A PROJET REPORT

ON

MARKET SURVEY FOR SMALL GENERAL INVESTOR’S PREFERENCE

IN

DIFFERENT ASSET CLASSES

IN PARTIAL FULFILLMENT OF PGDM PROGRAM

I-YEAR

SUBMITTED BY

KUMAR PRASHIRSH

ROLL NO: DM14A30

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DECLARATION

I, Kumar Prashirsh hereby declare that this project report is the record of authentic work carried out by me during the period from 15th December 2014 to

15th January 2015 and has not been submitted earlier to any university or institute for the award of any degree/diploma etc.

Kumar Prashirsh

Date:

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CERTIFICATION

This is to certify that Mr. Kumar Prashirsh has completed winter internship project under my guidance.

Date:

(Mr. Sanjay Jha)

Internal guide

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CONTENTS

CERTIFICATION..............................................................................................................................3

ACKNOWLEDGEMENT..................................................................................................................5

BASIC INTRODUCTION OF THE PROJECT...............................................................................6

EDELWEISS FINANCIAL SERVICES...........................................................................................7

COMPANY PROFILE........................................................................................................................7

DEPARTMENTS IN EDELWEISS...................................................................................................8

ORGANIZATIONAL HIERARCHY................................................................................................9

SENIOR MANAGEMENT EDELWEISS.................................................................................................9

SHARE HOLDING PATTERN.......................................................................................................10

EDELWEISS APPROACH..............................................................................................................11

APPROACH 0F EDELWEISS BROKING LIMITED....................................................................11

ADVANTAGES OF EDELWEISS OVER ITS COMPETITORS................................................12

PLATFORMS FOR TRADING IN EDELWEISS..........................................................................13

BENEFITS OF ONLINE TRADING...............................................................................................14

PRODUCTS OFFERED BY EDELWEISS.....................................................................................15

BENEFITS OF EDELWEISS PRODUCTS....................................................................................16

DETAILS OF TASK PERFOMED IN EDELWEISS....................................................................17

REPORT OF MARKET SURVEY..................................................................................................18

MARKET SURVEY TASK OUTPUT.............................................................................................19

DATA ANALYSIS OF MARKET SURVEY..................................................................................20

RECOMMENDATION AND SUGGESTION FOR BRAND PROMOTION..............................21

CONCLUSION..................................................................................................................................22

BIBLIOGRAPHY..............................................................................................................................23

QUESTIONNAIRE...........................................................................................................................24

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ACKNOWLEDGEMENT

This project has been an honest and dedicated attempt to make the small local survey for knowing small retail investors preference in different asset classes.

And I earnestly hope that it provides useful and workable information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization people who shared with me their experience and helped me in

completion of my research.

I express my sincere thanks to my project guide Mr. Vibhor Shukla and Mr. Praveer Kumar who shared their experience throughout completion of this

project and my institute faculty who guided me and regularly communicating with me to provide necessary inputs and motivation for the completion of this

project.

Lastly, I am grateful to my parents who have been my mentors and motivators. I am also thankful to all my batch mates who have been directly or indirectly

involved in successful completion of this project.

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BASIC INTRODUCTION OF THE PROJECT

My main aim during the internship was to do the survey to know, small retail investor’s preference over different asset classes and another motive was to pitch company’s name and profile into the mind of the respondents in order to promote the company.

The task was assigned to make fill up the questionnaire by the small retail investors and at the same time to make them aware about the company and what does company basically do.

Edelweiss is one of the leading names in the field of financial services with relation to stock markets and related financial services.

Edelweiss has a variety of financial products to cater to the need of the customers. Edelweiss is a research driven company which prides on the research that it provides to its client for safe investment in the stock markets. Before entering into retail Edelweiss used to provide research to different companies working in this field. Edelweiss is relatively new in the market as compared to its competitors but is rapidly making progress and catching up with them.

The Main area that Edelweiss gets most of its revenue is through its advisory services in the area of Merger and Acquisitions.

