STUDY OF BEST PRACTICES IN THE

BFSI SECTOR FOR MARKETING, BRANDING

& COMMUNICATIONS PLAN
FOR ONLINE TRADING PRODUCT
Project by M!" N#$%y# D%&er
'%&er(#$%y#)*+#%&"co+
B#&#j% I(!t%t,te o- I(ter(#t%o(#& B,!%(e!! .BIIB/, P,(e
Survey No. 55/2-7, Tathawade, Opp. Wakad Police Station, O Pune-!u"#ai $i%hway,
Pune - &'' ()). *T+, -.' - *(2(+ - //7& '(0'/ 0)/ 0&/ 05
1ate, 22
nd
2uly, 2((0
Ab!tr#ct
0#y10e#&t2 Sec,r%t%e! P3t Lt' i3 in the proce33 o4 launchin% an Online Stock
Tradin% Product, 4or which it i3 undertakin% thi3 re3earch. Thi3 pro5ect pri"arily
4ocu3e3 on the pre-launch activitie3 and product develop"ent reco""endation3 4or
the online tradin% product o4 Way2Wealth Securitie3 Pvt. 6td.
The re3earch ai"ed to 7nd out the e8i3tin% "arket, analy3in% the co"petitive
environ"ent, deter"inin% the tar%et audience, 3u%%e3tin% product 4eature3, and
929 : 92; co""unication 4or"ulation3.
The 4our P3 na"ely, Price, Place, People : Pro"otion were 3tudied in ter"3 o4 Price
< the #rokera%e : other char%e3 levied on the cu3to"er in online tradin%= Place <
>ndia i3 taken a3 the "arket= People < the "a33 a?uent cla33= Pro"otion < include3
the #randin% : co""unication 3trate%y practically worked on.
The re3earch @ue3tion3 were an3wered #y 3tudyin% the "acro varia#le3,
interviewin% the "arket player3 and o#3ervation o4 e8i3tin% international : within
the country practice3. The analy3i3 o4 the pro5ect in a SWOT pattern 4or all the
participant3 in the 4or" o4 PorterA3 5 4orce3 o4 co"petition viB, new entrant3, rivalry
a"on% e8i3tin% player3, #ar%ainin% power o4 #uyer3 : 3eller3, and threat o4
3u#3titute3.
The conclu3ion i3 in the 4or" o4 reco""endation. The conclu3ion o4 the pro5ect wa3
that Way2Wealth 3hould launch the product, oerin% "ore than 5u3t the #a3ic
4eature3. The add-on3 can #e in the 4or" o4 the e8i3tin% individual 3ervice3 #undled
to 3erve ancillary need3 o4 the tar%et audience.
Ac4(o5&e'*e+e(t!
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To be*%( 5%t2 I 5o,&' &%4e to t2#(4
6" Mr" H,t#%b B#(',45#&# 7 +y +e(tor #(' *,%'e. The 7r3t thin% a3 a
"entor which he took care o4, wa3 %ettin% "e co"4orta#le with "y
environ"ent. $e "ade 3ure > en5oyed thi3 pro5ect, and %ained the "o3t out o4
the entire proce33.
The learnin% %ained wa3 "ore i"plicit than e8plicit. $u"#le #y nature, he i3 a
4anta3tic li3tener, and never clo3ed hi3 ear3 to the idea3, however irrational or
i"practical they "ay #e. $e encoura%ed "e to "ove out o4 "y #o8 and
e8peri"ent with the e8ternal environ"ent. $e e8po3ed "e to a3 "any door3
o4 e8perience3 : avenue3 a3 he could.
$e wa3 patient with "y work : helped "e #rin% out the #e3t in "e. > wa3
"ade an active participant to all other activitie3 takin% place in the
depart"ent, which "ade "y learnin% "ore than 5u3t on online tradin%. $e
"ade it a point to take a 4eed#ack o4 "y day and 3et "e a challen%in%
variety o4 tar%et3. Should > %o in dip3, he al3o wa3 there to #rin% "e out o4 it
and 3et "e on "y track.
$e allowed and pro"oted "y 4reedo" o4 3peech : thou%ht. With the a"ount
o4 activitie3 > have undertaken under hi" : the e8po3ure received 4ar "ore
than > had anticipated. >4 there i3 one thin% which > wi3h to have learnt and
take #ack with "e i3 hi3 hu"ility, patience : 3en3e o4 hu"ourL
1" T2e To8 M#(#*e+e(t o- 0#y10e#&t2, (#+e&y,
#" Mr" S2#!2%b2,!2#( 7 CEO
b" Mr" S,(%& R#+r#42%#(% 7 COO
c" Mr" Ge(t%& A,*,!t%(e 7 He#' H,+#( Re!o,rce
1e3pite their #u3y 3chedule, they readily provided "e their ti"e, opinion3
and e8perience3 which helped "e not only under3tand the intricacie3 o4
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#u3ine33 #ut al3o Way2Wealth #etter. The interaction it3el4 wa3 a tacit
learnin% a#out the corporate li4e.
9" Mr S,re!2 C2#,2#( 7 H Way2Wealth #ranch "ana%er, who on the re@ue3t
o4 hi3 head !3. !ini Dadav, readily helped "e %rapple the intricacie3 involved
in inve3tin%.
:" T2e St#; o- 0#y10e#&t2, N#r%+#( Po%(t Br#(c2 < "y acknowled%"ent
would #e inco"plete without thankin% all "y collea%ue3 who add li4e to the
#ranch Nari"an Point 9ranch o4 Way2Wealth *earlier the corporate oMce now
the re%ional oMce+. Hll "y collea%ue3, with who" > 3hared 3pace, "ade
Way2Wealth a wonder4ul e8perience. > wa3 provided with all the re3ource3
and opportunitie3 o4 interaction a3 availa#le to any other e"ployee o4 the
3a"e.
So"e o4 the i"portant le33on3, which > a" takin% #ack 4ro" Way2Wealth i3 not
3o"ethin% > can e8pre33 in word3.
NDou all "ade "y way into Way2Wealth and 7r3t e8po3ure to the corporate world a
very "e"ora#le one. Thank You Everyone!
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O3er3%e5 o- t2e Project
The 4ollowin% activitie3/ reco""endation3 were undertaken durin% the pro5ect,
a. >nternational >ndu3try Hnaly3i3,
i. Study on 9e3t Practice3 4ollowed #y >nternational player3 oerin% Online
Tradin%
ii. Study on >ndian player3 providin% online tradin% in international "arket3
#. !acro >ndu3try Hnaly3i3,
i. Hnaly3i3 o4 3tock #roker3 in >ndia and the product3 : 3ervice3 oered #y
the"
ii. 9ench"arkin% o4 online tradin% product3 oered #y #roker3 in >ndia
iii. Provided reco""endation on Oway2wealthO product 4eature3, #a3ed on the
a#ove analy3i3
c. Ge3earch Cndertaken,
i. >n depth ;o"petitor, product Hnaly3i3, #y undertakin% vi3it3 to co"petitorO3
#ranche3
ii. Cndertook ;lient >nter4ace on e8perience with tradin% online
iii. >nterviewed the >n-hou3e !ana%e"ent to under3tand Way2Wealth in depth
viB. key 3tren%th3 o4 the or%aniBation, product po3itionin% etc
d. Pre-launch activitie3 4or Way2Wealth Online Tradin% Product,
i. Hdverti3in% Plannin%
'. Selection o4 we# partner3 < under3tandin% the varia#le3 in adverti3in%
plannin%
2. Hdverti3in% 9ud%et Plannin%/ Geco""endation #a3ed on propo3al3
oered #y the a%encie3.
). Product Na"e Geco""endation
&. Geco""endation 4or ;ontent o4 9rochure : Elier
5. Su%%e3tion3 4or We# Pa%e ;ontent !ana%e"ent
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'+ Su%%e3ted layout 4or we#pa%e : 4eature3 on the we# pa%e
2+ Geco""ended content 4or like Online Tradin% School, EHP3, Jlo33ary
ii. Worked on PowerPoint Pre3entation 4or the Online Tradin% Product
iii. F8plored option3 < !ock Online Stock Tradin% Ja"e3
e. Po3t Hccount Openin% 4or Way2Wealth Online Tradin% Product,
i. Worked on content 4or Welco"e 6etter
ii. Workin% on ;u3to"er Service %uideline3
iii. Jave reco""endation3 4or Script 4or Tele-caller3
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E<ec,t%3e S,++#ry
The pro5ect #roadly deal3 with the pre-launch activitie3 o4 the 3oon-to-#e-launched
Online Tradin% Product o4 Way2Wealth Securitie3 Pvt 6td. The pro5ect #e%an with the
#rie7n% 3e33ion #y "y "entor !r. 9andukwala on what e8actly the pro5ect wa3
a#out. > wa3 %iven ti"e to 7r3t learnin% the #a3ic3 #e4ore delvin% deep into the
topic. > would di3cu33 "y le33on3 and dou#t3 at the end o4 the day with "y "entor.
Hccordin%ly, > #uilt up "y ne8t readin% and 3tudy 4or the pro5ect. Thi3 included
di3cu33ion3 with 4riend3 who were already dealin% in the "arket.
To a3certain the practical application, %rapple #etter the "aterial read o4 the 3a"e, >
7nally %ot down in the real "arket 3cenario. With thi3 #e%an "y "ethodolo%y
a3pect, wherein > interviewed and conver3ed with the #ranch "e"#er3/ cu3to"er
care e8ecutive3 o4 the variou3 co"petin% "arket player3 and then accordin%ly
varied "y in4or"ation ac@uirin% techni@ue3. The 7r3t day wa3 very encoura%in%,
where "o3t o4 "y technical learnin% took place. > entered the co"petitor3A oMce, a3
a 3tudent, who ha3 5u3t 7ni3hed her %raduation, and i3 lookin% at inve3tin% a3 an
option. We are a #unch o4 4riend3 and are to%ether plannin% to inve3t with one
a%ency #y pourin% our re3ource3 in one #a3ket. > "ade it clear > do not know "uch
a#out it. Fven i4 "y @uerie3 were %enuine, di3clo3in% that > a" pur3uin% !9H would
have put "e in a di3advanta%eou3 po3ition.
The @ue3tion para"eter3 were #a3ed on one o4 the previou3 3i"ilar #ench"arkin%
activity undertaken. Pue3tion3 were added #y "y "entor, which > wa3 e8pected to
look out 4or. With each enrichin% di3cu33ion > had with the variou3 relation3hip
"ana%er3, not only did it add knowled%e a#out the variety o4 product3 #ut al3o the
para"eter3 to #etter de7ne #y #ench"arkin% activity *enclo3ed in anne8+.
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The @ue3tion3 were "e"ori3ed #y the end o4 the 3econd day. Det 3hould > have
"i33ed out any in4or"ation, > called up at the call centre3 or even the "ana%er3 and
took the nece33ary detail3.
There were in3tance3, where > wa3 di3appointed with the kind o4 interaction3 > had
with 3o"e relation3hip "ana%er3. On an avera%e > 3pent a#out &5 "in3 to an hour
with each o4 the #ranch vi3ited.
> "ade it a point to %o to the #ranche3 or the "ain oMce3 3o that > could %et a real-
ti"e 4eel o4 the 3et-up in a 7nancial or%aniBation : the co"petitor3A environ"ent.
Hl3o thank3 to the3e trip3 *at a 4ew place3+ > wa3 3hown the real-ti"e workin% o4 the
3o4tware u3ed #y the". Hnother "a5or in3i%ht wa3 how "uch a relation3hip
"ana%er knew a#out the product. >n "o3t o4 the ca3e3 it wa3 di3heartenin%, a3 their
knowled%e on the 3a"e wa3 very little. Thi3 wa3 "ore 3o in the ca3e o4 cu3to"er
care centre3. The $1E; cu3to"er care e8ecutive3 were very %ood, and had the lea3t
waitin% ti"e when an3werin% "y @uerie3.
One incident at Geli%are wa3 e@ually 3trikin%, a3 while > wa3 conver3in% with a
relation3hip "ana%er at their #ranch, there wa3 a co"plaint re%ardin% the
paperwork. !o3t o4 the people re4rained 4ro" participation. The cu3to"er wa3 dealt
with hi3 e8ecutive. When > a3ked the "ana%er #rie7n% "e on the 3a"e, he @uietly
a#3tained 4ro" the entire proce33.
O#3ervation, Fven thou%h the oMce3 have #een well-#uilt and well-e@uipped, the
3tre33 i3 on dealin% with a client at hi3 own 3et-up than our own oMce3. Gea3on3
could #e "any, like re4rainin% e8po3ure to other client3, or client e8po3ure to in-
hou3e pro#le"3 etc.
H4ter havin% ventured 4ro" Navi !u"#ai to !alad to Eort, > 4elt 7t enou%h to take
the in4or"ation a#out the re3t o4 the player3 on phone. $ence, "y earlier part o4 the
day wa3 3pent in either lookin% up at the co"petitor3A we# pa%e or under3tandin%
the in-hou3e 4unctionin% o4 Way2Wealth, while po3t ).)(p" wa3 on the phone
%ui3ed a3 a cu3to"er with the other player3. Fven while on phone, "y avera%e ti"e
3pent wa3 )( < &5 "in3, when interactin% on the 3a"e. Thu3, > "ana%ed to %ain
in4or"ation on "a8i"u" ) or & player3 each day.
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There wa3 an in3tance where > called up at Networth3tock and wa3 a3ked to call at a
variety o4 nu"#er3= each one wa3 a3kin% "e to call the other per3on. >t reQected
their ina#ility to deal with a new client or that they were too 4ull with the 3a"e. >t
certainly leave3 a ne%ative i"pre33ion on a pro3pective client.
> 7ni3hed the #ench-"arkin% activity and 3u#"itted the 3a"e within the 7r3t 2(
day3 o4 "y pro5ect.
Ne8t > wa3 "oved to the "arketin%, #randin% and co""unication a3pect3 o4 the
pro5ect. $ere > wa3 e8po3ed to activitie3 like adverti3in%, product 4eature
reco""endation, #rochure, Qier, PPT.
One o4 "y 3u%%e3tion3 in "y early 3ta%e3 wa3 the u3e o4 credit card 4or tradin%
tran3action3. The idea wa3 pur3ued, #ut on veri7cation #y "y "entor, it wa3 not
4ound 4ea3i#le due to 3o"e technicalitie3 involved with credit card3.
The other avenue which > wa3 a#le to e8plore wa3 that o4 !ock Tradin% Ja"e3. Eor
the 3a"e, > %ot in touch with variou3 3o4tware developer3. The idea wa3 4ollowed 4or
a week #ut later had to #e 3craped a3 the co3t3 involved were too hi%h in ter"3 o4
#oth "oney and develop"ent ti"e.
>t wa3 durin% thi3 ti"e that > even %ot in touch with "o#ile %a"e developin%
co"pany. >t wa3 not pur3ued 4urther. We were lookin% only at purcha3in% an o4-the-
3hel4 %a"e than otherwi3e. Ht the end o4 a week the whole idea wa3 3crapped a3 we
were una#le to 7nd the ri%ht 3ource 4or the 3a"e.
Eor the Qier and #rochure, > worked 4or a#out two week3 3i"ultaneou3ly with the
other activitie3. Thi3 a%ain wa3 3crapped and an adverti3in% a%ency wa3 #ein%
con3idered 4or the 3a"e.
Eor online adverti3in% > %ot in touch with Gedi, ;hittor%arh, !SN : Joo%le. H
co"pari3on wa3 "ade and 3ent to the "ana%e"ent.
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!y other activitie3 included the we# pa%e content, 4or which > "ade an online
3chool includin% the #a3ic3 on inve3tin%, under3tandin% the e@uitie3, derivative3 :
%lo33ary. Hn entire Inowled%e ;entre wa3 "ade a3 a reco""endation and
3u#"itted.
To enhance the @uality o4 the Inowled%e ;entre, > wa3 provided a33i3tance #y the
internal Way2Wealth 3ta, who helped "e under3tand the #a3ic3 o4 inve3tin% alon%
with the tool3 availa#le to do the 3a"e viB in3urance, "utual 4und3 etc *only the
#a3ic3+.
Hpart 4ro" reco""endin% product na"e : product 4eature reco""endation, > al3o
3u#"itted a PPT *3u%%e3tion+ on the online tradin% product.
Toward3 the end, "y other 3et o4 activitie3 dealt with po3t account openin%, viB
Welco"e 6etter : ;u3to"er Service Juideline3 : Tele ;aller3 Script.
To add a 7nal touch to "y entire under3tandin% on the indu3try and the product,
once > wa3 well ac@uainted with the product, > al3o had a tRte-S-tRte with the Top
!ana%e"ent, who wa3 very co-operative : %enerou3 with their idea3 : the ti"e
they allowed "e 4or the interaction.
When > 3tarted "y pro5ect, Nari"an Point OMce wa3 the ;orporate OMce, which in
"y pre3ence wa3 "oved to the ;handivali F3tate *Hndheri+= Nari"an Point 9ranch
now a Ge%ional OMce. Fven thou%h "y "entor wa3 a part o4 the ;orporate
e8ecutive3, 3ince hi3 4unctionin% wa3 4ro" the Nari"an Point 9ranch, > too worked
4ro" the 3a"e place.
The interaction3 helped "e under3tand not only the view o4 the or%aniBation 4ro"
the #otto" level : "iddle level #ut al3o the top level.
Hl3o, there wa3 con3tant %uidance #y "y "entor, who "ade 3ure > wa3 3et #ack on
track 3hould > deviate 4ro" the 3a"e.
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The overall value o4 learnin% increa3ed a3 > wa3 e8po3ed to lot o4 action and activity
apart 4ro" the or%aniBational #ehavioural 3tudy o4 a re3tructurin% or%aniBation.
The chance3 o4 7ndin% loop-hole3 in a dyna"ic or%aniBation are 4ar little than in a
3tatic or%aniBation. Hl3o "y tenure with the or%aniBation wa3 too 3hort 4or the
3a"e. Det on an overall it wa3 an enrichin% e8perience.
TABLE OF CONTENTS
PAGE
NUMBER
6" 6"6 I(tro',ct%o( '&
'.2 $ypothe3i3 '0
'.) Purpo3e < Ge3earch O#5ective3 '.
'.& >"portance o4 Study 2(
'.5 Pro#le" 1e7nition 2(
'./ 6i"itation3 2(
1" 1"6 Met2o'o&o*y 2'
2.2 Settin% 2'
2.) Participant3 2)
2.& Procedure 2&
9" 9"6 Re!,&t! )'
).2 ;o"petitive Hnaly3i3 ))
).2.' >nternal Hnaly3i3 ))
).2.'.H. < WHD2WFH6T$ )&
).2.2 F8ternal Hnaly3i3 &7
).2.2.H. < >NTFGNHT>ONH6 !HGIFT &0
i. ;harle3 Schwa# &.
ii. FTTrade 5'
).2.2.9. < >N1>HN/ 6O;H6 !HGIFT P6HDFGS 5)
i. Hn%el 9rokin% 5&
ii. H3it ; !ehta 5/
iii. 9onanBa Online 57
iv. 1awnayday HK Securitie3 50
v. Jeo5it 5.
vi. $1E; Securitie3 /(
vii. >;>;> 1irect /'
viii. >19> Pai3a 9uilder /2
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i8. >6 : ES /)
8. >ndia#ull3 /&
8i. >ndia>n4oline /5
TH96F OE ;ONTFNTS *;ONT1U+ PAGE
NUMBER
8ii. Iotak Securitie3 //
8iii. !a5or JainB /7
8iv. !otilal O3wal /0
8v. Networth3tock /.
