a project report on share khan

7/29/2019 A Project Report on Share Khan

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A

PROJECT REPORT ON

MARKET PENETRATION STRATEGIES FOR

IMPROVING DEPTH OF

ONLINE TRADING OF SHAREKHAN IN PUNE.

By

GAURAV RAJ

CMBA + PGDM-AIMA

A report submitted in partial fulfillment ofThe requirements of

Corporate MBA Programme

Suryadatta Institute of Management and Mass

Communication


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DECLARATION

I hereby declare that this project work entitled market penetration strategies for

improving depth of online trading of sharekhan in pune is my work, carried out under the

guidance of my company guide Mr. Yograj Patel . this report neither full nor in part has ever

been submitted for award of any other degree of either this university or any other university.

GAURAV RAJ


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ACKNOWLEDGEMENT

First and foremost I express my sincere thanks to Dr.Sanjay B. Chordiya For providing me the

necessary infrastructure and the right environment for academic excellence.

My heartfelt and sincere thanks are due forProf. Reena dhar, project guide for providing me

valuable guidance and instilling in me a sense of purpose and direction during the course of

preparation of this project.

My sincere thanks to my company guide Mr. Yograj Patel, for giving me this opportunity to

undertake this project work.

Finally I take this opportunity to thank my parents, Friends and well wishers without whom this

effort would be pathless.

GAURAV RAJ


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SUMMARY

The project has the in depth analysis of the stock market and the project title is market

penetration strategies for improving depth of online trading of sharekhan in pune describes

different recommendation stock idea and analytical part of share to their client.

I had analyzed different stock by sharekhan. On-line share trading a/c offers various

services to the clients. The stock market in India is very vast. It is also happens in current

scenario as, invest in on-line share trading a/c market good option to invest. As an investor

looking towards current market scenario we have to invest in this market through on-line. Today,

share trading companies also preferable to give on-line trading account to client. This account

also gives more facilities than offline account. most of the customers prefers on-line share

trading account. SHAREKHAN LTD. Offers free way and hassle free way of trading in share

market.


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TABLE OF CONTENTS

CHAPTERS PAGE NO

CHAPTER 1 Introduction 5-7

1.1 Objective

1.2 Methodology

1.3 Limitations

CHAPTER 2 Company profile and review of literature 8-16

2.1 Company Profile

2.2 Review of literature

CHAPTER 3 Data collection and analysis 17-28

3.1 Share Market

3.2 Stock market online

3.3 Online share trading

3.4 Analysis of questionnaire

CHAPTER 4 Findings 28-29

CHAPTER 5 Suggestions 29-30

Learnings

Bibliography

Glossary

Annexures


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Chapter 1-Introduction


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1.INTRODUCTION

1.1Objective:

Being a student of the Marketing stream it is necessary that I understand the

Share Market. During the Project duration I studied the working of the Share Market. I prepared

the report on market penetration strategies for improving depth of online trading of

sharekhan in pune with a view of getting as much knowledge as possible about the share

market.

To know and analyze how the various online share trading companies operated.

Their services and products offered. It helps to know which of the companies is beneficial. I

studied various financial products operating in stock market that helps us to know the attitude of

clients towards the stock market. It gives me an insight into clients ability to online trade in

shares on the stock exchange. I get to know various tactics employed by companies to acquire a

customer and fulfill their needs.

1.2Methodology:

Market penetration strategies for improving depth of online trading of

Sharekhan in Pune being a hard topic for the study, it was important that I take the assistance of

the company people. This topic cannot be studied by asking questions to the public (survey).

Therefore I adopted the strategy wherein I asked various questions related to the company

people.

Sample design: judgment sampling,

Judgment sampling is a common non-probability method. The researcher selects the samplebased on judgment. This is usually and extension of convenience sampling.

Sample size: 10 employees of SharekhanSample unit: Sharekhan employees


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Data source

Primary data: Data collected through structured questionnaires and interview Method.

Secondary data: from old company data, economic times, marketing journals, online portals,company websites.

