A PROJECT ON

CUSTOMER RELATIONSHIP MANAGEMENT

OF ANGEL BROKING

GUIDED BY:- SUBMITTED BY:-

MR.ARJUN KUMAR SAHU NIHAR MOHAPATRA
LECTURER ROLL NO:-3115072

1
 INDEX

Particular Page No.

1. Introduction of the CRM 6
2. Objective of the CRM 16
3. Review of Literature 18
4. Company profile 19

Major Player Of The Industry 27

SWOT Analysis 33
Past Performances of Angel Broking Ltd. 36
5. Limitations 37
6. Research Methodology for CRM 38
7. Data Analysis & Interpretation 43
8. Findings 47
9. Suggestion 48

10. Conclusion 49
11. Biblography 50

2
 CERTIFICATE
This is to certify that the research project initiated to certify that it is the innovative effort of
“NIHAR MOHAPATRA”, ROLL NO- 3115072 and it has been accomplished under my
guidance.
Certified that this report on “CUSTOMER RELATIONSHIP MANAGEMENT OF
ANGEL BROKING”.
As a part of curriculum work of “NIHAR MOHAPATRA” who carried out the project
under my supervision for the partial fulfillment of BACHELOR OF COMMERCE degree
under NORTH ODISHA UNIVERSITY, ODISHA for the year 2015-2018.

SUPERIVISOR

MR.ARJUN KUMAR SAHU

3
 DECLARATION BY THE CANDIDATE

I hereby declare that the work, which is being presented in the project, entitled
“CUSTOMER RELATIONSHIP MANAGEMENT OF ANGEL BROKING” is an
authentic record of my own work carried out by me under supervision and guidance of
MR.ARJUN KUMAR SAHU, project guide, MPC AUTOMOMUS COLLEGE.
This project was undertaken as a part of the curriculum of NORT ODISHA UNIVERSITY,
ODISHA, for the partial fulfillment of B.COM from MPC AUTONOMUS
COLLEGE,TAKATPUR.
I have not submitted the matter embodied here in this project for the award of any other
degree/ diploma.

MR.NIHAR MOHAPATRA

4
 Acknowledgement
It is my sensual gratification to present this report. Working on this project was an incredible
experience that will have a tremendous impact on my career.
I would like to express my sincere thanks to my project guide MR. ARJUN KUMAR SAHU
for a regular follow up and valuable suggestions provided throughout.
She has always been an origin of spark and direction. I also thank all the respondents who
have given their valuable time, views and valid information for this project.

NIHAR MOHAPATRA

5
 Introduction to CRM
Before we begin to examine the conceptual foundations of CRM, it will be useful to
define, what is CRM? A narrow perspective of customer relationship management is database
marketing emphasizing the promotional aspects of marketing linked to database efforts.
Another narrow, yet relevant, viewpoint is to consider CRM only as customer retention in
which a variety of after marketing tactics is used for customer bonding or staying in touch
after the sale is made. Shani and Chalasani define relationship marketing as “an integrated
effort to identify, maintain, and build up a network with individuals consumers and to
continuously strengthen the network for mutual benefit of both sides, through interactive,
individualized and value-added contacts over a period of time”. The core theme of all CRM
and relationship marketing perspectives is its focus on co-operative and collaborative
relationships between the firm and its customers, and/or other marketing actors.

CRM is based on the premise that, by having a better understanding of the customers’
needs and desires we can keep them longer and sell more to them.

Growth Strategies International (GSI) performed a statistical analysis of Customer

satisfaction data encompassing the findings of over 7,000+ customer surveys conducted by
Angel Broking Ltd.

CRM (customer relationship management) is an information industry term for

methodologies, software, and usually Internet capabilities that help an enterprise manage
customer relationships in an organized way. For example, an enterprise might build a
database about its customers that described relationships in sufficient detail so that
management, salespeople, people providing service, and perhaps the customer directly could
access information, match customer needs with product plans and offerings, remind
customers of service requirements, know what other products a customer had purchased, and
so forth.
The essence of the information technology revolution and, in particular, the World
Wide Web is the opportunity to build better relationships with customers than has been
previously possible in the offline world. By combining the abilities to respond directly to
customer requests and to provide the customer with a highly interactive, customized

6
experience, companies have a greater ability today to establish, nurture, and sustain long-term
customer relationships than ever before. The ultimate goal is to transform these relationships
into greater profitability by increasing repeat purchase rates and reducing customer
acquisition costs. Indeed, this revolution in customer relationship management or CRM.1 as
it is called, has been referred to as the new “mantra” of marketing.2 Companies like Siebel,
E.piphany, Oracle, Broadvision, Net Perceptions, Kana and others have filled this CRM
space with products that do everything from track customer behavior on the Web to
predicting their future moves to sending direct e-mail communications. This has created a
worldwide market for CRM products and services of $34 billion in 1999 and which is
forecasted by IDC to grow to $125 billion by 2004.3 The need to better understand customer
behavior and focus on those customers who can deliver long-term profits has changed how
marketers view the world.
Traditionally, marketers have been trained to acquire customers, either new ones who
have not bought the product category before or those who are currently competitors’
customers. This has required heavy doses of mass advertising and price-oriented promotions
to customers and channel members. Today, the tone of the conversation has changed from
customer acquisition to retention. This requires a different mindset and a 3 different and new
set of tools. A good thought experiment for an executive audience is to ask them how much
they spend and/or focus on acquisition versus retention activities.
While it is difficult to perfectly distinguish the two activities from each other, the
answer is usually that acquisition dominates retention.
According to one industry view, CRM consists of:
 Helping an enterprise to enable its marketing departments to identify and target their
best customers, manage marketing campaigns with clear goals and objectives, and
generate quality leads for the sales team.
 Assisting the organization to improve telesales, account, and sales management by
optimizing information shared by multiple employees, and streamlining existing
processes (for example, taking orders using mobile devices)
 Allowing the formation of individualized relationships with customers, with the aimof
improving customer satisfaction and maximizing profits; identifying the most
profitable customers and providing them the highest level of service.
 Providing employees with the information and processes necessary to know their
customers, understand their needs, and effectively build relationships between the
company, its customer base, and distribution partners.

7
 CRM--Customer Relationship Management--has entered the mainstream. Despite the
uncertainty of the economy, CRM is being thrust into corporate budgets and talked about as a
critical initiative by hundreds of Fortune 1,000 and tens of thousands of other companies. It
has gone from being an important edge in the business world to a necessary tool for survival.
The notion of the customer as king or queen is once again the rule. How you treat this is a
mission-critical business issue.
But, what is CRM and how does it change the way companies do business? The
changes in the world have been so dynamic and so dramatic that the path is not necessarily all
that obvious. How CRM impacts that business path is a continuing source of debate in the
world of corporate management.
Managing relationships with customers has become a critical organizational
competency. Get winning strategies for acquiring and retaining customers by leveraging the
latest advanced technologies. This course will teach you how to select the right tools for your
business-- so it can grow today--and on into the future. Lagging means lost customers, which
means damage to the bottom line. But how do you not lag when customers are moving
lightning fast to demand constant changes in the speed to complete their transactions? How
do you keep your customers when the move to another company is nothing more than a
mouse click and a minute away?
CRM is the answer. Customer Relationship Management, a strategy that leverages
very advanced technologies is the way to cut to the 21st Century business chase.