8vi. Geliance !oney 7(
8vii. Geli%are Securitie3 7'
8viii. Sharekhan 72
8i8. CT> 7)
).2.2.;. < ;GOSS SF;T>ONH6 HNH6DS>S 7&
i. ;N9; < TK'0 75
).2.) !arketin%, 9randin% : ;o""unication Hctivitie3 77
).2.).H PGF-6HCN;$ H;T>K>T>FS 70
i. Hdverti3in% plannin% 70
!SN 0(
Joo%le 0'
Gedi 02
!oney ;ontrol 0)
;hittor%arh 0&
Dahoo 05
ii. 9rochure : Elier 0/
iii. Power Point Pre3entation 07
).2.).9 WF9 PHJF 00
i. Eeature3 on We# Pa%e 00
ii. We# ;ontent !ana%e"ent 0.
).2.).; OT$FG OPT>ONS .(
i. !ock Tradin% Ja"e3 .(
).2.).1 POST H;;OCNT OPFN>NJ .2
i. Welco"e 6etter .2
ii. ;u3to"er Service Juideline3 :
Script 4or Tele-caller3
.2
TH96F OE ;ONTFNTS *;ONT1U+
PAGE
NUMBER
:" :"6 Co(c&,!%o(! .)
&.2 F8ternal >ndu3try Scenario .&
&.) >nternal Or%aniBational Eactor3 ./
&.& Product Eeature3 .0
&.5 Product Gelated Geco""endation3 '((
&./ We# Pa%e Geco""endation '(2
&.7 ;u3to"er ;are Eactor3 '(&
&.0 9randin%, ;o""unication : !arketin% '(5
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=" Re-ere(ce! '(.
>" A88e('%ce! ''2
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6"6 INTRODUCTION
>ndia 4ollowed a 3ociali3t-in3pired approach 4or "o3t o4 it3 independent hi3tory, with
3trict %overn"ent control over private 3ector participation, 4orei%n trade, and
4orei%n direct inve3t"ent. $owever, 3ince the early '..(3, >ndia ha3 %radually
opened up it3 "arket3 throu%h econo"ic re4or"3 #y reducin% %overn"ent control3
on 4orei%n trade and inve3t"ent. Hl3o, the privati3ation o4 pu#licly owned indu3trie3
and the openin% up o4 certain 3ector3 to private and 4orei%n intere3t3 ha3 proceeded
3lowly a"id political de#ate.
>n the la3t 4ew year3, there ha3 #een a 3i%ni7cant develop"ent in the 3tock "arket3
indicator3 3uch a3 "arket capitaliBation and tradin% value in the re%ion 4ollowin%
li#eraliBation "ea3ure. There i3 clear evidence that po3t li#eraliBation, the "arket3
in >ndia i3 aected #y the "a5or a3 well a3 #y the re%ional "arket3 in the lon% run.
>n the 3hort run, however, the "arket3 appear to #e independent o4 one another.V
*EaBal $u3ain and H#dul Payyu"+
i
H"id3t 3uch ti"e3, develop"ent o4 a product in anticipation o4 the any upco"in%
need3 i3 inevita#le. Product 1evelop"ent can #e de7ned a3 Nthe overall proce33 o4
3trate%y, or%aniBation, concept %eneration, product and "arketin% plan creation
and evaluation, and co""ercialiBation o4 a new product
'
. Flan de3cri#e3 it a3, the
3ta%e3 that occur 4ro" the ti"e a #u3ine33 %enerate3 a new #u3ine33 idea to the
launch o4 that particular product in the "arket
2
Product 1evelop"ent i3 a creation o4 product3 with new or dierent characteri3tic3
that oer new or additional #ene7t3 to the cu3to"er. >t "ay involve "odi7cation o4
an e8i3tin% product or it3 pre3entation, or 4or"ulation o4 an entirely new product
that 3ati37e3 a newly de7ned cu3to"er want or "arket niche.
)
1 http,//www.entrepreneur.co"/encyclopedia/ter"/02&'&.ht"l
2 www.#u3ine332(((.ie/ht"l/re3ource3/%lo33ary/p.ht"
3 http,//www.#u3ine33dictionary.co"/de7nition/product-develop"ent.ht"l
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'&
Accor'%(* to Kot&er, Pro',ct &e3e&! c#( be ,('er!too' #! -o&&o5!
Pro',ct Le3e&!
There are & product level3,
'+ ;OGF 9FNFE>T The 4unda"ental 3ervice or #ene7t that the
cu3to"er i3 #uyin%
2+ 9HS>; PGO1C;T ;onvertin% the core #ene7t into the product
)+ FWPF;TF1
PGO1C;T
Set o4 attri#ute3 : condition3 #uyer3
nor"ally e8pect when they purcha3e thi3
product
&+ HCJ!FNTF1
PGO1C;T
Product that e8ceed3 the cu3to"erA3
e8pectation3
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B#!%c
Pro',ct
Core
Be(e?t
'5
A,*+e(te'
Pro',ct
E<8ecte'
Pro',ct
Product develop"ent i3 undertaken #y a co"pany a3 a 3trate%y. Hlon% with 4ul7llin%
the un3ati37ed need3 o4 the e8i3tin% "arket, it i3 to enter a new "arket or a3 a new
channel to co""unicate with e8i3tin% or new cu3to"er3. Product develop"ent i3
inco"plete without co3t eMciency. The core ai" #ehind any innovation i3 to "ake
the product "ore co3t-eMcient, not only 4or the 3eller #ut al3o the #uyer o4 the
3a"e.
NFvery new "ethod o4 trade oer3 an opportunity 4or econo"ic a%ent3 to co"pare
it3 co3t3 and #ene7t3 relative to the 3tatu3 @uo. Such co"pari3on "otivate3 3ortin%
acro33 "arket 3e%"ent3 and re3hape3 the whole "arketplace. The >nternet provide3
an e8cellent e8a"ple, it introduce3 3u#3tantial 3earch co3t 3avin%3 over #rick and
"ortar retail 3tore3 #ut i"po3e3 new o#3tacle3 4or 3eller3 to convey @uality.V *Jin%er
Xhe 2in Cniver3ity o4 !aryland and N9FG : Hndrew Iato, 9ureau o4 6a#or
Stati3tic3+
ii
. Thu3, once the product i3 developed, product "ana%e"ent/
co""unication co"e into play.
Product !ana%e"ent can #e e8plained a3 the or%aniBational 3tructure within a
#u3ine33 that "ana%e3 the develop"ent, "arketin% and 3ale o4 a product or 3et o4
product3 throu%hout the product li4e cycle. >t enco"pa33e3 the #road 3et o4
activitie3 re@uired to %et the product to "arket and to 3upport it therea4ter.
&
Hl3o, when analyBin% %eo%raphic pattern3 o4 trade, we 7nd that di3tance continue3
to #e an i"portant deterrent to trade #etween %eo%raphically 3eparated #uyer3 and
3eller3, thou%h at a le33er e8tent than ha3 #een o#3erved in 3tudie3 o4 non->nternet
co""erce. We al3o 7nd a 3tron% Nho"e #ia3V toward3 tradin% with counterpartie3
located in the 3a"e city. Eurther analy3e3 3u%%e3t that cultural 4actor3 and the
po33i#ility o4 direct contract en4orce"ent in ca3e o4 #reach are the "ain rea3on3
#ehind the 3a"e city #ia3.V*Hli $ortaY3u, Cniver3ity o4 ;hica%o and N9FG : E. H3Z3
!artZneB-2ereB, $arvard 9u3ine33 School : 2a3on 1ou%la3+
iii
4
http://www.businessdictionary.com/definition/product-management.html
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So"ethin% 3i"ilar i3 o#3erved in the tradin% #u3ine33e3 a3 well, where there are
player3 do"inatin% a particular re%ion over the other "erely due to clo3er
%eo%raphic pro8i"ity.
Eor a product like tradin%, %eo%raphic pro8i"ity can #e predicted to have an i"pact,
a3 the >ndian client i3 3till not u3ed to the idea o4 virtual tran3action3. The rea3on a3
that in thi3 indu3try [tru3t : under3tandin%A i3 o4 %reat i"portance. >t 4eel3 3a4er to
have the per3on dealin% with your "oney %eo%raphically clo3er than otherwi3e.
The role o4 cultural #ia3 i3 de#ata#le, #ut can not #e 3hunned away. There are 3o
"any 3tock "arket player3 in >ndia and each have a dierent key 3tren%th and
weakne33. So"ethin% 3i"ilar happen3 with the online tradin% #u3ine33 a3 well.
Thou%h the level to which #oth the3e 4actor3 aect the online tradin% "arket i3
de#ata#le : yet to #e un4olded.
Ht pre3ent, the >ndian "arket3 are e8periencin% a 3tate o4 tur"oil *or correction+,
where the "arket3 are in the wor3t o4 the #eari3h pha3e3. Fven thou%h online
tradin% ha3 #een around 4or @uiet 3o"e ti"e, it wa3 only a 4ew "onth3 a%o, when
the 9SF wa3 runnin% in 2(,((( point3 to win the #ulli3h race that it really picked
pace= today droopin% to a low o4 '),((( odd point3 in 9SF : &((( point3 in NSF,
4urther dippin% each day.
There are 3tudie3 which reQect that an o?ine tradin% with increa3in% con7dence
"ove 4ro" o?ine to online tradin%. >t i3 o4ten ar%ued that the internet inQuence3
inve3tor #ehavior. Eurther"ore, the recent N#u##le\ in internet 3tock3 are
3o"eti"e3 a3cri#ed, at lea3t in part, to online tradin%. $owever, little i3 known
a#out how online inve3tor3 actually #ehave. *!arku3 Jla3er+
iv
Gecently,
re3earcher3 have %one a 3tep 4urther 4ro" 5u3t docu"entin% #ia3e3 o4 individual
inve3tor3. !ore and "ore 3tudie3 analyBe how e8perience aect3 deci3ion3 and
whether #ia3e3 are eli"inated #y tradin% e8perience and learnin%. *!arku3 Jla3er
and !artin We#er+
v
Thu3, conQictin% and co"ple"entin%, today, the "arket a3 well a3 the player3 are
a3 unpredicta#le : eni%"atic a3 the other. >n 3uch a 3cenario the @ue3tion
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'7
pertainin% to W2W i3 re%ardin% the launch o4 it3 online tradin% product. Thu3, the
pro5ect i3 to deter"ine the need %ap, what 3hould #e the product 4eature3 3uita#le
4or the Way2Wealth product to 3uit the volatile "arket3, alon% with the
co""unication plan 4or the 3a"e.
>n a 3ituation a3 3uch, where the #a3ic oerin% i3 "ore or le33 the 3a"e, the role o4
"arketin% the product3 #eco"e3 very do"inant. >n the race today, it i3 not only
what you 3ell #ut how you 3ell.
6"1 HYPOTHESIS
'. Product 4eature3 o4 Way2Wealth product 3hould #e have the "ini"u"
4eature3 na"ely,
a. Tradin% in F@uity
#. Tradin% in 1erivative3
c. >ntraday : 1elivery
d. 6inka%e to "ini"u" ' 1e"at Hccount
e. 6inka%e to "ini"u" ' e-#ank account
4. Watchli3t3 < 2 "ini"u"
%. Port4olio3 < 2 "ini"u"
h. Trade in NSF
i. Trade in 9SF
5. We# #a3ed plat4or"
2. W2W alon% with the online tradin% plat4or" 3hould provide other %a"ut
3ervice3 to pro"ote co3tu"er3 to take up online tradin% 3ervice3.
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'0
6"9 PURPOSE 7 RESEARCH OB@ECTIAES
The Iey >33ue3 and Eact3 HnalyBed #y thi3 paper i3,
Throu%h thi3 re3earch paper, we ai" to under3tand,
RESEARCH BUESTIONS RESEARCH OB@ECTIAES
'. What doe3 the "arket look
like in Online tradin%]
To deter"ine the #e3t practice3 in online
tradin% #y 3urveyin% #oth local : international
#e3t practice3 in Online Tradin% *OT+
2. Who are "y co"petitor3] To deter"ine the nature o4 co"petition in the
e8i3tin% "arket *co"petitive analy3i3 o4 Player3
in the Online Tradin% !arket *OT!++
). Why are online tradin%
product3 needed]
To deter"ine the need3 4or online tradin%
product3 *OTP+
&. Where do the e8i3tin%
product3 o4 Way2Wealth
3tand]
9ench"arkin% o4 Way2Wealth Product3
5. What 4eature3 do > need to
provide]
To deter"ine the Structure o4 Product 4eature3
/. $ow 3hould > co""unicate
to "y tar%et audience]
To deter"ine the "arketin% : co""unication
plan 4or launch o4 W2W online tradin%
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6": IMPORTANCE OF STUDY
The #ene7ciarie3 o4 thi3 3tudy will #e 3trate%ic plannin% %roup3, "arketin% %roup3 :
e8ecutive "ana%er3 in the online tradin% #u3ine33.
6"= PROBLEM DEFINITION
i. To deter"ine the product 4eature3 4or the new online tradin% product #y
Way2Wealth
ii. To deter"ine the "arketin%, #randin% : co""unication3 plan 4or the online
tradin% product
6"> LIMITATIONS
H "a5or li"itation with the e8i3tin% literature i3 that there i3 very little 3tudy on the
>ndian "arket3, thu3, thou%h they can #e accepted to a certain e8tent, they can not
#e '((^ veri7ed.
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2(
1"6 METHODOLOGY
The pro5ect wa3 #roadly 3tructured to have an in-depth "arket analy3i3 o4 the
e8i3tin% player3 3o that the 3trate%ie3 on the 3a"e could #e tapped and u3ed a3 an
advanta%e when launchin% the online tradin% product 4or Way2Wealth.
To undertake 3uch a 3tudy, > wa3 7r3t %iven ti"e to under3tand the "arket and it3
4unctionin% and 3o on. $avin% "et the pri"ary criteria a4ter a weekA3 3tudy, > went
out 4or the "arket re3earch, %ui3ed a3 a cu3to"er. The #a3ic %uideline3 were
provided to "e #y the or%aniBation 4ro" previou3 #ench"ark3 on the 3a"e. With
e8po3ure, > wa3 allowed the 4reedo" and Qe8i#ility to add-on the para"eter3.
With the 4eed#ack 3e33ion, everyday, #y "y "entor > wa3 3oon a#le to an3wer "o3t
o4 the critical @ue3tion3 pertainin% to the product.
To keep up "y enthu3ia3" and "y a%ile "ind, he 4urther added re3pon3i#ilitie3,
which otherwi3e were not a part o4 "y pro5ect, alon% with the every-day operation3,
which would not nece33arily 4all under an internA3 pro5ect.
1"1 SETTING
9roadly put, the "ethodolo%y adopted 4or the entire pro5ect tenure, wa3
o#3ervational, ca3e 3tudy. The tool3 u3ed 4or the 3a"e were interview :
o#3ervation3 "ade in the natural 3ettin%3. Hll tool3 were u3ed in a "atri8 4or"at,
3uch that 3o"e o4 the in4or"ation received would help veri4y any prior o#tained
in4or"ation.
The 3econdary 3ource3 o4 data were cu3to"er care centre3, relation3hip "ana%er3,
!ana%e"ent o4 Way2Wealth, new3paper3, we# pa%e3 etc. The #ook3 and we# were
little 3ource3 a3 "o3t o4 the data > collected wa3 4ro" the real "arket it3el4.
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To #e%in with, the 7r3t two week3 were 3pent in the tryin% to under3tand what i3
online tradin% and the "arket 3cenario. Hrticle3 printed online were u3ed 4or
re4erence a3 well. Hpart 4ro" that, help wa3 3ou%ht o4 people who under3tand the
online tradin% #u3ine33. >t included a 4ew 4riend3, relative3, online help and "y
"entor to clari4y the dou#t3 a3 and when they aro3e.
!y "entor %uided "e with the nature o4 @ue3tion3 which wa3 3uppo3ed to #e
en@uired on in relation to Online Tradin% Product3. With hi3 a33i3tance, > wa3 a#le to
dra4t a 3tructured @ue3tionnaire. Det it i3 i"portant to note, that the @ue3tionnaire
wa3 only a pointer. The an3wer3 were to #e 3ou%ht not a3 a "arket re3earcher #ut
a3 a cu3to"er. So it wa3 3i"ilar to that o4 an interview than conductin% a 3tructured
@ue3tionnaire.
H3 and when > 4ound pointer3/ para"eter3, > added the" on to the li3t. >4 > "i33ed
%ettin% the in4or"ation 4ro" the previou3 or%aniBation, > would %o and collect it
4ro" the" over the phone later, when clari4yin% dou#t3 a#out the product. Thu3, it
wa3 an inductive re3earch proce33.
Join% into the detail3, > "ana%ed to "eet the relation3hip "ana%er3 o4 @uiet a 4ew
player3. Once > %ot a han% o4 the entire %a"e, > "ana%ed to a3k @ue3tion3 on "y
own, without any a33i3tance o4 a written @ue3tion paper. One o4 the 3ucce33e3 wa3
when a4ter a week o4 thi3 e8erci3e, > indirectly con7r"ed to the per3on on the other
end o4 the phone that > a" not a novice in the indu3try. 9y the ti"e that 3ta%e
arrived there wa3 no need to portray "y3el4 a3 a novice cu3to"er. !y interaction3
"ade "e co"e acro33 a3 a trader. The other advanta%e in thi3 3ituation wa3 that
the telephone wa3 the "ean3 o4 "y co""unication.
The #ene7t o4 thi3 "ethodolo%y wa3 that > could %radually i"prove on the entire
in4or"ation collection procedure, con3iderin%, the entire pro5ect wa3 undertaken #y
a 3in%le 3tudent in a city a3 wide-3pread a3 !u"#ai.
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1"9 PARTICIPANTS
The player3 > have taken in "y 3tudy are,
I(ter(#t%o(#& I('%#(C Loc#& Cro!!DCo+8et%t%o(
;harle3 Schwa# Hn%el 9rokin% ;N9;'0
FTTrade H3it ; !ehta
9onanBa Online
1awnay1ay HK
Securitie3
Jeo5it
$1E; Securitie3
>;>;> 1irect
>19> Pai3a#uilder
>6:ES
>ndia#ull3
>ndia>n4oline
Iotak Securitie3
!a5or JainB
!otilalo3wal
Networth3tock
Geliance !oney
Geli%are
ShareIhan
CT>
Hpart 4ro" the3e e8ternal participant3, the internal participant3 were the e"ployee3
: !ana%e"ent o4 Way2Wealth Securitie3 Pvt. 6td.