1.3Limitation:

There were not very tough limitation as such but one limitation was that my study

relates to the Research Department while I was put into the Sales Department for the project but

still I am satisfied that I could complete my study nicely over their.


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Chapter 2- Company profile & Review Of

Literature


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2.1 Company Profile

2.1.1Sharekhan Securities Pvt. Ltd.

Sharekhan is one of the top retail brokerage houses in India with a strong online

trading platform. The company provides equity based products (research, equities, derivatives,

depository, margin funding, etc.) through its pan India presence of 200 branches and 310

franchises across 170 cities. Sharekhan was established by Morakhia family -in 1999-2000 and

Morakhia family, continues to remain the largest shareholder.

Sharekhan is one of the leading retail broking brands in the country. It is the retail

broking arm of the Mumbai-based SSKI Group. With a legacy of more than 80 years in the stock

markets, the SSKI group ventured into institutional broking and corporate finance over a decade

ago. Presently SSKI is one of the leading players in institutional broking and corporate finance

activities. Sharekhan offers its customers a wide range of equity related services including trade

execution on BSE, NSE, Derivatives. Depository services, online trading, Investment advice,

Commodities, etc.

The Company'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 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.

Sharekhan's management team is one of the strongest in the sector and has

positioned Sharekhan to take advantage of the growing consumer demand for financial services

products in India through investments in research, pan-Indian branch network and an outstanding

technology platform. Further, Sharekhan's lineage and relationship with SSKI Group provide it a

unique position to understand and leverage the growth of the financial services sector. We lookforward to providing strategic counsel to Sharekhan's management as they continue their

expansion for the benefit of all shareholders."

SSKI Corporate Finance Private Limited (SSKI) is a leading India-based

investment bank with strong research-driven focus. Our team members are widely respected for

their commitment to transactions and their specialized knowledge in their areas of strength. The


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team has completed over US$5 billion worth of deals in the last 5 years - making it among the

most significant players raising equity in the Indian market. SSKI, a veteran equities solutions

company with over 8 decades of experience in the Indian stock markets.

If you experience our language, presentation style, content or for that matter the

online trading facility, you'll find a common thread; one that helps you make informed decisions

and simplifies investing in stocks. The common thread of empowerment is what Sharekhan's all

about!

"Sharekhan has always believed in collaborating with like-minded Corporates

into forming strategic associations for mutual benefit relationships" saysJaideep Arora, Director

- Sharekhan L imi ted.

Sharekhan is also about focus. Sharekhan does not claim expertise in too many

things. Sharekhan's expertise lies in stocks and that's what he 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. And these beliefs are reflected in

everything Sharekhan does for you!

We are a part of the SSKI group, an Indian financial services power house, with

strong presence in Retail equities Institutional equities Investment banking


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2..1.2Services offered:

1. Private Equity

2. Infrastructure advisory and financing

3. Mergers and acquisitions (M&A)

4. Initial Public Offerings (IPOs)

SHARE Shops

All you have to do is walk into any of our 510 share shops across 170 cities in India to get a

host of trading related services - our friendly customer service staff will also help you with any

accounts related queries you may have.

A Sharekhan outlet offers the following services:

Online BSE and NSE executions (through BOLT & NEAT terminals)

Free access to investment advice from Sharekhan's Research team

Sharekhan Value Line (a monthly publication with reviews of recommendations, stocks to

watch out for etc)

Daily research reports and market review (High Noon & Eagle Eye)

Pre-market Report (Morning Cuppa)

Daily trading calls based on Technical Analysis

Cool trading products (Daring Derivatives and Market Strategy)

Personalized Advice

Live Market Information

Depository Services: Demat & Remat Transactions Derivatives Trading (Futures and Options)

Commodities Trading

IPOs & Mutual Funds Distribution

Internet-based Online Trading: Speed Trade


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2.1.3Sharekhan Product

Sharekhan offers five trading product to its

customers depending on their appetite of

investment. The product are online trading a/c,

offline trading a/c , commodity, PMS, and

mutual fund which facilitate the trading in share

for the customer.

Online products provide an online Bolt, which

facilitate their options for trading. Now no longerit is necessary that the customer always calls his

broker for knowing what is the current position

of the market and the shares held by him?