8
History of CRM
Customer Relationship Management (CRM) is one of those magnificent concepts that
swept the business world in the 1990’s with the promise of forever changing the way
businesses small and large interacted with their customer bases. In the short term, however, it
proved to be an unwieldy process that was better in theory than in practice for a variety of
reasons. First among these was that it was simply so difficult and expensive to track and keep
the high volume of records needed accurately and constantly update them. In the last several
years, however, newer software systems and advanced tracking features have vastly
improved CRM capabilities and the real promise of CRM is becoming a reality. As the price
of newer, more customizable Internet solutions have hit the marketplace; competition has
driven the prices down so that even relatively small businesses are reaping the benefits of
some custom CRM programs.

In the beginning…

The 1980’s saw the emergence of database marketing, which was simply a catch
phrase to define the practice of setting up customer service groups to speak individually to all
of a company’s customers. In the case of larger, key clients it was a valuable tool for keeping
the lines of communication open and tailoring service to the clients needs. In the case of
smaller clients, however, it tended to provide repetitive, survey-like information that cluttered
databases and didn’t provide much insight. As companies began tracking database
information, they realized that the bare bones were all that was needed in most cases: what
they buy regularly, what they spend, what they do.

Advances in the 1990’s

In the 1990’s companies began to improve on Customer Relationship Management by

making it more of a two-way street. Instead of simply gathering data for their own use, they
began giving back to their customers not only in terms of the obvious goal of improved
customer service, but in incentives, gifts and other perks for customer loyalty. This was the
beginning of the now familiar frequent flyer programs, bonus points on credit cards and a
host of other resources that are based on CRM tracking 3333 customer activity and spending

9
patterns. CRM was now being used as a way to increase sales passively as well as through
active improvement of customer service.

True CRM comes of age

Real Customer Relationship Management as it’s thought of today really began in

earnest in the early years of this century. As software companies began releasing newer, more
advanced solutions that were customizable across industries, it became feasible to really use
the information in a dynamic way. Instead of feeding information into a static database for
future reference, CRM became a way to continuously update understanding of customer
needs and behavior. Branching of information, sub-folders, and custom tailored features
enabled companies to break down information into smaller subsets so that they could
evaluate not only concrete statistics, but information on the motivation and reactions of
customers. The Internet provided a huge boon to the development of these huge databases by
enabling offsite information storage, where before companies had difficulty supporting the
enormous amounts of information. The Internet provided new possibilities and CRM took off
as providers began moving toward Internet solutions. With the increased fluidity of these
programs came a less rigid relationship between sales, customer service and marketing. CRM
enabled the development of new strategies for more cooperative work between these different
divisions through shared information and understanding, leading to increased customer
satisfaction from order to end product.

Today, CRM is still utilized most frequently by companies that rely heavily on two
distinct features: customer service or technology. The three sectors of business that rely most
heavily on CRM -- and use it to great advantage -- are financial services, a variety of high
tech corporations and the telecommunications industry. The financial services industry in
particular tracks the level of client satisfaction and what customers are looking for in terms of
changes and personalized features. They also track changes in investment habits and
spending patterns as the economy shifts. Software specific to the industry can give financial
service providers truly impressive feedback in these areas.
In recent years however, several factors have contributed to the rapid development
and evolution of CRM. These include: -

10
1. The growing de-intermediation process in many industries due to the advent of
sophisticated computer and telecommunication technologies that allow producers to directly
interact with end-customers. For example, in many industries such as airlines, banks
insurance, software or household appliances and even consumables, the de-intermediation
process is fast changing the nature of marketing and consequently making relationship
marketing more popular. Databases and direct marketing tools give them the means to
individualize their marketing efforts.
2. Advances in information technology, networking and manufacturing technology have
helped companies to quickly match competition. As a result product quality and cost are no
longer significant competitive advantages.
3. The growth in service economy. Since services are typically produced and delivered at the
same institution, it minimizes the role of the middlemen.
4. Another force driving the adoption of CRM has been the total quality movement. When
companies embraced TQM it became necessary to involve customers and suppliers in
implementing the program at all levels of the value chain. This needed close working
relationships with the customers. Thus several companies such as Motorola, IBM, General
Motors, Xerox, Ford, Toyota, etc formed partnering relations with suppliers and customers to
practice TQM. Other programs such as JIT and MRP also made use of interdependent
relationships between suppliers and customers.
5. Customer expectations are changing almost on a daily basis. Newly empowered customers,
who choose, how to communicate with the companies’ various available channels? Also
nowadays consumers expect a high degree of personalization.
6. Emerging real time, interactive channels including e-mail, ATMs and call centre that must
be synchronized with customer’s non-electronic activities. The speed of business change,
requiring flexibility and rapid adoption to technologies.
7. In the current era of hyper competition, marketers are forced to be more concerned with
customer retention and customer loyalty.
8. As several researches have found out retaining customers is less expensive and more
sustainable competitive advantage than acquiring new ones.
9. On the supply side it pays more to develop closer relationships with a few suppliers than to
develop more vendors.
10. The globalization of world marketplace makes it necessary to have global account
management for the customers.

11
Definition: -

“CRM is concerned with creating improved shareholder value through the use of
customer centric business processes and the development of appropriate relationships with
consumers.”
Implementing CRM:
CRM requires an integration of a firm's resources; people, operations and marketing
capabilities to deliver added value to the customers. CRM should provide businesses and
organizations with a ‘single view’ of their customers and across irrespective of the interactive
channel or medium through which the customer accesses the service or product. For example,
a business (e.g. hotel) customer’s profile and personal references should be accessible to the
business (or hotel) irrespective of channel i.e. whether the customer books online, calls in or
walks into any location should not make a difference to the service provided based on the
personal profile of the business client.
It is enabled through:
 Information
 Processes
 Technology
 Applications

A firm that wants to implement CRM must align it's business processes cross-
functionally in the best possible way to allow increased customer focus with an aim to deliver
added value to the customer.
To implement CRM, the following steps must be followed:
 Develop a CRM framework
 Align current business processes
 Design new cross-functional business processes (where required)
 Develop Functional Specifications (client-side services)
 Develop Technical Specifications
 Match Technical Specifications to available technology (Systems, software, etc)
 Product Configuration
 Data Migration and Integration
 Staff Training

12
  Customer Segmentation: For CRM to be effective, the organization’s customer base
must be stratified into segments based on commonalities amongst groups’ of
individuals and customers. This also requires the organization to have strategies to
target consolidated customer segments.

 Reduced Cost of Service: a customer relationship strategy should reduce the cost of
service for both the organization and it’s customers and increase satisfaction levels.

 Service as a differentiator: The more competitive a market becomes the more a

business will need to rely on its superior product quality and quality of service to
differentiate itself from other businesses and providers.

