Market awareness of brand ‘Aditya Birla Money Ltd’

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Market awareness of brand Aditya Birla Money Ltd in New DelhiSubmitted in Partial Fulfillment of the Requirement of P.G.D.M (IB)

Submitted To:Ms. Shalini Aggarwal

Submitted By:Natish Kumar Roll No- 22 Batch: PGDM (IB) 7

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL Kalkaji, New Delhi

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DECLARATION

I, Natish Kumar student of PGDM (IB) from Jagannath International Management School, JIMS, Kalkaji hereby declare that I have completed my project on Market awareness of brand Aditya Birla Money Ltd in New Delhi as part of the course requirement.

I, further declare that the information presented in this project is true and original to the best of my knowledge.

Date: Place: New Delhi

Natish Kumar Roll No: 22 PGDM (IB)

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ACKNOWLEDGEMENT

This project has been a great learning experience for me & I would like to express my sincere gratitude to all the people who guide me through the project and without the evaluable guidance and suggestions of these people this project would not have been completely successful.

I owe enormous intellectual debt towards my Internal guide Ms. Shalini Aggarwal faculty, JIMS, Kalkaji, for their continuous support & cooperation throughout my project without which the present work would not have been possible.

I would like to thank all the respondents whom I interacted during my project & all there tailors for their cooperation without this I may not able to complete it successfully.

Natish Kumar PGDM: 2011-13 JIMS, Kalkaji

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TABLE OF CONTENTS.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12 13. 14. 15. PARTICULARS Acknowledgement Executive Summary Introduction to the capital market Company Profile Organizational Structure Products & Services Introduction to the Project Topic Objectives, Scope, Findings & Limitations of Research Research Methodology Swot Analysis Data Analysis & Interpretation Conclusion Suggestion Bibliography Annexure 33 36 42 54 56 57 58 PAGE NO. 3 5 6 14 20 21 26 29

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EXECUTIVE SUMMARYThe project was undertaken for at ADITYA BIRLA MONEY MART LTD in New Delhi in partial fulfillment of the PGDM (IB) from Jagannath International Management School,

Kalkaji, New Delhi. The objective of this study was to know that how much the people of NewDelhi are aware about the brand ADITYA BIRLA MONEY. The survey was conducted with the help of questionnaire, primary data and personal view of respondents. The findings were analyzed very carefully and the results are shown in the form of graph and annexure. It was found that companys brand image is very good among customers. The image of the maximum products of the company is better than its competitors.

For convenient and better functioning ADITYA BIRLA MONEY has divided its market into many segments on the basis of the different products provided by the company. Due to wide segment of ABBML It is necessary for the company to forecast the individual products of company so that we can easily make the market strategy so as to increase the sales and maintain the segments of the Company. It helps the organization to increase the profitability reducing the operational cost and achieving the organization objectives.

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INTRODUCTION TO CAPITAL MARKETThe capital market is the market for securities, where companies and government can raise longterm funds. The capital market includes the stock market and the bond market. Financial regulators, such as the U.S Securities and Exchange Commission, oversee the capital markets in their designated countries to ensure that investors are protected against fraud. The capital market consists of the primary market, where new issues are distributed to investors, and the secondary market, where existing securities are traded. The working of stock exchanges in India started in 1875. BSE is the oldest stock market in India. The history of Indian stock trading starts with 318 persons taking membership in native shares and stock brokers association, which we know by the name Bombay stock Exchange or BSE in short. In 1965, BSE got permanent recognition from the government of India. BSE and NSE both represent themselves as the synonymous of Indian stock market. The history of Indian stock market is almost the same as the history of BSE.

The 30 stock sensitive index or sensex was first compiled in 1986. The sensex is compiled based on the performance of the stocks of 30 financially sound benchmark companies. In 1990 the BSE crossed the 1000 mark for the first time. It crossed 2000, 3000 and 4000 figures in the year 1992; the reason for such a huge surge in the stock market was the liberal financial policies were announced.

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SECURITIES AND EXCHANGE BOARD OF INDIAIn the year 1998 the securities and exchange board of India i.e., Sebi was established by the government of India through executive resolution, and was subsequently upgraded as a fully autonomous body in the year 1992 with the passing of the securities and exchange board of India act on 30th January 1992. In place of government control, a statutory and autonomous regulatory board with defined principles responsibilities, to cover both development and regulation of the market, and independent powers has been set up.

