SUMMER TRAINING REPORT ON

THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND BUILDING

UNDERTAKEN AT
SHAREKHAN LTD.

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

BY
AYUSH GOYAL
(65229801717)

VIVEKANANDA SCHOOL OF BUSINESS STUDIES (VSBS)

VIVEKANANDA INSTITUTE OF PROFESSIONAL STUDIES (VIPS)
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
DELHI
DECEMBER 2019
 CONTENTS

Topic Page No

Certificate -

SummerTrainingAppraisal -

Acknowledgement -

ExecutiveSummary -

Chapter 1: INTRODUCTION -

CHAPTER 2: REVIEW OF LITERATURE -

CHAPTER 3:RESEARCHMETHODOLOGY

CHAPTER 4: DATA COLLECTION

CHAPTER 5: DATA ANALYSIS

CHAPTER
CHAPTER IV: DATA COLLECTION
6: FINDINGS AND SUGGESTIONS

CHAPTER 7: CONCLUSION
CHAPTER IV: DATA COLLECTION
References/Bibliography

Appendices
CHAPTER IV: DATA COLLECTION
Glossary
 SUMMER TRAINING APPRAISAL

AYUSH GOYAL, with enrollment number (65229801717) has submitted a Summer

Training Report titled “THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND
BUILDING” conducted at WALNUT LTD. for partial fulfillment of Bachelor of Business
Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi.
I certify that this report has been completed under my guidance and is satisfactory.

Date:

YOGESH KUMAR

( Assistant Manager)
 DECLARATION

I AYUSH GOYAL, Enrollment No. (65229801717) from BBA-V Semester of the

Vivekananda Institute of Professional Studies, Delhi hereby declare that the
Summer Training Report (BBA 311) titled “THE IMPACT OF SOCIAL MEDIA MARKETING
ON BRAND BILDING” conducted at WALNUT LTD. is an original work and the same has
not been submitted to any other Institute for the award of any other degree. A
presentation of the Summer Training Report was made on and the suggestions as
approved by the faculty were duly incorporated.

Date:

AYUSH GOYAL
(65229801717)
 CERTIFICATE

This is to certify the Project report entitled “Risk Management and

Investment Pattern based on Risk Profile of Investors” Submitted by
Mystery Man in fulfillment of the requirement for thedegree of Bachelor
of Business Administration [B.B.A] is a Bonafide research work
completed under my guidance and supervision. The Assistance rendered
during the course of the study hasbeen duly acknowledged.
BIBLIOGRAPHY
WEBSITES:
www.sharekhan.com
www.scribd.com
www.slideshare.net
www.investopedia.com

Sharekhan Stock Trading, Demat, Brokerage and Reviews. (2012,

11). Retrieved 6 2013, from http://www.chittorgarh.com/:
http://www.chittorgarh.com/stockbroker/sharekhan/2/
About us - Sharekhan.(n.d.). Retrieved 6 2013, from
www.sharekhan.com: http://www.sharekhan.com/AboutUs/
Bombay_Stock_Exchange.(n.d.). Retrieved june 2013, from
en.wikipedia.org:
http://en.wikipedia.org/wiki/Bombay_Stock_Exchange
Brokearge.(n.d.). Retrieved 6 2013, from www.sharekhan.com:
http://www.sharekhan.com/Common/Brokearge/Brok_struct.html
Common/Terms.(n.d.). Retrieved 6 2013, from
www.sharekhan.com:
http://www.sharekhan.com/Common/Terms.htm
National_Stock_Exchange_of_India.(n.d.). Retrieved june 2013,
from en.wikipedia.org/wiki/:
http://en.wikipedia.org/wiki/National_Stock_Exchange_of_India
ProductClassic.(n.d.). Retrieved 6 2013, from
www.sharekhan.com:
http://www.sharekhan.com/Products/4/156/329/71/ProductClassic.
htm
Products.(n.d.). Retrieved june 2013, from www.sharekhan.com:
http://www.sharekhan.com/Products/23/156/112/72/ProductFirstSt
ep.htm
Stock_exchange.(n.d.). Retrieved june 2013, from
http://en.wikipedia.org/:
http://en.wikipedia.org/wiki/Stock_exchange
 stock-research. (n.d.). Retrieved 6 2013, from
www.sharekhan.com: http://www.sharekhan.com/stock-
research/21/Default.htm

BOOKS:
KothariC.R.,ResearchMethodology,revisededition2000,VishwaPrakashan.
Kotler,P.(2010).PrinciplesofMarketing,NewDelhi:DorlingKinderletPvt.Ltd.
Executive Summary
This report is all about the sale process at Sharekhan ltd. And the main aim
of this report is to have an adequate knowledge of products and
services of share market and also increase awareness among people of
this company. Sharekhan is a brokering firm which deals in the stock
market.

Conceptually the mechanism of stock market is very simple. People who are
exposed to the same risk come together and agree that if anyone of the
person suffers loss the other will share the loss & make good to the person
who lost.

The initial part of the project focuses on the job & responsibilities. I was
allotted as a summer trainee. It also makes the readers aware about the
techniques & methodology used to bring this report alive.

It enlightens the readers about Sharekhan ltd. strategies to acquire new

customers. Further the project tells us the profile of the company. It
provide knowledge to the readers regarding thecompany’s history,
mission, vision, customers base & the reason to be associated with
the company .Also it gives special emphasis on the selling of products
& management of the company.

There is growing competition between brokerage firms in post reform

India. For investor it is always difficult to decide which brokerage firm to
choose. Research was carried out to findwhich brokerage house people
prefer and to figure out what people prefer while investing in stock market.

This study suggests the overall process of sales at Sharekhan Ltd., from the
scratch i.e. fromtelecalling to fixing appointments with the client, from
which a rigid analysis was carried out.
In the broking firm the client and the client database is the asset of
the company, the management of such an asset is very important. The
client database keeps on growing if it iswell managed, on addition of the
new clients we should not compromise with the service of the old clients.
By this project we came to know how the database is managed in
the company.

