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A Presentati on on by k.c.eapen vijay p. agarwal chander prakash 1

A

Presentati

on

on
on

by

k.c.eapen vijay p. agarwal chander prakash

S S t t ud ud y y o o f f “ “ The

SSttududyy ooff TheThe MMararkketet ooff InIndiadiabubullslls inin ConContextextt toto ItsIts CCoommppetitetitororss,, PPootententiatiall InInvevestorsstors aandnd MaMarrkeketingting SSttrrateategygy

Indiabulls Overview Sn Sn apsh apsh ot ot ■ Current principal business activities include securities

Indiabulls Overview

SnSnapshapshotot

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

Diversified Businesses : High Growth Areas Indiabulls Securities Ltd Securities & De r iv atives

Diversified Businesses : High Growth Areas

Indiabulls Securities Ltd

Securities

&

De

r

iv atives

Broki

n g

Indiabulls Financial Services Ltd

Secured

F ina

n cin

g

Indiabulls Properties Pvt

Ltd

Real

Estat

e

Developm

e

nt

Properties Pvt Ltd Real Estat e Developm e nt Indiabulls Credit Services Ltd Unse Con s

Indiabulls Credit Services Ltd

Unse

Con

s

cured

m er

u

F

i na

n cin

g

Indiabulls Insurance Advisors Pvt Ltd.

Fina

P

n

c ial

uct

r od

s

tion

Distribu

O O bj bj ec ec tiv tiv es es o o f f th

OObjbjecectivtiveses ooff ththee StudStudyy

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)

Res Res earch earch Met Met ho ho dol dol ogy ogy Primary Data •

ResResearchearch MetMethohodoldologyogy

Primary Data

Field Observation

Schedule

Group Discussions

Secondary Data

Internet

Books

Journals&Magazines

Competitor Map of Indiabulls Reliance Mutual Fund India Infoline E quity & Derivatives Suresh Rathi

Competitor Map of Indiabulls

Reliance Mutual Fund

India Infoline

E quity & Derivatives

Suresh

Rathi

N RI Services

ICICI

Direct

Depository Services

ULIP

IN DIABULLS

Indiabulls E quity Analysis

Motilal

Oswal

Market Research

Karvy

Share

Khan

T ata E quity Fund

SBI

M.F

Comparative Table A COMPARATIVE TABLE SHOWING INDIABULLSAND COMPETITORSIN JODHPUR CITY   INDIABUL L S SURESH

Comparative Table

Comparative Table A COMPARATIVE TABLE SHOWING INDIABULLSAND COMPETITORSIN JODHPUR CITY   INDIABUL L S SURESH RAT

A COMPARATIVE TABLE SHOWING INDIABULLSAND COMPETITORSIN JODHPUR CITY

 

INDIABUL L S

SURESH RAT HI

ICICI

INDIA INFO. SHARE KHAN

KARV Y

M OSt

CHARGES Demat A/C

Rs.1000/

Rs.100

Rs.750

NIL

Rs .1000

Rs.300/575Rs.300

Trading A/C

1750(4+5)

Rs.220

(4+5)

Rs.500

Rs .1000

800/5000

NIL

AMC

NIL

Rs.274

Rs.500

Rs.250

Rs .300

(4+5+6)

NIL

BROKERAGE

 

Delievery

Trade

50 paise

50 paise

0.4-0.85%

0.25-0.50%50 paise

30 paise

Rs.35paise

Intra-day Trade

05 paise(mi 05 paise

0.2-0.425%0.07-0.10%06 paise

03 paise

Rs.05 paise

F&O Trade

05 paise

05 paise

10.1-0.15%0.06-0.10%08 paise

03 paise

Rs.05 paise

EXPOSURE

Delievery

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 cas NA

NA

NA

NIL

NIL

INITIAL AMT.

NA

NA

Rs.5200

2500/5000 Rs .300/500NA

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/

Rs .35/pc

Rs.30/pc

Rs.35/pc

SOFTWARE

YES (PIB)

NO

interest

YES (3000/

YES

NO

YES

Market Share of Indiabulls 7% 13% 17% 13% 30% 20% SHARE KHAN ICICI DIRECT SURESH

Market Share of Indiabulls

7% 13% 17% 13% 30% 20%
7%
13%
17%
13%
30%
20%

SHARE KHANMarket Share of Indiabulls 7% 13% 17% 13% 30% 20% ICICI DIRECT SURESH RATHI INDIABULLS INDIA

ICICI DIRECTShare of Indiabulls 7% 13% 17% 13% 30% 20% SHARE KHAN SURESH RATHI INDIABULLS INDIA INFOLINE

SURESH RATHI7% 13% 17% 13% 30% 20% SHARE KHAN ICICI DIRECT INDIABULLS INDIA INFOLINE OTHERS A pie-chart

INDIABULLS13% 17% 13% 30% 20% SHARE KHAN ICICI DIRECT SURESH RATHI INDIA INFOLINE OTHERS A pie-chart

INDIA INFOLINE30% 20% SHARE KHAN ICICI DIRECT SURESH RATHI INDIABULLS OTHERS A pie-chart showing market share of

OTHERSKHAN ICICI DIRECT SURESH RATHI INDIABULLS INDIA INFOLINE A pie-chart showing market share of Indiabulls among

A pie-chart showing market share of Indiabulls among strategic group in Jodhpur city

Findings The major findings that were revealed during the research are as follows:  The

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.

