2 Study of Study of “ “ The Market of Indiabulls in The Market of Indiabulls in Context Context to Its Competitors, Potential to Its Competitors, Potential Investors and Investors and Marketing Strategy” Marketing Strategy”
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2
Study of Study of
““The Market of Indiabulls in ContextThe Market of Indiabulls in Context
to Its Competitors, Potential Investors andto Its Competitors, Potential Investors and
Marketing Strategy”Marketing Strategy”
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Indiabulls Overview
Current principal business activities include securities broking, loan against shares, consumer finance and real estate development
Also offers an array of other financial services products, including depository services, equity research services, third party financial and insurance product sales and commodities trading
Sustained high growth: (FY05-FY06)
Revenues - 264%
Earnings - 129%
Exponentially increasing client base : In excess of 2,60,000
SnapshotSnapshot
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Diversified Businesses : High Growth Areas
Securities & Derivatives
Broking
Real Estate Development
UnsecuredConsumer Financing
Financial Products
Distribution
Secured Financing
Indiabulls Securities LtdIndiabulls Securities Ltd
Indiabulls Credit Services LtdIndiabulls Credit Services Ltd
Indiabulls Insurance Advisors Pvt Ltd.
Indiabulls Insurance Advisors Pvt Ltd.
Indiabulls Financial Services LtdIndiabulls Financial Services Ltd
Indiabulls Properties Pvt
Ltd
Indiabulls Properties Pvt
Ltd
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Objectives of the StudyObjectives of the Study
• To make a comparative study of competitors of Indiabulls in
Jodhpur City
• To study Indiabulls products and services
• To find out potential investors for Indiabulls and present attitude of investors regarding share market in Jodhpur city & suggest remedial measures
• To analyze the marketing strategies of Indiabulls and suggest new strategies
• To format the Daily Sales Report (DSR)
• To make a comparative study of competitors of Indiabulls in
Jodhpur City
• To study Indiabulls products and services
• To find out potential investors for Indiabulls and present attitude of investors regarding share market in Jodhpur city & suggest remedial measures
• To analyze the marketing strategies of Indiabulls and suggest new strategies
• To format the Daily Sales Report (DSR)
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Research MethodologyResearch Methodology
Primary DataPrimary Data
• Field Observation• Field Observation
Secondary DataSecondary Data
•Internet•Internet
ScheduleSchedule
•Books•Books
•Journals&Magazines•Journals&Magazines
•Group Discussions•Group Discussions
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Competitor Map of Indiabulls
Equity & Derivatives
Depository Services
NRI Services
INDIABULLS
Indiabulls Equity Analysis
Market Research
Karvy
ShareKhan
Suresh
Rathi
ICICIDirect
MotilalOswal
Reliance Mutual Fund
Tata Equity Fund
SBIM.F
.ULIP
India Infoline
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Comparative TableA COMPARATIVE TABLE SHOWING INDIABULLS AND COMPETITORS IN JODHPUR CITY
INDIABULLS SURESH RATHI ICICI INDIA INFO.SHARE KHAN KARVY MOSt
CHARGESDemat A/C Rs.1000/ Rs.100 Rs.750 NIL Rs.1000 Rs.300/575/Rs.300Trading A/C 1750(4+5) Rs.220 (4+5) Rs.500 Rs.1000 800/5000 NILAMC NIL Rs.274 Rs.500 Rs.250 Rs.300 (4+5+6) NIL
BROKERAGEDelievery Trade 50 paise 50 paise 0.4-0.85% 0.25-0.50%50 paise 30 paise Rs.35paiseIntra-day Trade 05 paise(min1 p)05 paise 0.2-0.425%0.07-0.10%06 paise 03 paise Rs.05 paiseF&O Trade 05 paise 05 paise 10.1-0.15%0.06-0.10%08 paise 03 paise Rs.05 paise
EXPOSUREDelievery Trade 2/4 times NIL NA 2 times NIL NIL 5 times(14+Intra-day Trade 12 times 10 times 10 times 8 times NIL unlimited 15+16)F&O Trade 75% of cashNA NA NA NIL NIL
INITIAL AMT. NA NA Rs.5200 2500/5000 Rs.300/5000NA NA
DEMATERILISATION Rs.7/pc NA Rs.35+2/pc Rs.25+5/pc Rs.5/pc Rs.3/pc Rs.25/pc
REMATERILISATION NA NA Rs.20/pc RS.25+15/pcRs.35/pc Rs.30/pc Rs.35/pc
SOFTWARE YES(PIB) NO interest YES(3000/7999)YES NO YES
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Market Share of Indiabulls
7%13%
13%
20%30%
17%
SHARE KHAN
ICICI DIRECT
SURESH RATHI
INDIABULLS
INDIA INFOLINE
OTHERS
A pie-chart showing market share of Indiabulls among strategic group in Jodhpur cityA pie-chart showing market share of Indiabulls among strategic group in Jodhpur city
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Findings
The major findings that were revealed during the research are as
follows:
The investors in Jodhpur City have different opinions as to
who provides the best service among the strategic group in
the city
Indiabulls has good reputation among investors in the city
Power Indiabulls (PIB) was voted as one of the best software
for active trading by customers.