 Tie-in’s over time: The greater the effort a customer spends on a relationship over
time, the greater the customer’s stake in helping to ensure that the relationship works
and the more convenient and loyal the customer becomes.

Pitfalls to avoid:
Many CRM programs fail for two reasons:

1. Lack of supportive business processes: Because business processes and organizational

goals are not part of a strategic CRM plan tied to organizational goals and objectives.
2. Lack of an enterprise perspective: For Relationship Marketing to be effective, it
requires that the organization creates a seamless enterprise view. A lot of CRM
programs fail because they are assembled with disparate components that aren't
designed to work together as part of a complete CRM system designed to meet
organizational objectives.

13
Customer Relationship Management Model

CREATE A DATA BASE

ANALYSIS

CUSTOMER SELECTION

CUSTOMER TARGETING

RELATIONSHIP MARKETING

PRIVACY ISSUES

METRICS

14
 Customer Retention Programs

FREQUENCY/
LOYALTY
PROGRAMS

CUSTOMIZATION
CUSTOMER
SERVICE

CUSTOMER
RELATIONSHIP
MANAGEMENT
SATISFACTION

REWARDS COMMUNITY
PROGRAMS BUILDING

15
 Objective of the study of CRM
CRM, in its broadest sense, means managing all interactions and business with
customers. This includes, but is not limited to, improving customer service. A good CRM
program will allow a business to acquire customers, service the customer, increase the value
of the customer to the company, retain good customers, and determine which customers can
be retained or given a higher level of service. A good CRM program can improve customer
service by facilitating communication in several ways:

 Provide product information, product use information, and technical assistance on

web sites that are accessible 24 hours a day, 7 days a week
 Identify how each individual customer defines quality, and then design a service
strategy for each customer based on these individual requirements and expectations.
 Provide a fast mechanism for managing and scheduling follow-up sales calls to assess
post-purchase cognitive dissonance, repurchase probabilities, repurchase times, and
repurchase frequencies.
 Provide a mechanism to track all points of contact between a customer and the
company, and do it in an integrated way so that all sources and types of contact are
included, and all users of the system see the same view of the customer (reduces
confusion).
 Help to identify potential problems quickly, before customer occur
 Provide a user-friendly mechanism for registering customer complaints (complaints
that are not registered with the company cannot be resolved, and are a major source of
customer dissatisfaction).
 Provide a fast mechanism for handling problems and complaints (complaints that are
resolved quickly can increase customer satisfaction).
 Provide a fast mechanism for correcting service deficiencies (correct the problem
before other customers experience the same dissatisfaction).
 Use internet cookies to track customer interests and personalize product offerings
accordingly
 Use the Internet to engage in collaborative customization or real-time customization

16
 Provide a fast mechanism for managing and scheduling maintenance, repair, and
ongoing support (improve efficiency and effectiveness)
 Mechanism to evaluate Potential KOMs.
 To develop integrated Database.
 Assessing the need of Potential KOMs.
 Ways to meet those needs.
 Identify the softer elements.
 Devising a way to Retain and grow with those KOMs.
 Moving further ahead Satisfaction Delightment LOYALITY
 To develop Strategy and action plan on quarter & annual basis.
 To gain knowledge about consumer behaviour
 To know, how to maintain relationship with customer?
 To know, the needs analysis of customer
 To understand, with the help of feedback form that why customers are not trading
with Angel
 To know, the customer perception about company’s products & services
 To know, the grievances among the customers about products & services

17
 REVIEW OF LITERATURE

The CRM program can be integrated into other cross-functional systems and thereby
provide accounting and production information to customers when they want it.
 Keeping Existing Customers
Grading customers from very satisfied to very disappointed should help the organization
in improving its customer satisfaction levels and scores. As the satisfaction level for each
customer improves, so shall the customer retention with the organization.
 Maximizing Life time value
Exploit up-selling and cross-selling potential. By identifying life stage and life event
trigger points by customer, marketers can maximize share of purchase potential. Thus the
single adults shall require a new car stereo and as he grows into a married couple his needs
grow into appliances.
 Increase Loyalty
Loyal customers are more profitable. Any company will like its mindshare status to
improve from being a suspect to being an advocate. Company has to invest in terms of its
product and service offerings to its customers. It has to innovate and meet the very needs of
its customers so that they remain as advocates on the loyalty curve. Referral sales invariably
are low cost high margin sales.

18
 Company Profile:
Angel Broking Limited is one of the leading and professionally managed stock
broking firm involved in quality services and research. Angel Broking Limited is a corporate
member of The Stock Exchange, Mumbai.

The membership of the company with The Stock Exchange Mumbai was originally in
the name of Mukesh R. Gandhi, which was eventually turned into a corporate membership in
the name of Angel Broking Limited.

Angel Broking Limited is managed by Mr. Dinesh Thakkar and he is well supported
by Mr. Mukesh Gandhi, a fifteen years veteran in the market.

The group is well supported by a professional and qualified research team and
efficient operations and back office team, which comprises of highly dedicated and qualified
individuals. Angel has an in-house, state of art research department.

Angel believes in reaching out to the customer at the farthest end rather than by
reaching out to them. The company in its Endeavour to give its client the best has opened up
several branches all over Mumbai, which are efficiently integrated with the Head Office.

Angel Broking Limited is primarily into retail stock broking, with a customer base of
retail investors, which has been increasing at a compounded growth rate of 100% every year.
The company has huge network sub-brokers in Mumbai and other places outside Mumbai,
registered with SEBI, who act as channel partners for the company. The company presently
has the total staff strength of around 150 employees who are spread accordingly across the
head office and all the branches.

Angel has empowered its physical presence throughout India through various
strategies which it has been adopting efficiently and effectively over a period of time, like
opening up of branches at various places, tie-ups with various agencies and sales agents, buy-
outs of smaller regional outfits and appointment of sub-brokers and franchisees. Moreover,
Angel Broking Ltd. has been tapping and including high net-worth and self-employed
individuals to its vast array of clients.

19
 Angel has always strived in the direction of delivering ultimate client satisfaction and
developing stronger bonds with its customers and chose partners. Angel has a vision to
introduce new and innovative products and services regularly. Moreover Angel has been one
among the pioneers to introduce the latest technological innovations and integrate it
efficiently within its business.
Angel Broking Ltd tryst with excellence in customer relations began in 1987. Today,
Angel has emerged as one of the most respected Stock-Broking and Wealth Management
Companies in India. With its unique retail-focused stock trading business model, Angel is
committed to providing ‘Real Value for Money’ to all its clients.
The Angel Group is a member of the Bombay Stock Exchange (BSE), National Stock
Exchange (NSE) and the two leading Commodity Exchanges in the country: NCDEX &
MCX. Angel is also registered as a Depository Participant with CDSL
Angel’s Business

 Equity Trading
 Commodities
 Portfolio Management Services
 Mutual Funds Life Insurance
 Personal Loans
 IPO
 Depository Services
 Investment Advisory

Angel’s Presence

 Nation-wide network of 21 Regional Hubs

 Presence in 124 cities
 Over 6810 Sub-Brokers & Business Associates
 More than 5.9 lakh Clients

Angel Group

 Angel Broking Ltd.