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2)
1": PROCEDURE
The "ethodolo%y undertaken 4or each o4 the" i3 a3 4ollow3,
a. >nternational >ndu3try Hnaly3i3,
>. STC1D ON 9FST PGH;T>;FS EO66OWF1 9D >NTFGNHT>ONH6 P6HDFGS OEEFG>NJ ON6>NF
TGH1>NJ,
The entire 3tudy i3 "ore or le33 like a ca3e-3tudy undertaken to under3tand
the tradin% "arket practice3 on a wider 3pectru". To under3tand the #e3t
practice3 oered, > 3tudied the two pro"inent player3 na"ely Charles
Schwab : E*Trade. The 3tudy wa3 "ore or le33 an o#3ervational one, where
"y 3ource o4 data wa3 internet. To under3tand thi3 cycle #etter > had even
ventured into under3tandin% the 4ore8 tradin% portal.
>>. STC1D ON >N1>HN P6HDFGS PGOK>1>NJ ON6>NF TGH1>NJ >N >NTFGNHT>ONH6 !HGIFTS,
1urin% the entire tenure o4 "y pro5ect, > "ade it a point to vi3it 3o"e or the
other portal o4 the local/ international "arket player3. >t wa3 durin% one
3uch occa3ion that > re%i3tered on FTtrade to trade in the CS "arket3.
>t wa3 a4ter a week or 3o, when > received a call 4ro" >6 : ES, a 3u#-holdin%
o4 FTTrade *now taken over #y $S9;+. They e8plained "e the entire proce33
o4 tradin% in the CS "arket, the #ene7t3 o4 the 3a"e. >t wa3 "ore or le33
like a telephonic interview where even thou%h > wa3 3uppo3ed to #e the
cu3to"er, wa3 the one di%%in% out in4or"ation on their product and "ore.
> re@ue3ted a #rochure *re4er anne8ture+, which wa3 delivered to "e online
in a 4ew day3. They called #ack with in4or"ation 4or a week, a4ter which
there wa3 no re3pon3e 4ro" their end.
The other co"pany which oer3 thi3 4acility i3 >;>;> 1irect.
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2&
>>>. 6O;H6 !HGIFT P6HDFGS,
When > entered the oMce3 o4 the co"petitor3, > "ade portrayed "y3el4 a3 a
7r3t ti"er intere3ted in inve3tin% in the "arket. To #e%in with thi3, > 7r3t
went to A!%t C Me2t#, oMce located in 9elapur. > wanted to e8peri"ent "y
3kill3, need3 and re@uire"ent3 #e4ore > enter the #i%%er oMce3. >t wa3 4or
the 3a"e, that > carried "y @ue3tionnaire in hand. >t helped "e under3tand
the reaction > could e8pect 4ro" "y re3pondent.
>t wa3 not a very "otivatin% e8perience, #ut > "ana%ed to collect their
#rochure3, new3letter3 apart 4ro" account openin% detail3. The "eetin%
la3ted a#out &5 "inute3 durin% "arket hour3. $e 3u3pected "e to #e a
"arket re3earcher. The interaction wa3 durin% the "arket hour3.
With a le33on o4 3uch nature, > "oved to Nerul, where > entered the
S2#re42#( OMce. 9e4ore enterin% their oMce, which wa3 a 3"all
4ranchi3ee place, > wrote down all the @ue3tion3 in a #ook and then went
ahead to interact with the".
The "eetin% here la3ted over ' hour. The owner could 3pare the ti"e a3 he
wa3 not a direct trader #ut owned the 4ranchi3ee outlet. The per3on wa3
curiou3 like the previou3 one, with the nature o4 "y @uerie3, a3 3uch
@ue3tion3 were never a3ked #y the inve3tor. >t wa3 here that > weaved a
3tory o4 "e #ein% a %raduate, who ha3 5u3t %iven the 7nal year
e8a"ination, and 3ince it i3 vacation, lookin% at inve3tin% a3 an option.
Since we were di3cu33in% thin%3 to%ether, we 5otted down the nece33ary
@ue3tion3 we could a3k. $e wa3 cordial #ut di3tru3t4ul.
$e entertained "e till the end, where in > le4t "y contact detail3 at the
counter. $e provided "e in4or"ation a#out how hi3 product i3 #etter than
the co"petition, which > could u3e later in "y conver3ation with tho3e
co"panie3. They reverted #ack 2 day3 later, with an e-#rochure on the
3a"e. >t wa3 "ore like a letter than a #rochure.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
25
Ero" there > "oved to Ka3hi to e8plore the #roker3A 4raternity there. > went
to IL&FS #ranch located there. 9y the ti"e > reached, the "arket3 had
clo3ed. So the concerned per3on wa3 a#le to %ive "e proper attention. $e
wa3 an earlier e"ployee o4 Iotak, 3o he could oer "e in3i%ht3 on the
3a"e. With hi", it went to a#out &5"in3 to an hour, where he even 3howed
"e how the 3o4tware work3. $e 3aid he liked the idea o4 educatin% hi3
client3 and helped "e under3tand 3o"e "ore o4 the ter"inolo%y : it3
practical application. $e provided in3i%ht3 on >6:ES v3 Iotak.
>t wa3 the la3t "eetin% 4or the day, a4ter which > vi3ited the 0#y10e#&t2
#ranch in Ka3hi. The per3on on the de3k had "et "e in the $ead OMce,
hence, there wa3 no point in di3%ui3in% "y purpo3e. > di3cu33ed with hi"
the rea3on3 cu3to"er3 opt 4or online tradin%/ o?ine tradin% and other
in4or"ation relatin% the #u3ine33. The interaction la3ted a#out hal4 an hour
to an hour, interrupted with a 4ew client3 in #etween.
> vi3ited ) 7r"3 in a day. Ht the end o4 the day, > di3cu33ed the interaction3
with "y "entor, who would then correct "e, 3u%%e3t "e the point3 where >
could i"prove, or 5u3t note the o#3ervation3 > "ake : a33e33 "y 4eed#ack.
The ne8t day, "y trip #e%an with I('%#I(-o&%(eC =8#%!#"co+, located in
Ka3hi. Since it wa3 a vi3it durin% the "arket hour3, > wa3 a#le to not only
know a#out the product, #ut wa3 a#le to 3ee their 3o4tware in action unlike
a de"o. The lady relation3hip "ana%er wa3 very 3upportive, and "ade 3ure
> under3tand thin%3 #etter. She didnAt have a #rochure or any phy3ical
docu"ent 4or "e to carry #ack. So 3he %ave "e the Qier o4 their currently
launched plan in online tradin%. $er 4ollow up wa3 not a3 %ood, #ut her
co""unication 3kill3 were %ood.
!y ne8t 3top wa3 Geoj%t #ranch, at a clo3e di3tance. The oMce layout wa3
very #a3ic and the per3on on the de3k wa3 not cu3to"er-4riendly. >n 4act, he
directed "e to call the helpline and a3k all po33i#le detail3 on the product.
There wa3 very little awarene33 a#out the product. >t wa3 a di3appointin% '(
"in interaction.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
2/
The Re&%*#re oMce on a Qoor a#ove wa3 "y ne8t 3top. > had received a call
4ro" their call center, a3 > had "ade an online en@uiry on online tradin%.
The lady had 3aid, > would %et a call 4ro" 3o"eone, #ut nothin% happened. >
vi3ited the #ranch per3onally. The #ranch wa3 a very 3"all one. The people
3ee"ed to have little receptivity toward3 any new client. When a4ter a#out
'( < '5 "in3 > "ana%ed to "eet 3o"eone, he did e8plain "e the entire
proce33 *the little o4 what he knew+ in the ne8t '5 < 2( "in3. $e concluded
#y 3ayin% that he i3 not aware "uch a#out the online tradin% product3, a3
he deal3 in o?ine trade3 : >Al have to %et in touch with the !alad #ranch.
Re&%#(ce Mo(ey, wa3 "y 7nal 3top 4or the day, where > 3pent a#out hal4
an hour di3cu33in% the product and #ene7t3 and a3 3uch. The people were
"ore polite : co-operative than that o4 Re&%*#re or Geoj%t. > wa3 directed
to two dierent people a3 the in4or"ation availa#le wa3 not 3uMcient with
any o4 the concern per3on3. There were 2 < ) tradin% ter"inal3 located in a
3"all corner. That wa3 the end o4 "y vi3it3 4or the day.
The ne8t day > ventured out into the we3tern 3u#ur#3 o4 Jore%aon : !alad,
Re&%*#re, ICICID%rect, Bo(#($#O(&%(e, & A(*e& Bro4%(*"
> #e%an "y re3earch 4ro" Re&%*#re, where > "et the relation3hip "ana%er
and interacted with hi" 4or over an hour. The oMce 3et up wa3 o4 li%ht
color3 and not a3 #lue a3 that o4 I('%# I(-o&%(e. > could not relate to the
3et-up o4 the Ka3hi #ranch with the !alad $ead OMce. The concerned
per3on wa3 trained 4or $N> client3, #ut 3ince he could not di3re%ard a
cu3to"er, he did try to help "e with the 3a"e *> wa3 not a $N> client+. $e
provided a33i3tance #y "akin% "e interact with the concern per3on who
3pecialiBed in "y nature o4 @uery. Ht a point > thou%ht > wa3 cau%ht, and
that he wa3 entertainin% "e 5u3t 4or the heck o4 it. 9ut "y dou#t wa3
cleared when the 3a"e evenin% he called and apolo%i3ed 4or lack o4
attention a3 he wa3 pre-occupied and una#le to help 3olve "y @uery #etter.
$e oered "e the coachin% #y hi3 collea%ue, who could co"e on hi3 #ehal4
and e8plain "e the need4ul. > interacted with hi3 collea%ue the ne8t day,
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
27
wherein the in4or"ation received wa3 in3i%ni7cant. What wa3 i"portant to
note wa3 the attitude they carried toward3 cu3to"er3. The a33i3tance
provided #y Geli%are i3 4or the $N>, not really the novice who would #e
intere3ted and can not inve3t "uch at the %iven point o4 ti"e. *anne8ure+
H4ter over an hour at Geli%are, > le4t 4or ICICID%rect, which i3 located near
Jore%aon Station. The layout i3 3i"ilar to the other >;>;> #ranche3, #ut it
wa3 relatively vacant. The concern per3on on de3k did not have "uch idea
a#out the product 4eature3 in depth. The entire proce33 7ni3hed o in '5
"in3, wherein > %ot to 3ee a product de"o, and live 4eature3. Not "uch in
ter"3 o4 what > had received in "y interaction3 with the other player3. >
collected a #rochure and nece33ary cu3to"er care nu"#er3 4ro" there and
le4t 4or Bo(#($# O(&%(e.
Ht Bo(#($# O(&%(e > interacted with an a33i3tant o4 one o4 the relation3hip
"ana%er3, who #rie4ed "e on the product and the other nece33ary detail3.
She wa3 carryin% a #rochure and the nece33ary docu"ent3 when 3he did
that. Since the con4erence wa3 occupied, > wa3 at the reception de3k 4or the
entire tenure. The "eetin% la3ted 4or a#out &5 "in3 or 3o. >t wa3 "y la3t
interaction 4or the day.
> wanted to vi3it an oMce o4 A(*e& Bro4%(*, located in Hndheri, #ut it wa3
over /.)(p", #y the ti"e > le4t 9onanBa. $ence, > called up the oMce, where
> le4t "y contact detail3.
Eor Mot%&#& O!5#&, wa3 another epi3ode #y it3el4, where > "et the
concerned repre3entative, while on "y way to Geli%are at the 3tation and
happened to have a rando" conver3ation with hi". $e provided "e with
hi3 card 4or the 3a"e.
> vi3ited hi3 concerned #ranch on the ne8t day and called hi" a3 he wa3
unavaila#le. $e directed "e to another collea%ue, who pa33ed "e to a
"ana%e"ent trainee. H3 a trainee he tried hi3 #e3t to help "e. $e 3howed
"e the product de"o and the other nece33ary detail3. The 3e33ion la3ted
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TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
20
the nor"al )( < &5"in3. H4ter and durin% which, the repre3entative > had
"et in !alad, called twice to check how wa3 > taken care o4. $e did hint
di3approval at a "ana%e"ent trainee dealin% with "e, which indicated hi3
concern to convert "e a3 a cu3to"er than otherwi3e.
Eor the re3t o4 the player3 includin% A(*e& Bro4%(*, na"ely, ICICID%rect,
IDBI P#%!#B,%&'er, I('%#b,&&!, HDFC Sec,r%t%e!, D#5(#y'#y AA
Sec,r%t%e! P3t Lt', Geoj%t, Kot#4 Sec,r%t%e! & M#jor G#%($
.Pr#b2,'#! L%&&#'2#r .P/ Lt'/, Net5ort2Stoc4, UTI were taken over
the phone, either #y callin% up a #ranch, or the cu3to"er care centre. The
"ini"u" ti"e over the phone interview la3ted wa3 )( "in3. So"eti"e3, it
would e8tend to al"o3t an hour a3 the cu3to"er care repre3entative would
put "e on hold to collect or veri4y the nece33ary in4or"ation. There were
occa3ion3 when on callin% up a particular #ranch, the concerned per3on
would keep 4orwardin% the call to 3o"e other per3on. On one 3uch occa3ion,
"y call wa3 tran34erred to over & people with each one not ready to talk or
e8plain. Jui3ed like a cu3to"er it wa3 an irritatin% treat"ent to co"e
acro33. 9ut a3 an re3earcher, it threw a lot o4 li%ht on the 3ituation o4 the
3ervice @uality and cu3to"er "ana%e"ent.
The interaction over the telephone with an >;>;>1irect repre3entative wa3
an intere3tin% one. > had called at their oMce a4ter /.((p". The
repre3entative3 had very little knowled%e a#out the product. The 3ituation
wa3 a3 3uch that they told "e that they have 3till not 7ni3hed trainin%,
which wa3 3cheduled 4or the ne8t day. Fven when > "entioned that > "i%ht
not look at >;>;>1irect a3 a potential 7r" 4or "y inve3t"ent 4or thi3
#ehavior, i4 there wa3 no one to revert on the day, they did not "ind loo3in%
a cu3to"er, they were "ore keen on clo3in% the conver3ation and clo3in%
4or the day. They did "ake a 3"all eort, #ut they were not enthu3ia3tic to
have a client in their win%.
Thu3, on an avera%e, per3onal vi3it or over the phone, > "ana%ed to cover
only ) player3 per day. >t wa3 diMcult to increa3e the nu"#er o4 people. The
per3onal vi3it3 %ave "e a ta3te o4 the 3et-up/ layout3 in a #rokin%/ 7nancial
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
2.
co"pany. > "ade it a point to halt at a place note down "y detail3 :
o#3ervation3 on "y @ue3tionnaire 4or"at. The telephonic conver3ation
helped "e under3tand the cu3to"er care/ "ana%e"ent a3pect3 o4 tho3e
co"panie3.
Once > had #ench"arked the product3 in the indu3try on variou3 varia#le3. *re4er
Hnne8+. The entire proce33 took a#out '5 day3, a4ter which, > wa3 a33i%ned
co""unication : #randin% ta3k3 relatin% to the pro5ect.
H"id3t thi3, > had conducted a 3"all interview with people who trade in the "arket.
The 3a"ple wa3 too 3"all to add up to any conclu3ion3, con3iderin% the di"en3ion3
where the product i3 pro5ected to launch a"on%3t. The con3truction o4 the
@ue3tionnaire wa3 not up to the "ark and later di3carded.
Det, the 4ew re3pon3e3 received threw a lot o4 in3i%ht on how an inve3tor think3, and
why he would opt 4or o?ine tradin% over online tradin% or vice ver3a. The 3a"ple
with which > interacted wa3 a#out '( individual3. H 3a"ple @ue3tion 4or"at i3
enclo3ed in the anne8ure.
O#tainin% in4or"ation 4ro" the internal cu3to"er3 o4 wa3 a continuou3 proce33 over
"y entire tenure in 0#y10e#&t2. !o3t o4 the in4or"ation o#tained wa3 either #y
o#3ervation, collea%ue3 : "y "entor, who would #rie4 "e up on the entire
or%aniBation related #a3ic3. >nteractin% with the #ranch "ana%er3 al3o provided
in3i%ht on how the or%aniBation 4unction3 to an e8tent. The 7nal touch ca"e in
when > interacted with the top "ana%e"ent o4 Way2Wealth. The interaction with
the" provided "e a wider view on how the "ana%e"ent envi3ion3 it3 3trate%y :
pro%ra"3, while > al3o had a 7r3t-hand e8perience to the re3ult3 in the re%ional
oMce *earlier corporate oMce+ > wa3 workin% in.
When interactin%, > wa3 lookin% at the co""unication %ap, which could #e e8i3tin%
#etween any o4 the level3 o4 the or%aniBation, apart 4ro" the @ue3tion3 related to
3trate%y, or%aniBation, "arket3, 4uture plan3 etc. The @ue3tion3 a3ked were "ore or
le33 the 3a"e. They varied a little 4or the $G $ead, a3 hi3 do"ain o4 wa3 3peci7c to
the $u"an Ge3ource o4 Way2Wealth. The "ana%e"ent wa3 %enerou3 with their
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
)(
ti"e de3pite their #u3y 3chedule3. There i3 no place where any direct an3wer3 have
#een put up. The an3wer3 con5ured up co"e a3 a part o4 "y reQection o4 the entire
data on the whole.
6a3t, #ut not the lea3t, the cro33-3ectional varia#le, CNBCTAD6E, wa3 analy3ed
entirely e8ternally. There wa3 no direct contact with the or%aniBation, apart 4ro"
one 3"all interaction, which > had durin% an adverti3e"ent related activity with
"oneycontrol.co". The other 3ource o4 in4or"ation which > received on the" wa3
"erely #y o#3ervin% their plan3 : new venture3 online or on televi3ion *which wa3
alway3 runnin% on ;N9;-'0, in "y oMce hour3+. The rea3on why > choo3e it, i3 that >
wa3 once hinted #y "y "entor that it i3 plannin% to co"e out with a online tradin%
product, which would 3hake up the entire indu3try. H33u"in% that it i3 not directly
involved into the tradin% #u3ine33 apart 4ro" the "edia e8perti3e, the 3tep3 and
pattern3 which > o#3erved later drew "e 4urther into it.
9"6 RESULTS
The re3ult3 were analy3ed in a SWOT like "atri8 5ud%in% the internal and e8ternal
4actor3, the trade-o to which i3 the reco""endation 3ection. The varia#le3
3elected were 4urther divided into PorterF! F%3e Force! o- Co+8et%t%o(" KiB
'+ New Fntrant3
2+ >nten3ity o4 Givalry a"on% player3
)+ Threat o4 Su#3titute3
&+ 9ar%ainin% power o4 Seller3
5+ 9ar%ainin% power o4 9uyer3
The 7r3t three have #een di3cu33ed in detail on later pa%e3, #roadly a3 internal,
e8ternal and cro33-3ectional player3.