The main objectives of board were:

To protect the interest of investors in securities. To promote the development of securities market. To regulate the securities market. To regulate the matters connected therewith or incidental thereto.

Since its inception SEBI has been working targeting the securities and is attending to the fulfillment of its objectives with commendable zeal and dexterity. The improvements in the securities markets like capitalization requirements, margining, establishments of clearing corporation etc reduced the risk of credit and also reduced the market.

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MAJOR STOCK EXCHANGES IN INDIABOMBAY STOCK EXCHANGE

Background: The BSE Sensitive Index (1978-79=100) has, to a considerable extent, been serving the purpose of quantifying the price movements as also reflecting the sensitivity of the market in an effective manner. The number of companies listed on the Bombay Stock Exchange has registered a phenomenal increase from 992 in the year 1980 to about 4800 companies by the end of July 2005 and their combined market capitalization rose from Rs. 5,421 cores to around Rs. 18, 00,000crores at end of July 2005.

These factors necessitated compilation of a new broad-based index series reflecting the present market trends in a more effective manner and providing a better representation of the increased equity stocks, market capitalization as also the newly emerged industry groups. Towards this end, the Exchange constructed and launched on 27th May 1994, two index series viz. the BSE-200 and the DOLLEX. Coverage: The equity shares of 200 selected companies from the specified and non-specified lists of this Exchange have been considered for inclusion in the sample for `BSE-200'. The selection of8

companies has primarily been done on the basis of current market capitalization of the listed scripts on the exchange.

Besides market capitalization, the market activity of the companies as reflected by the volumes of turnover and certain fundamental factors were considered for the final selection of the 200 companies. Choice of Base Year:

The financial year 1989-90 has been chosen as the base year for the price stability exhibited during that year and due to its proximity to the current period. Graph depicting the turnover of BSE:

The above graph shows the turnover in BSE from the year 1996-97 to the year 2007-08. The graph easily shows that the turnover of BSE has increased in leaps and bounds over the given period.

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NATIONAL STOCK EXCHANGE

The 13-year-old National Stock Exchange (NSE) has outshined the 130 years old Bombay Stock Exchange (BSE) in terms of turnover and volumes. The BSE has lost its market share in these segments from 36 per cent to 31 percent in last three years. The turnover in BSE stood at around Rs 2,950 crore as on August 17, 2005 while the turnover in NSE was Rs 3,926 crore. The volumes (numbers of shares traded) of NSE at 2.94 crore was also much higher than the volumes of BSE. The NSE has rewritten a number of rules and upset many traditions. As the derivatives segment has immense effect on the cash market, the movement in this segment mostly determines the trend in the market. Against nearly 1,400 companies listed on the NSE, the BSE has nearly 4,800 listed companies. Despite such a huge number of listed companies, the total market capitalization of BSE is around Rs 20 lac crore while on the other hand NSE has a total market capitalization of Rs 19.7 lakh crore. The most tracked index on NSE, CNX Nifty also has more number of stocks than the BSE Sensex. Nifty represents 50 stocks while the Sensex represents only 30 stocks. The presence of more stocks on Nifty gives a better valuation than Sensex.

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Graph depicting the turnover in NSE

The above graph depicts the turnover of BSE from 1994-05 to 2007-08,the graph shows from a mare turnover of below 500,000 crore in the year 1994-05 how it has increased to more than 3,500,000 crore in the year 2007-08, constant increase in turnover itself proves the growth and attractiveness of this market.

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Trade Transaction: An Investor can get in two types of trade transaction i.e.

1. Intraday Trade 2. Delivery Trade 3. Futures and options (Only in NIFTY)

Intraday trade: In this type of trading an investor can buy any share during the trading session but he has to sell this share before 3 P.M. otherwise the software of India bulls will sell it automatically. Delivery Trade: In delivery Trade Investor buy any share during the trading session but he is no more bound sell it on same day. It is basically for investment purpose he can sell his share whenever he wants.

Futures and Options In futures and options customer can purchase bulk quantity of shares in less price customer can buy and sale this only one stock exchange and that is NSE. In options investor can purchase CALL, PUT of different stocks and NSE itself.

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OUR MISSION

TO DELIVER SUPERIOR VALUE TO OUR CUSTOMERS, SHAREHOLDERS, EMPLOYEES AND SOCIETY AT LARGE.