 Angel Capital & Debt Market Ltd.
 Angel Commodities Broking Ltd.

20
Products and Services of Angel
We have been trained and introduced to Angel’s various product and services, which
are as follows:
E-Broking: -
Angel offers several user-friendly services to customers so that they can manage their
stock portfolio. Including, online capabilities linked to an information database to help
customers invest, confidently. Our e-broking services are specially designed for the net-savvy
traders and investors who prefer operating from their home or office, through the internet.
There are two types of software.
1. Browser-Based
 Angel Investor

 Angel Trade

2. Application-Based
 Angel Diet

 Angel Anywhere

USP’s of Angel E-broking

 Multiple Exchanges on a single screen- BSE, NSE-F&O, MCX, NCDEX

 Hot keys similar to broker’s terminal

 Streaming quotes

 Products/Software/Back office training for all E-broking clients

 In-depth research & technical chart, intra-day calls

 24x7 Back-office

 Viewing ledger, Bills, Contracts, Sauda summary, Open Position, Holdings, DP

Transactions, Auction Details.

 Auto pay-in of shares & Online Securities Pay-Out

 Instant transfer of fund & Online Funds pay-out request

21
Portfolio management service

Successful investing in Capital Markets demands ever more time and expertise.
Investment Management is an art and a science in itself. Professional Investment
Management Services are no longer the privilege of only large institutional investors.
Portfolio Management Services (PMS) is one such service that is fast gaining eminence as an
investment avenue of choice for High Networth Investors like you. PMS is a sophisticated
investment vehicle that offers a range of specialized investment strategies to capitalize on
opportunities in the market. The Portfolio Management Service combined with competent
fund management, dedicated research and technology, ensures a rewarding experience for its
clients.
PRODUCT BOUQUET
a- Angel Oyster
Chief Investment Officer Mr. Rajen Shah
Bottom up concentrated portfolio of Mid Cap & Small Cap Companies with emphasis
on Value Investing.
Investor Profile:
• The scheme would be suited for investors with medium to high risk appetite having long
term perspective
Fees and Charges
2% Asset Management Charges
0.50% brokerage on transactions
b- Angel Blue-chip
Fund Manager Mr. Phani Sekhar
Diversified Equity portfolio of Large cap & Mid Cap Companies.
Investor Profile:
• The scheme would be suited for investors with medium to low risk appetite, having long
term perspective.
Fees and Charges
• 2% Asset Management Fees
• 0.50% Brokerage on transactions
Angel Equity Derivatives Fund
Fund Manager Mr. Siddarth Bhamre

22
 Bottom-Up concentrated portfolio with Equities & Derivatives, and emphasis on
Hedging by using volatility in the Markets.
Investor Profile:
• The scheme would be suited for investors with low to medium risk appetite, having
long term perspective.
• Suitable for HNI Clients and Corporate who want to park money for consistent
Return from the market even if market remained flat.
Fees and Charges
• 2% Asset Management Charges
• 0.10% on Delivery and Rs.50 flat on options, 0.01% on futures
c- Angel Growth
Fund Manager Mr. Phani Sekhar
Diversified Equity portfolio of Large cap & Mid Cap Companies with emphasis on
growth Investment.
Investor Profile:
• The scheme would be suited for investors with moderate risk appetite.
• Recommended investment horizon is 15 to 18 months.
Fees and Charges:
• 2% Asset Management Charges
• 0.5% brokerage on transactions
PMS characteristics: -
 Personalized Service
 Interaction with Fund Manager
 Regular feedback and reports
 Pro-active management of funds
 Holdings not impacted by entry/exit of big investors
 Can remain liquid for long periods
 Disciplined investment process
 Quality investments
 Limiting risk
 Low portfolio turnover
 Focus on generating Absolute returns rather than Relative Returns

23
Angel Gold-
Product- Features of Angel Gold
 A premium service for clients who needs professional guidance on
 long term investments
 Minimum funds or portfolio of Rs.1 Lakh and maximum of Rs.4 Lakhs will be
eligible for Angel Gold..
 Brokerage of 0.50%-0.75% for clients. 50% sharing of brokerage in case of Sub-
broker’s clients.
 No AMC, No Entry/Exit load and No profit sharing
 Shares can be kept in Angel pool or can be transferred to the respective DP accounts
 Intimation regarding transaction will be given to clients by evening of the day of
transaction
 No Lock-in period. Profits can be redeemed or re-investing based on client’s wish
 Existing client account can be used for Angel GOLD. Clients can do there own
transactions in the same account as well.
 Research Director Mr. Lalit Thakkar along with 12 senior analysts will take
investment decisions
 Investment will be done for a longer time horizon. (12-18 Months)
 Browser based BO software for clients and branches
 Monthly Newsletter will be released from Angel GOLD desk
 Periodic meetings will be held in the branches
POSITIONING
 Angel GOLD is positioned as an equity investment option for all those investors who
aim for realistic return from equity as an asset class on a long term perspective.
 It is for the investors who, wishes to seek professional advice for their investments.
Unique selling Preposition (USP)
 A strong team of 11 sector specific analysts headed by Research director guiding the
investments
 No Entry/Exit load, No profit sharing, No Management fees
 A corpus limit as low as Rs.1 Lakh.
 A portfolio of growth stocks and not market capitalization bias.
 Flexibility of reinvesting, redeeming and liquidating the portfolio
 A low cost solution for investing.

24
 Product Segment

 Angel GOLD is for the people who fall in middle class – higher middle class section
of the society
 People who are not risk averse and can understand the return
 benefits vis-à-vis calculated risk taken
 People who are new entrant to the equity markets, normally coming through the
Mutual Fund route.
Target Customers
 Young professionals earning salaries around Rs.3 Lacs to Rs.6 Lacs with one or two
years experience
 Middle aged professionals considering traditional ways of investing i.e. FDs, PPF,
gold, bonds, etc.
 Small scale businessmen who are not risk averse and will understand the importance
of reasonable returns
 Retired people who have taken hefty VRS or has savings of which 20-25% can be
invested in equities
Margin Funding and prepaid brokerage
Margin Funding
“Margin Funding” allow you to take higher exposure on the funds as well as unlock
the value of your existing portfolio & take advantage of investment opportunities in the
market without the involvement of fresh funds. One can use the shares in his current portfolio
to make fresh purchases in the market. If utilized prudently, this product can help unlock the
value of Securities even during depressed Stock Market conditions and provide customers
with the much-needed liquidity during pressing times.
Advantages:
 Provide instant liquidity without having to sell your Securities.
 Allow you to grab investment opportunities instantly without any need to pay first.
 Leverage your funds available for investments.
 Benefits like bonuses and dividends continue to accrue to the borrower.
 Any appreciation in the value of the Securities given as margin would automatically
allow enhancement in drawing power.
 Interest calculated on the amount utilized & the time for which it is utilized.