These accounts are called:

In online trading client is been provided with

two trading products:-

1.Classic account:


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This account enables you to buy and sell shares through our website. You get

features like

a) Streaming quotes (using the applet based system)

b)Multiples watch lists

c) Integrated Banking, demat and digital contracts

d) Instant credit and transfer

e) Real-time portfolio tracking with price alerts

and, of course, the assurance of secure transactions.

Features:

Online trading account for investing in Equities and Derivatives via sharekhan.com Integration of: Online trading + Bank + Demat account

Instant cash transfer facility against purchase & sale of shares Make IPO bookings

You get Instant order and trade confirmations by e-mail Streaming Quotes Personalized

Market Scan with your own customized stock ticker!

Single screen interface for cash and derivatives

Your very own Portfolio Tracker!

2. Speed trade:

The Power and Speed of a Broker's Terminal on your Desktop!

The ideal tool for active traders and jobbers who transact frequently during the

day's trading session, Speed trade enables you to capitalize on intra-day price

movements.

Speed trade is an Internet-based executable application that provides

Everything a trader needs on ONE screen:


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1: Real-time streaming quotes

2: Live Tic-by-Tic Intra-day charting

3: Trading in Cash and Derivatives on a single screen

3. Dial-n-Trade


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Features of Dial-n-Trade

That enables you to trade effortlessly

TWO dedicated numbers for placing your orders with your cell phone or landline. Toll free

number: 1-800-22-7050. For people with difficulty in accessing the toll-free number, we also

have a Reliance number30307600 which is charged at Rs. 1.50 per minute for STD calls.

Automatic funds transfer with phone banking (for Citibank and HDFC bank customers)

Simple and Secure Interactive Voice Response based system for authentication

No waiting time. Enter your TPIN to be transferred to our telebrokers

You also get the trusted, professional advice of our telebrokers

After hours order placement facility between 8.00 am and 9.30 am (timings to be extended

soon)

2.2 REVIEW OF LITERATURE


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Market penetration is one of the four growth strategies as defined by Ansoff. Marketpenetration occurs when a company enters/penetrates a market with current products. The best

way to achieve this is by gaining competitors' customers (part of their market share). Other waysinclude attracting non-users of your product or convincing current clients to use more of yourproduct/service (by advertising etc).Other growth strategies include:

Product development (existing markets, new products): McDonalds is always within thefast-food industry, but frequently markets new burgers.

Market development(new markets, existing products): Lucozade was first marketed forsick children and then rebranded to target athletes.

Diversification (new markets, new products): Mohen A.S, Bion Products, Selectron Ltd,The penetration that brands and products have can be recorded by companies such asACNielsenand TNS who offer panel measurement services to calculate this and other consumer measures.

In these cases penetration is given as a percentage of a countries households who have boughtthat particular brand or product at least once within a defined period of time.

Branding in a bull run

Nandini Lakshman | December 06, 2003Powered By Business Standard

Did you think that Jhumritalaya was part of filmi folklore? Forget it. It's actually a small town inJharkhand, where broking outfit Motilal Oswal Securities opened a branch last month to reachout to investors.

At ShareKhan they are using different tactics to attract investors. The financial site will soonbe kicking off a broking contest. Yes, there are prizes to be won. But the entire effort is part of agiant marketing exercise by ShareKhan, the retail broking arm of SSKI Investor Services Ltd.

So what's up? Broking houses of all hues have embarked on an aggressive marketingexercise. They are all espousing the FMCG (fast moving consumer goods) mantra to make themost of the current bull run. From extending their branches, strengthening sales force, directmarketing and hiring training consultants, to changing their advertising and even expanding theircall centre operations, they are going all out to woo retail investors. Is all this new? Sure, brokingfirms jumped on the branding bandwagon when Net trading was introduced about three yearsago. So while emerging as national players, a handful tried to create brands. But with the marketswilting, their efforts at branding came in fits and starts.