Through this report we were also able to understand, what are our
Company’s (Sharekhan Ltd.) positive and strong points, on the basis of
which we come to know what can be the basis of pitching to a potential
client. We also gave suggestions to the company, what improvement can
be done to our product.

The next part of the project throws light upon my findings & analysis about
the company.
CHAPTER 1: INTRODUCTION
STOCK EXCHANGE

A stock exchange, share market or bourse is a corporation or mutual

organization which provides facilities for stock brokers and traders, to
trade company stocks and other securities.

Stock exchanges also provide facilities for the issue and redemption of
securities, as well as, other financial instruments and capital events
including the payment of income and dividends.

The securities traded on a stock exchange include: shares issued by

companies, unit trusts and other pooled investment products and bonds.
To be able to trade a security on a certain stock exchange, it has to be listed
there.

 NSE

The National Stock Exchange of India Limited (NSE) is a Mumbai-based

stock exchange. It is the largest stock exchange in India and the third
largest in the world in terms of volume of transactions. NSE is
mutually-owned by a set of leading financial institutions, banks, insurance
companies and other financial intermediaries in India but its ownership and
management operate as separate entities. NSE has a market
capitalization of around US$1 trillion and over 1,652 listings as of July
2012.
NSE Mission

NSE’s mission is setting the agenda for change in the securities markets in
India. The NSE was set-up with the main objectives of:

Establishing a nation-wide trading facility for equities, debt instruments

and hybrids,

Ensuring equal access to investors all over the country through an

appropriate communication network,

Providing a fair, efficient and transparent securities market to

investors using electronic trading systems,

Enabling shorter settlement cycles and book entry settlements systems,

and

Meeting the current international standards of securities markets.

The standards set by NSE in terms of market practices and technology have
become industry

benchmarks and are being emulated by other market participants. NSE

is more than a mere market facilitator. It's that force which is guiding the
industry towards new horizons and greateropportunities.

 BSE
The Bombay Stock Exchange (or BSE) is the oldest stock exchange
in Asia. It is located at Dalal Street, Mumbai, India.

The Bombay Stock Exchange was established in 1875. There are

around 5000+ Indian companies listed with the stock exchange, and
have a significant trading volume. The companies listed on BSE Ltd
command a total market capitalization of USD Trillion 1.32 as of January
 2013.. The BSE SENSEX (Sensitive index), also called the "BSE 30", is a
widely used market index in India and Asia. It is also one of the
world’s leading exchanges (3rd largest in December 2012) for Index
options trading.

1.1.2 Primary market

The primary is that part of the capital markets that deals with the issuance
of new securities.

Companies, governments or public sector institutions can obtain funding

through the sale of anew stock or bond issue. This is typically done through
a syndicate of securities dealers. The process of selling new issues to
investors is called underwriting. In the case of a new stock issue, this sale is
an initial public offering (IPO). Dealers earn a commission that is built into
the price of the security offering, though it can be found in the prospectus.

This is the market for new long term capital. The primary market
is the market where the securities are sold for the first time.
Therefore it is also called New Issue Market (NIM).
Primary issues are used by companies for the purpose of setting
up new business or for expanding or modernizing the existing
business.
1.1.3 Secondary market
The secondary market is the financial market for trading of
securities that have already been issued in an initial private or public
offering. Alternatively, secondary market can refer to the market for
any kind of used goods. The market that exists in a new security just
after the new issue is often referred to as the aftermarket. Once a
newly issued stock is listed on a stock exchange, investors and
speculators can easily trade on the exchange, as market makers
provide bids and offers in the new stock.

DEMAT A/C
Demat a/c is just like a saving a/c. In saving a/c we save our money and
in demat we deal inshare market. Demat is dematerialization and
trading in the demat mode. It is safer and faster alternative to the
physical existence of securities. Demat as a parallel solution offers
from delays, thefts, forgeries, settlement risk and paper work. This
system works through depository participants (DP) who offer demat
services and the securities are held in the electronic form for the
investor directly by the depository.
1.2 Profile of the Organisation
1.2.1 ABOUT COMPANY
(Products)
The company has eighty years of experience in brokering business it was
earlier known as SSKI Group. The owner of the company is Mr. Dinesh
Murikya. Sharekhan is one of the leading retail brokerage firms in the
country. It is the retail broking arm of the Mumbai-based SSKI Group,
which has over eight decades of experience in the stock broking
business. Sharekhan offers its customers a wide range of equity
related services including trade execution on BSE, NSE, Derivatives,
depository services, online trading, investment advice etc.

The firm’s online trading and investment site-www.Sharekhan.com-

was launched on Feb 8, 2000. The site gives access to superior content
and transaction facility to retail customers across
the country. Known for its jargon-free, investor friendly language and
high quality research, the site has a registered base of over 4 lakhs
customers. The number of trading members currently stands at over 3
Lakhs. While online trading currently accounts for just over 1 per cent of
the daily trading in stocks in India, Sharekhan alone accounts for
22 % of the volumes traded online.
The content-rich and research oriented portal has stood out among its
contemporaries because of
its steadfast dedication to offering customers best-of-breed
technology and superior market
information. The objective has been to let customers make informed
decisions and to simplify
the process of investing in stocks. On April 17, 2002 Sharekhan
launched Speed Trade, a netbased executable application that
emulates the broker terminals along with host of other
information relevant to the Day Traders. This was for the first time
that a net-based trading
station of this caliber was offered to the traders. In the last six months
Speed Trade has become
a de facto standard for the Day Trading community over the net.
Sharekhan’s ground network
includes over 250 centers in 123 cities in India, of which 20 are fully-
owned branches.
SSKI
With a legacy of more than 80 years in the stock markets, the
SSKI group ventured into
institutional broking and corporate finance 18 years ago. Presently SSKI
is one of the leading
players in institutional broking and corporate finance activities. SSKI
holds a sizeable portion of
the market in each of these segments. SSKI’s institutional broking arm
accounts for 7% of the
market for Foreign Institutional portfolio investment and 5% of all
Domestic Institutional
portfolio investment in the country. It has 60 institutional clients spread
over India, Far East, UK
and US. Sharekhan is the retail broking arm of SSKI, an
organization with more than eight
decades of trust & credibility in the stock market.
 Amongst pioneers of investment research in the Indian market.
 In 1984 ventured into Institutional Broking & Corporate Finance.
 Leading domestic player in Indian institutional business
SSKI GROUP COMPANIES
 SSKI Investor
 Services Ltd (Sharekhan)
 S.S. KantilalIshwarlal Securities
 SSKI Corporate FinanceIdream Productions.