OUR VISIONTO BE A PREMIUM GLOBAL CONGLOMERATE WITH A CLEAR FOCUS ON EACH BUSINESS

- KUMAR MANGALAM BIRLACHAIRMAN, A.B GROUP

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INTRODUCTION TO ADITYA BIRLA GROUP

These are some of the Branded Companies of Aditya Birla Group except these the Company is also indulged in Minning, Minerals, Chemicals, Infrastructure, R&D, etc. ventures. The company has also much successful foreign collaboration.

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HISTORYAditya Birla Money Mart Limited ABMML (formerly Birla Sun Life Distribution Company Limited) is a wholly owned subsidiary of Aditya Birla Nuvo Ltd. (Nuvo). Earlier it was established as a joint venture between Aditya Birla Nuvo and Sun Life (India) Distribution Investments. In March 2009, Nuvo purchased the remaining 50.001 per cent stake from its joint venture partner. The company was launched in the year 1999 with the vision to be 'the first preference of our customers as a leading integrated provider of financial services through superior value creation and technology. Aditya Birla Money (formerly, Apollo Sindhoori Capital Investments) is a leading player in broking space with nearly 15 years of experience. Incorporated in 1995, the Company became a part of Aditya Birla Group in March 2009. The Aditya Birla Group is a household name in India, a US $28 billion conglomerate that is in the league of the Fortune 500 companies. The Aditya Birla Group has a strong presence across various financial services verticals as a part of the Aditya Birla Financial Services Group (ABFSG) that include life insurance, fund management, distribution & wealth management, security based lending, insurance broking and private equity. We have a strong network of 600 sub brokers & Direct Selling Agents in 416 cities and towns across India. Our sub brokers and direct selling agents are focused business people with a drive to succeed, equipped with expertise and support provided by us. We have seen many success stories in the past and hope to continue to the same path of growth.

Aditya Birla Money Ltd, formerly known as Apollo Sindhoori Capital Investment Ltd is a leading player in broking space. The company is principally engaged in the business of stock broking and related activities. They have one subsidiary company, namely Apollo Sindhoori Commodities Trading Ltd.

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The company offers services such as, trading facility in equity segment on and derivative segment on NSE & BSE through a single screen; trading facility in commodity segment, including bullion, oils, gaur seed etc through their subsidiary; depository Participant services of NSDL and CDSL at major locations; Online bidding for IPO and distribution of mutual fund. The company is headquartered in Chennai. They are having a strong distribution network of over 221 own and 687 franchisee branches, a large customer base in excess of 175,000 and a scalable business model based on a strong technology backbone and a wide product mix. Aditya Birla Money Ltd, a part of Aditya Birla financial Services Group was incorporated in the year 1995 as Apollo Sindhoori Capital Investment Ltd. Earlier, the company was promoted by Prathap C Reddy, Chairman of Apollo Hospitals Group. In March 2009, the company became a part of Aditya Birla Group, when the group acquired 76% of the company. The company commenced their operations in Chennai in the year 1996. They spent their initial time in establishing and consolidating their presence throughout South India. Until 2001, they established their presence in 13 locations throughout the South India. Within four years, they established their presence in over 350 locations all over the country. During the year 2004-05, the company added 106 new offices all over the country. Their subsidiary Apollo Sindhoori Commodities Trading Ltd started their expansion through the branches of the company and during the year, the subsidiary was operating from 100 locations. During the year 2005-06, the company added 120 new offices and the client base rose to 77,000 from around 45,000 of previous year. During the year 2006-07, they added 71 sub-broker offices and 51 branches and the number of customers has gone up by 22780. During the year 2007-08, the company added 237 offices and the client base stands at over 159,000 recording an impressive growth of 49% from around 107,000 of previous year. During the period, the number of offices has correspondingly gone up from 561 to 798 and the number of own branches growing from 168 to 197. The company's subsidiary, Apollo Sindhoori Commodities Trading Ltd introduced Systematic Gold Saving Scheme for purchase of gold by investors through Commodity Exchange.

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The scheme was initially launched in Tamilnadu and latter the scheme was launched all over India. During the year 2008-09, the company added 43 new branches including 18 offices placed in the premises of Birla Sun Life Distribution Ltd. The active sub-broker offices rose from 539 to 580 during the year. In August 28, 2008, the company entered into Share Purchase Agreement with Aditya Birla Nuvo Ltd for sale of 56% equity shares of the company. Pursuant to this agreement, Aditya Birla Nuvo Ltd made an open offer for purchase of 20% equity shares of the company, which was completed on February 24, 2009. As a result, the company became a subsidiary of Aditya Birla Nuvo Ltd with effect from March 6, 2009. The company changed their name from Apollo Sindhoori Capital Investments Ltd to Aditya Birla Money Ltd with effect from August 3, 2009.

