabulls in
Jodhpur City
• To study Indiabulls products and services
• To find out potential investors for Indiabulls and
present attitude of investors regarding share market
in Jodhpur city & suggest remedial measures
• To analyze the marketing strategies of Indiabulls and
suggest new strategies
• To format the Daily Sales Report (DSR)

6. 6
Research MethodologyResearch Methodology
Primary Data
• Field Observation
Secondary Data
•Internet
Schedule
•Books
•Journals&Magazines
•Group Discussions

7. 7
Competitor Map of Indiabulls
Equity& Derivatives
DepositoryServices
NRI Services
INDIABULLS
IndiabullsEquityAnalysis
Market Research
Karvy
Share
Khan
Suresh
Rathi
ICICI
Direct
Motilal
Oswal
RelianceMutual Fund
TataEquityFund
SBI
M.F
.
ULIP
IndiaInfoline

8. 8
Comparative Table
A COMPARATIVE TABLE SHOWING INDIABULLSAND COMPETITORSIN JODHPUR CITY
INDIABULLS SURESH RATHI ICICI INDIA INFO.SHARE KHAN KARVY MOSt
CHARGES
Demat A/C Rs.1000/ Rs.100 Rs.750 NIL Rs.1000 Rs.300/575/Rs.300
Trading A/C 1750(4+5) Rs.220 (4+5) Rs.500 Rs.1000 800/5000 NIL
AMC NIL Rs.274 Rs.500 Rs.250 Rs.300 (4+5+6) NIL
BROKERAGE
Delievery Trade 50 paise 50 paise 0.4-0.85% 0.25-0.50%50 paise 30 paise Rs.35paise
Intra-day Trade 05 paise(min1 p)05 paise 0.2-0.425%0.07-0.10%06 paise 03 paise Rs.05 paise
F&O Trade 05 paise 05 paise 10.1-0.15%0.06-0.10%08 paise 03 paise Rs.05 paise
EXPOSURE
Delievery Trade 2/4 times NIL NA 2 times NIL NIL 5 times(14+
Intra-day Trade 12 times 10 times 10 times 8 times NIL unlimited 15+16)
F&O Trade 75% of cashNA NA NA NIL NIL
INITIAL AMT. NA NA Rs.5200 2500/5000 Rs.300/5000NA NA
DEMATERILISATION Rs.7/pc NA Rs.35+2/pc Rs.25+5/pc Rs.5/pc Rs.3/pc Rs.25/pc
REMATERILISATION NA NA Rs.20/pc RS.25+15/pcRs.35/pc Rs.30/pc Rs.35/pc
SOFTWARE YES(PIB) NO interest YES(3000/7999)YES NO YES

9. 9
Market Share of Indiabulls
7%
13%
13%
20%
30%
17%
SHARE KHAN
ICICI DIRECT
SURESH RATHI
INDIABULLS
INDIA INFOLINE
OTHERS
A pie-chart showing market share of Indiabulls among strategic group in Jodhpur city

10. 10
Findings
The major findings that were revealed during the research are as
follows:
 The investors in Jodhpur City have different opinions as to
who provides the best service among the strategic group in
the city
 Indiabulls has good reputation among investors in the city
 Power Indiabulls (PIB) was voted as one of the best software
for active trading by customers.

11. 11
Contd.Contd.
 Around 50% of the people in the city named Suresh Rathi
Securities Pvt. Ltd. as the best brokerage company
 Only 20% active traders were found to be customers of
Indiabulls
 Few prospects expressed their dissent when contacted
about the unsatisfactory services of the company

12. 12
Suggestions
Competitive Intelligence System
ƒ System Formation
ƒ Data Collection
ƒ Data Processing
ƒ Disseminating Information

13. 13
Contd.
Positioning as Market Challenger
„ Strategic Objective
„ Attack Strategy
„ Specific Strategies

14. 14
Attack Strategy
INDIABULLS COMPETITORS
2) FLANK ATTACK
1) FRONTAL
ATTACK
3)
ENCIRCLEMEN
T ATTACK
5)GUERRILLA
ATTACK

15. 15
Research MethodologyResearch Methodology
Interview
Schedule
Survey: Purposive Random Sampling
Sample Size: 50 in 10 areas
Primary Data
Secondary Data
Internet
Newspapers

16. 16
Study of Products and ServicesStudy of Products and Services
 Normal Indiabulls (NIB)
Priority Service
Premium Research
Online Accounting.