1.2.4 Branches all over India

1.2.5 AREAS OF INVESTMENT THROUGH SHAREKHAN

 Derivative
 Commodity
 Equity
 IPO’s
 DERIVATIVE MARKETS
Financial markets are, by nature, extremely volatile and
hence the risk factor is an important concern for financial
agents. To reduce this risk, the concept of derivatives comes
into the picture. Derivatives are products whose values are
derived from one or more basic variables called bases. These
bases can be underlying assets (for example forex, equity,
etc), bases or

reference rates. For example, wheat farmers may wish to sell

their harvest at a future date to eliminate the risk of a change in
prices by that date. The transaction in this case would be the
derivative, while the spot price of wheat would be the underlying
asset.
Development of exchange-traded derivativeDerivatives have
probably been around for as long as people have been
trading with one another. Forward contracting dates back at
least to the 12th century, and may well have been around before
then. Merchants entered into contracts with one another for
future delivery of specified amount of commodities at specified
price. A primary motivation for pre-arranging a buyer or seller for
a stock of commodities in early forward contracts was to lessen
the possibility that large swings would inhibit marketing the
commodity after a harvest.

The need for a derivative market

The derivative market performs a number of economic functions:
1. They help in transferring risks from risk adverse people to risk
oriented people.
2. They help in the discovery of future as well as current prices.
3. They catalyze entrepreneurial activity.
4. They increase the volume traded in markets because of
participation of risk averse People in greater numbers.
5. They increase savings and investment in the long run.
 COMMODITY
Although commodity derivatives command a humble share of
6% in the derivatives segment across the world, yet these
record high volumes in the markets the world over compared
to equity derivatives. In an era where risks to investments are on
the rise, India needs to switch to commodity derivatives and also
to weather derivatives (when these are launched), if it needs to
top the list of developed nations. Of course with the other
asset classes offering attractive returns, "Why Commodities?" is
the inevitable question that pops in one's mind today, more
soconsidering that the BSE Sensitive Index is scaling new highs by
the day. Well, despite offering relatively lower returns,
commodity derivatives provide unique money-making
opportunities toa wider section of market participants, starting
from planters to exporters, importers et al. And to the agrarian
Indian population commodities are obviously not new, nor are
the advantages of trading in them unknown.
1. No balance sheet, P&L statement, EBITDA and reading
between the lines. Commodity trading is about the simple
economics of supply and demand.
2. Supports are known, only resistance matters! Minimum
support price acts as a statutory support for many
commodities.
3. No Dollar-Rupee premiums/discounts. No hedging on the
NYMEX. Indian commodity derivatives hedge both forex and
commodity specific risks at a single cost.
4. No breaking of heads over market direction. Seasonality
patterns quiet often provide clue to both short- and long-term
players.
5. No scam, no price rigging. Commodity trading comes with nil
insider trading and company specific risk.

 EQUITY

Trading accounts

With a Sharekhan online trading account you can buy and sell
shares in an instant. Any time you want, from anywhere you
like. A Sharekhan online trading account comes with a
depository participant account where you can keep all your
shares, in safe custody with National Securities Depository.

You can also link a Sharekhan online trading account to an

Internet banking account of your choice, so that you can move
cash in and out of this account easily, without the bother of
writing cheques all the time.Sharekhan offers two types of trading
accounts to suit your trading habits: Sharekhan Classic account
and Sharekhan speed trade account.

 IPO’S

An IPO, or Initial Public Offering, is the sale of shares by a

company to the public for the first

time. Colloquially, it is said that a company is 'going public.'

How is then that companies like ONGC and GAIL which are
already listed are going for an 'IPO' again?
The government is the majority stockholder in these companies
and it is offering a percentage of its stock now to the public. So
strictly speaking, public sector companies that are already listed
are not having their 'IPO' but they are going for a 'public offering'
of their shares. It's a technical distinction and one that should not
bother individual investors. To apply to an IPO you have to fill an
IPO application form.
  1.3 Hierarchy in Sharekhan

Table 1: Hierarchy in Sharekhan

SALES SIDE DEALING SIDE

 TRAINEES  JUNIOR DEALER
 SUPER TRAINEES  DEALER
 SALES EXECUTIVE  RELATIONSHIP
MANAGER
 SENIOR SALES  SENIOR
EXECUTIVE RELATIONSHIP
MANAGER
 BUSINESS  EQUITY ADVISOR
DEVELOPMENT
 ASSISTANT SALES  ASSISTANCE BRANCH
MANAGER MANAGER
 DEPUTY  BRANCH MANAGER
MANAGER
 TERRITORY  CLUSTER HEAD
MANAGER
 AREA SALES  DIRECTORS
MANAGER
 REGIONAL SALES  CEO
MANAGER
 REGIONAL HEAD
 VICE PRESIDENT
 DIRECTORS
 CEO
  1.4 SWOT ANALYSIS

A SWOT analysis focuses on the internal and external environments,

examining strengths and weaknesses in the internal environment and
opportunities and threats in the external environment.

1.4.1 STRENGTHS

1. Services
As a product Sharekhan is a extremely innovative product with
very less cost. Services like online trading facility, institutional and
domestic broking, customized research reports with almost 80%
efficiency etc give Sharekhan an edge over its competitors.
Sharekhan provides other support services that make retail
investors more confident and assured with their trading. SMS alerts
(allowing traders and investors to make the most of the available
opportunities), Softer, intangible features like imagery, equity
driving preference. Through efficient trading processes Investors
can place their orders directly on the Internet, do all the
information seeking and basically own the investing process.
2. Distribution Network
Sharekhan with almost 250 branches spread across 123 cities
beefed up by comprehensive online research, advice and
transaction services. In near future expect to make 200000+ retail
customers being serviced through centralized call centre / web
solution, 60 branches/semi branches servicing affluent/aggressive
traders through highly skilled financialadvisors, 250 independent
investment managers/franchisees servicing 50000 highly valued
clients, strong advisory role through Fundamental & technical
research and new initiatives are being made in Portfolio
Management Services & Commodities trading.