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Contd.Contd.
Around 50% of the people in the city named Suresh Rathi
Securities Pvt. Ltd. as the best brokerage company
Only 20% active traders were found to be customers of
Indiabulls
Few prospects expressed their dissent when contacted
about the unsatisfactory services of the company
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Suggestions
Competitive Intelligence System
System Formation
Data Collection
Data Processing
Disseminating Information
Competitive Intelligence System
System Formation
Data Collection
Data Processing
Disseminating Information
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Contd.
Positioning as Market Challenger
Strategic Objective
Attack Strategy
Specific Strategies
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Attack Strategy
INDIABULLS COMPETITORS
2) FLANK ATTACK
1) FRONTALATTACK
3)ENCIRCLEMEN
T ATTACK
5) GUERRILLAATTACK
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Research MethodologyResearch Methodology
Interview Schedule Survey: Purposive Random Sampling Sample Size: 50 in 10 areas
Interview Schedule Survey: Purposive Random Sampling Sample Size: 50 in 10 areas
Primary DataPrimary Data
Secondary DataSecondary DataInternet
Newspapers
Internet
Newspapers
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Study of Products and ServicesStudy of Products and Services
Normal Indiabulls (NIB)
Priority Service
Premium Research
Online Accounting.
Normal Indiabulls (NIB)
Priority Service
Premium Research
Online Accounting.
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Study of Products and Services Study of Products and Services Contd…Contd…
Power Indiabulls (PIB)• Live Streaming Quotes
• Fast Order Entry.
• Tic-by Tic Live chart of the company’s stock
performance
• Technical Analysis of the company’s share
performance
• Live news and Alert form the uncertain share
market
Power Indiabulls (PIB)• Live Streaming Quotes
• Fast Order Entry.
• Tic-by Tic Live chart of the company’s stock
performance
• Technical Analysis of the company’s share
performance
• Live news and Alert form the uncertain share
market
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Survey Conducted Survey Conducted
Occupation
73%
24%
3%
Businessmen Servicemen
Others
Interested
Not Interested
55%
45%
0%
10%
20%
30%
40%
50%
60%
Interest for Share Market
Interested Not Interested
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Survey Conducted Survey Conducted Contd…Contd…
65%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Aware Not Aware
Awareness about Indiabulls
40%
14%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Businessmen Others
Segment Interested in Share Mkt.
Businessmen Servicemen
Others
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Contd… Contd… Potential areasPotential areas
64%
42%
38%
54%
60%
62%
68%
76%
78%
RTO
Basani Mandi
Mandor Mandi
LIC, CHB
Shastri circle
MGH
Pal Road
Mehta Mkt.
Sardarpura
Sardarpura
Mehta Mkt.