BARGAINING PO0ER OF BUYERS & SELLERS
There are a lar%e nu"#er o4 player3 in the indu3try, 3pecialiBin% in re%ion, product,
and type o4 client. 9ut, the3e diver3e 3et3 o4 3eller3, when put to%ether do not hold
a co""andin% po3ition.
So"e / "onth3 a%o, thi3 could have #een the 3cenario a3 everyone wanted to dip
in the ri3in% water3 o4 the 3tock "arket. 9ut in the la3t 4ew week3 the drop ha3 #een
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
)'
3o tre"endou3, i%nore 4re3h cu3to"er conver3ion, even cu3to"er "aintenance i3
#eco"in% a challen%in% @ue3tion 4or the indu3try. Now, the pre33ure to per4or" i3
even %reater. The3e "arket condition3 are predicted to prolon% till the ne8t 4ew
"onth3 or at lea3t till the new %overn"ent co"e3 into place.
The 3cenario i3 a3 3uch, that the #uyer3 are holdin% an upper hand. Thou%h there i3
3uch a hi%h "arket potential, it can not #e tapped at thi3 point a3 the entire
indu3try i3 at it3 low3.
Fvery 3eller i3 playin% with the nu"#er3, while there are 3o"e who are po3itionin%
their product a3 3uperior and char%in% 4or the 3a"e. The a"u3in% thin% i3 that
people are ready to pay 4or tho3e product3/ 3ervice3, which are otherwi3e #ein%
provided co"ple"entarily e%. Hdvi3ory, new3letter3 etc. Thu3, on the 3ur4ace it
appear3 that cu3to"er3 value what they pay 4or.
H "a33 a?uent cla33 "e"#er can #e de3cri#ed a3 an individual who i3 earnin%, and
ha3 the "oney #ut need3 %uidance. $e neither ha3 ti"e 4or per3onal involve"ent
nor would he have 3i"ilar a"ount3 to inve3t like that an $N>.
Thi3 client i3 intere3ted in #ein% a part o4 the "arket. !o3t o4 the people are either
tryin% to pull the #a3e "arket or upper "arket, i%norin% thi3 hu%e #racket, with
un3ati37ed need3. Security will not #e a pri"ary concern to thi3 client a3 he i3
educated enou%h to know that the3e #a3ic criterion o4 tran3action3/ proce33e3 are
looked a4ter #y SF9>.
9e4ore co""entin% on the data on other player3, > would 7r3t like to introduce the
or%aniBation, under who" > did "y entire re3earch. >t i3 in the conte8t to
Way2Wealth, that the reco""endation3 will #e %iven in the end.
Eor the co"petitive "arket analy3i3, a #rie4 i3 %iven on all the e8ternal player3,
na"ely, international player3 : >ndian player3, 4ollowed #y the cro33-3ectional 3tudy
on ;N9;-'0.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
)2
>nternal Fnviron"ent
Hnaly3i3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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Introduction
Way2Wealth i3 one o4 >ndiaA3 pre"ier >nve3t"ent ;on3ultancy Eir", launched with
the ai" o4 "akin% inve3tin% 3i"pler, "ore under3tanda#le and pro7ta#le 4or the
inve3tor3. Way2Wealth #rin%3 a wide ran%e o4 product oerin%3 4ro" F@uity and
1erivative3 *NSF+, Ei8ed >nco"e Securitie3, >n3urance *6i4e : Non-6i4e+, !utual
Eund3 to Port4olio !ana%e"ent Service3 4or the convenience and #ene7t o4 it
cu3to"er3. Way2Wealth today ha3 over /( ea3ily acce33i#le [>nve3t"ent Outlet3A
3pread acro33 25 "a5or town3 and citie3 in >ndia. >t al3o ha3 another 25 4ran3chi3ee
outlet3
Our Mission
\to #e the pre-e"inent de3tination 4or per3onali3ed 7nancial 3olution3 helpin%
individual3 create wealth\.
Our Philosophy
We #elieve that \our knowled%e co"#ined with our inve3tor3 tru3t and involve"ent
will lead to the %rowth o4 wealth and "ake it an e8citin% e8perience\.
Our Logo
B&,e 3y"#oliBe3 K(o5&e'*e.
Inowled%e i3 li"itle33, 3o i3 the 3ky and 3ea, #oth o4 which are #lue in colour.
Inowled%e applied lead3 to creation o4 wealth 4or our >nve3tor3.
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)&
Re' 3y"#oliBe3 Tr,!t.
Ged i3 the color o4 #lood and the heart. Tru3t i3 a "atter o4 the heart. Our knowled%e
#ear3 4ruit only when the inve3tor place3 hi3 Tru3t in u3.
Ye&&o5 3y"#oliBe3 E<c%te+e(t #(' I(3o&3e+e(t o- t2e %(3e!tor.
We 3trive to "ake inve3tin% an e8citin% and involvin% e8perience 4or our inve3tor3.
Gree( 3y"#oliBe3 Gro5t2.
Jrowth in Nature i3 vi3i#le in the 4or" o4 plant3 and tree3= all o4 which are %reen.
Knowledge, Trust and Exciteent should ultiately lead to !rowth o" the investors
wealth#
Our Heritage
Sivan Securitie3 3tarted in '.0&, ha3 a lon% and illu3triou3 track record o4 #ein%
a"on%3t the pre"ier Einancial >nter"ediarie3 in the country a3 well a3 #ein% an
incu#ator 4or >T 3tart-up 7r"3.
The Kenture ;apital divi3ion ca"e to #e known a3 [Jlo#al Technolo%y Kenture3
-JTKA and the Einancial >nter"ediary 1ivi3ion wa3 3pun o a3 [Way2WealthA in the
year 2(((.
Over the year3, Way2Wealth ha3 developed a 3tron% reputation 4or navi%atin% it3
inve3tor3 throu%h all the up3 and down3 in the "arket. Way2Wealth ha3 inherited
the3e 3a"e value3 in addition to a #a3e o4 '((,((( individual cu3to"er3, over 5((
corporate/in3titutional client3.
Our Group Companies
Jlo#al Technolo%y Kenture3 < JTK, ha3 provided venture capital to co"panie3 3uch
a3 I3he"a Technolo%ie3, !indTree, >ve%a etc.
H"al%a"ated 9ean ;oee Tradin% ;o"pany 6td. < *H9;T;6+, >ndiaA3 lar%e3t coee
con%lo"erate and coee e8porter, pioneerin% >ndiaA3 7r3t concept ca4_A3 [;a4_
;oee 1ayA, a chain o4 youth han%out coee parlor3. Ero" a hand4ul o4 ca4_3 in 3i8
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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cite3 in the 7r3t 5 year3, [;a4_ ;oee 1ayA ha3 tday #eco"e >ndiaA3 lar%e3t and
pre"ier retail chain o4 ca4e3 with &0) ca4e3 in 0& citie3 around the country.
The Visionary
Mr" A"G" S%''2#rt2# 7 C2#%r+#(
$e i3 the vi3ionary #ehind Way2Wealth and the 4ounder o4 Sivan Securitie3. $e ha3
#een involved in the >ndian ;apital !arket3 3ince '.0&. 1urin% hi3 early year3 o4 hi3
work-li4e he ha3 3pent valua#le year3 with 2.!. !or%an Stanley. Thi3 e8perience
3tood hi" in %ood 3tead when he #eca"e a 3ucce334ul inve3tor. $avin% a !a3ter3 in
Fcono"ic3 4ro" !an%alore Cniver3ity, he i3 an avid reader and traveller with a yen
4or creatin% co"panie3 and #rand3.
!r SiddharthaA3 #u3ine33 intere3t3 3pread3 acro33 ;oee retailin%, Plantation3, Geal
e3tate, Kenture ;apital and Einancial Service3
JTK today a 9illion` co"pany, partner3 with e8ceptional entrepreneur3, who have a
%ut 4or the ori%inal, and are pa33ionately dedicated to #uildin% cate%ory-leadin%
tech co"panie3. >nve3tin% in technolo%y venture3 acro33 all 3ta%e3, JTK provide3
acce33 to capital and re3ource3 to co"panie3 with %lo#al "arket leader3hip
potential
Took over Sivan Securitie3 6td, in '.0&
Eounded the [H"al%a"ated 9ean ;oee Tradin% ;o"pany 6i"ited < H9;T;6A,
in '..&.
>ndiaA3 lar%e3t coee con%lo"erate and coee e8porter
6ar%e3t e8porter o4 %reen coee 4ro" >ndia
One o4 the two 4ully inte%rated coee co"panie3 o4 H3ia, involved in all 3ector3
o4 ;oee 4ro" plantation3 to retailin% to e8port3 Pioneered the ca4_ concept in
>ndia in '../ with ;a4_ ;oee 1ay, popularly know a3 [;;1A
;hain o4 youth han%out coee parlor3
Eounded [Jlo#al Technolo%y Kenture3A in 2((( - a co"pany that identi7e3,
inve3t3 and "entor3 co"panie3 en%a%ed in cuttin% ed%e technolo%ie3.
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Eounded the real e3tate co"pany [Tanlin%A, develop3 world-cla33 in4ra3tructural
4acilitie3 4or Technolo%y enterpri3e3.
[Jlo#al Killa%eA on the out3kirt3 o4 9an%alore, hou3in% co"panie3 like F1S,
!indtree,
[Tech9ayA on the ocean4ront at !an%alore
So"e o4 hi3 lar%e inve3t"ent3 include, !indtree, I3he"a Technol%ie3, >-Ke%a
;on3ultin%
Accolades
;a4_ ;oee 1ay today i3 >ndiaA3 lar%e3t retail chain o4 ca4e3.
K.J. Siddhartha i3 awarded the [Fntrepreneur o4 the yearA < 2(() #y The
Fcono"ic Ti"e3 4or [cra4tin% a 3ucce334ul pan >ndian #rand 4or a co""odity
#u3ine33 and %ivin% >ndian con3u"er3 a new li4e3tyle e8perience that i3
within reach o4 the co""on "an.A
H"al%a"ated 9ean ;oee Tradin% ;o"pany 6td. today i3 the lar%e3t
e8porter o4 %reen coee 4ro" >ndia and perhap3 one o4 the two 4ully
inte%rated coee co"panie3 o4 H3ia, involved in all 3ector3 o4 ;oee 4ro"
plantation3 to retailin% to e8port3.
[;oee 1ay JroupA today i3 the only 4ully inte%rated and lar%e3t coee
con%lo"erate in >ndia and i3 attri#uted with creatin% the [coee revolutionA in
>ndia - acknowled%ed #y the ;oee 9oard o4 >ndia
Hnd now, he i3 actively involved with Way2Wealth and co""itted in realiBin%
it3 vi3ion o4 "akin% way2wealth O3et new 3tandard3 in the retail 7nancial
3ervice3 in >ndiaO.
$ur %anageent
Way2Wealth ha3 a very credi#le "ana%e"ent tea", who have well over '((
"an-year3 o4 e8perience a"on%3t the"3elve3.
Top @uality "ana%e"ent with over '(( "an-year3 o4 cu"ulative e8perience
in the 7eld.
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H 3tron% leader3hip, re3pected within indu3try circle3 and reco%ni3ed a"on%
co"petitor3 a3 #ein% 4or"ida#le and 3tron%, de"on3trate3 hi%h @uality and a
vi3ionary "ana%e"ent 3tyle.
Mr" M R S2#!2%b2,!2#( D C2%e- E<ec,t%3e OGcer
SHASHIBHUSHAN, a%e )., ha3 over '0 year3 o4 e8perience in variou3 area3 o4 the
;apital "arket3. $e ha3 done hi3 1iplo"a in [Sy3te"3 Hnaly3i3A, durin% hi3
pro4e33ional tenure ha3 co"pleted the [Pro4e33ional !e"#er3hip Pro%ra""eA o4 the
9an%alore Stock F8chan%e, ha3 under%one the [F8ecutive Fducation Pro%ra""eA at
>>! 9an%alore and the [;orporate 6eader3hip Pro%ra""eA at [Ori8 ;orporation
Tokyo, 2apan to na"e a 4ew.
>n hi3 la3t a33i%n"ent with >6:ES >nve3t3"art 6td. 4or over . year3, he 3tarted a3
$ead - Getail 9u3ine33 *Iarnataka Ge%ion+ and 3u#3e@uently "oved to it3 ;orporate
OMce in !u"#ai to head their Getail F@uitie3 9u3ine33, which included the 9ranch
Network, Hlternate ;hannel3, Private ;lient3 Jroup and >nve3t"ent3 Hdvi3ory. $e
3tarted hi3 career with !/3 Gavi H33ociate3 in their F@uity Tradin% de3k, durin% hi3
career he ha3 #een entru3ted and ha3 "ade 3i%ni7cant contri#ution3 in variou3
4unctional area3 o4 >nve3t"ent Hdvi3ory, Port4olio !ana%e"ent, 1i3tri#ution o4
Einancial product3 etc. with Iotak Securitie3 and F3cort Securitie3, where he al3o 3et
up their Secondary !arket de3k.
;urrently a3 ;FO - Way2Wealth, he i3 in-char%e o4 3trate%ic plannin%. Genowned 4or
turn around, he i3 deployin% hi3 va3t e8perience in chartin% the way 4orward 4or
way2wealth - a na"e to reckon in the >ndia 7nancial 3pace.
Mr" Ket#( S2et2 7 D%rector .Re!e#rc2/
KETAN i3 on the 9oard o4 Way2Wealth Securitie3 Private 6i"ited. H po3t%raduate and
>;WH #y @uali7cation, he ha3 nearly 2 decade3 o4 e8perience in the ;apital !arket3.
$e ha3 earlier held re3pon3i#le po3ition3 in 2! Einancial3 and E>;O!.
Throu%hout hi3 career, !r.Sheth ha3 4ocu3ed on re3earch pri"arily in the e@uity
"arket and ha3 al3o #een a33ociated with ;orporate 1ata#a3e, a pioneerin% e@uity
re3earch #a3ed 7r" 3ince it3 inception.
25- year3 o4 e8perience in the >ndian capital "arket3
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H Po3t Jraduate with 3peciali3ation in !ana%e"ent and a "e"#er o4
>;WH
1irector o4 Ge3earch and drive3 the Port4olio !ana%e"ent Service3 de3k
Inown in the "arket3 4or hi3 a3tute 3tock-pickin% a#ility.
S,(%& R#+r#42%#(% D C2%e- O8er#t%(* OGcer
SUNIL, a%e )5, ha3 over '' year3 o4 pro4e33ional e8perience acro33 diver3i7ed a33et
cla33= ;o""oditie3, F@uity, EW "arket3 and Trea3ury "ana%e"ent. $e i3 a 9F
*!echanical+ and a "ana%e"ent %raduate 4ro" >;EH> 9u3ine33 School. $e i3 one o4
the earlie3t #a3e "etal and e@uity derivative3 trader3 in the country and ha3 #een
4oundin% tea" "e"#er3 o4 national level co""odity e8chan%e.
>n hi3 la3t a33i%n"ent, Sunil ha3 #een in3tru"ental in 3ettin% up the ;o""oditie3
#u3ine33 at >6:ES >nve3t3"art, which helped the co"pany achieve leader3hip
po3ition in a 4ew co""odity 3e%"ent3. Prior to which he wa3 a33ociated with >;>;>
9ank Trea3ury in the Jlo#al !arket3 and ;orporate !arket3 Hdvi3ory %roup in
F@uitie3, EW and ;o""oditie3.
$e wa3 al3o deputed 4ro" >;>;> 9ank a3 a 4oundin% tea" "e"#er to conceptuali3e
and roll out the National ;o""odity and 1erivative F8chan%e *N;1FW+. >n hi3
career Sunil ha3 #een a33ociated with variou3 #rokin% and 7nancial hou3e3 in
variou3 4unction3, to na"e a 4ew, Weldcra4t, SW>6 6td, Gudol4 Wol, etc.
Sunil i3 actively involved with the ;o""odity e8chan%e3 and Ge%ulator3 4or
develop"ent o4 the co""odity derivative3 "arket in >ndia. $e i3 a "e"#er o4 ;>>
;o""ittee 4or ;o""oditie3 !arket : Product ;o""ittee on F8chan%e3. $e ha3
#een re%ular 3peaker on >nternational derivative3 con4erence3
;urrently a3 ;OO - Way2Wealth, he would #e drivin% #u3ine33 3trate%y and i3 in-
char%e 4or tradin% product3, includin% e@uitie3 and derivative3 in the e@uitie3 and
co""oditie3 "arket3.
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H,t#%b B#(',45#&# 7 AAP 7 M#r4et%(*, Co++,(%c#t%o(! & Ser3%ce B,#&%ty
H,t#%b, a%e )2, ha3 over 0 year3 o4 pro4e33ional e8perience acro33 #rand
"ana%e"ent, co""unication3 : channel develop"ent activitie3. $e ha3 done hi3
!9H in !arketin% 4ro" ;hetna >n3titute o4 !ana%e"ent, !u"#ai.
Hpart 4ro" #ein% a certi7ed trainer, he ha3 al3o undertakin% cour3e3 and pro%ra"3
like 6arry JrantA3 Work3hop on Hccount Plannin%/ Hdverti3in% Strate%y, Per3onal
1evelop"ent Work3hop3, [!ana%erial Fectivene33A, [>nterper3onal Skill3 and
Fective ;o""unicationA, [Train The TrainerA etc.
$e #e%an hi3 career with >6:ES *FTTrade CSH+, i"ple"entin%, co-ordinatin% and
"ana%in% the internal : e8ternal co""unication3. >n hi3 previou3 a33i%n"ent with
>;>;> 9ank, de3i%nated a3 $ead < Product !ana%er *Hlternate ;hannel3 to 9ankin%+,
he 3pecialiBe3 in product/ proce33 develop"ent 3olution3, channel "i%ration,
corporate repre3entin% content "ana%e"ent, trainin% : conductin% trainin%
3e33ion3 apart 4ro" 3tudyin% and #ench"arkin% vi3-S-vi3 co"petition.
Ieepin% track o4 the Einancial >ndu3try, hi3 4avourite pa3t ti"e include3 da##lin% in
Stock !arket3 alon% with hi3 enthu3ia3" 4or nurturin% 3port3.
;urrently a3 HKP < !arketin%, ;o""unication3 : Service Puality - Way2Wealth, he
i3 in-char%e o4 o?ine : online re3pon3i#ilitie3, co""unication within and 4ro" the
or%aniBation, alon% with "aintainin% PHN >ndia 3ervice 3tandard3.
$ur &roducts ' Services(
Service3 and 3olution3 that cater to the retail and in3titutional inve3tor3 at lar%e that
enco"pa33 pri"ary and 3econdary "arket in3tru"ent3,
'. F@uity Tradin%
2. 1erivative3 Tradin%
). ;o""oditie3 Tradin%
&. 1i3tri#ution Service3, >POA3, !utual Eund3 and Ei8ed >nco"e product3
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5. Hdvi3ory 3ervice3, H33et Hllocation Plannin% and Fnd to end per3onali3ed
inve3t"ent "ana%e"ent 3ervice3 4or Wealth Jeneration, Getire"ent
Plannin% and ;apital 9uild up at dierent 3ta%e3 o4 li4e.