3. Marketing
Sharekhan is a product of SSKI, a veteran equities solutions
company with over decades of experience in the Indian stock
markets. Sharekhan does not claim expertise in too many things.
Share khan’s expertise lies in stocks and that's what it talks about
with authority. So when he says that investing in stocks should not
be confused with trading in stocks or a portfolio-based strategy is
better than betting on a single horse, it is something that is spoken
with years of focused learning and experience in the stock markets.

4. Products
Company’s product line is quite flexible in the sense that there is a
product for every kind of investors. Also all the products cover all
the loopholes of all the products offered by the other competitors
like low cost, user-friendly online trading services etc.
1.4.2 WEAKNESS

1. Customer Satisfaction
As far as customer satisfaction goes Sharekhan has to tighten their
socks. Many broking houses catering to heavy investors or small
segment of the market can afford to and does provide relationship
managers for their customers, who can understand the trading
needs of individual customers, and advise accordingly. However, a
broking house like Sharekhan, which caters to the mass segment, is
in no position to provide relationship managers for individual
customers.

2. Branding
Though the company has a efficient products but large part of
investment interested population does not know the company. The
most basic expectation for a trader or investor when one 15 begins
trading is that one must get timely delivery of shares and proceeds
from sale of shares. Also ones cash balances with the broker must
be safe and secure. Though this confidence in the broker comes
with time and experience, good and transparent practices also play
a major role in imbibing confidence in traders.

3. Competition from banks

Most of the banks due to good branding have the faith of the
customers of their banking database. So they enjoy the liberty of
huge database and customers find it more reliable to trade there
rather than with a unknown broker. Also banks like HDFC Bank
and ICICI Bank have the advantage of linking the trading accounts
of their customers to saving accounts. This makes trading easier,
and at the same time a trader withdraws exactly as much money
from his account as is needed to complete the trade. Similarly sales
proceeds are credited directly to saving account.
1.4.3 OPPORTUNITIES

The external environment analysis may reveal certain new

opportunities for profit and growth.

1. Ever-increasing market
After the NSE brought the screen based trading system stock
markets are now more secured which has attracted lot of retail
investors and the demand is increasing day by day. This has
resulted in improved liquidity and heavy volumes on transactions.
Sharekhan is one of the early entrants here. As to how much it will
roar and how swift it can swoop on the market, the future alone can
answer such queries. Sharekhan has been a mega player and is
known for being a mover of stocks. It is also known for putting big
deals through and enjoys good networking with the FIIs. It has
been dynamic enough to move with the times and capture the
opportunities that the market throws up from time to time.

2. Improving Technology
In country like India technology is always improving which gives
the company a chance to keep on improving their product with
time whereas for the small players like local brokers it will be
difficult to keep the same pace as the changing technology. Also
with SEBI lying down some strict guidelines small brokers are
finding it harder to retain the customers with no research
department and small capital. The traditional business model is
highly dependent on a large network of sub-brokers, and many
established players may not have systems (technology, customer
service, etc.) capable of directly servicing so many retail
customers.
3. Unfulfilled needs of the customers
With so many competitors offering their products in the market but
no one is able to completely satisfy the customers. Some have the
problem of lack of information or some were scared of volatility of
the stock markets. Sharekhan has the opportunity to tap this
unsatisfied set of customers and to make hold in the market. The
Internet serves to break all barriers to information, as it offers an
extremely hassle-free investing platform. And, Sharekhan hopes to
fully utilize and capitalize on this platform. This original idea by
Sharekhan itself was born out of the consumer's need for a more
transparent, easy to understand and convenient option of investing
in stocks.

4. Education Level
The education level in the country is improving year after year as
far as technology goes. With that the understanding of the stock
market is also increasing and a lot of retail investors are steeping in
the markets which are being shown by increasing volumes,
transactions and indices.

1.4.4 THREATS

1. New Competitors
A lot of new competitors are trying to enter the market in this
bullish run to taste the flavor of this cherry. This is creating a lot of
competition for large players like Sharekhan and it is creating little
confusion in the minds of the customers about the services
provided by the broker. Also many banking firms are entering into
the market with huge investment. Competitors like ICICI, kotak,
HDFC, 5-paisa etc. are posing a lot of threats to the company.
2. Technology based business
Online trading is totally based on the technology, which is quite
complex. Typically, the technology solution has to start from the
Internet front-end (or the screen that you see when you begin
trading). Then it needs to get into the 'middle tier' of risk
management systems that assess data from banks and depository
participants (DP), calculate client risk at that point in time, and
give the 'Go/No go' advice to the trade. So technology is a kind of
threat because unless until it is working properly it is good but
Internet is not that safe. Though a lot of cyber laws are being made
but not yet executed.

1.5 Problems of the Organisation

Lack of awareness of Sharekhan and stock market:
Since the area is not known before it takes lot of time in
convincing people to start investing in shares primarily in IPO’s.
Lack of Techno Savvy people and poor internet penetration:
Since most of the people are quite experienced and also they are
not techno savvy. Also Internet penetration is poor in India.
Some respondents are unwilling to talk:
Some respondents either do not have time or willing does not
respond, as they are quite annoyed with the phone call.
Inaccurate Leads:
Sometimes leads are provided which had error in it, which varies
from only 5-digit phone number, some people have registered to
know about their personal queries. They are the unsatisfied clients
of the company.
Misleading concepts:
Some people think that as all the shares are in electronic form and
they don’t have any physical proof. Sometimes this leads to a great
misconception of the entire process.
CHAPTER 2: Job Description

Job Description
2.1 Comparative Analysis of Stock Brokers in DELHI Region
1. Religare
2. ICICI direct
3. Angel Broking
4. Indiabulls
2.1.1 On the Basis of brokerages 
There are the two type of the transaction:-
1. Intra-day based
2. Delivery based

Table 2: On the Basis of Charges

2.1.2 On the basis of Account opening charges
Angel Broking Ltd.:- Account opening charges are as follows:-
Rs.749.But there is no AMC in it.