25
Pre-Paid Brokerage

Pre-paid brokerage is one of the best schemes for customers to take the advantages of
less brokerage. Different pre-paid recharge are available with different validity. Some
characteristics of pre-paid brokerage are as follows: -

 Zero account opening charges

 Attractive Brokerage Rate
 Free DP AMC for 1 year
 Assured gifts worth thousands with every account.
 Easy & Fast Recharge
 Free Financial Investment Application with every account
Quality Assurance by Angel
Angel Broking is the First Brokerage House to have a Quality Assurance Cell across
Industry Dedicated QA teams at CSO & branches to resolve client queries/ complaints
through telephone, email or visit. Quality assurance cell is one such significant milestone
achieved by the company, which stands for its performance. Established in 2005,the cell was
set up as the compelling need was felt to shift from ‘customer satisfaction to customer
delight” Angel’s definition of Quality- Product and services that totally satisfy and often
exceed customer needs and expectations in all respect to delight him.
Simply put, Quality is achieving a high degree of excellence in all forms of activities
from design, development, serving and documentation. “Right First Time and Right Every
Time”. And to achieve that, they follow the 4 ‘P’ Quality model:

 Problem solving-continuous improvement and learning

 People and Partners-Respect, challenge, growth

 Process-Standardized tasks for continuous improvement

 Philosophy-Long term thinking

26
 Major Players of the Industry

S. S. Kantilal Ishwarlal Securities Pvt. Ltd. (sharekhan.com):

Sharekhan, India’s leading stock broker is the retail arm of SSKI, and offers you
depository services and trade execution facilities for equities, derivatives and commodities
backed with investment advice tempered by decades of broking experience. A research and
analysis team is constantly working to track performance and trends. That’s why Sharekhan
has the trading products, which are having one of the highest success rates in the industry.
Sharekhan is having 240 share shops in 110 cities; the largest chain of retail share shops in
India is of Sharekhan.

In future, Sharekhan is planning to enter in Mutual funds, Insurance sector and

banking sector to expand beyond the market currently covered by it. And it has started MF
(Mutual Funds) on priority basis but wants to grow in it.

ICICI Web Trade Ltd. (ICICIdirect.com)

ICICIdirect.com was the first entrant into e-broking. ICICdirect.com provides the 3-
in-1 to the users which ties in their saving bank account and their Demat account to their
brokerage account electronically. This integration ensures that money is transferred to/from
their bank account and the shares are transferred from/to their Demat account automatically
without writing any cheques or transfer instructions while carrying out their trades in shares.
ICICIdirect.com has the option of trading in shares in cash, margin or spot segments.
An investor can also invest in 14 Mutual Funds (Prudential ICICI MF, Franklin Templeton
India MF, Alliance Capital MF, JM MF, Birla Sun Life MF, Sundaram MF, IL&FS MF,
Principal MF, HDFC MF, Standard Chartered MF, Reliance Capital MF, Kotak Mahindra
MF, TATA MF and DSP MERRILL LYNCH MF) through their trading account.

27
5Paisa.com:
5paisa is the trade name of India Infoline Securities Private Limited (5paisa), member
of National Stock Exchange and The Stock Exchange, Mumbai. 5paisa is a wholly owned
subsidiary of India Infoline Ltd, India’s leading and most popular finance and investment
portal. 5paisa has emerged as one of leading players in e-broking space in India.
The company’s brokerage is one of the lowest in the industry. It also provides the
research on commodities. Investors can benefit from its analysis and advice available at the
click of the mouse. For those who prefer to trade the traditional way, India Infoline investor
points are available across the country.
India Infoline was founded by a group of professionals in 1995. Its institutional
investors include Intel Capital, one of the leading technology companies in the world
promoted by the UK government, ICICI, TDA and Reeshanar. The company offers a slew of
products such as stock and derivatives broking, commodities broking and mutual funds.
Kotak Securities Limited (kotakstreet.com)
Kotak Securities Ltd., a strategic joint venture between Kotak Mahindra Bank and
Goldman Sachs (holding 25% - one of the world’s leading investment banks and brokerage
firms) is India’s leading stock broking house with a market share of 5 - 6 %. Kotak Securities
Ltd. has been the largest in IPO distribution - It was ranked number One in 2003-04 as Book
Running Lead Managers in public equity offerings by PRIME Database. It has also won the
Best Equity House Award from Finance Asia - April 2004.

Kotak Securities Ltd is also a depository participant with National Securities

Depository Limited (NSDL) and Central Depository Services Limited (CDSL) providing dual
benefit services wherein the investors can use the brokerage services of the company for
executing the transactions and the depository services for settling them. The company has 42
branches servicing around 1, 00,000 customers. Kotakstreet.com the online division of Kotak
Securities Limited offers Internet Broking services and also online IPO and Mutual Fund
Investments.
Kotak Securities Limited manages assets over 1700 crores under Portfolio
Management Services (PMS) which is mainly to the high end of the market. Kotak Securities
Limited has newly launched “Kotak Infinity” as a distinct discretionary Portfolio
Management Service which looks into the middle end of the market

28
India Bulls
Indiabulls is India's leading retail financial services company with 77 locations spread across
64 cities. Its size and strong balance sheet allows providing varied products and services at
very attractive prices, our over 750 Client Relationship Managers are dedicated to serving
your unique needs.
Indiabulls is lead by a highly regarded management team that has invested crores of
rupees into a world class Infrastructure that provides real-time service & 24/7 access to all
information and products. The Indiabulls Professional Network offers real-time prices,
detailed data and news, intelligent analytics, and electronic trading capabilities, right at your
finger-tips. This powerful technology is complemented by our knowledgeable and customer
focused Relationship Managers.
Indiabulls offers a full range of financial services and products ranging from Equities,
Derivatives, Demat services and Insurance to enhance wealth and to achieve the financial
goals.
Motilal Oswal Securities Ltd. (MOSt):
One of the top-3 stock-broking houses in India, with a dominant position in both
institutional and retail broking, MOSt is amongst the best-capitalized firms in the broking
industry in terms of net worth. MOSt was founded in 1987 as a small sub-broking unit, with
just two people running the show. Focus on customer-first-attitude, ethical and transparent
business practices, respect for professionalism, research-based value investing and
implementation of cutting-edge technology have enabled it to blossom into a thousand-
member team.
The institutional business unit has relationships with several leading foreign
institutional investors (FIIs) in the US, UK, Hong Kong and Singapore. In a recent media
report MOSt was rated as one of the top-10 brokers in terms of business transacted for FIIs.
The retail business unit provides equity investment solutions to more than 50,000
investors through 270 outlets spanning 150 cities and 22 states. MOSt provides Advice-Based
Broking, Portfolio Management Services (PMS), E-Broking Services, Depository Services,
Commodities Trading, and IPO and Mutual Fund Investment Advisory Services. Its Value
PMS Scheme gave a 160% post-tax return for the year ended March 2004.
In Asia Money Brokers Poll 2003 MOSt has been rated as the Best Domestic
Research House- Mega Funds ,while in 2000 and 2002 it has been rated as the Best Domestic
Equity Research House and Second best amongst Indian Brokerage firms respectively.