/. Wealth !ana%e"ent Service3, Port4olio !ana%e"ent Service3
7. Online Service3 : Tool3 - Online Tradin%, Port4olio trackin% in-depth re3earch
report3 and "uch "ore.
0. >n3urance !arketin% < 6i4e and Non-6i4e Plan3
.. >n-hou3e Ge3earch : Hnalytic3 1epo3itory Service3
'(.Ta8 plannin%
$rgani)ational Structure(
Way2Wealth i3 $ead Puartered at 9an%alore. >t direct3 the ;orporate OMce3 in the
variou3 "a5or citie3 o4 >ndia. Their re%ion3 can #e #roadly 3tated a3 Iarnataka,
Hndhra Prade3h, Ta"il Nadu, !u"#ai : 1elhi.
The corporate oMce3 o4 the3e re%ion3, "ana%e the re%ional oMce3 under the",
dependin% on the den3ity o4 #ranche3 : 4ranchi3ee network in that re%ion. >t ha3
"ore than 0( inve3t"ent outlet3 in "ore than 25 "a5or citie3 and town3.
Predo"inantly a 3outh-#a3ed 4an 4ollowin%, it i3 now "ovin% north.
Way2Wealth i3 one o4 the drea" children, which !r. Siddhartha due to hi3 other pre-
occupation3, wa3 una#le to nurture to the 4ulle3t, keepin% it3 3cope li"ited to the
3outhern re%ion.
The "ana%e"ent wa3 reva"ped and a new li4e wa3 enthu3ed a#out 0 "onth3 #ack,
#y #rin%in% in an entirely new tea" o4 indu3try e8pert3 to 3peedup up the ti%er once
a%ain.
The e8perti3e o4 thi3 "ana%e"ent i3 evident not only in the pro7le which de3cri#e3
the", #ut the activitie3 undertaken #y the". Within a 3pan o4 0 "onth3, they have
increa3ed their clientele #y over '((^.
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On the other hand, the e"ployee3 have #een increa3ed 4ro" )75 to over 0(( in the
3a"e ti"e-4ra"e, while it i3 3till ac@uirin% newer : newer e"ployee3.
The3e 3tati3tic3 are noteworthy, when the 7nancial indu3try i3 at it3 low3 :
e8pected to 3ink 4urther in the 3hort-ter".
>t proudly 3tate3 : nurture3 their "an power i3 their real 3tren%th, which "ake3 it
an e8ceptional or%aniBation over co"petition.
Plannin% 4or the lon% ter", not only are they ac@uirin% newer and newer e"ployee3,
#ut are addin% "ore 3tren%th to the or%aniBation #y reva"pin% the 3tructure3 and
3ettin% in "ore 4uturi3tic proce33e3.
With %rowth, they are en3urin% tran3parency. The #e3t e8a"ple 4or which i3 the
[F!POWFGA, a proce33 3o4tware, which help3 increa3e tran3parency a3 the co"pany
i3 %rowin% in leap3 and #ound3. >t i3 an open 4oru", where the e"ployee3 can
co""unicate with each other, #etween all depart"ent3, and any level3 without any
inter"ediary aectin% the co""unication.
Hpart 4ro" that, chan%e3 have #een #rou%ht in the apprai3al 3y3te" e%. Farlier the
apprai3al point3/ #ene7t3 were %iven only to the e"ployee who introduced the
client. Now it ha3 #een #roken down on ) level3 < introducer, converter :
"aintainer= which "otivate the e"ployee3 to #rin% in "ore #u3ine33 and "ake3
the" #elieve to #e a part o4 the or%aniBationA3 3ucce33.
The "ana%e"ent 3tron%ly #elieve3 in puttin% in proce33e3, 3uch that the
or%aniBation can 4unction without the leader3. The 3tructure3 have #een de3i%ned
3uch that their own 3et o4 Qe8i#ility to "otivate and nurture the %rowth o4 the
or%aniBation a3 : when re@uired.
The or%aniBation ha3 #een client-centric rather than pro7t centric. >t i3 now lookin%
at avenue3 to 3erve a lar%er 3e%"ent o4 the i%nored population. They encoura%e the
$N> *$i%h Net-worth >ndividual3+ a3 well a3 the lowe3t inco"e level "a33e3. 9ut
they are "ore concentrated on the individual3 %enerally ter"ed a3 the "iddle cla33,
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&2
who wi3h to inve3t #ut due to lack o4 %uidance and de"andin% work pre33ure3 are
una#le to do 3o.
>t i3 to 3erve the need3 o4 thi3 3e%"ent, who have lar%ely #een i%nored,
Way2Wealth i3 creatin% "ore and "ore 4acilitie3. >t i3 al3o lookin% at in3titutional
#u3ine33 a3 a 4uture avenue. >t "ay appear like a niche, #ut it i3 the3e "a33e3
which they are concentratin% on.
&roduct Structure(
Way2Wealth i3 deeply penetrated into Getail Oerin%3, while it i3 workin% on the
>n3titutional Kertical3.
9roadly, their #u3ine33 i3 a Getail 9u3ine33 unit. Cnder the Getail 3e%"ent, they
have & "a5or vertical3, na"ely, Tradin%, 1i3tri#ution, Port4olio !ana%e"ent :
Hdvi3ory.
Tradin% include3 e@uity, derivative3 : co""oditie3. Ht pre3ent it i3 an o?ine e8pert,
3oon "ovin% into the online #u3ine33 a3 well.
1i3tri#ution con3i3t3 o4 third party product3, like >POA3, !utual Eund3, >n3urance. >t
ha3 ac@uired variou3 award3, 4ro" the H!;A3 4or their per4or"ance in thi3 vertical.
Port4olio !ana%e"ent Service *P!S+ i3 another 3tructure, which i3 a "uch deeper
and 4ocu3ed ver3ion o4 !utual 4und3. >t concentrate3 e8clu3ively on the client need3
#y reducin% the ri3k and "aintainin% : increa3in% %ain3 o4 the cu3to"er.
Hdvi3ory, thou%h ha3 #een put a3 a 3eparate vertical, it i3 the core 4oundation o4
Way2Wealth. >t i3 a pillar on it3 own, while it 3upport3 the other vertical3 with it3
e8perti3e. Hdvi3ory otherwi3e i3 provided 4or activitie3 like [#uy : 3ellA, ta8 plannin%
: ri3k pro7lin% a3 well.
H 3ou%ht out output o4 the Hdvi3ory ;ell i3 the onthly investors aga)ine, [Wealth
;o"pa33.A >t enco"pa33e3 all the current happenin%3, and the new3 o4 the "onth
into a co"pact analytical 4or"at in reader-4riendly lan%ua%e. *re4er anne8+
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Unique Inestment Outlets
Way2Wealth >nve3t"ent outlet3 are de3i%ned to #e place3 where retail inve3tor3 can
co"e in touch with >nve3t"ent opportunitie3 in an at"o3phere o4 convenience and
co"4ort. The look and 4eel o4 the oMce3 acro33 >ndia pro5ect3 a con3i3tent #ranch
i"a%e 4or the co"pany. The 4eature3 that ena#le a uni@ue 4acility 4or retailin%
7nancial 3ervice3 include a"on% other3,
Fa3ily vi3i#le #ranche3 3et up in the co""ercial 3pace3 o4 potential
inve3t"ent Bone3 ran%in% #etween 75(34t to '(((34t
!o3t #ranche3 are located in the %round Qoor 3portin% hu%e %la33 4ronta%e
pro"otin% ea3y acce33i#ility and reQectin% our attitude o4 co"plete
tran3parency.
The "a5or portion o4 the #ranch area dedicated 4or cu3to"er u3e. The
4urniture i3 in ;I1 4or"at3 to add Qe8i#ility in u3in% the #ranch 4or >nve3tor3
purpo3e3.
;onnectivity to NSF 4or tradin% 4acilitie3.
TK and other electronic "ediu"3 to 4acilitate real ti"e update and
di33e"ination o4 in4or"ation to our cu3to"er3.
Fach #ranch co"pri3e3 o4 trained and @uali7ed >nve3t"ent advi3or3 to take care o4
the need3 o4 the cu3to"er3.
!esearch "es#
Ge3earch i3 at the core o4 our advice. We #elieve that 3ound inve3t"ent deci3ion3
are "ade on 3ound analy3i3 o4 4act3, pa3t per4or"ance and credi#le "arket
in4or"ation. Our re3earch cell 4ocu3e3 on providin% data and analy3i3 to help
cu3to"er3 "ake 3ound inve3t"ent deci3ion3.

The Ge3earch cell i3 "ana%ed #y a hi%hly @uali7ed tea" that i3 handpicked and
trained e8ten3ively in the proprietary Way2Wealth >nve3t"ent Philo3ophy centered
on 7ndin% the #e3t inve3t"ent 3olution3 4or our cu3to"er3. 9a3ed in the co""ercial
capital, ena#le3 the tea" to have a pul3e o4 the trend3 allowin% di33e"ination o4
the "o3t up-to-date and late3t in4or"ation.
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The Way2Wealth re3earch cell "ea3ure3 up to international 3tandard3 o4 technolo%y
and on-3ite re3ource3.
The $ay%$ealth Planner & 'our Personal Inestment Guide
Fvery inve3tor ha3 uni@ue need3. So we have created a wide ran%e o4 3ervice3,
where you will alway3 7nd e8actly what you are lookin% 4or. Hidin% you in thi3 eort
i3 the @uinte33ential Way2Wealth >nve3t"ent Planner. The3e hand-3elected planner3
are "ade up o4 pro4e33ional3 with the e8perti3e and e8perience to "eet your uni@ue
7nancial need3. The3e 7nancial planner3 reQect our co""it"ent to provide
7nancial advice #a3ed 3olely on your o#5ective3 without traditional conQict3 o4
intere3t.
When you choo3e a planner 4ro" the Way2Wealth network, youAll %et pro4e33ional
help in the 4ollowin% area3,
Per3onaliBed >nve3t"ent plan 4or your 3hort ter", "ediu" ter" and lon%
ter" %oal3
F8pert advice on >nve3t"ent product3 ran%in% 4ro"V the Ei8ed Geturn
>nve3t"ent3 and 6i4e >n3urance to the hi%hly volatile Share3 and 1erivative3
Hvail Ta8 3avin%, Getire"ent plannin% and KGS inve3t"ent 3ervice3
Eacilitate F@uity, 1erivative and ;o""oditie3 tradin%, >nitial Pu#lic oerin%3
*>PO+ o4 ;o"panie3, !utual 4und3 and !ake inve3t"ent3 Jovern"ent o4
>ndia/>n4ra3tructure 9ond3
We al3o have a 3pecialiBed tea" caterin% to the di3tinct need3 o4 our
;orporate and >n3titutional client3 out o4 our 7ve re%ional oMce3.
The *ay+*ealth advantage!
Per!o(#&%!e' I(3e!t+e(t So&,t%o(! Hll our cu3to"er3 receive individual
attention
F,&& c2o%ce o- I(3e!t+e(t! !utual 4und3, 6i4e >n3urance, Ei8ed >nco"e
>n3tru"ent3, F@uity and 1erivative3
Proce!!%(* !,88ort We take care o4 all your paper work and provide
3ervice at your door3tep.
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TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
&5
I(3e!tor e&%*%b%&%ty cr%ter%#, ;u3to"er3 with a "ini"u" inve3t"ent
a"ount a3 low a3 G3. 5((( per "onth can avail o4 our 3ervice3.
Thi3 uni@ue Way2Wealth concept can #e ea3ily e8perienced throu%h the innovative
and cu3to"er 4riendly network o4 0( >nve3t"ent outlet3 that 3pan3 25 "a5or town3
and citie3 in the country *and 3till %rowin%+. >n addition to the national #ranch
in4ra3tructure, Way2Wealth al3o ha3 an online pre3ence to enhance it3 value
propo3ition to it3 cu3to"er3.
F3ta#li3hed 9rand < 2(- year3 in the 7nancial 3ervice3 indu3try
Gich pedi%ree - part o4 the #illion` [Jlo#al Technolo%y Kenture3 *JTK+A %roup
Top @uality "ana%e"ent < havin% a co"#ined e8perience o4 '((- year3 in
the 7nancial 3ervice3 indu3try
Network o4 /( 4ull 3ervice #ranche3 coverin% 25 >ndian citie3/ town3
Geputed Ge3earch 1e3k 4or Eunda"ental : Technical analy3i3
Structured product oerin% 4or $N> : ;orporate client3
'((,(((- client ac@uaintance3 *)(,(((- 3ati37ed retail relation3hip3+
Over )(((- channel3 partner3
75(- wealth "ana%er3 acro33 the country
1edicated [PFJ : P;J 1e3kA 4or 3ervicin% $N> client3
F8clu3ive [;orporate Hdvi3ory 1e3kA caterin% to key corporate client3
%anageent ,iew(
The opportunity to interact with the "ana%e"ent threw a lot o4 li%ht on the Ki3ion :
!i33ion 3et to #e achieved. There i3 pro4ound con3i3tency in the "ind3 o4 the top
"ana%e"ent a#out %oal3 3et to #e achieved.
!y knowled%e a#out 0#y10e#&t2, wa3 li"ited to the Ge%ional OMce at Nari"an
Point. The interaction with the top "ana%e"ent %ave "e a %reat in3i%ht on not only
the "ind3 o4 the e"ployee3 #ut the "ana%e"ent a3 well.
>t wa3 diMcult 4or "e to i%nore the tre"endou3 ener%y and pa33ion the
"ana%e"ent tea" carrie3 : in3pire3. >t doe3 reQect volu"e3 on the re3ult3
anticipated #y the vi3ionary who #rou%ht the" to%ether.
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TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
&/
The top "ana%e"ent i3 endowed with an inner 3tren%th, a%ility, clarity o4 thou%ht
and the a#ility to know : do a3 in the "ind o4 other tea" "e"#er3. Their a%e in
year3 #rin%3 in the ener%y : Qa"#oyance, while their year3 in e8perience not only
#rin%3 in #ut reQect3 their e8perti3e, 4or the po3ition they hold.
H#ove that, there i3 an increa3in% level o4 tran3parency alon% with the re-4re3hed
3y3te"3/ proce33e3 which are #ein% put into place, %radually.
Where, %r# Shashi -hushan, know3 hi3 tar%et and hit3 it with preci3ion= %r#Sunil
.arakhiani i3 an e8pert with the inner intricacie3 o4 the #u3ine33 3upple"ented
with hi3 tacit in3pection o4 the e8ternal environ"ent. Where %r# /utaib -andukwala
i3 "anoeuvrin% the "e33a%e3 3ent out o4 the or%aniBation to 3uit : reach the
de3ired %oal3= %r# !entil 0ugustine ' his /. tea i3 pro7cient in under3tandin% :
#uildin% the real 3tren%th o4 0#y10e#&t2 < $u"an Ge3ource, nulli4yin% the
ne%ative i"pact o4 the restructuring= to%ether #uildin% a tea" and 3ettin% in a "ore
dyna"ic work-culture.
Our (ey O)ces
Re*%!tere' OGce Cor8or#te OGce
R#2ej# P#r#+o,(t,
69E, Re!%'e(cy Ro#',
B#(*#&ore 7 =>HH1=
K#r(#t#4#
I('%#
P2 .HEH/ 1161 6=61
:HI1DI=, :t2 F&oor, BD0%(*,
Obero% G#r'e(! E!t#te,
O;" C2#('%3&% F#r+! Ro#',
C2#('%3&%, A('2er% .E/"
M,+b#% D :HH HI1"
P2 .H11/ D :HE: 9JHH"
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
&7
F8ternal Fnviron"ent
Hnaly3i3
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TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
&0
>nternational
Player3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
&.
F3ta#li3hed with a core purpo3e to help everyone #e 7nancially 7t, 3uch power4ul
word3 co"e 4ro" one o4 the "o3t popular online tradin% portal3 - ;harle3 Schwa#.
Eor the "arket 4re@uenter3 it i3 no new na"e.
$ead@uartered in San Eranci3co, ;harle3 Schwa# and ;o., >nc. wa3 launched in '.7)
and #e%an oerin% di3count #rokera%e on !ay ', '.75. The ;harle3 Schwa#
;orporation wa3 incorporated in '.0/ and conducted it3 initial pu#lic oerin% in
'.07.
The ;harle3 Schwa# ;orporation provide3 3ecuritie3 #rokera%e and 7nancial
3ervice3 to individual inve3tor3 and the independent inve3t"ent advi3or3 who work
with the".
>t #oa3t3 o4 a client account o4 7.2 "illion client #rokera%e account3, '.) "illion
corporate retire"ent plan participant3 : )&&,((( #ankin% account3.
CORPORATE STRUCTURE
Throu%h it3 operatin% 3u#3idiarie3, The ;harle3 Schwa# ;orporation *Na3da@,S;$W+
provide3 a 4ull ran%e o4 3ecuritie3 #rokera%e, #ankin%, "oney "ana%e"ent and
7nancial advi3ory 3ervice3 to individual inve3tor3 and independent 7nancial
advi3or3.
The corporation include3 three pri"ary #u3ine33 3e%"ent3,
Sc25#b I(3e!tor
Ser3%ce!
3erve3 "illion3
o4 individual inve3tor3,
3aver3 and #orrower3
throu%h the 3chwa#.co"
we#3ite, phone 3ervice3
and "ore than )((
C.S. #ranch oMce3, plu3
international and
Sc25#b I(!t%t,t%o(#&
provide3 cu3todial,
operational and
tradin% 3ervice3 4or "ore
than 5,((( independent
inve3t"ent advi3or3.
Sc25#b Cor8or#te &
Ret%re+e(t Ser3%ce!
ad"ini3ter3 retire"ent
plan3, e@uity
co"pen3ation plan3 and
other 3ervice3 4or
co"panie3 o4 all 3iBe3.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
5(
6 1 9
"ulticultural 3ervice3.
HEAD BUARTERS
Sc25#b Cor8or#te He#'K,#rter!
'(' !ont%o"ery Street
San Eranci3co, ;H .&'(&
BUSINESSES
;harle3 Schwa# oer3 7nancial product3 and 3ervice3 tailored to 7t the need3 o4
individual inve3tor3, independent inve3t"ent advi3or3 and co"panie3 o4 all
3iBe3.
For I('%3%',#&! #(' F#+%&%e!
>nve3tin%, ;lient3 with a Schwa# Onea #rokera%e account can trade 3tock3, #ond3,
option3, "utual 4und3 and other 3ecuritie3.
Hdvice : ;on3ultation3, Fither at a local #ranch or throu%h our toll-4ree phone line,
inve3tor3 can receive 4act-#a3ed %uidance 4ro" an e8perienced Schwa#
inve3t"ent pro4e33ional
For E+8&oyer!