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INTRODUCTION TO COMPANY

Aditya Birla Money Mart Limited (ABMML) is a premier wealth management company that emphasizes on investment advisory and financial planning. Ranked among the top players in this segment, ABMML is driven by knowledge, expertise and experience. Their product range covers mutual funds, life insurance and other instruments like RBI Relief Bonds, bonds of public financial institutions, company fixed deposits and initial public offerings of equity and debt securities. The company also provides life insurance products of Birla Sun Life Insurance, through a wholly owned subsidiary Birla Sun Life Insurance Advisory Services Limited (BSLIAS).

The company caters to the corporate and institutional segment, the private client group, and the B2C segment and channel business. With a direct presence through its own branches (40) and additional reach through its network of business associates (2000) across more than 100 centers, ABMML has a trusted investor base of over 325,000. Aditya Birla Money Mart Limited offers wealth management, financial planning and investment solutions, mainly through a range of products like mutual funds, insurance, PE funds, alternate investments, select fixed deposits and IPOs and structured products. The company provides life insurance products of Birla Sun Life Insurance, sourced through its wholly owned subsidiary BSDL Insurance Advisory Services Ltd (BSDLIAS), licensed to act as a Corporate Agent of Birla Sun Life Insurance Company Limited. The Corporate & Institutional section caters to banks, financial institutions and other companies; Wealth Management service focuses on HNIs; while the Retail section offers solutions through Channel Partners and branches.

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A combination of personal attention, ethical practices, strong research, state-.of-the-art technology, streamlined processes and innovative marketing has made ABMML one of the premier distribution companies in India, well poised to serve the growing economy and increasing investor population. ABMML has also been honored with awards and certifications by leading industry watchers.

The company has a strong distribution network of over 800 own and franchisee branches, a large customer base in excess of 1, 80,000, a strong technology backbone and a range of products delivered through a robust online and offline model. The company boasts of immense talent pool and vertical specialists which add to its positioning as a competitive in this segment. Aditya Birla Money is listed on National Stock Exchange of India Limited [NSE] and the Bombay Stock Exchange Limited [BSE]. It is also registered as Depository Participant with both NSDL and CDSL.

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ORGANISATIONAL STRUCTURE

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PRODUCTS AND SERVICESAditya Birla Money Mart provides you with new investment opportunities and investment advice which allows you to choose from a broad spectrum of products and services. With Aditya Birla Money Wealth Management by your side, you can be rest assured that you will have access to only the most viable wealth management products and solutions. With a well planned wealth consolidation strategy we ensure a lasting legacy for you and your loved ones.

OUR PRODUCTS:MUTUAL FUNDSMutual Funds give you access to Indian equity and debt securities .We offer you advice on the entire universe of mutual funds. So be it equity funds, where you look for growth and capital appreciation or debt funds for capital preservation, we can help you select the right mix to suit you. Choose from an array of more than 15 fund houses with innumerable schemes.

PMSA unique way to build a customized portfolio of Indian equities is through Portfolio Management System (PMS). We act as authorized distributors for various PMS providers to meet the growing needs of investors and broaden the portfolio beyond equities and bonds.

DIRECT EQUITYYou can enjoy convenient, simple and efficient trading in Indian equities that is offered by Aditya Birla Money Limited. We provide you a seamless platform to invest in the Indian secondary markets. Your wealth management advisor will provide you valuable advice based on in-house research.21

STRUCTURED PRODUCTSWe offer customized investment solutions to access various asset classes. Most structures will offer principal protection with returns based on performance of an associated asset class. Based on your preference, returns can be linked to a variety of asset types such as equity indices, basket of stocks, commodities.

ALTERNATE ASSET PRODUCTSThrough our distribution tie-ups, we offer a wide range of Private Equity Funds, which invest in the unlisted securities, to give you the opportunity of investing in the growing Indian economy. Access to these types of products and strategies can support a variety of investor objectives including capital preservation, risk protection, leverage, and diversification e.g. Private Equity Funds. So, if you are looking beyond the stock market, you will find us there too!

ESTATEWe offer niche property investment services. We bring in a combination of in-depth market knowledge and real estate industry experience to offer a range of specialized real estate investment services. According to the analysis of the needs and objectives of the investor, we provide expert advice and innovative real estate solutions to our clients.