29
 HDFC Securities Ltd (HDFCsec)
HDFCsec is a brand brought to you by HDFC Securities Ltd, which has been
promoted by the HDFC Bank & HDFC with the objective of providing the diverse customer
base of the HDFC Group and other investors a capability to transact in the Stock Exchanges
& other financial market transactions. The services comprise online buying and selling of
equity shares on the National Stock Exchange (NSE). Buying and selling of select corporate
debt and government securities on the NSE would be introduced in a subsequent phase. In a
few months, they will also start offering the following online trading services on the BSE and
NSE:
1. Buying and selling of shares on the BSE
2. Arbitrage between NSE & BSE
3. Trading in Derivatives on the NSE
4. Margin trading products.

They are also planning to include buying and selling of Mutual Funds, IPO subscriptions, Right
issues, purchase of Insurance policies and asset financing.
Different types of company involved in online trading:
 HDFC SECURITIES LIMITED
 ICICI WEB TRADE LIMITED
 KOTAK STREET LIMITED
 FIVE PAISA SECURITIES LIMITED
 INDIABULLS SECURITIES LIMITED
 MONEYPORE SECURITIES LIMITED
 SHARE KHAN SECURITIES LIMITED
 GEOJIT SECURITIES
 OTHERS.
5PAISA.COM
 Trade in BSE,NSE
 Trade in multicommodity exchange
 Trade in national commodity exchange
 Access to research and technical analysis
 V-SAT, internet connectivity
 Online back office, software & support

30
KOTAK STREET.COM
 Easy equities
 Easy mutual fund
 Derivatives
 Research on sms
 Margin finance
 Call & trade
 Easy IPO over phones

SHAREKHAN.COM
 Classic account
 Trading on NSE
 Speed trade
 Speed trade plus
 Single screen trading terminal
 Real-time streaming quotes
 Live tic-by-tic intra-day charting
 Instant order/trade confirmations in the same window
 Hot keys similar to a broker’s terminal
 Back-up facility to place trades on direct phone lines

INDIABULLS.COM
 Trade in equity
 Trading through terminal
 Trade in derivatives
 Back-up facility to place trades on direct phone lines
 Speed trade plus
 Offline support through messenger
 Access research and technical research
 Own transaction engine
 High transaction speed

31
HDFC SECURITIES.COM
 Trading on NSE
 Mutual fund
 Online back office, software & support

 Live quotes update system

Market share of online trading portals

at present

Indiabulls
10% 5paisa.com
3% 20%
5% Moneypore.com
Hdfcsec.com
10%
10% ICICIDirect.com
Kotakstreet.com
10% IL&FS
29% 3% Sharekhan.com
others

32
 SWOT Analysis
Introduction
SWOT Analysis is a strategic planning method used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in
a business venture. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to achieving
that objective.

A SWOT analysis must first start with defining a desired end state or objective. A
SWOT analysis may be incorporated into the strategic planning model. An example of a
strategic planning technique that incorporates an objective-driven SWOT analysis is Strategic
Creative Analysis (SCAN). Strategic Planning, including SWOT and SCAN analysis, has
been the subject of much research.

 Strengths: attributes of the person or company that are helpful to achieving the
objective.
 Weaknesses: attributes of the person or company that are harmful to achieving
the objective.
 Opportunities: external conditions that are helpful to achieving the objective.
 Threats: external conditions which could do damage to the business's
performance.

Identification of SWOT is essential because subsequent steps in the process of

planning for achievement of the selected objective may be derived from the SWOT.
First, the decision makers have to determine whether the objective is attainable, given
the SWOT. If the objective is NOT attainable a different objective must be selected and
the process repeated.

The SWOT analysis is often used in academia to highlight and identify strengths,
weaknesses, opportunities and threats. It is particularly helpful in identifying areas for
development.

33
 Use of SWOT Analysis

The usefulness of SWOT analysis is not limited to profit-seeking

organizations. SWOT analysis may be used in any decision-making situation when a
desired end-state (objective) has been defined. Examples include: non-profit
organizations, governmental units, and individuals. SWOT analysis may also be used
in pre-crisis planning and preventive crisis management. SWOT analysis may also be
used in creating a recommendation during a viability study.

SWOT-landscape analysis

The SWOT-landscape grabs different managerial situations by visualizing and

foreseeing the dynamic performance of comparable objects according to findings by Brendan
Kitts, Leif Edvinsson and Tord Beding (2000).

Changes in relative performance are continuously identified. Projects (or other units
of measurements) that could be potential risk or opportunity objects are highlighted.

SWOT-landscape also indicates which underlying strength/weakness factors that have

had or likely will have highest influence in the context of value in use

34
SWOT Analysis of angel broking ltd.
During this training at ANGEL BROKING LTD, we had come to know the Strengths
Weaknesses – Opportunities – Threats for the company and it is very useful for a company to
analyze them. Therefore, the SWOT analysis is presented here and the suggestions for
maintaining strengths and removing weaknesses are explained.

Strengths:

 Well-maintained infrastructure.
 Dedicated, Intelligent and Loyal staff.
 On-line Trading products.
 Lowest brokerage and other charges w.r.t. Competitors.
 The best investment advice correct up to 70-90 % through dedicated
 Wide product range to enable the clients to choose the best alternative.
 One of the best DPs in India.
 A positive image in the existing clients.
 Large retail customer base
 Best online software Odin which within 5 second.

Weaknesses:

 Less awareness in the market.

 Time consuming process for account opening, resolving the problems of the
customers, etc.
 Service quality is not maintained accordingly how they are promoted.
 Concentrate more on HNI (High Net-worth Individual) client
 employee attrition rate is high especially B.D.O. & Dealers
 all branches are not working in a synchronized way

Opportunities:

 Large primary market to sit as a book runner for the other companies just like
Kotak securities ltd. that runs the books of share holdings for many companies

35
  Large potential market for delivery and intra-day transactions.
 Open interest of the people to enter in stock market for investing.
 Attract the customers who are dissatisfied with other brokers & DPs.
 An indirect opportunity generated by the market from its bullishness.

Threats:

 Decreasing rates of brokerage in the market.

 Poor marketing activities for making the company known among the customers
 A threat of loosing clients for any kind of weakness of the company.
 Indirect threat from instable stock markets.

Past Performance of Angel Broking Ltd

 June, 2008 ‘Major Volume Driver’ for 2007
 August, 2008 Crossed 5000000 Trading Accounts
 November, 2007 ‘Major Volume Driver’ for 2007
 March, 2007 Crossed 2000000 Trading Accounts
 December, 2006 Created 2500 Business Associates
 October, 2006 ‘Major Volume Driver’ for 2006
 September 2006 Launched Mutual Fund and IPO Business
 July, 2006 Launched the PMS Function
 March, 2006 Crossed 100000 Trading Account
 October, 2005 ‘Major Volume Driver’ for 2005
 September, 2004 Launched Online Trading Platform
 April, 2004 Initiated Commodities Broking Division
 April, 2003 First Publish Research Report
 November, 2002 Angel’s First Investor Seminar
 March, 2002 Developed Web-Enabled Back Office Software
 November, 1998 Angel Capital & Debt Market Ltd. Incorporated
 December, 1997 Angel Broking Ltd. Incorporated

36
 Limitations
Definition of perfection differs from individuals to individuals. No matter how meticulous
one is, the study that is completely based on responses from a vast variety of people cannot
be free from limitations. Though the present study aimed to achieve the above-mentioned
objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of
the limitations of this study may be summarized as follows: -

 Selection of the people who are under consideration as sample for the study may not
be the best sample selected.
 Sample size was limited due to the limited period allocated for the survey.
 The selection of people to cover the various types of commodity trading ranging from
agro products to energy and metals like gold and silver was tedious and time
consuming.
 Getting accurate responses from the respondents due to their inherent Problems,
personality traits and mood fluctuations was a very difficult task.
 Some respondents had to be re-contacted as per their convenience of time.
 Some of the area in which the survey is carried out was very un –hygienic and over
crowded.
 Some data of customer is not proper. Like their contact number & address.