India is one of the fastest growing economies in the world and there is lots of potential to grown in the market. The Indian market is largely untapped as only a small section of the population investsin the stock market. There is very little awareness of the stock market among the population. People have a negative perception about the stock market and the stigma attached to it.

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EDELWEISS FINANCIAL SERVICES

COMPANY PROFILE

Edelweiss financial services

Stock codes

National stock exchange(NSE)

edelweiss

Bombay stock exchange(BSE)

532922

Bloomberg EDEL.INReuters EDEL.BO

Edelweiss started its journey in Mumbai in the year 1995, by two IIM graduates, Mr Rashesh Shah and Mr Venkat Ramaswami. Edelweiss was incorporated on November 21, 1995 as a public limited company and received its certificate for commencement of business on January 16, 1996.

Its businesses are broadly divided into Credit including Retail Finance and Debt Capital Markets, Commodities, Financial Markets, Asset Management and Life Insurance.

The group’s research driven approach and proven history of innovation has enabled it to foster strong relationships across corporate, institutional and individual clients. The Life Insurance, Retail Finance including Housing Finance, Mutual Fund and Retail Broking businesses – both online and offline formats, have paved the way for Edelweiss to cater to the large retail client segment.

‘Edelweiss’ presence now covers 216 offices in 118 cities in India and abroad with 4,285 employees. Together with 5,000 strong network of Sub-Brokers and Authorized Persons, Edelweiss group has presence across all major cities in India catering to over 532,000 clients across various businesses in retail and wholesale segments.

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DEPARTMENTS IN EDELWEISS

The organization have enriched culture of setting agenda for the day through morning meetings in the meeting room and after that each and every employee works on that agenda.

Edelweiss have three department in Siddharth tower Kothrud branch which comprised of:

1. Marketing department2. Administrative department3. Finance department.

They do not have HR department in their branch office because they have centralised HR department who sits over in head offices.

1. Marketing department: Marketing department of any financial firm plays an important role for their sustenance. Marketing department of Edelweiss is subdivided into two category. One is working as for sales and another is working as for promotions.

2. Administrative department: Administrative department work for all paper works for business brought down by the marketing team.

3. Finance department: Finance department have some employees who sits in trading room of the company and monitors the price fluctuations in the stock markets. They also do client service by calling them and advice related to BUY HOLD SELL decision.

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ORGANIZATIONAL HIERARCHYSENIOR MANAGEMENT EDELWEISS

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Rashesh ShahChairman & Ceo

Himanshu KajiChief operating

officer

Rujan PunjwaniExecutive director

Venkat Ramaswamy co-head

SHAREHOLDING PATTERN OF EDELWEISS

Indian & foreign37%

Institutions24%

Non institutions39%

Edelweiss financial services

A.PROMOTERS & PROMOTERS GROUP Indian & foreign B.PUBLIC SHARE HOLDINGInstitutions Non institutions

Source: http://economictimes.indiatimes.com/edelweiss-financial-services-ltd/shareholding/companyid-19100.cms

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EDELWEISS APPROACH

The company practice this core thought of “Create Ideas, Create Values” that has led to Edelweiss becoming one of the leading financial services company in India. Its current businesses include investment banking, securities broking, and investment management. It provides a wide range of services to corporations, institutional investors and high net-worth individuals. The core inspiring thought of ‘ideas creating wealth and values are protecting it’ is translated into an approach that is led by entrepreneurship and creativity and protected by intellectual rigor, research and analysis. The company is leading provider of financial services products and solutions to many HNI around the country.

APPROACH 0F EDELWEISS BROKING LIMITED

Client Focus Edelweiss is driven by the emphasis I place on building long-term relationships with their clients. They work closely with our clients to equip them with the ability to address large, fast growing market opportunities.

Execution Orientation focuses obsessively on delivering high quality execution through our experienced team of professionals. Each team is led by senior personnel and is highly research and ideas driven. It places strong emphasis on confidentiality and integrity in a sensitive business environment.

