Product, Price and

Customer Needs
-The Rules of Success for
Indiabulls Securities Limited.
 
SUBMITTED BY :
GAURAV GUPTA
10BSPHH010245
 
 
 
  
SUBMITTED TO :
 
FACULTY GUIDE COMPANY GUIDE
DR. S.VIJAYLAKSHMI MR. ATISH GUPTA
 
DATE OF SUBMISSION 
27/04/2011
“A good broker system must be able to cope with an extremely complex and dynamic
environment.”

• Highly diversified company

• Market leader in the securities
market with more than 30%
market share
• Various projects undertaken by
the real estate like Hyderabad
India central park, technology parks.
bulls
• Has disbursed more than 45000
cr. loans in 5 yrs.
• 5 thermal power projects
undertaken with a total capacity
of 6600 MW.
Objectives of the Project
To understand Indiabulls
To understand the Pricing
on the Product front along
strategy of Indiabulls in
with competitors and
comparison to its
various strategies used by
them. competitors.

To understand the To understand

Customers needs in
Capital and the capital and
Derivatives market. derivatives market.
 The 3 way Connection
Price

For a consumer the 2

Produ
most important things in
ct the securities market
Consumer
are the Product and the
Price.
Scope of the Project

Geographical Segment of Competition

the market survey Customers the study also covers
covers a wide region the entire study is a competitive analysis
of the country. It specifically done on with its 5 major
includes the cities competitors i.e. ICICI
the people
Delhi, Pune, Direct, India Info line
belonging to the (IIFL), Share khan,
Gurgoan, Hyderabad, enterprise as well
Mumbai & Kolkata. Motilal Oswal and
as service industry. Angel Broking.
5 Major Competitors

• ICICI Direct – Well known among big firms as it has salary acccounts of
the biggest companies possible

• India Infoline (IIFL) – Outsourced software and very costly for investors

• Sharekhan – Market challenger to Indiabulls

• Motilal Oswal – Least market share but has highest terminal points

• Angel Broking – Stiff competitor for Indiabulls in terms of mobile trading

Products and Services
( after comparison with its 5 competitors)

Benefits of the Products Benefits of the Services

• Power Indiabulls software – in house • Dedicated Relationship Managers

developed
• 24/7 IVRS
• Mobile Power Indiabulls

• Extensive branch network with

• Online IPO
more than 2700 terminal points
• Electronic contract notes on Email
• Tic by Tic live charts with all
• Security token for further security of
news and alerts available
trading
Price
(comparison chart of brokerage and various other charges)
INDIABULLS IIFL ICICI DIRECT MOTILAL SHAREKHAN ANGEL
OSWAL BROKING

Delivery 0.35% 0.3% -0.5 % 0.4% - 0.85% 0.5% 0.1% 0.5%

Intraday 0.035% 0.03 % – 0.02% - 0.04% 0.05% 0.01% 0.02% -

0.05 % 0.03%

Exposure 4 - 10 6 4 4 5 6 - 15

Software Rs. 750 Rs. 1000 N.A. Rs. 1500 N.A. N.A.

Online Yes Yes Yes Yes Yes Yes

trading

Indiabulls Securities Limited does not charge any annual maintenance

charges (AMC) while all others competitors mentioned above do.
Factors Identified from the
Literature Review
For the Company For the Clients

• High Market Competition • Lack proper Knowledge about

trading in both stocks and
• Product Innovation commodities market

• Analyzing Consumer Behaviour • Lack awareness

• Pricing Strategies • Trust on online trading is still not

visible (loyalty)

• High technology
Factors a Consumer considers in the Securities Market
( factors listed down after consultation from employees
and literature reviews )

User friendly products

Convenience to order
Technical Support
Timeliness of data
Brokerage charges
After sales support
High returns
Good liquidity
Value Addition
To the Company
• Knowing the customers needs in the
market in order to gain back on
profits again
• How well are the customers helped in
assessing the markets
• Identifying key factors that a
customer considers before making his
investment decisions
• This project also helps in making and
altering the products and pricing
methods both for the prospective and
existing customers
To the Intern
• Exposure to various aspects of
market research and other
marketing issues by implementing
the theoretical concepts learnt into
practice and also a source of on the
job learning
• Understanding the Securities market
and various aspects of marketing
related to this specific market
• Applying my knowledge with the
marketing concepts of product, price
and customer
Data Sources
Primary Sources Secondary Sources

• Face – to – Face interviews with • Company websites

customers
• Marketing journals
• Telephonic interviews
• Articles and reports on
• Questionnaire professional websites

• Literature reviews
 Questionnaire Design
Section 1
The 1st section contains 6
questions which extract
information regarding how the
customer feels about the product
and services of Indiabulls
Securities Limited based on
factors like user friendly,
convenience, time, technical
support, after sales service, cost, age,
gender, income, education and
occupation. For this section Likert scale
has been used.
Section 2
This is the 2nd section which
contains 13 questions which
extract information regarding
the customer knowledge
about the stock markets. For
this case a Stapel scale is being
used as attitude measurement
is important here.
Methodology
Product and Price Customer

• SWOT and PESTEL analysis on Indiabulls • Collecting data from sampling survey
Securities in comparison to its 5 major by means of a questionnaire relating
competitors.
to customer needs and retention
• Product and services of Indiabulls achieved by Indiabulls.
Securities Ltd. will also be analyzed under
the umbrella of different product levels,
product and service differentiations. • Data analysis and interpretation will
• A further product line analysis of the be done through statistical tools i.e.
products and services of Indiabulls SPSS.
Securities Ltd. on the basis of sales and
profits.
• Pricing strategies to be analyzed on the
basis of Product and Market matrix.
Future Plan

STAGE TASK STATUS

Stage 1 Preliminary research and in house Completed

training

Stage 2 Segmenting and questionnaire Completed

design

Stage 3 Identifying and approaching the In process

customers and competitors

Stage 4 Product, Price, Data analysis and Yet to be done

arriving at results
Limitation to the Study

• This research is based on the opinion of the people who are being interacted.
Possibilities are that they may not be having sufficient knowledge and yet they
have participated in the research. Analysis result will tend to differ.

• Many people might not take part in research study leaving the researcher with
insufficient and incomplete data.

• People who have actual and sufficient knowledge may be neglected or ignored or
it may not be possible to reach them.

• There are many broking houses in the market. Only the most prominent ones have
been taken for the research consideration.
• There will be some reliability on the secondary data. The secondary data
might be biased towards the writer’s opinions and the way he feels. This
may not be giving the true picture.

• Due to time constraint detailed research on all the parameters is not

possible.

• Due to financial constraint, major sample survey is conducted online.

• Research done might not be true representation of entire population

(sample size study is 250).
Work done at Indiabulls

• Have gone for promotions to different places like DLF, INFOSYS, INTERGRAPH
CONSULTING, DR. REDDY’S

• Have made telephonic calls to existing and new customers

• Followed up interested leads

• Have met companies like NEDSCAPE and GOLDEN GATE PROPERTIES LTD. to
provide them with business offers

• Have mailed and contacted various companies for IPO

• Have also done various office works

Thank You