PROJECT PROPOSAL

Marketing & Promoting Portfolio Management Services at Sharekhan ltd. (Hyderabad)

Summer Internship Program, Class of 2014

Harpriya 12BSPHH010371
12-Apr-13

PROJECT PROPOSAL 2013

Contents
PROJECT PROPOSED...................................................................................................................................... 3 PROJECT DESCRIPTION.................................................................................................................................. 3 SIP OBJECTIVE ............................................................................................................................................... 4 Academic Objectives ............................................................................................................................. 5 Organization Specific Objectives........................................................................................................... 5 PROPOSED METHODOLOGY ......................................................................................................................... 5 Phase I: .................................................................................................................................................. 5 Phase II: ................................................................................................................................................. 5 Secondary Sources: ............................................................................................................................... 6 Primary Sources: ................................................................................................................................... 6 PROJECT SCHEDULE ...................................................................................................................................... 6 PROCEDURE TO ACCOMPLISH SIP OBJECTIVES............................................................................................. 6 LIMITATIONS ................................................................................................................................................. 7 Time Crunch: ......................................................................................................................................... 7 Information Crunch: .............................................................................................................................. 7 REFERENCES .................................................................................................................................................. 8 Websites: .............................................................................................................................................. 8 Newspapers: ......................................................................................................................................... 8

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PROJECT PROPOSAL 2013

Name: Harpriya E-Mail: harpriyachandar@gmail.com

Enrollment number: 12BSPHH010371 Mobile number: 9948530736

Summer Internship program 2013 Project Proposal (To be submitted on or before 12h April, 2013)

PROJECT PROPOSED
Marketing and Promoting Portfolio Management Services at Sharekhan ltd.

PROJECT DESCRIPTION

Portfolio Management Services (PMS) is a specialised service that offers a range of specialised investment strategies to capitalise on the opportunities in the market. Investing requires knowledge, time and the right mind-set. This is besides constant monitoring. PMS gives you professional managers who strategise to deliver you consistent returns keeping your risk appetite in mind. Every portfolio manager has a welldefined investment philosophy and strategy that acts as a guiding principle. PMS relieves the investor from all the administrative hassles of investments. You receive periodic reports on your portfolio performance and other aspects of your investments. Investments are tracked continuously to maximise returns. In a PMS setup, your relationship manager defines your financial goals and advises you the right product mix. They give personalised service and ensure that you receive periodic updates and account performance reports.

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PROJECT PROPOSAL 2013

The project is aimed at studying the Portfolio Management Services provided by Sharekhan ltd., this includes a detailed study of the features of PMS. In addition to the above I will conduct a study on other competitor services similar to PMS at Sharekhan. Then the emphasis will be on the size of the market, this will be achieved by web based surveying, where in I will extract the approximate number of people who are interested or who want to invest in the PMS services which gives the total size of the market. The identification of other players in the market providing the similar services will be done and the market share of Sharekhan ltd. in the present scenario is drafted down. This data alone is not enough to fulfill the needs of the customers, so in order to fulfill the needs of the customers, a questionnaire is drafted to know what the potential customers are expecting from PMS at Sharekhan ltd. This data is considered as primary data. The next step is the careful analysis of the data collected in the form of questionnaires. Thus the necessary and appropriate marketing strategies can be developed depending upon the preferences of the target audience. A brief study will be conducted on the existing marketing and branding strategies of PMS at Sharekhan ltd. in order to develop better strategies to increase the market share. After the study of the above I will try to come up with new and effective marketing and branding strategies for Sharekhan ltd.s Portfolio Management Services, which includes improvising of the brand elements and the communication strategies and also developing new channels for selling Portfolio Management Services provided by Sharekhan ltd. The questionnaire focuses on questioning the working professionals in Hyderabad about their preference, loyalty and trend of investment towards certain share brokerage firms. This component also consists of making data calls to existing and potential customers in Hyderabad to know their perception about Sharekhans Portfolio Management Services vis--vis the competitors and to gain some valuable insights about the market for Portfolio Management Services.

SIP OBJECTIVE
The Summer Internship Program (SIP) is an important component of the MBA program at IBS, Hyderabad. SIP is a vehicle to introduce students to real life situation, which cannot be simulated in the classroom. This twelve week internship is an attempt to bridge the gap in the students perception between the academic institution and the corporate world. Hence the objective can be broadly classified according to the academic as well as the organization specific activities.