Culture Edelweiss fosters a culture that is entrepreneurial and results-driven and that emphasizes teamwork and intellectual rigor. The team is encouraged to display higher levels of initiative, drive, and hunger for learning and taking on additional responsibility.

Professional Integrity place a strong emphasis on confidentiality, honesty and integrity in their business dealings. They expect our people to maintain high ethical standards, both in their professional and personal lives. They strive to be fair in all our dealings. I respect our competitors.

Research Driven All businesses are built on a research and analytics foundation. Our understanding of underlying market trends and strong analytical expertise has resulted in a demonstrated ability to identify emerging trends and themes early. They seek to provide the highest quality research and investment opinions to their clients.

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ADVANTAGES OF EDELWEISS OVER ITS COMPETITORS

Actionable research and strategies relevant to your current stock holdings and investment goals.

An easier way to trade with simplified trading pages, brokerage plans based on your trading patterns, live terminal experience and single click execution. The web pages are very easy to navigate and to do transactions

Intelligent portfolio tracking by creating multiple sub portfolios according to financial goals, track investment across assets and personalized advice based on your financial goals.

24 x 7 access through mobile services and desktop tools stay updated on stocks portfolios strategies.

Secured site to make investments, robust systems to handle traffic.

Xtreme trader the next generation online trading platform with Dow Jones newswires.

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PLATFORMS FOR TRADING IN EDELWEISS

Sr. No.

PLATFORM MODE BEST FOR:

1 Edelweiss.in Web For all users to trade and self-service

2 Xtreme Trader Desktop Professional trader who need speed

3 Mobile Trader Mobile application

Trade on the go on smartphones

4 Mobile WAP Mobile Trade on the go on all phones

5 Xpress Web java applet

Especially for office goers who cannot install .exe file in the office premises and want a terminal like experience on web.

6 Call and trade Phone Central number for service and trading

7 Dealer/RM Phone Local branch number for service and trading

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BENEFITS OF ONLINE TRADING

1. Fees and commissions are much lower in comparison with traditional ways of trading

2. An opportunity to act on price movement immediately

3. Direct access to information on real time prices and charts

4. Absence of broker gives any trader an opportunity to take his/her own decisions without hurry

5. Completing or denying a trade can be performed within a few seconds so it's easier to manage your investments and shorten your losses.

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PRODUCTS OFFERED BY EDELWEISS

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InsuranceFinancial planning

Mutual fundEquity

IPO Derivatives

CommoditiesCurrency

BENEFITS OF EDELWEISS PRODUCTS

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BASIC

TransactionPlatforms

EXPECTED

Advise/AdvisorReportingTypes of orderServiceCall centerCheque handling

DELIGHTED

NewsAlertsPortfolio TrackerFundingAlgosFinancial planning

DETAILS OF TASK PERFOMED IN EDELWEISS

The basic task assigned by the company is to do a market survey in the form of close ended questionnaire on small retail investors to know their preference in different asset classes and also promote the name of the company in front of the respondents in order to place the name of the company in mind of customer.

I started my work with sample survey in different areas of Pune. The target places were Sharda centre, Hinjewadi, S.B road because there were many offices and office goers and it was easy to get maximum respondents out there.

I also targeted the shops of Deccan corner and F.C road in Pune to have the opinion of small business owner.

I performed the same task for complete one month winter internship and got the idea of customer’s preference in different asset classes and also learned how to pitch company’s name during the survey.

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REPORT OF MARKET SURVEY

Total number of respondent in market survey = 500

Number of respondents taking financial assistance = 133 or 26.6%

Number of respondent know edelweiss = 187 or 37.4%

ASSET CLASS INVESTOR’S PREFERENCE

Bonds 52

Fixed deposits 189

Equity 78

Mutual funds 135

Insurance 81

Gold 87

Real-estate 78

Currency 13

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MARKET SURVEY TASK OUTPUT

This market survey helps me to develop my interpersonal skills to interact more and more people and collect required information. The survey helped me to make small retail investor’s aware about what Edelweiss financial services is and what are the things that they do like they provide advisory services to their clients when and where to invest, BUY, HOLD, SELL decisions etc.