Schwa# help3 co"panie3 o4 all 3iBe3 "ana%e their retire"ent plan3, 3tock plan3 and
e8ecutive 3ervice3.
B#(4%(* & Le('%(*
Schwa# 9ank oer3 the $i%h Dield >nve3tor ;heckin% #ank account plu3 credit card3
and other lendin% product3.
5
5
b ;harle3 Schwa# : ;o., >nc. and ;harle3 Schwa# 9ank are 3eparate #ut aMliated
co"panie3 and wholly owned 3u#3idiarie3 o4 The ;harle3 Schwa# ;orporation. 9rokera%e
product3 and 3ervice3 are oered #y ;harle3 Schwa# : ;o., >nc., !e"#er S>P;. 1epo3it and
lendin% product3 and 3ervice3 are oered #y Schwa# 9ank, !e"#er E1>; and an F@ual
$ou3in% 6ender.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
5'
!illion3 o4 people worldwide rely on FTtrade 4or an un#eata#le co"#ination o4 value,
Fa3e : 3ecurity. >t i3 a pioneer in online 7nancial 3ervice3 4or 25 year3. Over &.0
"illion account3 in &(- countrie3. `'7& #illion in cu3to"er a33et3.
FTTGH1F E>NHN;>H6 ;orporate Service3 help3 3tock plan pro4e33ional3 navi%ate the
challen%e3 o4 plan ad"ini3tration and co"pliance, while helpin% e"ployee3
under3tand and acce33 their 3tock #ene7t3. ThatO3 why over 2,((( co"panie3c
includin% hal4 the S:P 5(( and one-third o4 the Eortune '(((crely on u3 to "ana%e
3tock plan3 4or "ore than a "illion e"ployee3 in over '(( countrie3.
Their other #u3ine33e3 include, 9ankin%, Jlo#al Tradin% */ "arket3: local
currencie3, 3tock plan out3ourcin% *Eull-3ervice ad"ini3tration o4 co"pany 3tock
plan3.+, e@uity ed%e *Power4ul and Qe8i#le 3o4tware 4or 3tock plan ad"ini3tration,
co"pliance, and reportin%+ and e"ployee 3tock plan3 3ervice *Fa3y-to-u3e
tran3action 3ervice that e"power3 your e"ployee3 to take control o4 their 3tock
plan #ene7t3+.
Their product3 : 3ervice3 include,
F,&&DSer3%ce Stoc4 P&#( O,t!o,rc%(*
Our 3tock plan out3ourcin% %roup provide3 a total 3olution 4or co"panie3 3eekin% a
tru3ted #u3ine33 partner to handle plan ad"ini3tration. Our tea" o4 e@uity
co"pen3ation e8pert3 "ana%e3 everythin% 4ro" #a3ic option %rant3 and re3tricted
3tock award3 to "ore co"ple8 re@uire"ent3 like 3wap3 and dividend reinve3t"ent
plan3.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
52
Po5er-,& So-t5#re -or Stoc4 P&#( A'+%(%!tr#tor!
F@uity Fd%e
a
i3 our advanced 3tock plan "ana%e"ent and reportin% 3o4tware that
%ive3 you "a8i"u" control over your co"panyO3 e@uity co"pen3ation pro%ra".
1e3i%ned to work with your e8i3tin% $G and payroll 3y3te"3, F@uity Fd%e oer3 the
power and Qe8i#ility you need to "ana%e 3tock option3, 3tock purcha3e plan3,
re3tricted 3tock, 3tock valuation, and in3ider reportin%.
F&e<%b%&%ty #(' C2o%ce -or E+8&oyee! 0or&'5%'e
Our e"ployee 3tock plan3 3ervice %ive3 your e"ployee3 everythin% they need to
view their 3tock plan account3, e8erci3e option3, and 3ell 3hare3. F"ployee3 can
"ana%e their 3tock #ene7t3 and "ake tran3action3 online, via a toll-4ree auto"ated
phone 3y3te", or #y callin% an e8pert 7nancial 3ervice a33ociate. Hnd we oer
e8clu3ive 3avin%3 on #ankin%, #rokera%e, and lendin% 3ervice3 via our
Hdvanta%edWork pro%ra".
Pre+%,+ Ser3%ce -or OGcer!, I(!%'er! & E<ec,t%3e!
Our e8ecutive 3ervice3 pro%ra" i3 de3i%ned to "eet the 3pecial need3 o4 oMcer3,
in3ider3, director3, and other e8ecutive e"ployee3. Hn elite tea" o4 3enior #roker3
and relation3hip "ana%er3 provide3 per3onaliBed, e8pedited 3upport 4or trade3,
tran34er3, and other tran3action3, a3 well a3 handlin% in@uirie3 related to Section '/,
Gule '&&, and other co"ple8 re%ulation3.
Pro-e!!%o(#& Ser3%ce! T2#t M#<%+%$e ROI
Our pro4e33ional 3ervice3 or%aniBation oer3 a ran%e o4 technical and pro4e33ional
3ervice3 that help you %et the "o3t out o4 your 3tock plan 3olution.
I((o3#t%3e So&,t%o(! -or PreDIPO Co+8#(%e!
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
5)
We oer an e"er%in% co"panie3 pro%ra" to addre33 the uni@ue challen%e3 o4 3tock
plan ad"ini3tration at privately held, pre->PO co"panie3.
>ndian ;o"petitive
Scenario
*Player3+
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
5&
A!"# !$%&' (%)'A*"+
Hn%el 9rokin% 6td. *'..7+
!e"#er on the 9SF and 1epo3itory Participant
with ;1S6
Hn%el ;apital : 1e#t !arket
6td. *'..0+
!e"#er3hip on the NSF ;a3h and Euture3 :
Option3 Se%"ent
Hn%el ;o""oditie3 9rokin%
6td. *2((&+
!e"#er on the N;1FW : !;W
Hn%el Securitie3 6td. !e"#er on the 9SF
>ncorporated in '.07, it ha3 "e"#er3hip3 on 9SF, NSF and the two leadin%
co""odity e8chan%e3 in >ndia i.e. N;1FW : !;W. Hn%el i3 al3o re%i3tered a3 a
depo3itory participant with ;1S6. >t co""enced 3ervice3 like P!S, !utual Eund3 :
>PO3 in 2((/
Hn%el e"pha3iBe3 it3 cu3to"er-oriented innovative 3olution3 in 4or" o4 4ocu3ed
re3earch or 3tate o4 the art technolo%y or cu3to"iBed product oerin% or
per3onaliBed touch to our 3ervice3. Hn%el al3o clai"3 to #e the only '((^ retail
3tock #rokin% hou3e oerin% a %a"ut o4 retail centric 3ervice3 like,
F#rokin% ;o""oditie3 Tradin%
>nve3t"ent Hdvi3ory >PO
Port4olio !ana%e"ent
Service3
Private ;lient Jroup3
Wealth !ana%e"ent Service3 1epo3itory Service3
>t e"pha3iBe3 it3 3el4 a3 a retail 7nancial 3ervice provider.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
55
ONLINE TRADING
Hn%el oer3 4our plat4or"3 4or tradin%, na"ely,
OTHER RECENT FEATURE.S/ PROAIDED ARE
MDCo((ect
Hcce33 !arket New3 / Hnaly3e3 2&87 on !o#ile
Hn%el ;lient3 will have the advanta%e to acce33
their 9ack-OMce data on !o#ile Phone
Geal ti"e EK,%ty, F&O, Co++o'%t%e! and
M,t,#& F,('! rate3 on a 3in%le plat4or".
C3er-4riendly inter4ace 4or ea3y navi%ation
Stock Cpdate3 and !arket Stat3 on your !o#ile
Set Watchli3t 4or F@uity, E/O and ;o""odity and track your 4avorite 3tock3.
Fa3y : 4ree to download
Kiew Top '( 6ocal and Jlo#al indice3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
5/
Angel Trade Angel Diet
Angel
Anyw here
Angel
Investor
They are a co"pany with 2( year3 o4 #u3ine33 e8perience. Their pro"oter :
;hair"an, !r. H3it ;. !ehta, ha3 over 25 year3 o4 #u3ine33 e8perience in the
7nance indu3try. Their pro"oter : !ana%in% 1irector, !r3. 1eena H. !ehta, ha3 a
hand3-on e8perience and had al3o #een a33ociated with variou3 re4or"3 proce33
initiated #y SF9>, 9SF : 3everal in3titution3 related to capital "arket3.
The #i%%e3t 3tren%th o4 the %roup i3 to convert #u3ine33 vi3ion and inve3tor 3ervice
idea3 into technolo%ical 3olution3 delivered to the inve3tor 3ervice idea3 into
technolo%ical 3olution3 delivered to the inve3tor3 throu%h a private KSHT network. >t
ha3 a network o4 over )(( pro4e33ional3.
H3it ; !ehta >nve3t"ent >nter"ediate3 6td, ha3 a co"plete array o4 product3.
Tradin% i3 po33i#le on #oth national level e8chan%e3, vi3 9SF : NSF, in ca3h a3 well
a3 derivative3. O?ine tradin% throu%h their authoriBed 9u3ine33 H33ociate3, Online
tradin% throu%h their we# pa%e inve3t"entB.co". Hlternative avenue3 o4 inve3tin%
are >PO3. They can al3o apply 4or the 3a"e on #ehal4 o4 the client. They al3o provide
advi3ory 3ervice3 throu%h their %roup co"pany Nucleu3 Net3o4t : J>S *>ndia+ 6td.,
which i3 a SF9> approved port4olio "ana%er.
They al3o have a "e"#er3hip with N;1FW : !;W. They provide inve3t"ent
a33i3tance to NG>A3 a3 well.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
57

Fver 3ince it3 inception in the year '..&, 9ONHNXH, ha3 #een at the hel" o4
providin% it3 client3 the 7ne3t inve3t"ent : 7nancial 3ervice. Today, they 3erve
"ore than ',((,((( client3 co"pri3in% o4 Einancial >n3titution3, ;orporate3, !utual
Eund3, $N> : Getail >nve3tor3. Their network co"pri3e3 over 55( #u3ine33 location3
3pread acro33 2/( citie3 in >ndia.
Their product/ 3ervice ran%e include3,
'. F-#rokin%
2. 1i3tri#ution
). P!S
&. 1epo3itory Service3
5. 9rokera%e Service3 < F@uitie3, 1eivative3, ;o""oditie3
/. !utual Eund3
7. >PO
0. >n3urance
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
50
1awnay 1ay HK i3 an innovative 7nancial 3ervice3 provider and advi3ory 7r",
4or"ed throu%h a 5oint venture #etween 1awnay, 1ay >nternational and Hlok
Ka5peyi.
With an unrelentin% 4ocu3 on our twin value3 o4 >nte%rity and N;lient Eir3t\ Policy,
1awnay 1ay HK provide3 advi3ory 3ervice3 to individual3 and in3titutional client3 in
>ndia and a#road.
1awnay, 1ay wa3 ori%inally e3ta#li3hed a3 an i33uin% hou3e in '.20 in 6ondon,
Fn%land. 1awnay, 1ay wa3 ac@uired #y it3 current owner3, Juy Na%%ar and Peter
Ili"t in the early '.0(A3. ;urrently, The 1awnay, 1ay Jroup conduct3 #u3ine33 in
three #road 3phere3 o4 operation - Property >nve3t"ent3, Principal >nve3t"ent3 and
Einancial Service3. The Eir" ha3 %ro33 a33et3 in e8ce33 `& #illion and a net worth
that i3 %reater than `'.5 #illion.
The Eir"A3 5ointly owned Einancial Service3 co"panie3 include corporate and
3tructured 7nance co"panie3, a33et "ana%e"ent co"panie3, 3ecuritie3 #rokera%e
co"panie3, and property-related advi3ory 3ervice3.
Workin% throu%h our 3u#3idiary co"panie3 and aMliate3, we deliver hi%h-@uality,
3pecialiBed inve3t"ent and advi3ory 3ervice3 to individual3 and in3titutional client3
in Furope, !iddle Fa3t, and >ndia.
1awnay 1ay HK Securitie3 Private 6i"ited i3 a 4ull-3ervice 7nancial 3ervice3 provider
and advi3ory 7r". Their other oerin%3 include,
'+ F@uity, 2+ Online tradin% portal,
)+ 1erivative, &+ Private e@uity,
5+ 1epo3itory : Tradin% account, /+ Geal e3tate,
7+ Hdvi3ory, 0+ >n3urance, and
.+ NG> ;lient3 '(+ ;or
porate 7nance
''+ E>>
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
5.
>ncorporated in '.07, Jeo5it i3 one o4 the "a5or 3tock #roker #a3ed in >ndia. Jeo5it
provide 3tock tradin% at NSF and 9SF 3tock e8chan%e3. Jeo5it provide itO3 Stock
9roker Service3 throu%h a 3tron% network o4 around )(( #ranche3 and it3 3tate o4
art online tradin% portal. Jeo5it al3o provide3 a ;all : Trade 4acility.
They are a pro"inent na"e in Ierala. Jeo5it i3 a 3tock "arket li3ted co"pany and
it3 3tock are traded at NSF *JFO2>T+ and 9SF *5)2205+.
They oer tradin% in #oth NSF : 9SF.
They oer ) tradin% plat4or"3 to cu3to"er3, na"ely, Silver, Jold : Platinu".
The other product3 the deal in are,
'. F@uity
2. 1erivative3
). ;o""odity
&. Port4olio !ana%e"ent Service3
5. 1i3tri#ution
/. !ar%in Eundin%
7. !utual Eund3
0. Wealth !ana%e"ent Service3
.. 9ankin%
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/(
$1E; Securitie3, a tru3ted 7nancial 3ervice provider pro"oted #y $1E; 9ank and 2P
!or%an Partner3 and their a33ociate3, i3 a leadin% 3tock #rokin% co"pany in the
country, 3ervin% a diver3e cu3to"er #a3e o4 in3titutional and retail inve3tor3.
$1E;3ec provide3 ;a3h-n-;arry on #oth NSF and 9SF, 1ay tradin% on #oth NSF and
9SF, Trade on Euture3 : Option3 on the NSF and Online >PO >nve3t"ent.
Their Other Oerin%3 are,
'+ Online Tradin% 4or >ndian Ge3ident3 : NG>3
2+ 9ankin%
)+ >PO3
&+ F@uity
5+ 1erivative3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/'
>;>;>1irect *or >;>;>1irect.co"+ i3 3tock tradin% co"pany o4 >;>;> 9ank. Hlon% with
3tock tradin% and tradin% in derivative3 in 9SF and NSF, it al3o provide3 4acility to
inve3t in >PO3, !utual Eund3 and 9ond3. Tradin% i3 availa#le in 9SF and NSF.
Their core #u3ine33 i3 #ankin%,
which it i3 a#le to levera%e to
it3 #ene7t when it co"e3 to
client ac@ui3ition.
They al3o oer tradin% in internal "arket3. They only provide a we#-#a3ed plat4or".
C3in% >;>;>1irect, one can inve3t"ent online in >PO3, !utual Eund3, JO> 9ond3, and
Po3tal Savin%3 Sche"e3 all 4ro" one we#3ite. Jeneral >n3urance i3 al3o availa#le
4ro" >;>;> 6o"#ard.
Hpart 4ro" thi3, the other 3ervice3 they oer are
'+ !utual Eund3,
2+ Per3onal Einance
)+ 9ankin%
&+ 1epo3itory Service
5+ F-9rokin%
/+ Eorei%n !arket3 >nve3t"ent
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/2
>d#ipai3a#uilder.in i3 a "ulti purpo3e online 3tock tradin% we#3ite 4ro" >19> ;apital
!arket Service3 6td., a leadin% provider o4 7nancial 3ervice3 in >ndia and i3 a '((^
3u#3idiary o4 >ndu3trial 1evelop"ent 9ank o4 >ndia *>19>+.
>d#ipai3a#uilder.in allow3 inve3tin% in e@uity 3hare3, derivative3 *4uture3 : option3+
"utual 4und3 : >POO3 in >ndia Stock !arket3. Dou can #uy or 3ell 3ecuritie3 on NSF
and 9SF Stock e8chan%e3.
6ike >;>;>1irect, they too are into #ankin%, and are a#le to provide a in-hou3e )-in-'
account.
Their other core 3ervice i3 #ankin%.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/)
>6:ES >nve3t3"art 6i"ited *>>6+ i3 one o4 >ndiaA3 leadin% 7nancial 3ervice3
or%aniBation3 providin% individual3 and corporate3 with cu3to"i3ed 7nancial
"ana%e"ent 3olution3. They are into in3titutional a3 well a3 retail #u3ine33, one o4
the 7nancial "ultiple8e3 in >ndia. They en5oy a pan->ndia pre3ence o4 over )((
oMce3. >t wa3 taken over #y FTTrade, now entirely under $S9;.
Ret#%& o;er%(*! o4 >>6 3eek to cover all 7nancial plannin% re@uire"ent3 o4
individual3, which include providin% per3onali3ed inve3t"ent "ana%e"ent 3ervice3
includin% plannin%, advi3ory, e8ecution and "onitorin% o4 the 4ull ran%e o4
inve3t"ent 3ervice3. 9roadly the retail 3ervice3 are divided into two #road
cate%orie3.
A'3%!ory Ser3%ce! Port4olio !ana%e"ent Service3, !utual Eund3,
>n3urance.
Tr#'%(* Ser3%ce! F@uitie3, 1erivative3, ;o""oditie3, >PO3
Their >n3titutional 3ervice3 can #e #roadly cate%ori3ed a3 4ollow3,
Merc2#(t B#(4%(* - They oer 7nancial advi3ory and capital-rai3in%
3ervice3 to corporate3. They al3o "ana%e >PO3, Eollow-on oerin%3, Open
Oer3, !er%er3, etc, >>6A3 !erchant 9ankin% #u3ine33 ha3 #een %rowin% 4ro"
3tren%th-to-3tren%th.
I(!t%t,t%o(#& EK,%ty & Debt - They are pre3ently e"panelled with "ore
than '(( in3titution3 and 3ervice cu3to"er3 acro33 %eo%raphie3
H late3t oerin% #y the" would #e to trade in the CS !arket3, u3in% FTTrade a3 the
#a3e.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/&
>ndia#ull3 i3 >ndiaA3 leadin% Einancial Service3 and Geal F3tate co"pany havin% over
/&( #ranche3 all over >ndia. >ndia#ull3 3erve3 the 7nancial need3 o4 "ore than
&,5(,((( cu3to"er3 with it3 wide ran%e o4 7nancial 3ervice3 and product3 4ro"
securities, derivatives trading, de1ositary services, research ' advisory services,
consuer secured ' unsecured credit, loan against shares and ortgage ' housing
2nance.
With around &((( Gelation3hip !ana%er3, >ndia#ull3 help3 it3 client3 to 3ati34y their
cu3to"iBed 7nancial %oal3. >ndia#ull3 throu%h it3 %roup co"panie3 ha3 entered
>ndian Geal F3tate #u3ine33 in 2((5. >t i3 currently evaluatin% 3everal lar%e-3cale
pro5ect3 worth 3everal hundred "illion dollar3.