LOAN AGAINST SECURITIES AND MUTUAL FUNDSOur tie up with Aditya Birla Finance will allow investors to use their investments in shares as security for their borrowing, which in turn can fund the purchase of additional investments. In this way clients are able to invest more and increase the size of their total portfolio.

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GOLDA healthy portfolio is about the diversification and management of risk. Holding gold in a portfolio can provide distinct benefits, its most valuable contribution to a portfolio lies in the fact that it is not correlated with most other assets. We offer multiple avenues of investing in gold so that you can benefit from effective portfolio diversification

LIFE INSURANCEWhile offering solutions for building and preserving capital, Relationship Manager will offer you comprehensive advice on how best to protect yourself and your family against all the most serious risk that you face. Our affiliation with Birla Sun Life Insurance provides the opportunity to obtain more favorable offers, which can result in lower costs and greater benefits. Our Policy Analyst review ensures that the planning youve previously done remains competitive and current.

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OUR SERVICESRESEARCHOur quality research provides clients with the information they need to make informed investment decisions. The Aditya Birla Money Wealth Management Research team is dedicated to keep you updated with an access to these publications and to a wide range of research tools including market depth, breaking commentary, long-term forecasts to detailed daily updates and the latest financial news. HIGHLY PROACTIVE SERVICES

We deliver a fast, effective and friendly service that often exceeds our client's expectations. The service includes daily Market Update, Weekly Update on MF, Event Based SMS; you will be kept fully informed on the markets.

ONLINE PORTFOLIO ACCESSWherever you are, our network works for you. This process is simple yet efficient, and ensures that you are always aware of every detail regarding your investments. You can constantly monitor the composition of your portfolio as well as all transactions, which will enable you to see if you can meet your long term objectives.

FINANCIAL PLANNINGTo complement your investment strategy we offer comprehensive financial planning. This planning session will be followed by a complimentary personalized report containing specific recommendations on the actions you need to take to achieve your financial goals.

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REGULAR PORTFOLIO REVIEWSPeriodic reviews to ensure the integrity of the portfolio and continued viability of assets within the portfolio. We believe in diversification and are committed to providing a sound and conservative investment acumen

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INTRODUCTION TO TOPIC

Brand awareness, In general, means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behavior of a buyer. Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand.

Brand recognition - Either the brand name or both the brand name and category name are presented to respondents.

Brand recall - the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category.

Top of mind awareness - as above, but only the first brand recalled is recorded (also known as spontaneous brand recall).

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Why is Brand Awareness ImportantYou may be asking yourself, is brand awareness really all that important? You may be saying to yourself, I have plenty of customers and sales are decent, why bother?

The answer is: There are few things more worthwhile than investing time in your brands awareness. It can play a major role in purchasing decisions. The reality is, the more aware consumers are of your product and your brand, and the more likely they are to buy from you.

Brand Awareness Plan The major components of a plan to develop brand awareness are:

Identifying and understanding your target customers Creating a company name, logo, and slogans Adding value through packaging, location, service, special events, etc. Advertising After-sale follow-up and customer relations management

Thus, it is a good idea to draw up a brand awareness strategy that you can continue to update throughout the development of your brand. To begin, for example, you can do preliminary research to determine how aware the consumers of your brand are prior to any changes.

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Then, decide what you think and perhaps what others suggest that you might do to increase awareness and public recognition. Next, compose a strategy for how you would like to go about this. For example, perhaps your focus may be on your name, or perhaps the colors people associate with your brand, or even the way in which you promote and sell your products.

Finally, decide upon how you would like to execute these changes and increase your brand awareness. Ultimately, you should be able to see a change in how consumers perceive your brand and the level of recognition your brand has acquired. For example, perhaps your consumer base expands to include of nearby towns or attract a different core consumer. In Aditya Birla Money I found that brand awareness of the ADITYA BIRLA is very good i.e., people are aware about the ADITYA BIRLA but as far as Aditya Birla Money Ltd. is concern brand awareness of the company is not very popular and the people does not know about ABMML, they dont have any idea that such kind of company is exist in the market.

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OBJECTIVES OF RESEARCH

The primary objective of the research was:

To find out the position of the Aditya Birla Money Ltd as compared to the other competitors in the market.

Customers perception and satisfaction level about ADITYA BIRLA MONEY LTD

To identify measures to be taken to increase sell of Aditya Birla Money products.