Sharekhan ltd:-There is no ACCOUNT OPENING CHARGES

but require margin money of Rs 5000 for trading purposes.

ICICI direct:-A one-time charge of Rs. 750 at the time of

account opening will be charged. You may later upgrade your
Invest account to an ICICI direct.com share trading account when
you desire to trade in equity.

Religare:-There is a nominal charge of Rs. 500 only towards

stamp duty, legal and processing fees for opening the account. This
includes the registration and account opening charges. Bank and
Depository Participant (DP) account opening charges, if
applicable, are payable separately.

Indiabulls:-Account opening charges are Rs. 900. There is no

AMC and no margin money is required.

Comment:-India Bulls charge maximum account opening charges

but there are no such charges in Sharekhanpvt.Ltd.

2.1.3 On the basis of customer preferences

1. According to survey 70 % peoples are satisfied with Sharekhan
Ltd because of their RM’s facility and power of Sharekhan Ltd
software.
2. According to survey, Sharekhan Ltd open new branches for
individually handle to their customer, but in ICICI direct, Religare
there is no separate offices for this .So people prefer Sharekhan
Ltd.
2.1.4 On The Basis Of Facilities
Table 3: On the Basis of Facilities

2.2 Types of the Products and Features

2.2.1 CLASSIC ACCOUNT

This account allows the client to trade through our website
www.sharekhan.com and is suitable for the retail investor who is
risk-averse and hence prefers to invest in stocks or who do not
trade too frequently.
Online trading account for investing in Equity and Derivatives
via sharekhan.com
Live terminal and single terminal for NSE cash, NSE F&O &
BSE.
Integration of On-line trading, Saving Bank and Demat
Account.
Instant cash transfer facility against purchase & sale of shares.
Competitive transaction charges.
Instant order and trade confirmation by E-mail.
Streaming Quotes.(Cash & Derivatives)
Personalized market watch.
Single screen interface for Cash and derivatives and more.
Provision to enter price trigger and view the same online in
market watch.

2.2.2 Classic/ website features

Facility to integrate choice of 10 banks/DP trading account.
Instant credit for shares sold from DP
Automatic pick up of shares from linked DP for pay in.
Automatic deposit of shares into linked DP after pay out
Four times leverage on margin trades.
Margin trading available for entire market session.
Slab wise brokerage structure for delivery and margin trades,
shortly.
Free calls for order placement on toll-free.
Trusted, professional advice of tale- brokers.
Facility to enter after-market orders online and via phone.
Daily research newsletter (Investor Eye) via e-mail.
Access to new IPO without paperwork.


Advanced portfolio monitoring tools.
Integrated DP account with trading account.
Option of linking additional four DP account to trading
account.
Choice of linking 4 banks to trading account for online
payments.
Cash and derivatives trading in a single account.
Email confirmation for all transactions.
Choice of electronics/ physical contracts.

2.2.3 PROCESS ON ACCOUNT OPENING

LEAD MANAGEMENT SYSTEM (LMS)/ REFERENCES

CONTACT TELEPHONE AND PERSONAL VISIT

APPOINMENT

DEMONSTRATION

AGREE DISAGREE NO
DOCUMENTATION
FILLING THE FORM
SUBMISSION THE FORM

LOGIN OF THE FORM

SENDING ACCOUNT OPNING KIT TO CUSTOMER

TRADING
2.2.4 DOCUMENTATION:
1) Pan Card (mandatory)

2) Residence Proof (Permanent)

Passport

Pan Card

Driving License

Voter's ID

MAPIN UIN Card

Passport (valid)

Voter's ID

Driving License (valid)

Bank Statement (latest)


 Telephone Bill (latest)
  Electricity Bill (latest)
 Ration Card
 Flat Maintenance Bill (latest)
 Insurance Policy (latest)
 Leave-License/Purchase Agreement

3) Two Photographs (Passport size)

2.2.5 ACCOUNT OPPENING CHARGES

For classic account Cheque of Rs. 750/= In Favor of Sharekhan

Ltd. or Rs. 500/= or 375/= in case of corporate offer.
For Speed trade Account Cheque of Rs. 1000/= In Favor of
Sharekhan Ltd.

Table 4: CHARGE STRUCTURE OF SHAREKHAN

account the DP should ensure that all pending transactions have
been settled. The request for closure should be processed only after
ensuring that there is unbalance lying in the account.

2. CONSOLIDATION OF ACCOUNT
Some clients could have opened multiple accounts to dematerialize
their shares held in multiple combination and sequence of names.
However, they may not need so many accounts after they have
dematerialized their shares and may want to bring all their share
holdings into one or fewer accounts. This can be achieved by using
normal off market transfer instruction.

3. CLOSURE BY DP
The DP may also initiate closure of a client's account if the client
has defaulted in performing its obligations laid out in the client-
participant agreement. The participant should give sufficient notice
to the client before initiating closure of his account. The notice
should clearly state the reasons for closure of account. The process
of closing account in such a case is the same that of client-initiated
closure.

4. CLOSURE /SHIFTING OF CLEARING ACCOUNT

A clearing member may transfer its clearing account from one DP
to another DP. For this, simultaneously applications have to be
made for closure of account to the earlier DP and for opening of
new clearing member account to the new DP. On receipt of the
application, the new DP forwards the application to the
depository for approval and allotment of a new CM-BP-ID. Once
the new CM-BP-ID is allotted, the new DP opens a new clearing
account and intimates the depository about the new client-ID. On
receipt of intimation from the new participant, the depository
advises the old DP to close the account. The old DP then closes
the account and intimates the clearing member. All payout of
securities, subsequent to closure of old clearing account, take
place in the new account.