17. 17
Study of Products and ServicesStudy of Products and Services Contd…Contd…
 Power Indiabulls (PIB)
• Live Streaming Quotes
• Fast Order Entry.
• Tic-by Tic Live chart of the company’s stock
performance
• Technical Analysis of the company’s share
performance
• Live news and Alert form the uncertain share
market

18. 18
Survey Conducted Survey Conducted
Occupation
73%
24%
3%
Businessmen Servicemen
Others
Interested
Not Interested
55%
45%
0%
10%
20%
30%
40%
50%
60%
Interest for Share Market
Interested Not Interested

19. 19
Survey ConductedSurvey Conducted Contd…Contd…
65%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Aware Not Aware
Awareness about
Indiabulls
40%
14%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Businessmen Others
Segment Interested in
Share Mkt.
Businessmen Servicemen
Others

20. 20
Contd… Contd… Potential areasPotential areas
64%
42%
38%
54%
60%
62%
68%
76%
78%
RTO
Basani Mandi
Mandor Mandi
LIC, CHB
Shastri circle
MGH
Pal Road
Mehta Mkt.
Sardarpura
Sardarpura
Mehta Mkt.
Pal Road
MGH
Shastri circle
LIC, CHB
Mandor Mandi
Basani Mandi
RTO

21. 21
FindingsFindings
• During the survey business class people show positive
attitude in Share Trading
• Those who have Interest in share trading most of them
were aware of Indiabulls
• Mostly Investors show their first preference for share
Trading in Suresh Rathi Securities
• As per the survey results Sardarpura, Pal Road, Mehta
Market, RTO, office and Shastri Circle area show positive
attitude in share Trading
• In some areas especially Mandore Mandi, and Basni Mandi
a big part of Investors were found to be Interested in
Commodity Market

22. 22
Contd…Contd…
• In survey few clients expressed full satisfaction
for the products of Indiabulls mostly for PIB
(power Indiabulls)

23. 23
Suggestions Suggestions
Indiabulls is a service firm so company should apply
customer Development process
Prospects
First-time
client
Member Partners
Inactive or new
Customer
Advocacy

24. 24
Contd…Contd…
• Indiabulls may go through “Investment Mela”
• Indiabulls should come up with NCDEX
• Indiabulls should conduct some kind of mock
classes for new Investors who even don’t know
about share market
• There should be employee ID-Card for them so that
when they go on it shows good impression and
Identity of employee

25. 25
Research MethodologyResearch Methodology
Personal Interview
Observation
Group Discussion
Primary Data
Secondary Data
Internet
Modules

26. 26
Marketing Strategies Of IndiabullsMarketing Strategies Of Indiabulls
Indiabulls
External
Marketing
Company
Internal
Marketing
Employees Interactive Marketing Customers

27. 27
Internal Marketing
RELATIONSHIP MANAGER
Equity Trading Business
Management
Trainee
Relationship
Manager
Regional
Manager
Branch
Manager
Team
Leader
Sales
Head
Platinum
Relationship
Manager
Average Management
Trainee takes 12-24 months
to become a Branch
Manager

28. 28
Brand Recognition & Customer Satisfaction
s Extensive product range
s Enhanced customer experience
s Personalised service through relationship
managers
s Understands local market dynamics
s Expanding geographical and online presence
What Indiabulls OffersWhat Indiabulls OffersWhat Customers ExpectWhat Customers Expect
Wide range of services under one roofWide range of services under one roof
24 Hour Support & Ease of access24 Hour Support & Ease of access
Personalized AttentionPersonalized Attention
16,455
30,498
79,932
260,000
0
50,000
100,000
150,000
200,000
250,000
300,000
Mar-03 Mar-04 Mar-05 Jun-06
Increasing Number of CustomersIncreasing Number of Customers

29. 29
Client Client
AcquisitionAcquisition
s Further reliance on the relationship manager sales model
® Personalized attention to customers
s Improve the quality of service levels to provide an enhanced
experience to clients
Moving Up the Moving Up the
Value ChainValue Chain
s Provide a wide array of services such as brokerage, depositary
services, mutual fund and equity distribution, commodities trading
s Offer innovative products such as Power Indiabulls and Indiabulls
Signature Client Account
s Improve customer education through in-house equity research
Leverage Leverage
TechnologyTechnology
s Improve customer interface and customer experience through
technology
s Continually invest in upgrading of systems
Marketing Strategies Contd…
Risk Risk
ManagementManagement s Enhance data mining to improve risk management processes

30. 30
Formatting of DSRFormatting of DSR
Occupation
Existing A/C if any
Views / suggestions
Competitor’s Activity
Next day contact

31. 31
FindingsFindings
Word of mouth
communication
Personal
needs
Past Experience
Expected
Service
Perceived
Service
GAP 5
Service Delivery (including pre
and post contacts)
External
Communication to
customer
Translation perception into
service quality specification
Management perception of
customer expectation
GAP 1
GAP
4
GAP 3
GAP 2
MARKETER
CUSTOMER

32. 32
SuggestionsSuggestions
Self Service Technologies
• Kiosk
• IB card: - “Think It And Get It”
Promotion
• Advertorials
• SMS
Back Office Staff

33. 33
ConclusionConclusion
Although Suresh Rathi Securities is the largest
shareholder in the market, the next to follow is
Indiabulls which is gearing up for expansion in various
nearer cities like Nagor, Pali, Balotra etc. with the
spreading of business in these cities and further
developing on the key areas in Jodhpur City. Indiabulls
is all set up to become“The Company of the
Future”

34. 34
Thank YouThank You

35. 35
Queries Queries ??