The Secondary objectives of the research were:

To create the list of reference to promote Aditya. Birla Money

To identify measures to improve quality of the product.

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SCOPE OF THE RESEARCH

The project entitled Brand Awareness from Aditya .Birla Money Ltd.) An Aditya Birla Group Company has been prepared in partial fulfillment of PGDM (IB) degree. The reason for carrying out survey was to know market awareness of brand Aditya Birla Money Ltd. The survey was conducted in various parts of New Delhi NCR.

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FINDINGS OF RESEARCH

In Aditya Birla Money I feel that this sector is one of the most growing sectors among all sectors in India.

I also find that I decide plans are very attractive for new clients.

New Delhi is one of the most growing cities and there is lot of scope for stock market.

Most of the people are not aware of new schemes and services of Aditya Birla Money.

Online platform has proved to be very beneficial for customers to understand and get quick information related to trading.

There is lot of opportunities for young and energetic people in Aditya Birla Money to build sound career.

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LIMITATIONS OF THE RESEARCH

The study is based on the perception, ideas and preferences of the respondent, which are complex in nature and depend upon subjectivity of the individual.

Many times there was lack of cooperation from respondent for research.

The research was carried out in certain parts of New Delhi only therefore finding and suggestion are limited to those parts only.

Awareness level about the company is low among the clients

Many times there was lack of cooperation from respondents for research.

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REASEARCH METHODOLOGYResearch methodology is the process which helps in selecting the tools to achieve the objectives.

SOURCES OF DATA COLLECTION:

Primary data:Data obtained from the first hand by the researcher is called the primary data. Here the main source of primary data collection was interviews, discussion and interaction with customers & by using the Questionnaire.

Secondary data:Secondary data refers to the data available in some form or another and may include the result of the previously performed research or the available materials such as newspaper, reports may be from the internet. Various sources of secondary data used in this research are

Internet

Interaction with the employee of the company.

Business line

Economic times

Business World

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RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. After identifying problems and sources of data the next step is to prepare a research design. It facilitates research to be efficient as possible yielding maximum information.RESEARCH APPROACH:

Survey method was used to collect data. List of customers were provided by the company. Approach used was to take prior appointment of customers and then meet them or in some cases meet the customers directly without appointment and then fill up the questionnaire.RESEARCH INSTRUMENT:

It is a tool used to collect data from sample.

A structured questionnaire was used as research instrument in this project. A questionnaire consists of both close ended and open ended question to make analysis easy and respondent to feel free to answer the 11 questions.

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SAMPLING DESIGNSIMPLE RANDOM SAMPLINGA definite plan developed to obtain a sample from a given population is called sampling plan.

In a simple random sample of a given size, all such subsets of the frame are given an equal probability. Each element of an equal probability of selection: the frame is not subdivided or partitioned. Furthermore, any given pair of elements has the same chance of selection as any other such pair (and similarly for triples, and so on). This minimizes bias and simplifies analysis of results. In particular, the variance between individual results within the sample is a good indicator of variance in the overall population, which makes it relatively easy to estimate the accuracy of results.

UNIVERSE - The universe was New Delhi NCR.

SAMPLE SIZE - 20 Customers per Area and a total of 100 customers.

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SWOT ANALYSISSTRENGTHS SERVICES:

As a product ABM is a extremely innovative product with very less cost. Services like online trading facility, institutional and domestic broking, and customized research reports with almost 80% efficiency give to ABM an edge over its competitors .ABM 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 feature like imagery, equity driving preference.

RELATIONSHIP MANAGER:

The Company has a team of relationship managers who are dedicated to the service of clients. This RMs takes care of clients even smallest problem and makes efforts to solve them through their expertise. They also help their clients to invest their wealth in the market.DISTRIBUTION NETWORK:

ABM with almost 120 braches 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.

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MARKETING:

Aditya birla money (previously known as APPOLO SINDHOORI securities) is a veteran equities solutions company with a good experience in the Indian stock markets. ABM does not claim expertise in too many things .ABM expertise lies in stocks and thats what it talks about wit that investing authority .so when he say 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.PRODUCTS:

Companys product line is a basket of financial services offered to its clients .its an all product single shop for investors. Here we offer along with equity, mutual funds, personal loans, PMS, corporate finance and investment banking etc to our customers. Our products are customized according to individual demand and preference.