37
Research Methodology for CRM
Meeting and satisfying each customer’s need uniquely and individually. In the mass
markets individualized information on customers is now possible at low costs due to the rapid
development in the information technology and due to availability of scalable data
warehouses and data mining products. By using online information and databases on
individual customer interactions, marketers aim to fulfill the unique needs of each mass-
market customer. Information on individual customers is utilized to develop frequency
marketing, interactive marketing, and after marketing programs in order to develop
relationship with high-yielding customers. In the context of business-to-business markets,
individual marketing has been in place
of quite sometime. Known as Key Account Management Program, here marketers appoint
customer teams to husband the company resources according to individual customer needs.

Continuity Marketing Programs

Take the shape of membership and loyalty card programs where customers are often
rewarded for their member and loyalty relationships with the marketers. The basic premise of
continuity marketing programs is to retain customers and increase loyalty through long-term
special services that has a potential to increase mutual value through learning about each
other.

Partnering Programs

The third type of CRM programs is partnering relationships between customer and
marketers to serve end user needs. In the mass markets, two types of partnering programs are
most common: Co-branding and affinity partnering. Missing process of CRM Traditionally
customer relationship management (CRM) revolves around the three functions of selling,
marketing and support. Various process models have been built around how these functions
are integrated and operated in a customer oriented enterprise. There is however a fourth
critical function that is lacking in most CRM models.

38
 The fourth function that often is the source of a competitive edge is that of innovation.
Companies must continually reinvent themselves to deliver an improved and often a totally
new value offering to their customer base. CRM must provide the customer intelligence that
feeds information back into the enterprise’s knowledge management processes where it can
trigger new innovation processes. When CRM is integrated into the innovation process,
significant value can be derived from faster time to market cycle times and with new
processes and services. Marketing automation must ensure that the innovation processes are
actually market driven. A market driven innovation process must include both strategies that
are focused on satisfying customer requirements as well as strategies focused at redefining
customer requirements. Sales automation should be integrated with the innovation process by
ensuring that all sales channels are prepared and ready to take new processes and services to
market before competitive forces can react. Customer service automation must be designed to
empower the customer with the option of assisting with the design of the value offering.
Redefining CRM around innovation, sales, marketing and service can identify new
competitive opportunities for an enterprise. The remaining question is whether companies are
prepared to take the initiative and expand the definition of customer relationship management
to include the process of innovation. The pressure to deliver results within the traditional
definition of CRM already overwhelms companies. The dialog must start rather earlier than
later because the competitive window of traditional CRM is decreasing and customer
demands for a more innovative and responsive enterprise will increase
Architecture of CRM
There are three parts of application architecture of CRM:
1. Operational - automation to the basic business processes (marketing, sales, service)
2. Analytical - support to analyze customer behavior, implements business intelligence
aliketechnology
3. Collaborative - ensures the contact with customers (phone, email, fax, web, SMS,
post, in person)
1. Operational CRM
Operational CRM means supporting the "front office" business processes, which
include customer contact (sales, marketing and service). Tasks resulting from these processes
are forwarded to resources responsible for them, as well as the information necessary for
carrying out the tasks and interfaces to back-end applications are being provided and
activities with customers are being documented for further reference. Operational CRM
provides the following benefits:

39
  Delivers personalized and efficient marketing, sales, and service through multi-
channel collaboration
 Enables a 360-degree view of your customer while you are interacting with them
 Sales people and service engineers can access complete history of all customer
interaction with your company, regardless of the touch point. The operational part of
CRM typically involves three general areas of business:
Sales force automation (SFA)
SFA automates some of the company's critical sales and sales force management
functions, for example, lead/account management, contact management, quote management,
forecasting, sales administration, keeping track of customer preferences, buying habits, and
demographics, as well as performance management. SFA tools are designed to improve field
sales productivity. Key infrastructure requirements of SFA are mobile synchronization and
integrated product configuration.
Customer service and support (CSS)
CSS automates some service requests, complaints, product returns, and information
requests.
Traditional internal help desk and traditional inbound call-center support for customer
inquiries are now evolved into the "customer interaction center" (CIC), using multiple
channels (Web, phone/fax, face-to-face, kiosk, etc). Key infrastructure requirements of CSS
include computer telephony integration (CTI) which provides high volume processing
capability, and reliability.
Enterprise marketing automation (EMA)
EMA provides information about the business environment, including competitors,
industry trends, and macro-environmental variables. It is the execution side of campaign and
lead management. The intent of EMA applications is to improve marketing campaign
efficiencies. Functions include demographic analysis, variable segmentation, and predictive
modeling occurs on the analytical (Business Intelligence) side.
Integrated CRM software is often also known as "front office solutions." This is
because they deal directly with the customer. Many call centers use CRM software to store all
of their customer's details. When a customer calls, the system can be used to retrieve and
store information relevant to the customer. By serving the customer quickly and efficiently,
and also keeping all information of a customer in one place, a company aims to make cost
savings, and also encourage new customers.

40
 CRM solutions can also be used to allow customers to perform their own service via a
variety of communication channels. For example, you might be able to check your bank
balance via your WAP phone without ever having to talk to a person, saving money for the
company, and saving your time.
2. Analytical CRM
In analytical CRM, data gathered within operational CRM and/or other sources are
analyzed to segment customers or to identify potential to enhance client relationship.
Customer analysis typically can lead to targeted campaigns to increase share of customer's
wallet. Examples of Campaigns directed towards customers are:

 Acquisition: Cross-sell, up-sell

 Retention: Retaining customers who leave due to maturity or attrition.
 Information: Providing timely and regular information to customers.
 Modification: Altering details of the transactional nature of the customers'
relationship.
 Analysis typically covers but is not limited to:
 Decision support: Dashboards, reporting, metrics, performance etc.
 Predictive modeling of customer attributes
 Strategy and Research Analysis of Customer data may relate to one or more of the
following analyses:
 Contact channel optimization
 Contact Optimization
 Customer Acquisition / Reactivation / Retention
 Customer Segmentation
 Customer Satisfaction Measurement / Increase
 Sales Coverage Optimization
 Fraud Detection and analysis
 Financial Forecasts
 Pricing Optimization
 Product Development
 Program Evaluation
 Risk Assessment and Management