N>ndia#ull3 Einancial Service3 6td i3 li3ted on the National Stock F8chan%e, 9o"#ay
Stock F8chan%e and 6u8e"#our% Stock F8chan%e. The "arket capitaliBation o4
>ndia#ull3 i3 around CS1 /,)(( "illion *)'3t 1ece"#er, 2((7+. ;on3olidated net
worth o4 the %roup i3 around CS1 .(5 "illion *)'3t 1ece"#er, 2((7+. >ndia#ull3 and
it3 %roup co"panie3 have attracted "ore than CS1 0(( "illion o4 e@uity capital in
Eorei%n 1irect >nve3t"ent *E1>+ 3ince !arch 2(((. So"e o4 the lar%e 3hareholder3 o4
>ndia#ull3 are the lar%e3t 7nancial in3titution3 o4 the world 3uch a3 Eidelity Eund3,
Jold"an Sach3, !errill 6ynch, !or%an Stanley and Earallon ;apital.
9u3ine33 o4 the co"pany ha3 %rown in leap3 and #ound3 3ince it3 inception.
Gevenue o4 the co"pany %rew at a ;HJG o4 '5.^ 4ro" ED() to ED(7. 1urin% the
3a"e period, pro7t3 o4 the co"pany %rew at a ;HJG o4 '0&^.
>ndia#ull3 #eca"e the 7r3t co"pany to #rin% E1> in >ndian Geal F3tate throu%h a 2K
with Earallon ;apital !ana%e"ent 66;, a re3pected CS #a3ed inve3t"ent 7r".
>ndia#ull3 ha3 de"on3trated deep under3tandin% and co""it"ent to >ndian Geal
F3tate "arket #y winnin% co"petitive #id3 4or land"ark propertie3 in !u"#ai and
1elhi.V
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/5
The >ndia >n4oline %roup, co"pri3in% the holdin% co"pany, >ndia >n4oline 6i"ited and
it3 wholly-owned 3u#3idiarie3, 3traddle the entire 7nancial 3ervice3 3pace with
oerin%3 ran%in% 4ro" F@uity re3earch, F@uitie3 and derivative3 tradin%,
;o""oditie3 tradin%, Port4olio !ana%e"ent Service3, !utual Eund3, 6i4e >n3urance,
Ei8ed depo3it3, Jo> #ond3 and other 3"all 3avin%3 in3tru"ent3 to loan product3 and
>nve3t"ent #ankin%. >ndia >n4oline al3o own3 and "ana%e3 the we#3ite3
www.indiain4oline.co" and www.5pai3a.co"
The co"pany ha3 a network o4 5./ #ranche3 3pread acro33 )&5 citie3 and town3. >t
ha3 "ore than 5((,((( cu3to"er3.
>ndia >n4oline 6i"ited i3 li3ted on #oth the leadin% 3tock e8chan%e3 in >ndia, viB. the
Stock F8chan%e, !u"#ai *9SF+ and the National Stock F8chan%e *NSF+ and i3 al3o a
"e"#er o4 #oth the e8chan%e3. >t i3 en%a%ed in the #u3ine33e3 o4 F@uitie3 #rokin%,
Wealth Hdvi3ory Service3 and Port4olio !ana%e"ent Service3. >t oer3 #rokin%
3ervice3 in the ;a3h and 1erivative3 3e%"ent3 o4 the NSF a3 well a3 the ;a3h
3e%"ent o4 the 9SF. >t i3 re%i3tered with NS16 a3 well a3 ;1S6 a3 a depo3itory
participant, providin% a one-3top 3olution 4or client3 tradin% in the e@uitie3 "arket. >t
ha3 recently launched it3 >nve3t"ent #ankin% and >n3titutional 9rokin% #u3ine33.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
//
Iotak Securitie3 6i"ited, a 3u#3idiary o4 Iotak !ahindra 9ank, wa3 3et up in '..&.
Iotak Securitie3 i3 a corporate "e"#er o4 #oth 9o"#ay Stock F8chan%e *9SF+ and
National Stock F8chan%e *NSF+. ;urrently, Iotak Securitie3 i3 one o4 the lar%e3t
#rokin% hou3e3 in >ndia with wide %eo%raphical
reach.
Iotak 3ecuritie3 online tradin%, i3 the online tradin%
portal o4 the Iotak Securitie3 6td, the leadin% 3tock
#rokin% hou3e o4 >ndia. The online divi3ion o4 Iotak
Securitie3 6i"ited provide3 3ervice3 like internet #rokin% 3ervice3, online >PO and
"utual 4und inve3t"ent3.
;oncentrated "ore on the $N> 3e%"ent, they oer dierent account3 like Iotak
Jateway, Iotak Privile%e ;ircle, Iotak $i%h Trader, Iotak Ereeway, Iotak Elat :
Iotak H33i3t.
So"e other oerin%3 o4 Iotak are,
'+ 9ankin% 2+ ;ar 7nance )+ >nternational #u3ine33
&+ ;redit card3 5+ Securitie3 /+ Private e@uity
7+ 6i4e in3urance 0+ >n3titutional
e@uitie3
.+ Gealty 4und
'(+ !utual 4und3 ''+ >nve3t"ent
#ankin%

STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/7
!a5orJainB i3 the online venture o4 Pra#huda3 6illadher *P6+ Pvt. 6td., a 3tock
#rokin% hou3e 3ince '.&&.
They have a network pre3ence in 7 3tate3 o4 >ndia, na"ely, Ju5rat, !ahara3htra,
1elhi, Ierela, !adhya Prade3h, Ta"il Nadu : We3t 9en%al
The plat4or" provide3 acce33 to all the in4or"ation re%ardin% Trade3, E:O Open
Po3ition3, !ar%in3 and F8po3ure3 and 1e"at $oldin%3 with P6. There i3 al3o a
4acility to "ake a Eund Tran34er into your tradin% account via >;>;> 9ank, $1E; 9ank
or CT> 9ank pay"ent %ateway3. One can al3o %et Technical : Eunda"ental call3 and
acce33 to ;o"pany Snap3hot.
Other oerin%3 are,
'+ F-#rokin%
2+ F@uity
)+ 1erivative3
&+ ;o""odity
5+ P!S
/+ !utual Eund3
7+ >PO3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/0
!otilal O3wal Einancial Service3 i3 a well diver3i7ed 7nancial 3ervice3 %roup havin%
#u3ine33e3 in 3ecuritie3, co""oditie3, inve3t"ent #ankin% and venture capital. >t
ha3 over '&)( #u3ine33 location3 and "ore than &,/',/.. cu3to"er3 in over &)(
citie3, handlin% wealth creation and wealth "ana%e"ent need3.
Mot%&#& O!5#& F%(#(c%#& Ser3%ce! Lt'", co(!%!t! o- -o,r co+8#(%e!"
Mot%&#& O!5#& I(3e!t+e(t A'3%!or! P3t" Lt'" i3 the >nve3t"ent 9ankin% ar"
with collective e8perience o4 over '(( year3 in inve3t"ent #ankin%/corporate
#ankin% and advi3ory 3ervice3
Mot%&#& O!5#& Co++o'%t%e! Bro4er .P/ Lt'" ha3 #een providin% co""odity
tradin% 4acilitie3 and related product3 and 3ervice3 3ince 2((&.
Mot%&#& O!5#& Ae(t,re C#8%t#& A'3%!or! Pr%3#te L%+%te' ha3 launched the
>ndia 9u3ine33 F8cellence Eund *>9FE+, a CS`'(( "n >ndia 4ocu3ed Private F@uity
Eund.
Mot%&#& O!5#& Sec,r%t%e! Lt'" *!OSt+ i3 a leadin% re3earch and advi3ory #a3ed
3tock #rokin% hou3e o4 >ndia, with a do"inant po3ition in #oth in3titutional e@uitie3
and wealth "ana%e"ent. Our 3ervice3 include e@uitie3, derivative3, e-#rokin%,
port4olio "ana%e"ent, "utual 4und3, co""oditie3, >PO3 and depo3itory 3ervice3.
Their in3titutional #u3ine33 unit ha3 relation3hip3 with al"o3t all leadin% 4orei%n
in3titutional inve3tor3 *E>>3+ in the CS, CI, $on% Ion% and Sin%apore.
The retail #u3ine33 unit provide3 e@uity inve3t"ent 3olution3 to "ore than &,/',/..
inve3tor3 throu%h over '&)( 9u3ine33 location3 3pannin% over &)( citie3. The3e
3olution3 are provided #y a 4orce o4 over 2((( e"ployee3 and over 0(0 9u3ine33
H33ociate3. They provide advice-#a3ed #rokin% *e@uitie3 and derivative3+, port4olio
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
/.
"ana%e"ent 3ervice3 *P!S+, e-9rokin%, depo3itory 3ervice3, co""oditie3 tradin%,
>PO and "utual 4und inve3t"ent advi3ory 3ervice3.
A world of intelligent investing
>ncorporated in '..), Networth Stock 9rokin% 6i"ited *NS96+ i3 one o4 the "a5or
3tock #roker3 in >ndia. Networth oer3 pre"iu" 7nancial 3ervice3 and in4or"ation.
NS96 i3 a "e"#er o4 the National Stock F8chan%e *NSF+ and the 9o"#ay Stock
F8chan%e *9SF+.
NS96 provide the retail #rokin% 3ervice3 all over the >ndia, !iddle Fa3t, Furope and
H"erica. NS96 ha3 '5/ #ranche3 acro33 the >ndia. They are %rowin% e8ponentially
#ecau3e o4 their 3tron% 3upport= technolo%y drive3 operation3, re3earch tea" and
network o4 e8pert3. Online tradin% i3 one o4 the i"portant plat4or" provided #y
NS16.
Other 3ervice3 oered are,
'+ F@uitie3,
2+ ;o""oditie3,
)+ 1epo3itory 3ervice3,
&+ Wealth "ana%e"ent,
5+ Port4olio "ana%e"ent,
/+ >PO,
7+ !utual Eund3,
0+ NJG>P *Networth Jroup >nteractive Portal+
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
7(
Geliance !oney *or Geliance!oney.co"+ i3 the 7nancial 3ervice3 divi3ion o4 the Hnil
1hiru#hai H"#ani Jroup pro"oted Geliance ;apital 6i"ited.
The Geliance !oney 3tock tradin% we#3ite3 u3e3 3pecial 3ecurity 4eature3 OSecurity
TokenO, which "ake3 you online tradin% e8perience "ore 3ecure without co"ple8ity.
>nve3t"ent option3 are availa#le in
'. F@uity *Stock+ Tradin%
2. 1erivative3 Tradin%
). Eore8 Tradin%
&. ;o""odity Tradin%
5. >POO3
/. !utual Eund3
7. >n3urance
It o;er! S%(*&eD 0%('o5 Acce!! D Throu%h Geliance !oneyO3 a33ociate3, you can
tran3act in F@uity, F@uity : ;o""odity 1erivative3, O3hore >nve3t"ent3, !utual
Eund3, >PO3, 6i4e >n3urance, Jeneral >n3urance, !oney Tran34er, !oney ;han%in%
and ;redit ;ard3, a"on%3t other3.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
7'
Geli%are Fnterpri3e3 6i"ited i3 Gan#a8y 6a#oratorie3 6i"ited pro"oted 7nancial
product and 3ervice provider co"pany. The Geli%are word ca"e 4ro", itO3 a 6atin
word "eanin% Oto #ind to%etherO.
Geli%are provide3 it3 3ervice in three dierent 3e%"ent3 includin% Getail, Wealth
"ana%e"ent and the >n3titutional 3pectru". >t oer3 wide ran%e o4 3ervice3
includin% e@uitie3, co""oditie3, in3urance #rokin%, wealth advi3ory, port4olio
"ana%e"ent 3ervice3, per3onal 7nance 3ervice3, >nve3t"ent #ankin% and
in3titutional #rokin% 3ervice3. Geli%are retail network 3pread3 acro33 "ore than .((
location3 acro33 "ore than )(( citie3 and town3 in >ndia.
Geli%are Securitie3 6i"ited i3 a 3u#3idiary co"pany o4 Geli%are Fnterpri3e3 6td and
involve in e@uity related 3ervice3 include online tradin% at 9SF and NSF, 1erivative3,
co""oditie3, >PO, !utual 4und, >nve3t"ent #ankin% and in3titutional #rokin%
3ervice3.
>t oer3 ) tradin% plat4or"3, na"ely, Gace 9a3ic, Gace 6ite, Gace Pro. The #rokera%e
i3 char%ed accordin% to the account 3elected, viB ;la33ic account, 4reedo" account
: tru"p account.
Geli%are %ive3 intere3t on unutiliBed ca3h when inve3tor i3 waitin% to "ake ne8t
trade or online inve3t"ent.
Other 3ervice3 oered are,
'+ F@uitie3 2+ Wealth "ana%e"ent
)+ ;o""oditie3 &+ >nve3t"ent #ankin%
5+ !utual Eund3 /+ !etal !arket3
7+ >n3urance
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
72
Sharekhan.co" i3 a we#3ite throu%h which one can trade in 3hare3/ inve3t in a
co"pletely ha33le4ree and paperle33 "anner. >t co"e3 with a uni@ue 2-in-' account
that inte%rate3 your, 1e"at and #rokin% / inve3t"ent account3.

>t i3 one o4 the "o3t popular na"e3 in 3hare tradin% indu3try.

>t oer3 two type3 o4 account3, na"ely, ;la33ic Hccount : a 3peed trade account. >n
the latter trade ti%er %et3 activated 5u3t when the cu3to"er i3 a#le to %enerate a
#rokera%e o4 over a particular a"ount. >4 the a"ount i3 not %enerated in a particular
@uarter, the 3o4tware %et3 de-activated.
One can trade in >POA3, ;a3h : 1erivate3 with the help o4 Sharekhan.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
7)
>ncorporated in '..& #y Cnit Tru3t o4 >ndia, CT> Securitie3 6td *CT>SF6+ ha3 %rown
4ro" an in3titutional #rokera%e hou3e to a 4ull-Qed%ed 7nancial inter"ediary havin%
nationwide pre3ence in "a5or citie3 with #ranche3 and 4ranchi3ee3 to 3ervice a wide
ran%e o4 client3.
CT> Securitie3 6td *CT>SF6+ i3 one o4 the "a5or 3tock #roker3 in >ndia. CT> Securitie3
oer 3tock tradin% at NSF and 9SF 3tock e8chan%e3. CT> Securitie3 provide itO3 Stock
9roker Service3 throu%h a 3tron% network and pre"iu" 7nancial 3ervice3 and
in4or"ation.
Tradin% i3 po33i#le in 9SF and NSF via the we# pa%e www.u3ectrade.co"
Their other oerin%3 include,
'+ !utual Eund3
2+ 9ankin%
)+ >PO3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
7&
;ro33-Sectional
Hnaly3i3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
75
;N9;-TK'0, one o4 >ndiaO3 leadin% #u3ine33 new3 channel3, i3 a 5oint venture o4
;N9; and Televi3ion Fi%hteen >ndia 6i"ited *TK'0+. ;N9; H3ia hold3 a tiny 3trate%ic
e@uity 3take in the >ndian co"pany TK'0 which i3 li3ted on the 9o"#ay Stock
F8chan%e and the National Stock F8chan%e o4 >ndia.
The channelO3 #ench"ark covera%e e8tend3 4ro" corporate new3, 7nancial "arket3
covera%e, e8pert per3pective on inve3tin% and "ana%e"ent to indu3try vertical3
and #eyond. ;N9;-TK'0 ha3 #een con3tantly innovatin% with new %enre3 o4
pro%ra""in% that help3 "ake #u3ine33 "ore relevant to dierent con3tituencie3
acro33 >ndia.
!oneycontrol.co" 3erve3 a3 the online avataar o4 ;N9;-TK'0 content.
Power Dour Trade *PDT+ i3 one o4 the late3t oerin%3, which i3 a new3letter-cu"-
"arket report on the 3a"e. The3e report3 are char%ed 4or. Within a week, it ha3
"ana%ed to %ra# a lar%e audience 4or the 3a"e. They have a 7-day trial period,
#eyond which they char%e 4or the PDT copy.
Hpart 4ro" that, they al3o control the "oney#hai.co", the virtual 3tock tradin%
portal. >t i3 one o4 the "o3t popular portal3 a"on%3t the potential inve3tor3, wherein
they can learn to trade.
!oney;ontrol i3 al3o turnin% out to #e a 4avourite 3pot 4or trainin% in ter"3 o4 online
3chool, na"ely Pehla Iada". Thi3 venture i3 partnered with Geliance !oney.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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Ero" providin% new3, to trainin% people, to enterin% advi3ory, there are chance3,
wherein it could even oer online tradin% to the client3.
Thu3, threat i3 no lon%er 4ro" the e8i3tin% or 3i"ilar natured a%encie3, #ut 4ro"
cro33 3ectional a%encie3 a3 well.
Whatever the "arket anticipation "ay #e, #ut thi3 i3 one player, which need3 to #e
watched with caution, #y all indu3try player3. >t ha3 all the nece33ary 7nance3 to
wa3h-out the "arket and chan%e the rule3 o4 the %a"e. Hl3o their #rand value i3
ri3in%. Their "edia penetration and partnerin% network3 "ake it a 3tron% co"petitor
to deal with.
6ike it3 3i8 4eathered peacock in pri"ary colour3 with it3 head toward3 the ri%ht
indicate3 the diver3ity o4 the ;N9; pro%ra""e oerin% and it3 4uturi3tic attitude, it
i3 ti"e till we 5ud%e it3 ne8t dance in the rain3.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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!arketin% 9randin%
:
;o""unication3 Plan
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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9"1"9 A" PREDLAUNCH ACTIAITIES
H4ter undertaken a #rie4 "arket player analy3i3, > "oved to work on the !HGIFT>NJ,
9GHN1>NJ, : ;O!!CN>;HT>ONS P6HN 4or the online tradin% product. The 7r3t
pha3e o4 it included the 3u%%e3tin% o4 a #rand na"e 4or the product. *re4er anne8
4or na"e3+
H"id3t all thi3 > even interacted with a '( < '5 people 4or an i"pro"ptu 3e33ion on
online tradin%. Thi3 wa3 enhanced #y the interaction with the in-hou3e e"ployee3 :
the top "ana%e"ent a3 well, which helped "e deter"ine the product 4eature3,
plannin% in relation to the or%aniBational key 3tren%th3 and weakne33e3.
Ero" then onward3, the concentration wa3 on the pre-launch activitie3, the
do"inant activity o4 "y entire pro5ect. Hll the activitie3 undertaken in the Pre-
6aunch activitie3 were runnin% parallel/ 3i"ultaneou3ly.
I" ADAERTISING PLANNING
The 7r3t activity undertaken wa3 the adverti3in% plannin%. > %ot in touch with !SN/
N1TK, Joo%le, Gedi, !oney;ontrol : ;hittor%arh 4or the 3a"e.