2.3 Sharekhan Services

2.3.1 Dial-N-Trade
Along with enabling access for your trade online, the Classic and
Speed trade Account also gives you our Dial-n-trade services. With
this service, all you have to do is dial our dedicated phone lines 1-
800-22-7500 and 39707500.

2.3.2 DNT-Toll free features

Dedicated toll free number for order placements.
Automatic fund transfer with phone banking(only with Citibank)
Simple and secure IVR based system fro authentication.
No wait time. On entry of phone Id and TPIN, the call is
transferred.
Trusted, professional advice of Tel.-brokers who offer undiluted
sharekhan research inputs.
After- hours order placement facility (only between 9 a.m. to
9:55 a.m. and 3:30 p.m. to 6 p.m.)

2.3.3 IPO ON-Line

Can apply all the forthcoming IPO online for free
2.3.4 Research tips
Company provide 4-6 e-mails to their customers per day. These are
:
Pre Market: Pre-market report covering views, events and
more.

Daring Derivatives: Covers Futures & Options commentary

and trading calls

High Noon: It is aimed at traders; this technical daily

newsletter carries Punters Calls and Smart Chart. It’s released at
noon to be acted upon during the course of the day

Post-Market Report: Updates you days happening...

Eagle Eye: is aimed at traders; this technical daily newsletter

carries Punters Calls, Hit List and Smart Chart. It’s released at the
end of the day to be acted on following day

Investor Eye: is aimed at investors; this fundamental daily

newsletter carries most important news reports, research update on
our Stock Idea and other fundamental reports.

Value Line: A fundamental monthly newsletter, Sharekhan

Value Line is targeted at investors and is a wrap-up of the month
gone by.

Market Outlook: a monthly offering discussing our outlook

on the market

Sharekhan Special: specialized reports on unique market

opportunities like dividend-yielding stocks and value stocks, or
analysis of major events like the Union Budget, and reports on
other market related themes or trends.

Stock Ideas: aimed at investors and it presents our best stock

picks in today's market.
Mutual Fund Reports: covers monthly update on what’s in
what’s out, Top Fund Picks and Industry Update.

2.3.5 Online trade in shares 

Sharekhan customers can online trade through there computers,
through Internet during the market timings
2.3.6 Online fund transfer
We have tie up with ten banks for online fund transferring i.e.
ICICI, HDFC, IDBI, CITI, UNION Bank of India, Bank of India
OBC, INDUSIND, Yes Bank and UTI bank for online money
transfer.
Research Based Investment Advice
Investment and Trading Services
Training and Seminars
Technology Based Investment Tools
Integrated Demat Facility
Customer can trade in Equities, Derivative, Commodities

2.3.7 Value line magazine

A monthly investment report based on fundamental research with
Stock Ideas
Stock Updates
Earnings Guide
Stock Records
Mutual Fund Guide
Market Outlook
Sector Updates

2.4 DEMO of Online Trading

2.4.1 CLASSIC ACCOUNT

1. Login page
2. Transferring funds
1) Select the bank and type transaction password.
2) You are taken to the gateway of your bank for net banking.
3) Click on “continue” to proceed further.
2.4 DEMO of Online Trading

2.4.1 CLASSIC ACCOUNT

1. Login page

2. Transferring funds
1) Select the bank and type transaction password.
2) You are taken to the gateway of your bank for net banking.

3) Click on “continue” to proceed further.

4) Your trading limit now shows an increase of the amount you
have just transferred.

3. ORDER FORM
How to place orders

1) Select the exchange you want to trade on from the drop-down.

2) Type the name of the stock you want to buy. If you don’t know
the scrip code, click on scrip locater.
3) This give you the last traded price, the quantity and time.

4) Select the order type whether it is a Buy, Sell or short sell.

5) Type the quantity of the stock you want to purchase.

6) Select the “market order” or “limit order”.

7) You can also set a stop loss trigger price

8) Enter your transaction password.

9) Click on place order if you are sure of everything.

10) Click on OK if your details are correct. Click cancel to return

back to trading window.
11) Now your order has been placed.

2. Tracking order



Order Book

It gives you details about all orders that have been placed for the
current day.
Trade Book

It gives you details about all transaction that have been executed
for the current day.
Net Position statement

It gives you details about your open position i.e. shares that
have been bought or sold but not yet squared off. This
statement would be most useful only to intraday traders.
2.5 Marketing strategy
• A strategy that focuses on developing a unique long-run
competitive position in the market by assessing consumer needs
and the firm's potential for gaining a competitive advantage.
• A business’ approach to marketing its products/ services
expresses in broad terms, which forms the basis for developing a
marketing plan.
• Marketing starts with market research, in which needs and
attitudes and competitors' products are assessed, and continues
through into advertising, promotion, distribution, and, where
applicable, customer servicing and repair, packaging, and sales and
distribution.
• The broad marketing thinking that will enable an organization to
develop its products and marketing mixes in the right direction,
consistent with overall corporate objectives.