Now, with a full-blown revival after a three-year hiatus, money is once again being poured into beef up their marketing, and the new buzzwords include "customer focus, consolidation,
http://en.wikipedia.org/wiki/Igor_Ansoffhttp://en.wikipedia.org/wiki/Product_developmenthttp://en.wikipedia.org/wiki/Market_developmenthttp://en.wikipedia.org/wiki/Market_developmenthttp://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/Market_developmenthttp://en.wikipedia.org/wiki/Product_developmenthttp://en.wikipedia.org/wiki/Igor_Ansoff


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positioning, reach and upgrading service standards". Setting up information desks is anotherstrategy to reach out to new customers. Investsmart first opened a help desk in the sprawlingBangalore campus of the software giant Infosys. The objective?

An expanding infrastructure has meant beefing up the sales force as well. So ShareKhan will

double its 100-strong sales force by this fiscal end. Seminars too have become a big hit withbroking houses. To touch base with new customers, they are holding talks on subjects likederivatives. With its "The guide to the financial jungle" positioning, ShareKhan's Arora says thatit is tying up with online financial and general sites for advertising and co-branding exercises.

"You have to do all of this if you want a national presence and increase customer base," saysArora.

He claims that now ShareKhan's marketing spend, which had dipped to Rs 1 crore (Rs 10million) last year, will go up to Rs 4 crore (Rs 40 million) in the current fiscal. "Our marketingoutlay is 6 per cent to 7 per cent of our revenue," he adds.

But for the market in general, it is a case of making hay while the sun shines. As amarketing consultant put it: "Brand building is a continuous process. But in the stock market, itonly happens during a bull run."


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Chapter 3-Data Collection & Analysis


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3.1 Share Market

Share market is the market for securities where organized issuance and trading of shares takes

place either through exchanges or over-the-counter in electronic or physical form.

Basically, Share Market can be divided into two parts:-

1. Primary Market It is the market where new issues of securities are offered to the investors.

2. Secondary Market An investor of a secondary market buys a security from another

participant of the same and not from any issuing corporation (as in case of Primary Market).

Shares in the Share Market are either traded thr ough: -

(a)Stock Exchange These are organized market places where stocks, bonds are other

equivalents are traded between the buyers and sellers where exchange acts as

counter-party to both the participants in case of any default. The contracts are

standardized and not customized ones. For example, NYSE, NASDAQ, NSE,

NIKKEI, etc.

(b) Over-the -Counter (OTC) these are not centralized exchanges. Here, thetrade takes place through a network of dealers. Generally, the OTC contracts are

bilateral customized contracts and not standardized ones.


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3.2 Stock Market On-line

Stock Market On-line is the order of the day. It means trading in the stock market

without having to directly go to the exchange or to the broker's premises. Advancements in

information technology has brought with it phenomenal changes in the stock market trading.

In earlier days the brokers went to the stock exchange floor and place their clients'

order. But now through the help of the satellite the broker can have his own trading system from

his desired place. This system is known as VSAT system. In turn they also give connection to

their clients through Internet for performing on-line stock trading. In case of Stock Market On-

line, the client could avail the stock market from any place he wants provided he has a computer

with an Internet connection.

Stock Market On-line involves trading via Internet in the personalized computers of the

investors. Here the transaction costs are generally lower due to lower brokerages and the

transactions are faster than the off-line ones. Stock Market On-line also facilitates the investors

to access stock tips, investment advices, technical graphs, etc.

For accessing the stock market on-line an investor has to open an on-line trading account with a

stock market broker-dealer. The investor could place orders by his own from his own PC

provided it has Internet facility in it. There is also a facility of compiling one's preferred shares

for investment in an on-line Stock Watch. This helps an investor to keep a watch on his

investments and their comparative progress. Thus it enables an investor to keep an efficient track

on his portfolio.

On a real time basis stock market on-line provides Best Buy and Sell Order, Placing Buy/Sell

Order, Volume of Trade, Traded Value, Day's High, Day's Low, Change of price of the stock

from last day (both in absolute and percentage terms), 52 week High and Low, Stock Tips,Graphs and Charts.