41
 Data collection and analysis is viewed as a continuing and iterative process. Ideally,
business decisions are refined over time, based on feedback from earlier analysis and
decisions. Therefore, most successful analytical CRM projects take advantage of a data
warehouse to provide suitable data. Business Intelligence is a related discipline offering some
more functionality as separate application software.
3. Collaborative CRM
Collaborative CRM facilitates interactions with customers through all channels
(personal, letter, fax, phone, web, e-mail) and supports co-ordination of employee teams and
channels. It is a solution that brings people, processes and data together so companies can
better serve and retain their customers. The data/activities can be structured, unstructured,
conversational and/or transactional in nature.
Collaborative CRM provides the following benefits:
 Enable efficient productive customer interactions across all communications channels
 Enables web collaboration to reduce customer service costs
 Integrates call centers enabling multi-channel personal customer interaction
 Integrates view of the customer while interaction at the transaction level

42
 Data Analysis & Interpretation

The first and simplest analytical step in data analysis is to describe the data — for
example, summarize its statistical attributes (such as means and standard deviations), visually
review it using charts and graphs, and look at the distribution of values of the fields in your
data. But data description alone cannot provide an action plan. You must build a predictive
model based on patterns determined from known results, then test that model on results
outside the original sample. A good model should never be confused with reality (you know a
road map isn’t a perfect representation of the actual road), but it can be a useful guide to
understanding your business.

Data analysis can be used for both classification and regression problems. In
classification problems you’re predicting what category something will fall into – for example,
whether a person will be a good credit risk or not, or which of several offers someone is most
likely to accept. In regression problems you’re predicting a number such as the probability that
a person will respond to an offer.

Indian Brokerage Industry

Introduction

With the fall in the turnover in the Equity segment by over 30 per cent since April,
revenue of broking houses have taken a major hit. Compared with the previous few quarters,
the net profits of many leading broking houses have nearly halved despite the revenues
declining marginally. The results posted by broking firms have been extremely poor in line
with the market conditions, having reported either a fall in net profit or, at best, only a
marginal rise in their bottom line for the period. The worst-hit seems to be the broking firms
which are facing challenges in their declining business apart from stringent reluctance of
financial institutions to lend them money for working capital. Broking firms had an excellent
rally in the previous fiscal and thus had extravagant plans of increasing their foothold across
nation, and some of them even globally. With the current financial meltdown worldwide,

43
most of them have not only put their expansion plans on hold but also are slowing down in
current businesses. These firms were on a growth spree, adding branches and people across
cities. The augmentation was also driven by the infusion of funds by the big private equity
and foreign players wanting to invest in these broking outfits. The smaller broking outfits
took a greater hit, as they struggled to meet their margin requirements due to liquidity
constraints. Recently, trading terminals of 95 broker members were deactivated in the F&O
segment and 29 deactivations occurred in the cash segment. In September, the terminals of 36
broker members were deactivated whereas in August it was only 11. There were 885 active
trading members in the F&O segment and 984 in the cash segment on NSE in October. The
market scene appears bleak for the securities firms. Quite expected, these negative sentiments
are reflecting in the stock prices of broking firms. Most of them have fallen by more than
75% from their highs early this year. After banking stocks, broking outfits have faced the
brunt in the current financial turmoil. When the macro conditions were fine, invariably stock
markets did perform well. Similarly, the downtrend in the economy is also reflected in the
stock market.

Derivative Report
 0.93%, while Minify future’s open interest decreased by 3.48%, as market closed at
3046.75 levels.
 • Nifty January future is trading at premium of 6.85 points against premium of 10.25
points in previous trading session. While February future is trading at premium of
17.30 points.
 • PCR-OI is at the same levels of 1.11. Due to build up in call as well as put options.
 • IV of at the money option is 40.35%. Historical volatility has reduced from 56.95%
to 55.24%.
 • Stocks which are trading at decent positive cost of carry are RAJESHEXPO, FSL,
BINDALAGRO, IFCI and CHAMBLFERT.

44
Data Analysis of Customers
Different customers have the different objectives/purpose for opening the account in
Angel Broking Ltd., as per the survey done by us is as follow: -

Objective for A\C opening No. of Customers

Commodity 1
Investment 137
IPO 45
Trading 245
Investment & Trading 57
Investment Trading & IPO 26
IPO & Trading 31
Investment & IPO 7
Others 39

Financial Restructuring

45
 Angel Broking Ltd. provides the service of Financial Restructuring. As per the survey
the chart is as follows:

900

800

700

600

500

400 S eries1

300

200

100

0
Interested in F inancial Y es No T otal
P lanning/ P ortfolio
R estructuring

46
Findings
 In are, which we ware given out of 800 clients we have mostly found that they are not
interested in the financial portfolio restructuring. We found 90.7% no interested and
9.3% are interested in the city.

 Most of the clients whom, we met Government employees, businessman, Hotels,

malls, restaurants and chaiwala also. What about their interested in trading.

 Most of the clients invested in the IPO, Trading, Investment, future and options and
commodity markets. Out of 800 Most of the clients Interested in trading.
Awareness about angels new services No. of respondents
Online trading 300
Margin funding 50
PMS 100
ANGEL GOLD 30
PREPAID BROKERAGE 20
LIFE INSURANCE (BIRLA SUN LIFE) 20
MUTUAL FUND 200
FIXED DEPOSIT 500
BOND 400

No of respondets
600
500
400
300
200
100
0 No of respondets

47
Suggestion:
From the above chart we can see that various customer are about online
trading, on the other hand few people aware about angel gold and its prepaid brokerage
services.
Company should give focus on online customer and try to give more information
about angel gold and prepaid to these existing clients and create interest among them to take
advantage of these new services.

48
 CONCLUSION

Customer relationship management is based on customer because survive was made in the
global market and focused on the customer and the customer is becoming a key factor for the
small and big companies. The companies know that its cost is more to acquire a new
customers than to get an existing customer for a making a purchase. Another aspect of
survival of CRM is that knowing the customer better and also his/her preferences will allow
the companies to acquire new customers more easily and facilitates targets crossselling.

CRM is based on the basic marketing belief that an organization that knows its customer like
an individual. The organization’s components include the database warehouse that store all
the company information of the customer. For the collection of the customer database, they
are using the customer service system, call centre, e-commerce, web marketing, operation
system than get the complete information of the customer and the sales system. In the
portable sales communication, the CRM is appointment making of the service. In the
practice, the CRM system is the range from automated customercontacts system to the
company wide pooling for the customer information.

49
 BIBLIOGRAPHY

BOOK
Marketing Management Phillip Kotler
Research Methodology Kooper
Human Resource Aswathapa
Production and Operation Adam & Abert

Magazine

Value Line
Eagle Eye
Business World
NSDL

Web Site
www.Angelbroking.com
www.sski.com
www.bseindia.com
www.nseindia.com
www.wikipedia.com
www.researchandmarket.com
www.scribd.com
www.coolavenue.com
www.hindubusinessonline.com
www.investopedia.com
www.moneybhai.com

50