2.5.1 MARKETING STRATEGIES OF THE COMPANY

Tele Calling
The company uses the tele-calling/ phone calling to reach the
customer, which is interested. This is the most important technique
to save time and giving demo of the company’s product through
making call in order to know the customer interest towards the
product. This is the strategy with which one can motivate customer
to go for the product and etc.
LMS:
It is leads management system which means leads are
generated by the customer who wants to purchase the product
of the company. Company provides facility to the customer
on online to fill the registration form through which the
company’s executives can provide more information to the
customer.
Yellow Pages:
Yellow pages are used to gather data for making calls so that
customer who did not fine time and are unaware of the product can
know about the product. Customers are given freedom to ask
question related to the products this is the technique used to
increase the awareness of the company.
Canopy’s:
This is the most important technique used by sharekhan securities
to market its product in different areas of the city, company put
their canopies and customer who are willing to know about the
product come forward and provide best of their knowledge.
Besides these companies executives ask customer to fill the
questionnaire that tells the company about the levels of brand
awareness. It also increases the product awareness because it is
generally put at the crowdies places like near main markets,
cinema s, hotels, ATM or etc where people come in good numbers.
Direct Marketing
Sharekhan executive’s reaches to the does of the customer by
fixing appointments with the interested customer, they describe the
details of the product. Executive give demonstration of the
products so that customer can understand better.
Advertising:
Advertising is the most important tool of increasing awareness of
the product and this is the most widely used technique by the
company to tell about the new features and new lunch by giving
briefing of the product.
Sharekhan use banners, distribution of pamphlets, and
advertisement in newspapers, magazines.
References:
Sharekhan strategy is to satisfy the customer in terms of their need
by providing them timely services and knowledge about the trade
in equities, mutual funs by giving tips for investment advises
through e-mails or toll free calls for this purpose customers are
provided relationship manager who give investment advise and
also make transaction on their behalf on demand. B satisfying
customer executives ask their references that not only increase the
awareness but also increase the good will of the company.
Competitiveness:
The company is innovative and uses the latest technology to
improve the product to fulfill the demands of the customers.
Sharekhan make it easy for the customer to make online
transaction of shares. The company is competitive in terms of the
product price and facilities it offers to the customer.
Internet:
Company provides detailed information about the products on
Internet so that customer can know about the product easily and
completely.
2.6 UNIQUE OBJECTIVE OF THE COMPANY
200000+ retail customers being serviced through centralized
call centre / web solution
60 branches, semi branches servicing affluent/aggressive
traders through highly skilled financial advisors
250 independent investment managers/franchisees servicing
50000 highly valued clients
Strong advisory role through Fundamental & technical
research
New initiatives - Portfolio Management Services &
Commodities trading.
Dealing in mutual funds.
CHAPTER 3: ANALYSIS OF JOB DONE

ANALYSIS OF JOB DONE
3.1 Student’s work profile (role and responsibilities) :
This work was at SHAREKHAN LTD. with a profile of sales
trainee. This profile offers us to understand the need of customer
and provide them the best deal possible with maximization of the
profit, both for the company as well as for the customer.
The most important aspect for the role of trainee is trust. So far
fulfillment of the targets one needs to:
• Capitalize on the old and loyal clientage which can be building
slowly by advising people in the best possible way.
• Generating new leads through various activities.
3.2 Generation of leads:
Since this work was new in the field so this work had to start from
scratch and generate new leads to sustain in the market.
Cold calling is one of the trusted ways of getting to the customers
without meeting them. Although the rate of conversion remained
very less, for cold calling the quality and accent remains a very
important criterion. This activity gives us mixed result. This
activity often got success and generated many leads through it but
it also landed me in awkward position where the customer were in
different mood and made us hear words for which a marketer
should be always prepared to hear. Corporate calls always
remained more difficult to crack with respect to retail sector.
The corporate were the most difficult and most temping to get the
business from. It took me one day to crack Hi-tech Gears. At
SHAREKHAN LTD. after getting the product knowledge in the
first week at the branch I was also allotted distributor to work with.
In the initial phase I
was accompanied by more experienced staff. After I became
known to the market and procedure I started attending calls alone
only.
After the third week my performance also improved and I was able
to get close to the targets, though it looked difficult to achieve in
the beginning. To get awareness of the every product I attended
diversified calls. This helped me to implement cross selling to get
better results.
3.3 Analysis of Calling
The first step in the project execution as mentioned above was the
Tele calling of the inactive clients to start trading again. The total
number of clients called was 520 which are categorize on the basis
of their response to the calls, the responses are categorized into 11
broad categories because the responses were open ended and was
not easy to summarize all the responses as such so these responses
are slightly modified and categorized accordingly to analyze. The
responses of all the clients are recorded as shown in the table
below

Table 6: Responses of the Clients

Interpretation of the Data
From the given data it can be easily identified that the
percentage of the clients not interested in trading is the highest and
the second highest is of the clients who were not receiving the
clients and they can be considered as not interested clients but we
cannot make a guess so we have kept those clients in different
segment. If we consider from the data of the highest two categories
than we can say that almost 50 % of the clients are not interested.
18% of the clients are out of range or switched off which reveals
that the database is outdated and is not updated with tine so thst the
contact between the client and the company can be there.
Again 14 % of the clients were already trading that means either
they were trading or got activated before the call was made, so this
is again a case where the database needs to be updated so that the
repeat calls could not be there for reactivation.
Only 10% of the clients found to be interested in further
working with the company and want to activate their accounts out
of which some wants relaxation in the brokerage and need a RM so
that they might stay updated.
Rest 2% were seemed to be interested and will call themselves,
1 % were ready to give funds in July and start trading then only,
the remaining 2 % booked losses and want to close the account.
1% of the clients was done with the meetings with RMs and was
ready to invest again.
Figure 1: Graph 3.1 Responses from Clients
Suggestions

On the basis of the analysis of the client data, here I want to

recommend for the updating of the database and categorize this
data regularly so that the repetition of the calls is not there to the
clients because many of the clients were complaining that they
have received calls many times and they don’t want any more calls
from the company. The categorization of the data will not only
helpful in finding the potential data but also save the time of the
dealer which might be used to convince other clients who are ready
to work with the company.

3.4 Analysis of the Investment preference

This analysis was done to know about the clients preference in
dealing of commodity through this we analyzed the client’s
preference in dealing and identified the segment in which the
clients are more interested and this was helpful because I used to
go through the research reports and various news of the segments
and while calling I used to deliver to the clients and made it my
convincing strategy which work on most of the clients. The
responses for this data was collected from the RMs in commodity
which are given in the table
Table 7: Category of trading in reference to Relationship
Managers

1. Daily Trading Clients.

2. Clients trading in Bullions.
3. Clients trading in Base Metals.
4. Clients trading in Energy.
5. Clients trading in Agro-based.
Figure 2: Graph 3.2 Numbers of Clients in each Category
Interpretation of the Data
 From the derived data on the basis of the interviews of the
RMs some interpretations are made which are as under
 Most of the clients trades in the bullions i.e. the precious
metals and they prefer trading in these segments because in
India investing in the Bullions is considered to be safer.
 The clients trading in bullions are generally with high
margins and have high daily turnover.
 The second most preferred is the base metals and trading in
this segment is mainly done in the form of a portfolio either
with the bullions or with Energy.
 Agri- based commodities are generally less traded as
revealed from the chart, the reason for trading which I came
to know from the RMs is the short trading time i.e. up to 5:00
PM.
 Chapter 4: Learning Outcomes