WEAKNESS CUSTOMER SATISFACTION:

As far as customer satisfaction goes Aditya Birla money has to tighten its boots. The company does not have enough relationship managers to cater to huge customer base .the account opening takes 2 working days where as an Indian bull and relegate takes half the time for this purpose.

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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 begin 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 a 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.

COMPETITION FROM BANKS AND NICHE PLAYERS:Most of the banks due to good branding have the faith of the customers of their banking data base. So they enjoy the liberty of huge database and customers find it 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 credited directly to saving account .niche players presence as sub brokers or small broking house like sapphire, way to wealth etc also attracts a good share of market and run parallel to giant companies

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OPPORTUNITIES The external environment analysis may reveal certain new opportunities for profit and growth.

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.ABM 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. ABM has been a mega player and is known for being a mover of stocks. It is also known for putting big deals though 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.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 SEBU 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 subbrokers, and many established players may not have systems (technology, customer service, etc.) capable of directly servicing so many retail customers.

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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. ABM 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, ABM hopes to fully utilize and capitalize on this platform. This original idea by ABM itself was born out of the consumers need for a more transparent, easy to understand and convenient option of investing in stocks.EDUCATIONAL 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 market which is being shown by increasing volumes, transactions and indices.

THREATS NEW COMPETITIORS

A lot of new competitors are trying to enter the market in this bullish run to taste to flavor of this cherry. This is creating a lot of competition for large players like Religare 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.

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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.SWITCH OVER COST

The cost of switching over from one company to other is minimal therefore the company cant even stop for breathing i.e. it has to provide quality service all the time to its clients.

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DATA ANALYSIS & INTERPRETATION

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Q.1 From where do you get to know about Aditya Birla Money Ltd.?Source of information Company employee Sub brokers References Advertisement % of people 16% 4% 25% 55%

INTEREPRETION:

From the chart we can see that the majority of people who are aware of Aditya Birla money got the information from the Advertisements and rest from references and company employees.

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Q.2 Do you know about facilities provided by Aditya Birla Money Ltd?Awareness Of People Yes No % of People 39 % 61%

INTERPRETATION:

Majority of the people with whom I talked are not aware of the facilities being provided by Aditya Birla Money.

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Q.3 Are you aware of online share trading?Awareness Of People % of People Yes No 65 % 35 %

INTERPRATION:

Most of the people (65%) who are dealing in the share market are aware of the online share trading but and the rest of the people are not aware of the online share trading.

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Q.4 Are you currently satisfied with your share trading company?

Satisfaction With Company Yes No

% of People 58 % 42 %

INTERPRETITION:

Majority of the people who are doing trading are satisfied with the facilities provided by the company in which they are trading.

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Q.5 From which type of product of Aditya Birla Money Ltd is you familiar?

Awareness about Product Equity Mutual Funds Life & General Insurance Gold Harvest Scheme

% of People 45 % 25 % 23 % 7%

INTERPRETATION:Majority of the people on whom the survey has been conducted are familiar with the Equity product of Aditya Birla Money, while very few people are aware of the Gold Harvest Scheme of the Aditya Birla Money.47

Q.6 With which company do you have Demit account?

Name of the Company % of People ICICI Direct Reliance Money Aditya Birla Money Others 24 % 19 % 17 % 40 %

INTERPRETATION:

From the above chart we can see that around 60% of the total people have their accounts in ICICI Direct, Reliance Money, and Aditya Birla Money while the majority of the people have their accounts in other unorganized sector companies48

Q.7 How often do you trade?

Frequency of Trading Daily Weekly Monthly Yearly

% of People 29 % 12 % 21 % 38 %

INTERPRETATION:

Most of the people on which the survey is conducted do their trading yearly while few people do trading on weekly basis.

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Q.8 Rank how far you find Aditya Birla Money Ltd successful or competitive enough with others in market?

Rank of the Company Average Very Good Excellent Best

% of People 53 % 17 % 12 % 18 %

INTERPRETATION:

Majority of the people says that the performance of the Aditya Birla Money is Average while few people says that it is the Best.

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Q.9 What brand specifies according to you?Factors for Brand Quality Price Name Market Share Loyalty of the Customers % of People 42 % 9% 24 % 14 % 11 %

INTERPRETATION:

Majority of the people agree that quality specifies the brand of the company so according to them quality is more important than Price, Market share and Brand name.

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Q.10 What you will prefer while going to Aditya Birla Money Ltd?