C C o o ntd ntd  Around 50% of the people in the city

CCoontdntd

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

Suggestions Competitive Intelligence System ❙ System Formation ❙ Data Collection ❙ Data Processing ❙

Suggestions

Competitive Intelligence System

System Formation

Data Collection

Data Processing

Disseminating Information

Contd. Positioning as Market Challenger ❚ Strategic Objective ❚ Attack Strategy ❚ Specific Strategies 13

Contd.

Positioning as Market Challenger

Strategic Objective

Attack Strategy

Specific Strategies

Attack Strategy 2) FLANK ATTACK 1) FRONTAL ATTACK COMPETITORS INDIABULLS 3) ENCIRCLEMEN T ATTACK 5)GUERRILLA

Attack Strategy

2) FLANK ATTACK 1) FRONTAL ATTACK COMPETITORS INDIABULLS 3) ENCIRCLEMEN T ATTACK 5)GUERRILLA ATTACK
2) FLANK ATTACK
1) FRONTAL
ATTACK
COMPETITORS
INDIABULLS
3)
ENCIRCLEMEN
T ATTACK
5)GUERRILLA
ATTACK
Re Re se se arc arc h h Meth Meth odo odo log log y

ReResesearcarchh MethMethodoodologlogyy

Primary Data

Interview Schedule Survey: Purposive Random Sampling Sample Size: 50 in 10 areas

Secondary Data

Internet

Newspapers

St St udy udy o o f f Pro Pro du du cts cts a

StStudyudy ooff ProProduductscts aandnd ServServiciceses

Normal Indiabulls (NIB)

Priority Service

Premium Research Online Accounting.

Stud Stud y y o o f f P P r r o o du

StudStudyy ooff PPrrooduductctss andand SerServviicesces CCononttdd

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

Su Su rve rve y y Cond Cond uc uc te te d d Occupation

SuSurverveyy CondConducuctetedd

Occupation

3% 24% 73%
3%
24%
73%
rve y y Cond Cond uc uc te te d d Occupation 3% 24% 73% Businessmen

BusinessmenOthers Servicemen

OthersBusinessmen Servicemen

Businessmen Others Servicemen

Servicemen

45% 55% Interest for Share Market 60% 50% 40% 30% 20% 10% 0% Interested Not
45%
55%
Interest for Share Market
60%
50%
40%
30%
20%
10%
0%
Interested
Not Interested
Interested
Not Interested
Su Su rv rv e e y y C C o o ndu ndu cte

SuSurvrveeyy CCoondunductectedd CoConnttd…d…

70%

60%

50%

40%

30%

20%

10%

0%

Awareness about Indiabulls 65% 35%
Awareness about
Indiabulls
65%
35%

Aware

Not Aware

Segment Interested in Share Mkt.

40%

35%

35%

30%

30%

25%

25%

20%

20%

15%

15%

10%

10%

5%

0%

40% 14% 1%
40%
14%
1%

Businessmen

Others

BusinessmenOthers Servicemen

OthersBusinessmen Servicemen

Businessmen Others Servicemen

Servicemen

C C on on t t d d … … Po Po te te ntia

CCononttdd

PoPotetentiantiall areareasas

Sardarpura 78% Mehta Mkt. 76% Pal Road 68% MGH 62% Shastri circle 60% LIC, CHB
Sardarpura
78%
Mehta Mkt.
76%
Pal Road
68%
MGH
62%
Shastri circle
60%
LIC, CHB
54%
Mandor Mandi
38%
Sardarpura
Mehta Mkt.
Pal Road
MGH
Shastri circle
LIC, CHB
Mandor Mandi
Basani Mandi
RTO
Basani Mandi
42%
RTO
64%
Fin Fin din din gs gs • During the survey business class people show positive

FinFindindingsgs

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

Co Co ntd… ntd… • In survey few clients expressed full satisfaction for the products

CoContd…ntd…

In survey few clients expressed full satisfaction for the products of Indiabulls mostly for PIB (power Indiabulls)

Su Su gg gg es es tio tio ns ns Indiabulls is a service firm

SuSuggggesestiotionsns

Indiabulls is a service firm so company should apply customer Development process

Prospects

Prospects

Prospects
Prospects
company should apply customer Development process Prospects First-time client Advocacy Member Partners Inactive or

First-time

client

Advocacy Member
Advocacy
Member

Partners

apply customer Development process Prospects First-time client Advocacy Member Partners Inactive or new Customer 23
apply customer Development process Prospects First-time client Advocacy Member Partners Inactive or new Customer 23

Inactive or new Customer

Co Co ntd… ntd… • Indiabulls may go through “Investment Mela” • Indiabulls should come