Learning Outcomes
This project in short was a package of lots of learning as it was so
executed that it covers most of the topics which we were familiar
only in the books. We with the help of this project had an
opportunity to apply what we have learnt in our course curriculum.
This project assigned to the team was good and this project was not
only restricted to particular domain in management but was
covering many important aspects in management. Some of the key
learning’s of this project are discussed here
4.1 Client Relationship Management
In the broking firm the client and the client database is the asset of
the company, the management of such an asset is very important.
The client database keeps on growing if it is well managed, on
addition of the new clients we should not compromise with the
service of the old clients. By this project we came to know how the
database is managed in the company.
4.2 Client Handling Skills
By calling for more than 500 clients, I am now able to identify in
the starting minute about the client and the way I had to continue
the call so that I can easily deliver to the client what I want to
deliver and get a response from the client. Other than this I have a
experience of handling almost all type of clients as in this industry
most of the clients are rude while others are good.
4.3 Communication skills
This project has given the opportunity to talk to new people and
meeting the unknown clients which helped in drenching the
hesitation out and helped to improve the communication skills.
And now I am more confident in talking to new people and is
better able to put my views on the discussions.
4.4 Operations of the brokerage industry
With the help of the RMs and other Employees we are now able to
explain the operations in the broking industry, now we know how
the research reports are produced and analyzed, the work of the
Risk Management Cell, back office and learning the process of
market and the dealing on the terminals.
4.5 Familiarity with the trading basics
With this project we came to learn about the basics in trading like
trading terminology along with the software, analysis of the
business reports, the market movements and the factors influencing
the market movements.
Chapter 5: Recommendations &
Limitation
Suggestions
After heaving an experience of two moths in sales of Demat
account I would like to suggest the following things:
Company has an advantage of reach tips for which sharekhan
is known for, the customer who are new they need relationship
managers who will tell them about investment so it should be
provided to all the customer on demand this will lead to customer
satisfaction and will hip to have more references from the satisfied
customer.
The company also have the advantage of brokerage charges it
need some revision so that the customer who are locking for the
less brokerage can open there account in are company taking into
consideration the different proposal, it can be reduced for a HNI
client.
The company has shown the growth trend and it has reached at
no. 2 it can move to no.1 because it has an advantage of its
services. As sharekhan is already tie-up with 10 banks for online
fund transfer that reduces the paper work for customer and ease in
trading.
The company should revise the advertising strategy to increase
its brand awareness. I suggest making advertisement on television
so that maximum market can be targeted.

5.1 Limitations:
5.1.1 Cold Calling:
• Voice and accent plays a major role.
• The right time to call a customer cannot be decided, as the
customer may in a different mood at the time of calling.
• Time consuming
• Less success rate
Corporate:
• Time consuming
• Contacts with higher authorities play a major role
5.1.2 Description of live experience:
I was supposed to use the database provided by the company to
make cold calls or by directly meeting people to get new leads.
While making cold calls, we need to have:
• Good Communication Skills (Voice quality is clear and
articulate)
• Persistent and able to bounce back from rejection
• Good organizational skills.
• Ability to project a telephone personality (Enthusiasm,
friendliness)
• Flexibility: can adapt to different types of clients and new
situations.

o Using a good database is very essential.
 “Eighty percent of our business comes from 20
percent of our customers" is a frequent statement at
any sales convention. There's hardly a sales
executive who is not aware of the 80/20 rule”.
 While talking to customers, I analyze their needs.
Whether they want to go for investment purpose or
insurance or both. Suggest them the plan that best
suits them. If they agree to it then either we send
across the agents to close the deal or close it
themselves.
 5.2 Problems faced while selling products:

 Customer dissatisfied with the services.

 People fear that Sharekhan Being a Private company
and a new entrant may be able to sustain or not.
 Past experience, word of mouth.
 Misguidance by agents.
 People do not want insurance products.
 Lack of knowledge and less awareness about demat
account.
 People risk appetite is very low, so they are afraid of
mutual fund as well.
Appendices
ix
References
Sharekhan Stock Trading, Demat, Brokerage and Reviews. (2012,
11). Retrieved 6 2013, from http://www.chittorgarh.com/:
http://www.chittorgarh.com/stockbroker/sharekhan/2/
About us - Sharekhan.(n.d.). Retrieved 6 2013, from
www.sharekhan.com: http://www.sharekhan.com/AboutUs/
Bombay_Stock_Exchange.(n.d.). Retrieved june 2013, from
en.wikipedia.org:
http://en.wikipedia.org/wiki/Bombay_Stock_Exchange
Brokearge.(n.d.). Retrieved 6 2013, from www.sharekhan.com:
http://www.sharekhan.com/Common/Brokearge/Brok_struct.html
Common/Terms.(n.d.). Retrieved 6 2013, from
www.sharekhan.com:
http://www.sharekhan.com/Common/Terms.htm
National_Stock_Exchange_of_India.(n.d.). Retrieved june 2013,
from en.wikipedia.org/wiki/:
http://en.wikipedia.org/wiki/National_Stock_Exchange_of_India
ProductClassic.(n.d.). Retrieved 6 2013, from
www.sharekhan.com:
http://www.sharekhan.com/Products/4/156/329/71/ProductClassic.
htm
Products.(n.d.). Retrieved june 2013, from www.sharekhan.com:
http://www.sharekhan.com/Products/23/156/112/72/ProductFirstSt
ep.htm
Stock_exchange.(n.d.). Retrieved june 2013, from
http://en.wikipedia.org/:
http://en.wikipedia.org/wiki/Stock_exchange
stock-research. (n.d.). Retrieved 6 2013, from
www.sharekhan.com: http://www.sharekhan.com/stock-
research/21/Default.htm