It also helped me to know the investor’s preferred area of investment in different asset class.

I learned how to pitch and promote the brand in two minute conversation with the respondents.

The assigned task helped me to learn how to prepare questionnaires and extract out data’s from the provided information by respondents.

Number of people approached for survey

750

Number of people responded in the survey

500

Time taken to complete the task(excluding Sundays and holidays)

25

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DATA ANALYSIS OF MARKET SURVEY

The market survey that has been carried out provides certain inferences that retail investors are averse to invest in equity market.

NUMBER OF PEOPLE TAKING FINANCIAL ASSITANCE

NUMBER OF PEOPLE KNOW EDELWEISS

133 or 26.6% 187 or 37.4%

NOTE: Total number of people is 500

There is gap of 11 % between number of people taking assistance and number of people know Edelweiss. It can become opportunity for Edelweiss to acquire business from the market.

The brand awareness is also low 37.4 %, company should adopt aggressive marketing strategy to gain more and more customers.

INVESTOR’S PREFERECE IN DIFFERENT ASSET CLASSES

BONDS7%

FIXED DEPOSITS27%

EQUITY11%

MUTUAL FUNDS19%

INSURANCE11%

GOLD12%

REAL ESTATE11%

CURRENCY2%

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RECOMMENDATION AND SUGGESTION FOR BRAND PROMOTION

Edelweiss must showcase their profits in different newspapers as news which will create strong brand name

Edelweiss must place their hoarding especially in the office locations in order to promote awareness of brand edelweiss

Edelweiss must go in good colleges for business seminars.

Increase the frequency of digital advertisements in the prime time slot

Edelweiss must be associated with small events happening in Pune at regular intervals throughout the year.

In print media advertisement they must focus on easy application support rather than product.

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CONCLUSION

The one months that I have spent in my internship period would be a golden period of my life in which I learned a great deal about the stock market and its functioning. Earlier I had very little knowledge about the stock market but now I can say that I have fair knowledge about the company and the stock market.I got fair knowledge about how to work in a corporate environment and how to absorb pressure.

I learned things that are not found in books and those can only be learned when you are out in the field, talking to people. I believe this will help me in the future. The best part was the training sessions that were taken by senior persons in the company to let us know how to interact with the customer and make them understand the purpose of meetings.

The basic conclusion drawn during this project is that company is very good at their financial and one of those finance companies who turned profit at the times of recession also but the company have very low brand awareness among general public. The company should adopt aggressive measures for their brand promotion in different media like print and digital media to get more customer response and business.

Overall I would say that the one months of my internship was full of learning and wonderful experience and I will always keep in mind throughout my life.

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BIBLIOGRAPHY

Company profile and information www.edelweissfin.com

Primary data collection Areas covered:1. Sharda centre : Tech Mahindra and

Persistent employees(175 respondents)

2. Hinjewadi: Infosys and Wipro employees( 200 respondents)

3. Deccan and F.C road: Small shop owners(125 respondents)

Shareholding pattern of the company

http://economictimes.indiatimes.com/edelweiss-financial-services-ltd/shareholding/companyid-19100.cms

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Edelweiss financial services

QUESTIONNAIRE

Customer Name:

Age:

Contact No:

Email Id:

Profession:

Company:

Q1. Do you invest?

Yes No

Q2. Are you aware of current Indian economic growth?

Yes No

Q3. Do you get/require any professional assistance over investments?

Yes No

Q4. Are you aware about Edelweiss financial services?

Yes No

Q5. Your preferred area of investment?

1. Bonds: 2. Fixed deposits: 3. Gold: 4. Insurance:

5. Equity: 6. Mutual fund: 7. Real-estate: 8. Currency:

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