Generally, in Stock Market On-line the stock certificates of the investors are held in a

nominee account by the broker. With every execution of orders the documents first goes to the

nominee account of the broker and in turn it is being forwarded by him to the investor. Dividends


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and profits accrued by an investor first goes to the nominee bank account and then to the client's

account. Some of the brokers in Stock Market On-line give their clients the facility of holding

stock certificates in their own name. The main advantage of this facility is that it is not

mandatory to square up the open position through the same broker he took that position through.

Here the dividend and profit is directly sent to the investor in the form of a cheque. Documents

(takeover announcements, proposals related to restructuring, etc.) are directly sent to the investor

via post.

In this electronic form of trading, the shares are not in the physical form for their inconvenience

to handle. So, they are now converted to dematerialized form. So, one investor does not have to

worry about the safety of the physical shares because the bought shares get transferred to the

respective D-mat account.

Stock Market On-line has revolutionized the Stock Market Trading where an investor can access

the Stock Trading Terminal and can also execute own orders from his own PC provided he has

Internet facility. This has facilitated most of the traders who are too busy to go to the exchange

or to their broker's premises. Stock Market On-line has helped to increase the participation of

investors and consequently mopped up the volume of trade in the bourses, which has brought

liquidity with itself, liquidity, being the most coveted feature of any stock exchange.


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3.3Online Share Trading

Online Share Trading is becoming the order of the day in share trading. Now-a-days one could

hardly see a person going to the stock exchange floor and placing his order. Electronic media has

played an important role in flourishing the share market. In case of online share trading an

investor could place his order from his own house if he has internet connection.

In earlier days the brokers went to the stock exchange floor and place their clients' order. But

now through the help of the satellite the broker can have his own trading system from his desired

place. This system is known as VSAT system. In turn they also give connection to their clients

through internet for performing online share trading.

The client could avail the share market from any place he wants provided he has a computer

with an internet connection. Through online share trading he gets the following services:-

Real Time Feed of the share market

All the information regarding the market :-

o Best Buy and Sell order

o Placing Buy/Sell order

o Volume

o Traded Value

o Today's High and Low

o Change of price of the share from last day (both in absolute and percentage terms)

o 52 week High and Low

o Stock tips

o Graphs and Charts


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There are two types of trading that can be done through online share trading:-

Intra day trading

They enter and exit out of the market like the thief in the night. Traders continuously have a

watch on the market during the trading hours and the moment they see any opportunity arising

they pounce on it for scalping the profit out. These type of trading generally are risky in nature.They buy and sell stocks during the same day.

Intra day Traders are of two types :-

i. Scalp Traders

Investors who perform many trades per day for scalping out small profits out of the bid-ask

spread from each trade are known as scalp traders.

ii. Momentum Traders

Investors who pounce on those stocks which move significantly in one direction and book

desired profit are called momentum traders. They do this within a day.

For the intraday traders the brokerage costing is minuscule in comparison to the delivery trades.


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Delivery trading

The investor buys the share for holding purposes. The brokerage charges are a bit more than the

intraday ones.

Delivery Traders are :-

i. Technical Traders

They believe that buying/selling signals are present within the graphs and charts of the stock.

ii. Fundamental Traders

They perform trade on the basis of study of fact-sheets of the company like historical profit

graph, balance sheet, anticipated earning reports, stock splits, mergers and acquisitions, etc.

iii. Swing Traders

They are basically fundamental traders who take delivery of trades for a span of short period

generally more than one day.


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In this electronic form of trading, the shares are not in the physical form for their inconvenience

to handle. So, they are now converted to dematerialized form. So, one investor does not have toworry about the safety of the physical shares because the bought shares get transferred to the

respective D-mat account.

Clients attitudes towards using online trading sources in

Pune city


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Interpretation

The survey found very positive attitudes towards using online data sources in research,

with 73% of respondents saying they disagree with the statement that they "would notnormally use online sources in their work".