Customer Preference Product Brand Services

% of People 38 % 41 % 21 %

INTERPRETATION:

Most of the people will prefer Aditya Birla Money because of its brand name rather than the services being provided by the company.

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Q.11 What are the benefits you look forward from Aditya Birla Money Ltd?Expectations from Company Research Facility Online Services Reasonable Brokerage % of people 14 % 29 % 57 %

INTERPRETATION

Majority of the people who look forward for Aditya Birla Money expects a reasonable brokerage from the company while they dont give too much priority to research facility and online services provided by the company.

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CONCLUSIONBased on the above SWOT analysis and study of the available data I have come to the conclusion that all though relatively new entrants in the market, Aditya Birla Money Mart is slowly but surely gaining a strong hold because it is finally able to grasp the investment climate New Delhi . Secondly the branch managers at all the branches are very knowledgeable with a lot of experience in the financial markets so under their leadership can definitely expand its base. The entire workforce consists of mostly youngsters, which means they can be encouraged and motivated to do good work because they have a long way to go and most of them are eager to climb the ladder.

Right now Aditya Birla Money Mart is at its nascent stage and will surely grab the major market under its belt very soon like in other fields.

Huge investments taking place:

The Stock Market has been very buoyant until now especially in the past 3 years. This particular trend is very favorable because a soaring SENSEX means higher returns, which encourages the investors to invest their money in the market. Although in the past 3 months the market has shown very unpredictable trend and has already lost over 1000 points.

So in order to make the best the only thing required is to recruit more field staff that should be trained in a proper way to get better results.

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In case of insurance, it requires push selling because people always associate it with emergencies and unpleasant situations like death and they dont want to think about such situation let alone prepare for them, which means it requires a lot of conviction on part of the executives.

Large untapped market: People have just opened up to the idea of decide because till now they knew only two kinds of insurance plans, endowment and term plans so the concept of high returns with protection is very new to them and slowly and slowly these are becoming popular so there is a huge market waiting to be tapped.

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SUGGESTIONS

Use of creative advertisement to attract more and more target customers and to create awareness among them.

Aditya Birla Money chalks out some programmers to create general awareness regarding its presence and various services of the company.

Aditya Birla Money should play to make its promotional activities more effectively.

Aditya Birla Money should regularly conduct market research and surveys for knowing customers perception and for facing threat from competitors.

Aditya Birla Money Mart is having too many financial products right from Demit account to General Insurance and not all the salespeople are familiar with each and every product so the work force should be segregated each group dealing in a specific product and the sales target should be given likewise.

While interacting with the investors I found that most of the customers are unaware about the Mutual fund. Some of the people look upon mutual funds and equity trading as gambling. Thus a mutual fund awareness program can help to increase the penetration of mutual funds in the market

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BIBILOGRAPHYBOOK:

RESEARCH METHODOLOGY C.R. KOTHARI COMPANY GUIDES & BROUCHERS

WEBSITES:

WWW.ADITYABIRLA.COM WWW.ADITYABIRLAMONEYMART.COM WWW.ADITYABIRLAMONEY.COM WWW.NSEINDIA.COM WWW.BSEINDIA.COM WWW.MONEYCONTROL.COM WWW.GOOGLE.COM

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ANNEXUREQuestionnaire

Market awareness of brand Aditya Birla Money Ltd in New Delhi

Dear Respondent, your valuable time and effort in filling this questionnaire are highly appreciated. The information collected through this will be used for academic purpose only.

Name

Age Occupation Monthly income Contact no

1. From where you get to know about the Aditya Birla Money Ltd? Company Employee Sub Broker References Advertisement

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2. Do you know about facilities provided by Aditya Birla Money Ltd? Yes No

3. Are you aware of online share trading?

Yes No

4. Are you currently satisfied with your share trading company? Yes No

5. From which type of product of Aditya Birla Money Ltd are you familiar? Equity Life and General Insurance Mutual Fund Gold Harvest Scheme

6. With which company do you have Demat account? ICICI Direct Reliance Money Aditya Birla Money Mart Others59

7. How often do you trade? Daily Weekly Monthly Yearly

8. Rank how far you find the Aditya Birla Money Ltd successful or competitive enough with others in market? Average Excellent Very Good Best

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9. What brand specifies according to you? Quality Price Name Market Share Loyalty of Customer regarding to company

10. What you will prefer while going Aditya Birla Money Ltd? Product Brand Services

11. What are the benefits you look forward from Aditya Birla Money Ltd? Research Facility Online services Least Brokerage Rate

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