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PROJECT PROPOSAL 2013

Academic Objectives

o To take up time bound multi-disciplinary and goal oriented assignment involving learning and implementation. o To analyze critically and make a decision in the face of insufficient data parameters and uncertain situations while the solutions to various problems confronted in the assignment are open ended.

Organization Specific Objectives

o o o o o o

To help the organization to exactly know the needs of the targeted segment. To draw the size of the market. To do the customer profiling. To develop strategies to improve brand loyalty towards PMS at Sharekhan. To understand the trends of investment among working professionals. To design marketing strategies for improving the market size in future.

PROPOSED METHODOLOGY
The Project would have two-prolonged implementation strategies:
Phase I:

o o o o o

Study of what PMS is, and its features Drawing the market size for such a service Identifying other players in this service segment Studying features of services/products of other players in the market Identifying the target segment and industries which predominantly use this service in target segment o Studying the marketing strategies implemented by Sharekhan to market PMS

Phase II:

o Preparing questionnaire to know the exact requirements which clients expect from PMS. o Approaching the target customers for filling up the questionnaire. o Analyzing the questionnaire and identifying the exact requirements of target customers from a Portfolio Management Service. o Formulating marketing strategies for promoting Portfolio Management Services at Sharekhan ltd..

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PROJECT PROPOSAL 2013

o Branding Sharekhans Portfolio Management Services, which includes improvising of the brand elements for Sharekhans PMS.
Secondary Sources:

Secondary sources include data from the web to study the Portfolio Management Services provided by Sharekhan ltd, to study its features, draw the market size and to list down other players in the market.
Primary Sources:

Primary data will be majorly collected through questionnaires; this is done in order to know the requirements of the existing and potential customers from Sharekhans Portfolio Management Services. This questionnaire would also help Sharekhan to develop marketing strategies in order to promote its Portfolio Management Services.

PROJECT SCHEDULE
Project Proposal Interim Report Final Report Project Specific Evaluation On or before 12th April, 2013 On or before 3rd May, 2013 On or before 24th May, 2013 On or before 1st June, 2013

PROCEDURE TO ACCOMPLISH SIP OBJECTIVES

Activities Schedule for SIP, Year 2011 12th March to 13th March

HR letter, Introduction

Finalization of project topic, subjects to 14th March to 22nd March review and develop, submission of IIR Review of submission subject, project proposal 23rd March to 12th April

Development of subject, , Preparation of 13th April to 1st May questionnaire, Pilot study of the questionnaire collection of primary and

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PROJECT PROPOSAL 2013

secondary data, literature review Data analysis and research report generation Final Submission 2nd May to 20th May 21st May to 24th May

The planned procedures to accomplish the SIP Objectives are given below: o Secondary data from the internet to study the concept and features of PMS provided by Sharekhan ltd., and other similar services provided by the competitors in the market. o Comparing the features of Portfolio Management Services provided by Sharekhan ltd. with other services in the market place. o Exploring the market size by identifying the number of existing and potential customers present in India(Hyderabad). This will be done by gathering data from secondary sources on the internet. o Knowing the exact requirements of the potential and existing customers by preparing the questionnaire and analyzing the same to come up with necessary changes to be made in order to suit the requirements of the customers. This is the primary data we gather using questionnaire. o Now as the product/service desired by the clients is ready, all that the company needs to do is to identify the ways of communicating the service to the target segment. So Ill design the necessary marketing strategies to make the service reach the targeted segment. o Branding will also be done by designing/improvising and implementing the necessary brand elements in order to make PMS a strong brand.

LIMITATIONS
There are a few limitations regarding the scope of the study;
Time Crunch:

o Since the time stipulated for the SIP is only twelve weeks hence, it is difficult to analyze the needs of the target segment to develop the service further and market the same using both traditional and new media.
Information Crunch:

o Since there is no readymade documentation available at Sharekhan, I have to browse through the web to get the necessary data, but again the confidential data related to the company which is also necessary for the project is not available. o Other organizations are not prepared to share the information related to their marketing strategies. This is useful in developing effective strategies for Portfolio Management Services provided by Sharekhan ltd.
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PROJECT PROPOSAL 2013

REFERENCES
Websites:

o o o o o o o o o

www.sharekhan.com www.sharekhanlearning.com www.moneycontrol.com www.bloomberg.com www.bseindia.com www.nseindia.com www.indiabulls.com www.icicidirect.com www.5paisa.com

Newspapers:

o o o o

The Economic Times Business Standard Financial Express Times of India

Faculty Guide: Prof A. Srikanth Company Guide: Mr. Shashi Kumar P

Date: 12th April, 2013

Signature of the student

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