View Poll Results: which online broker u prefer

5paise 91 14.04%

sharekhan 127 19.60%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

agree strongly

agree

disagree strongly

disagree

missing

% of responnts
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motilaloswal 25 3.86%

icicidirect 153 23.61%

hdfc 22 3.40%

indiabulls 99 15.28%

Kotak 45 6.94%

any other 86 13.27%

Voters: 648. Source traderji.com 03aug 2007

Interpretation

Here by doing interpretation we can see that ICICI DIRECT is first choice of clients for

online trading, and Sharekhan stands second in polling with 19.60% votes. It shows that

sharekhan is going in a right way.

3.4Analysis of questionnaire

As I adopted the strategy wherein I asked various questions related to the company people. For

that I have designed an open ended questionnaire. I the basis of their answers I came to know

what strategies Sharekhan follow for increasing the depth of online trading.

Q.1) How Sharekhan is different from other broking firms?

In answer of this question almost all the company people have given the same answer that

first of all at Sharekhan we understand that every investors needs and goals are different. Hence

we provide a comprehensive set of research reports, so that you can make the right investment
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decisions regardless of your investing preferences. Financial market is just like a jungle and

Sharekhan is your guide to this financial jungle.

Q.2) What strategies Sharekhan follows for approaching the customers?

Here on analyzing the all answers of all company people covered in sample size we can

conclude strategies follows by Sharekhan in following ways:

Strategy

1. Telecalling (by Lead/data)

2. Door-to-Door Marketing.

3. By Cold Calling (Yellow Pages, Hoardings, Newspapers)

4. By Pamphlets.

5. By E-Mail and the SMS facility.

6. By References (Friends, relatives, clients).

7. By canopy i.e., road show

Q.3) what are the key features of online trading with Sharekhan?

With a Sharekhan online trading account, you can buy and sell shares in an instant.

Anytime you like and from anywhere you like. You can choose the online trading account thatsuits your trading habits and preferences - theClassic Accountfor most investors andSpeed

tradefor active day traders. Your Classic Account also comes withDial-n-Tradecompletely

free, which is an exclusive service for trading shares by using your telephone.

Key Features of online trading with Sharekhan
http://www.sharekhan.com/ClassicAccount/http://www.sharekhan.com/ClassicAccount/http://www.sharekhan.com/ClassicAccount/http://www.sharekhan.com/SpeedTrade/http://www.sharekhan.com/SpeedTrade/http://www.sharekhan.com/SpeedTrade/http://www.sharekhan.com/SpeedTrade/http://www.sharekhan.com/DialnTrade/http://www.sharekhan.com/DialnTrade/http://www.sharekhan.com/DialnTrade/http://www.sharekhan.com/DialnTrade/http://www.sharekhan.com/DialnTrade/http://www.sharekhan.com/DialnTrade/http://www.sharekhan.com/SpeedTrade/http://www.sharekhan.com/SpeedTrade/http://www.sharekhan.com/ClassicAccount/


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Freedom from paperwork

Instant credit and money transfer

Trade from any net enabled PC

After hour orders

Online orders on the phone

Timely advice and research reports

Real-time Portfolio tracking

Information and Price alerts

Q.4) What are general question asked by clients?

These are the several questions generally asked by clients.

Q.Why should I trade online?

Ans.Online trading is a highly convenient and transparent medium that ensures that you are in

total control of your investments.


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Q.Does online trading have security risks?

Ans.Millions of customers trade online daily. No security risk has been reported on any of those

online transactions.

Q.Do I have to be computer savvy?

Ans.If you can check your e-mail, then you can trade online. Online trading on sharekhan.com is

also very user friendly.

Q.Is the brokerage different for those who trade online?

Ans.The brokerage is almost the same as in case of offline trading. However you are required to

pay a small amount as account opening fee. But you will realise that the savings in time and the

flexibility that your online trading account shall offer will make up for that expense!


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Chapter 4Findings

Findings

1. Online share trading is a facility in which the client could avail the share market

from any place he wants provided he has a computer with an internet connection.