CoContd…ntd…

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

24

Re Re se se arc arc h h M M e e th th odo

ReResesearcarchh MMeeththodoodologlogyy

Primary Data

Personal Interview Observation Group Discussion

Secondary Data

Internet

Modules

Ma Ma rke rke tin tin g g S S trat trat eg eg ies

MaMarkerketintingg SStrattrategegiesies OOff IndIndiabiabullullss

Company Internal External Marketing Marketing Indiabulls
Company
Internal
External
Marketing
Marketing
Indiabulls

Employees

iab ull ull s s Company Internal External Marketing Marketing Indiabulls Employees Interactive Marketing Customers 26

Interactive Marketing

Customers

Internal Marketing Equity Trading Business RELATIONSHIP MANAGER Regional Manager Branch Manager Sales Head Platinum

Internal Marketing

Equity Trading Business

RELATIONSHIP MANAGER

Regional Manager
Regional Manager
Regional Manager
Regional Manager

Regional

Manager

Branch

Manager

RELATIONSHIP MANAGER Regional Manager Branch Manager Sales Head Platinum Manager Team Leader Relationship

Sales

Head

Platinum Manager

Platinum

Platinum Manager

Manager

Platinum Manager Team Leader
Platinum Manager Team Leader

Team

Leader

Relationship

Sales Head Platinum Manager Team Leader Relationship Management Trainee Relationship Manager Average Management

Management

Trainee

Relationship

Manager

Leader Relationship Management Trainee Relationship Manager Average Management Trainee takes 12-24 months to become a

Average Management Trainee takes 12-24 months to become a Branch Manager

27

Brand Recognition & Customer Satisfaction IInncreasincreasingg NNuumbmberer ooff CCusustotomersmers 300,000 260,000

Brand Recognition & Customer Satisfaction

IInncreasincreasingg NNuumbmberer ooff CCusustotomersmers 300,000 260,000 250,000 200,000 150,000 100,000 79,932
IInncreasincreasingg NNuumbmberer ooff CCusustotomersmers
300,000
260,000
250,000
200,000
150,000
100,000
79,932
50,000
30,498
16,455
0
Mar-03
Mar-04
Mar-05
Jun-06
WhatWhat CCuustostomemerrss ExpExpeectct
WhWhatat IndIndiabiabullsulls OffersOffers
Wide W ide range range of of services services un under der on on e
Wide
W
ide
range range
of of
services services
un
under
der
on on
e e
r roof oof
2424 HHoourur SSupportupport && EEasease ofof aaccessccess
PerPersonsonalizalizeded AttentAttentionion

Extensive product range

Enhanced customer experience

Personalised service through relationship managers

Understands local market dynamics

Expanding geographical and online presence

28

Marketing Strategies Contd… ClieClienntt AcAcqquuisisititioionn MoMovviningg UpUp ththee VVaaluluee ChChaainin

Marketing Strategies Contd…

ClieClienntt AcAcqquuisisititioionn
ClieClienntt
AcAcqquuisisititioionn
MoMovviningg UpUp ththee VVaaluluee ChChaainin
MoMovviningg UpUp ththee
VVaaluluee ChChaainin
LLeevveerraaggee TTeecchhnonolologgyy RisRiskk MaMannaaggeemementnt
LLeevveerraaggee
TTeecchhnonolologgyy
RisRiskk
MaMannaaggeemementnt

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

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

Improve customer interface and customer experience through technology

Continually invest in upgrading of systems

Enhance data mining to improve risk management processes

For For m m a a ttin ttin g g o o f f DSR

ForFormmaattinttingg ooff DSRDSR

OccupationFor For m m a a ttin ttin g g o o f f DSR DSR

Existing A/C if anyFor For m m a a ttin ttin g g o o f f DSR DSR

Views / suggestionsFor For m m a a ttin ttin g g o o f f DSR DSR

Competitor’s ActivityFor For m m a a ttin ttin g g o o f f DSR DSR

Next day contactFor m m a a ttin ttin g g o o f f DSR DSR Occupation

Fin Fin din din gs gs Word of mouth communication Personal Past Experience needs Expected

FinFindindingsgs

Word of mouth communication Personal Past Experience needs Expected Service GAP 5 Perceived CUSTOMER Service
Word of mouth
communication
Personal
Past Experience
needs
Expected
Service
GAP 5
Perceived
CUSTOMER
Service
MARKETER
GAP
External
4
Service Delivery (including pre
and post contacts)
Communication
to
customer
GAP 3
GAP 1
Translation perception into
service quality specification
GAP 2
Management
perception
of
customer expectation
S S ugg ugg es es tio tio ns ns Self Service Technologies • Kiosk

SSugguggesestiotionsns

Self Service Technologies

Kiosk

IB card: - “Think It And Get It”

Promotion

Advertorials

SMS

Back Office Staff

Co Co nc nc lus lus io io n n Although Suresh Rathi Securities is

CoConcncluslusioionn

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”

Thank Thank Y Y ou ou 34

ThankThank YYouou

Q Q ue ue r r i i es es ? ? 35

QQueuerriieses ??