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Major Research Project

A study of effectiveness of
Marketing Strategy of
ICICI Securities

Presented by:
Faculty Guide:
Girish Harsha
Prof. Deepak Banerjee PGDBA-PGP-II
Roll No. 16
Aravali Institute of
05/12/09 Management,Jodhpur Batch: 2007-09
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Contents
 About Company
 Research Objective
 Research Design
 Data Analysis
 Findings
 Recommendations

Aravali Institute of
05/12/09 Management,Jodhpur 2
About Company
 ICICI Securities Ltd is the largest equity house in the country providing end-to-end
solutions (including web-based services) through the largest non-banking distribution
channel so as to fulfill all the diverse needs of retail and corporate customers

 ICICI Securities (I-Sec) has a dominant position in its core segments of its operations
 Corporate Finance including Equity Capital Markets Advisory Services,
Institutional Equities, Retail and Financial Product Distribution

 ICICI Securities is among the leading Financial Institutions both on the institutional as
well as retail side

 ICICI Securities Inc. is also registered with the Financial Services Authority, UK (FSA)
and the Monetary Authority of Singapore (MAS)

 ICICI Securities has a presence across most segments of the capital market: investment
banking, institutional equity and debt broking
 ICICIdirect.com, its retail broking business, is among the largest online
brokerages in the country and has at least 1.4 million customers and handles, on
average, around 350,000 trades a day
 I-Sec has over 300 ICICI direct stores
www.icicisecurities.com
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05/12/09 Management,Jodhpur 3
Contd..
 Stock market turnover has grown at a CAGR of 60% per annum in the last five
years and stock trading at ICICI securities (in terms of daily turnover) has
grown at a CAGR of 114% in the last four years

 Total consolidated revenue for the fiscal year 2007-08 (FY08) was Rs. 6005.46
Million, a growth of 29.51% over the previous year

 Manpower Strength
 The Company had 4,481 employees as on March 31, 2008. During the year

there was a net addition of 1,225 employees, which increased the employee
strength by 37.62% over the previous year
 Over 44% of the new recruits were freshers

www.icicisecurities.com
Aravali Institute of
05/12/09 Management,Jodhpur 4
Research Objective
 To understand and measure the effect of brand-building, brand re-calls of
the ICICI Securities
 Research Design
 Data Collection

 Qualitative

 Primary source

 Questionnaire

 Interviews

 Secondary source

 Internet

 Books

 Sample size

 30 respondents

 Sample technique

 Convenience sampling

Aravali Institute of
05/12/09 Management,Jodhpur 5
Components of Marketing
Strategy for determining its
effectiveness
 Segmenting-Targeting-Positioning (STP)
 Market Size
 Pricing
 Branding
 Customer Relationship

Source: Marketing Strategy, A. Nag


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05/12/09 Management,Jodhpur 6
Branding strategy and
identity
 Implementation of Branding Brand identity is comprised of:
strategy is critical because it Pricing
is the means by which the Distribution
firm can help consumers to Quality
understand its products and Presence
services and organise them in Awareness Reputation
their minds Image
Benefits
Preference
Share of market
Customer commitment

Source :Philip Kotler


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05/12/09 Management,Jodhpur 7
Findings
Knowledge of Financial Market(Stock Market) How good respondents are in financial market
knowledge

0, 0%
9, 30% 2, 22%
Expert
yes
4, 45% Proficient
no
limited
21, 70% Totally zero
3, 33%

30% respondents are having knowledge of financial market and out of 30%
only 45% are expert in it.
Source: Survey conducted
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05/12/09 Management,Jodhpur 8
Contd..
How many knowns about ICICI-Securities Source of brand awareness

Financial Magazine and


4, 13% 5, 17% News paper
Sharekhan 6, 20% Financial News Channel
10, 34%
ICICI-sec
5, 17%
IndiaBulls Internet
6, 20%
Reliance Money 4, 13%
Friends
Kotak Sec 3, 10%
7, 23%
10, 33% Through company agent

20% respondents are aware about the ICICI-Securities and 34% are get to
known about the ICICI-Securities through agents
Source: Survey conducted
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05/12/09 Management,Jodhpur 9
Contd..
Services used by respondents of company Paying attention to brand name while purchasing

3, 10% 4, 13% Sharekhan


3, 10% 11, 37%
4, 13% Kotak Sec
Indiabulls Yes
ICICI-Sec No
9, 31% Reliance Money 19, 63%
7, 23%
Any other

31% are using the services of ICICI-Securities and 63% are paying
attention to brand name Source: Survey conducted
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05/12/09 Management,Jodhpur 10
Contd..
Top rank given to company as per the Brand image

7, 23%
9, 30% ICICI-Sec
Kotak-Sec
Indiabulls
3, 10% Sharekhan
Reliance Money
5, 17%
6, 20%

23% are given ICICI-Securities the first rank as per the brand image in
their mind
Source: Survey conducted
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05/12/09 Management,Jodhpur 11
Value Proposition
 ICICIdirect recently launched its Wealth G.R.I.P.
(Goal, Retirement, Investment and Protection) that
enables customers to articulate their needs, convert
them into financial goals and effectively plan for
the same.
 The final output for the customer will be
 Current position of customer
 What customer need to do to achieve his goals
 How they need to go about managing their savings and investments
 Risk profile and risk-taking ability
 A recommended asset allocation model

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05/12/09 Management,Jodhpur 12
Corporate Image Dimensions
 Corporate product attributes and benefits
 Quality
 Innovative
 People and relationships
 Customer orientation
 Values and programs
 Social responsibility
 Door Step School
 A NGO focused on spreading education to kids residing in the slums
 Support
 A NGO which is into rehabilitation of street kids addicted to drugs
 Corporate credibility
 Expertise
 Trustworthiness
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05/12/09 Management,Jodhpur 13
Awards and Achievements
 IBA Business Technology Awards 2006
 ICICI direct awarded the most preferred for financial
advisory
 First web 18genius of the Web Awards 2007
 Indian Bank’s Association Business Technology Awards
2007
 Service Retailer of the year 2008-ICICIdirect
 Best E-Brokerage House, Outlook Money Awards
 2003-04

 2004-05

 2006-07

 2007-08
Source: Ms. Puja Ray, SRM, I-sec, Jaipur

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05/12/09 Management,Jodhpur 14
Recommendations
 Sponsor the investor games or programme to increase their
brand image
 Such as
 “Chota Business Bade Sapne”
 Finance Club’s major activity “Investor Forum” of our Institute
 Proposed activities can be
 “Opportunities in Investment” for 2009-10
 “Investors Trips” for 2009-10

 Viral Marketing
 Use of SMS
 Provide demo on their website (icicidirect.com) for their
customers to improve the accessibility of their customer’s
trade

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05/12/09 Management,Jodhpur 15
Where to invest?
How to invest?
Get tips from Market Analysts
At Town Hall on
27th Dec.

Aravali Institute of Management

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