Through online share trading he gets the following services:-

Real Time Feed of the share market

All the information regarding the market :-


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a. Best Buy and Sell order

b. Placing Buy/Sell order

c. Volume

d. Traded Value

e. Today's High and Low

f. Change of price of the share from last day (both in absolute and percentage terms)

g. 52 week High and Low

h. Stock tips

i. Graphs and Charts

2. People in Pune are using internet in their daily routine so we can say doing tradingonline is not a problem for them.

3. Sharekhan is well known by the people for online trading and people are ready to doonline trading with Sharekhan and it is the second preferred stock broking company.

4. Sharekhans USP is its research reports so that investor can make the right investmentdecisions regardless of his investing preferences.

5. Sharekhan follows the different strategies to approach the customers in whichpersonal approach is the most effective strategy..

6. Key Features of online trading with Sharekhan

i. Freedom from paperwork

ii. Instant credit and money transfer

iii. Trade from any net enabled PC

iv. After hour orders

v. Online orders on the phone

vi. Timely advice and research reports

vii. Real-time Portfolio tracking


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viii. Information and Price alerts


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Chapter 5Suggestions

Suggestions

1. Opening fees of DMAT a/c have to be comparatively less than other brokers.

2. Sharekhan can conduct some seminars on online trading to increase the awareness about theonline trading.

3. Sharekhan can design an online facility of registration.

4. Brokerage charges should be comparatively changed from time to time.

5. Sharekhan can give some offers like free opening of a/c, yearly brokerage etc to attract thecustomers.


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6. Research reports should be so designed so that any one can easily understand thecomplexities of share market.

7. Role of RM should be proactive.

8. Whatever promises has made to the customer by the company, have to be follow properlyand timely it will build a good image of company in the minds of customer. Because asatisfied customer is a free advertiser of the company.

9. A forum of online traders should be there on the site of the company.

10.Sales executives should be proper trained because they are the representative of the company.

11.Whatever publication made by company it should also be in regional language.

12. Sharekhan is far behind in advertisings and it is a very strong tool to attract the customer so

it is necessary for Sharekhan to increase the advertisement to penetrate the market.

Learnings

In my summer training, I was known very little about the stock market and its nitty-gritty.And now I am confident about equity knowledge. Although nobody can claim completeexpertise but there is a sea change at least from our point of view.

I have learnt what are the various indices and their significance in market. I have alsolearnt the impact of Sensex and nifty on overall stock market.

I have learnt about various fundamentals and technical aspects, which affect the stockprices in short, run and long run.


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We also came to know more about ourcompetitors product like, icicidirect.com, Indiabulls and their strategy of marketing and the consumer's preference towards thecompetitor's product.

Glossary

Broker: A person who arranges the purchase and sale of an asset by acting as an intermediary

between the purchaser and the seller.

Call Option :- If the right is to buy , it is referred as call option.

Derivative Instruments: Instruments derived from conventional direct dealings in

securities.


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Futures: A Futures contract is a form of forward contract which conveys an agreement to buy

or sell a specific amount of a commodity of financial instrument at a particular price on a

stipulated future date.

Options: option is a contract at confers the right , but not an obligation to the holder to buy or

sell an underlying assets like stock.

Primary Market: The market in which financial securities are issued.

Put Option: if the right is to sell, it is referred as put option.

Secondary Market: The market for outstanding securities.

Stock Exchanges: Formal organizations involved in trading of securities. Such exchanges are

tangible entities that conduct auction markets in listed securities.

BIBLIOGRAPHY

Books

C.R. Kothari: sampling design; Research methodologies

Journals

Branding in a bull run


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Nandini Lakshman | December 06, 2003

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Web portals

www.sharekhan.com 05/08/07

www.traderji.com 05/08/07

www.wikipedia.com 04/10/07

www.rediff.com 04/10/07
http://www.sharekhan.com/http://www.sharekhan.com/http://www.traderji.com/http://www.traderji.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.rediff.com/http://www.rediff.com/http://www.rediff.com/http://www.wikipedia.com/http://www.traderji.com/http://www.sharekhan.com/


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ANNEXURES

QUESTIONNAIRE

Q.1) How Sharekhan is different from other broking firms?

Q.2) What strategies Sharekhan follows for approaching the customers?


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Q.3) what are the key features of online trading with Sharekhan?

Q.4) What are general question asked by clients?