Pal Road
MGH
Shastri circle
LIC, CHB
Mandor Mandi
Basani Mandi
RTO
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FindingsFindings• During the survey business class people show positive attitude in Share Trading
• Those who have Interest in share trading most of them were aware of Indiabulls
• Mostly Investors show their first preference for share Trading in Suresh Rathi Securities
• As per the survey results Sardarpura, Pal Road, Mehta Market, RTO, office and Shastri Circle area show positive attitude in share Trading
• In some areas especially Mandore Mandi, and Basni Mandi a big part of Investors were found to be Interested in Commodity Market
• During the survey business class people show positive attitude in Share Trading
• Those who have Interest in share trading most of them were aware of Indiabulls
• Mostly Investors show their first preference for share Trading in Suresh Rathi Securities
• As per the survey results Sardarpura, Pal Road, Mehta Market, RTO, office and Shastri Circle area show positive attitude in share Trading
• In some areas especially Mandore Mandi, and Basni Mandi a big part of Investors were found to be Interested in Commodity Market
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Contd…Contd…
• In survey few clients expressed full satisfaction for the products of Indiabulls mostly for PIB (power Indiabulls)
• In survey few clients expressed full satisfaction for the products of Indiabulls mostly for PIB (power Indiabulls)
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Suggestions Suggestions
Indiabulls is a service firm so company should apply customer Development processIndiabulls is a service firm so company should apply customer Development process
Prospects
First-time client
Member Partners
Inactive or new Customer
AdvocacyAdvocacy
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Contd…Contd…
• Indiabulls may go through “Investment Mela”
• Indiabulls should come up with NCDEX
• Indiabulls should conduct some kind of mock
classes for new Investors who even don’t know
about share market
• There should be employee ID-Card for them so that
when they go on it shows good impression and
Identity of employee
• Indiabulls may go through “Investment Mela”
• Indiabulls should come up with NCDEX
• Indiabulls should conduct some kind of mock
classes for new Investors who even don’t know
about share market
• There should be employee ID-Card for them so that
when they go on it shows good impression and
Identity of employee
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Research MethodologyResearch Methodology
Personal InterviewObservation
Group Discussion
Personal InterviewObservation
Group Discussion
Primary DataPrimary Data
Secondary DataSecondary Data
Internet
Modules
Internet
Modules
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Marketing Strategies Of IndiabullsMarketing Strategies Of Indiabulls
Indiabulls
External External Marketing Marketing
Company Company
Internal Internal Marketing Marketing
Employees Employees Interactive Marketing Interactive Marketing Customers Customers
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Internal Marketing
RELATIONSHIP MANAGER
Equity Trading Business
Management Trainee
Management Trainee
Relationship Manager
Relationship Manager
Regional Manager
Regional Manager
Branch Manager
Branch Manager
Team Leader
Team Leader
Sales Head
Sales Head
Platinum Relationship
Manager
Platinum Relationship
Manager
Average Management Trainee takes 12-24 months
to become a Branch Manager
Average Management Trainee takes 12-24 months
to become a Branch Manager
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Brand Recognition & Customer Satisfaction
Extensive product range
Enhanced customer experience
Personalised service through relationship managers
Understands local market dynamics
Expanding geographical and online presence
What Indiabulls OffersWhat Indiabulls OffersWhat Customers ExpectWhat Customers Expect
Wide range of services under one roofWide range of services under one roof
24 Hour Support & Ease of access24 Hour Support & Ease of access
Personalized AttentionPersonalized Attention
16,45530,498
79,932
260,000
0
50,000
100,000
150,000
200,000
250,000
300,000
Mar-03 Mar-04 Mar-05 Jun-06
Increasing Number of CustomersIncreasing Number of Customers
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Client Client AcquisitionAcquisition
Further reliance on the relationship manager sales model
Personalized attention to customers
Improve the quality of service levels to provide an enhanced experience to clients
Moving Up the Moving Up the Value ChainValue Chain
Provide a wide array of services such as brokerage, depositary services, mutual fund and equity distribution, commodities trading
Offer innovative products such as Power Indiabulls and Indiabulls Signature Client Account
Improve customer education through in-house equity research
Leverage Leverage TechnologyTechnology
Improve customer interface and customer experience through technology
Continually invest in upgrading of systems
Marketing Strategies Contd…
Risk Risk ManagementManagement Enhance data mining to improve risk management processes
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Formatting of DSRFormatting of DSR
Occupation
Existing A/C if any
Views / suggestions
Competitor’s Activity
Next day contact
Occupation
Existing A/C if any
Views / suggestions
Competitor’s Activity
Next day contact
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FindingsFindings
Word of mouth communication
Personal needs
Past Experience
Expected Service
Perceived Service
GAP 5
Service Delivery (including pre and post contacts)
External Communication to customer
Translation perception into service quality specification
Management perception of customer expectation
GAP 1
GAP 4
GAP 3
GAP 2
MARKETER
CUSTOMER
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SuggestionsSuggestions
Self Service Technologies Self Service Technologies
• Kiosk
• IB card: - “Think It And Get It”
• Kiosk
• IB card: - “Think It And Get It”
Promotion Promotion
• Advertorials
• SMS
• Advertorials
• SMS
Back Office Staff Back Office Staff
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ConclusionConclusion
Although Suresh Rathi Securities is the largest
shareholder in the market, the next to follow is
Indiabulls which is gearing up for expansion in various
nearer cities like Nagor, Pali, Balotra etc. with the
spreading of business in these cities and further
developing on the key areas in Jodhpur City. Indiabulls
is all set up to become“The Company of the
Future”
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Thank YouThank You
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Queries Queries ??
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