!y "entor 3u%%e3ted > under3tand the nature o4 adverti3in% varia#le3 #y a3kin% the
@uerie3 to the a%ency repre3entative3 and then put up our need3 4or adverti3in%.
Po3t telephonic #rie7n%, they 3ent u3 a propo3al. >t would take a#out 2 < ) round3 o4
interaction3, durin% which > even availed their #rochure, the nature o4 their we#
4or"at3 availa#le 4or adverti3in%, duration, rate-card, 3pon3or3hip plan3 #a3ed on
i"pre33ion3, ti"e-#and, or ;P; *;o3t Per ;lick+.
The di3cu33ion3 with "y "entor a4ter each o4 the3e interaction3, helped "e
under3tand how clo3e or 4ar > wa3 %oin% 4ro" a particular activity or need o4 the
hour, #a3ed on which, > could revert #ack to the a%ency and a3k 4or the nece33ary
e8planation or detail3 on the 3a"e.
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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9a3ed on all the propo3al3 received, a co"pari3on chart wa3 "ade and "ailed to
the "ana%e"ent 4or the 7nal analy3i3. !y 3kill wa3 li"ited up to co"pilin% the
re@uired data, #ut under the coachin% o4 "y "entor, > wa3 a#le to "ake a #etter
co"pari3on, a3 to #e pre3ented to the "ana%e"ent.
Hnother i"portant learnin% ca"e in the 4or" o4 a #rie7n% 3e33ion to
"oneycontrol.co" #y "y "entor. The 3kill there wa3 not 5u3t a#out how to #rie4 the
a%ency, #ut to cro33 veri4y on the other 4act3 related to the or%aniBation. The
learnin% wa3 i"plicit, wa3 a %ood one.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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!SN
M%cro!o-t A'3ert%!%(* i3 a
#u3ine33-to-#u3ine33 #rand,
repre3entin% the entire port4olio o4
e8tended "edia, con3u"er touch
point3 and technolo%y 3olution3.
>nve3tin% in the ac@ui3ition3, technolo%y and trainin% a3 well they repre3ent
the"3elve3 a3 NO(e !%(*,&#r br#(' to re8re!e(t #&& t2#t 5e 'o -or yo,, o,r
c,!to+er! D #'3ert%!er! #(' 8,b&%!2er!"L
N1TK >ndia i3 the e8clu3ive 3ale3 partner 4or the we#
portal !SN >ndia. They pre3ent the"3elve3 a3 "ean3 to #y
oerin% "ultiple tar%et point3 to their
They oer 4or"at3 on their we# pa%e on ti"e-#and. While
4or Window3 6ive $ot"ail it i3 availa#le on i"pre33ion3 4or
the particular tar%et audience.
!SN would not char%e u3 4or creatin% the content 4or the
adverti3e"ent3. They do not char%e 4or creative work.
They have variou3 partnerin% channel3 via which
adverti3in% can #e undertaken either on Window3 6ive $ot"ail or !SN >ndia *alon%
with the channel3 availa#le on the 3a"e < 7nance, real e3tate etc+
They oer option3 like i"pre33ion3, ti"e-#and, "ailer3, alon% with a variety o4
option3 and co"#ination3 on $ot"ail pa%e3 : !e33en%er. The !SN propo3al wa3
not 3u#"itted or included in the 7nal plan a3 there wa3 a di3crepancy #etween two
para"eter3, which wa3 not clear. *re4er anne8+
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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Space on Joo%le i3 availa#le on i"pre33ion3 a3 well a3 ;o3t-Per-;lick #a3i3. The
char%e3 vary accordin% to the pre-paid or po3t paid account. One can open an
[adword3A account and "ana%e their account #y the"3elve3.
The oMce in-char%e 4or the adverti3e"ent related @uerie3 i3 at $ydera#ad, while
their "arketin% oMce i3 located in !u"#ai.
One can either %o online and create an account 4or the 3a"e, or %et in touch with
an inter"ediary 4or the 3a"e.
H 78ed tenure contract can #e undertaken with an a%ency workin% on #ehal4 on
Joo%le 4or a lu"p 3u" pre-decided a"ount. With an inter"ediary a%ency, one pay3
"ore con3iderin% that the account i3 valid only 4or a 78ed tenure.
>4 you choo3e to "ana%e your own account, one can do it on a li4eti"e #a3i3,
without payin% any additional co3t3. There are li"itation3 with re3pect to the nature
o4 content #ut lar%e reach : co3t-eMcient. Online account i3 ea3y to u3e, #ut need3
a con3tant ta# on the 3a"e. The Qe8i#le pay"ent option3 "ake it an intere3tin%
option. Ge4er anne8 4or the propo3al3.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
02
Gedi i3 a %iant in the online indu3try. The 4or"at3 oered #y Gedi are >"pre33ion3,
P&;, "ailer3, 3pon3or3hip3 etc.
Their tari card i3 revi3ed every ) "onth3. So the "a8i"u" duration up to which
they enter into contract i3 the 3a"e.
Two dierent propo3al3 were o#tained 4ro" Gedi. One wa3 3peci7cally on P&;,
while the other included a co"#ination o4 variou3 4or"at3. The P&; propo3al wa3
received prior to "y 5oinin%.
H u3er can 3u#3cri#e online a3 well 4or the P&; account, #ut on co"pari3on the
o?ine contract o#tained i3 "ore co3t-eMcient than 3u#3cri#in% online. The uni@ue
4eature oered in their "ailer3 i3 Open-!ailer3 i.e. they will 3hoot "ailer3 to the
tar%et audience %roup till the decided nu"#er o4 "ailer3 are opened, not 5u3t
dropped in the in#o8.
6ater a rate-card too wa3 procured to under3tand the nature o4 4or"at3 #etter.
They char%e 4or creative work3 develop"ent i3 char%ed. Ge4er Hnne8.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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>t i3 one o4 the "o3t widely u3ed pa%e3 a"on%3t the inve3tor : trader 4raternity.
They char%e on the ti"e-#and and i"pre33ion3. 6ike !SN they provide variou3
channel3 on their pa%e.
H late3t develop"ent on the 3a"e wa3 the Wealth pa%e.
Ht pre3ent they are in the proce33 o4 re-3tructurin% their we#-pa%e to oer #etter
3pace, and reduce the clutter.
Their oerin% in ter"3 o4 4or"at3 availa#le i3 3i"ilar to "o3t o4 the other pa%e3. 9ut
it i3 the tar%et audience which they cater to "ake3 it a very 4avoura#le option.
With initial contact, a rate-card wa3 procured 4ro" the". 6ater the repre3entative
too had co"e 4or a pre3entation. 9ut a4ter that occa3ion, there wa3 no 4urther
co""unication 4ro" hi3 end.
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Thi3 portal cater3 to a wide ran%e o4 audience 4or travel touri3" and 3ort3.
>t i3 al3o a popular de3tination a"on%3t the online trader3 a3 it provide3 a #rie4 on
the do"inant online tradin% 3o4tware provider3.
>t al3o oer3 a 4oru", wherein the inve3tor3 or trader3 can rai3e their %rievance3 or
view3 on tho3e online tradin% 3ervice provider3.
The point o4 contact #etween the co"pany and u3 wa3 e"ail via which a rate-card
wa3 procured toward3 the end o4 "y pro5ect. 9y that ti"e, the adverti3in% propo3al
had #een 3u#"itted to the top "ana%e"ent 4or their veri7cation3 and co""ent3 on
the 3a"e.
H copy o4 their propo3al ha3 #een enclo3ed in the anne8ure.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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Dahoo i3 another popular portal 4or the [Einance Pa%e.A Their adverti3in% option3 are
a3 4ollow3,
a+ Se#rc2 M#r4et%(*, They help in client3 3earchin% u3, than u3
4ollowin% the".
#+ Me'%# So&,t%o(!, They help pro"ote our #rand acro33 the DahooL
Network and reach a lar%e tar%et audience.
c+ P,b&%!2er Net5or4, Thi3 option i3 4or online pu#li3her or portal where
DahooL ;an add new revenue 3ource3 to their pa%e and enhance u3er
e8perience.
d+ Recr,%t+e(t A'3ert%!%(*, >t help3 pro"ote #randin% the co"pany a3
the e"ployer o4 choice throu%h recruit"ent adverti3in% on DahooL
$ot2o#3 : acro33 DahooL Network. >t clai"3 to help reach #oth active :
pa33ive candidate3 to 7ll the hirin% pipeline
;o""unication eort3 were "ade to connect with the Dahoo OMce, #ut there wa3
poor re3pon3e, hence no 4urther peru3al wa3 "ade on the 3a"e.
The 7nal #ud%et 3u#"itted alon% with the other propo3al3 and #rochure3 i3
availa#le in the anne8ure.
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9"1"9"A" II" BROCHURE & FLIER
Fven i4 the truth i3 that it i3 the
product which "atter3 "o3t at the
end o4 the day, a well "ade Product
9rochure : Elier have a %ood 7r3t
i"pre33ion on a client.
>t i3 an ea3ier 3aid than done activity.
>t i3 a plat4or", which will repre3ent
your entire or%aniBation : product in
the "ini3cule in depth at the 3a"e
ti"e.
There are thin%3 which are o#viou3, yet need to #e 3tated, while there are the not 3o
o#viou3 thin%3 which need to #e hi%hli%hted, a33u"in% the pro3pective reader i3 a
7r3t-ti"er in the tradin% #u3ine33.
>n "y pro5ect, > %ot a 7r3t-hand e8perience o4 writin% a #rochure and workin% on the
layout, color 3che"e, the"e etc. There were dra4t3 and re-dra4t3, there were 3o
"any o#viou3 thin%3, which had to #e included apart 4ro" the other hi%hli%ht3.
Fven thou%h it didnAt "aterialiBe a3 e8pected, toward3 the end it wa3 decided that
an a%ency will #e hired 4or the 3a"e, #ut the e8perience wa3 worth it.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
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9"1"9"A" III" PO0ER POINT PRESENTATION
H PPT i3 e33ential in the techno-
3avy environ"ent to
co""unicate with the audience.
The "ulti"edia 4or"at "ake3 it
an innovative way o4 pre3entin%
the product : 3ervice3.
Ht thi3 point, even thou%h the
product 4eature3 are not decided,
a rou%h pre3entation wa3 "ade
on the Online Tradin% Product,
with the "ini"ali3tic 4eature3
e8pected/ re@uired in a tradin%
product *4or ;orporate ;o""unication+
One o4 the #e3t "ean3 to u3e the pre3entation i3 to upload it online and "ake
availa#le to the lar%e nu"#er o4 participant3 who would like to %o throu%h it.
H33i3tance in ter"3 o4 content : "aterial wa3 provided #y "y "entor. Hl3o "y
collea%ue, a creative tea" "e"#er helped "e #y creatin% the nece33ary picture3/
4or"at3 4or "e, not only 4or the #rochure/ Qier #ut al3o the power point
pre3entation.
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9"1"9" B 0EB PAGE
The we# pa%e today i3 the 7r3t i"pre33ion to the cu3to"er/ client a#out the i"a%e
o4 the co"pany. >t "ay not #e held a%ain3t the 3ervice provider #ut pre4erred i4 the
we# pa%e i3 3upported with all the nece33ary in4or"ation. Hpart 4ro" that, i4 a we#
pa%e i3 well "ade, it 3ave3 on "any other co3t3 incurred 4or 3et-up3 like cu3to"er
care centre3 4or the 3a"e.
9"1"9" B" I" FEATURES ON THE 0EB PAGE
>t wa3 intere3tin% to note the variety o4 layout3 4or we#-pa%e3 on the co"petitor3A
pa%e3. So"e o4 the 4eature3 were 3tandard, #ut 3o"e pa%e3 "ade it ea3y to
under3tand and locate, while 3o"e "ade the entire proce33 co"plicated.
So"e o4 the pa%e3 were very 3i"ple and #a3ic #ut 3erved the purpo3e, while 3o"e
were very %lo33y : 3tyli3ed #ut would not provide the nece33ary in4or"ation.
Since the online tradin% portal wa3 to #e a part the "ain Way2Wealth ho"e pa%e, >
%ot an opportunity to under3tand the other product3 o4 Way2Wealth in the proce33.
The e8tent to which, > wa3 a#le to u3e the in4or"ation i3 very li"ited co"pared to
the a"ount received.
The li3t o4 3u%%e3ted 4eature3/ co"ponent3 on the we# pa%e i3 li3ted in the Ge3ult
3heet. H #rie4 layout o4 3o"e o4 the 4eature3 > li3ted i3 availa#le on the co"pari3on
3heet attached 4or each in the anne8ure.
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9"1"9" B" II" 0EB CONTENT MANAGEMENT
Eor the we# portal, data wa3 collected 4ro" variou3 online 3ource3 a3 well a3 o?ine
3ource3. H co"pilation online 3chool wa3 "ade, which included the [WA3 : $A
related to online tradin% and the product3 *3u#"itted to the or%aniBation+
To %et a #etter under3tandin% on the 3u#5ect, > wa3 provided in-hou3e %uidance #y
one o4 the 9ranch !ana%er3, wherein > wa3 e8plained the entire 3pectru" o4
inve3t"ent3 < #roadly put a3 7nancial : non-7nancial option3 *#ond3, "utual 4und3,
in3urance, #ank depo3it3 etc+.
F@uipped with a #etter under3tandin% on the nature o4 product3, > "ade an online
knowled%e centre *reco""endation+ includin% %lo33ary, online learnin%, EHP alon%
with a reco""endation o4 3ection3 on #ook review : trivia.
>t wa3 not po33i#le 4or "e to edit and re-work the content to #e i""ediately
uploaded, #ut the content wa3 or%ani3ed wherein a 3peciali3t can work on the
lan%ua%e a3pect3 o4 it. The "odule helped "e in%rain the entire inve3t"ent
#u3ine33 proce33 even #etter than earlier.
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9"1"9" C" I" OTHER OPTIONS EMPLORED 7 MOCK TRADING GAMES
The other option, which wa3 e8plored durin% the pro5ect, wa3 o4 Online Tradin%
Ja"e, 3o"ethin% 3i"ilar to that o4 "oney#hai.co".
Hn idea o4 havin% a du""y %a"e to train individual3 and u3e our channel partner,
;a4_ ;oee 1ay, a3 the channel to reach the audience wa3 e8plored. Eor the 3a"e,
we %ot in touch with variou3 %a"e3 developer3. So"e o4 the" were %a"e
developer3 4or "o#ile phone, while 3o"e 4or "e33en%er3 and other3.
The a%encie3 we %ot in touch with 4or the 3a"e were,

a+ Sy(#8!e I('%# 7 we had %otten in touch with
Synap3e via the internet 3earch. C3in% e"ail a3 the
co""unication channel, we had a deci3ion "ade
on the nature o4 4eature3 we look 4or a real-ti"e %a"e. The rea3on it would
not work out 4or u3 wa3 the ti"e duration and the 7nance3 involved
#+ R#8%' So-t Tec2(o&o*%e! 7 we
had %ot in touch with the" via
the internet 3earch. H note wa3
le4t on their 4eed#ack 4or".
They connected with u3 on one occa3ion and then 4or over '5 day3 there wa3
no contact. 9y the ti"e the third connection wa3 "ade, we had already
3acked the idea o4 developin% a new %a"e.
c+ So-t5#re De3e&o8er! I('%# 7 wa3
another a%ency we %ot in touch with.
They were initially plannin% to
char%e u3 on per per3on e"ployed
#a3i3. H ne%otiation wa3 "ade on the 3a"e, wherein > a3ked 4or her oer
dependin% on the #a3ic product *irre3pective o4 the nu"#er o4 people 3he
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.'
e"ploy3+ on a lu"p3u" #a3i3 and 3tate the #a3ic 4eature3. 9eyond that any
new addition would #e char%ed. Si"ilar to that o4 Toyota >nnova, wherein
there i3 a char%e 4or a #a3ic ver3ion, a3 you add "ore and "ore 4eature3, the
char%e3 would increa3e. We received a propo3al on the 3a"e, #ut had to
3crap it a3 the co3t3 and ti"e involved were very hi%h.
d+ MSN 7 H propo3al 4ro" !SN %a"in% wa3 al3o invited, #ut the %a"e would
have #een li"ited upto !SN !e33en%er : al3o the ri%ht3 would #e kept with
the" and not with u3. >t wa3 certainly not a via#le option, hence it wa3 not
ventured 4urther.
e+ Art2# Tec2(o&o*%e! 7 They too were contacted 4or the 3a"e, #ut "id way
a%ain we had to a#andon it a3 we wanted a ready "ade product than
developin% one.
4+ Ot2er O(&%(e 0eb S%te! 7 We tried to locate i4 the "ock tradin% 3o4tware
already developed would #e availa#le 4or 3ale. 9ut 3ince it had con3u"ed a
lot o4 ti"e and ener%y, al3o that we were una#le to reach the ri%ht 3ource, we
put the idea on a #ack #urner.
%+ I('%# G#+e! Lt' 7 They are %a"e "aker3 4or "o#ile phone3, we could not
pur3ue it a3 an option a3 we were not lookin% at phone %a"e3. They had a
partnerin% with the leadin% 3ervice provider3, which could #e u3ed to 3pread
the %a"e 4a3ter than creatin% a phy3ical 3et-up in our e8i3tin% channel3.
So"e other a%encie3 to which contact wa3 "ade #ut could not #e pur3ued were
Trine Ja"e Studio3, Ne8tWave !ulti"edia Pvt 6td, ;la33ic >n4or"atic3,
Thi3 part o4 the pro5ect helped "e ne%otiate varia#le3 on the #a3i3 o4 which
ne%otiation can take place 4or technolo%y product3. Fven thou%h the idea wa3 not
pur3ued 4urther, it wa3 a %ood learnin%.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.2
9"1"9" D" POST ACCOUNT OPENING
9"1"9" D" I" 0ELCOME LETTER
The #road outline 4or the letter wa3 provided #y "y "entor, on which > worked. >
learnt the nece33ary detail3 re@uired 4or an online tradin% account. The in4or"ation
i3 3tated 4or eMcient : direct u3e o4 the client. >t hold3 all the nece33ary detail3 in
relation to the account o4 the cu3to"er.
H copy o4 the reco""ended letter i3 enclo3ed in the anne8ure.
9"1"9" D" II" CUSTOMER SERAICE GUIDELINES & SCRIPT FOR TELEDCALLERS
Thi3 wa3 another intere3tin% a3pect o4 "y pro5ect, which #rin%3 "y activitie3 to an
end. H #road re4erence pointer wa3 provided #y "y "entor a3 to how i3 a cu3to"er
3ervice %uideline : 3cript 4or telecaller3 #roadly 3tructured. > wa3 introduced to
e8i3tin% copy o4 a rou%h dra4t, on which > wa3 allowed to "ake reco""endation3, in
the 4or" o4 chan%e3.
On an overall it wa3 an e8hau3tive : en5oya#le ran%e o4 activitie3, which > wa3 %iven
to undertake durin% "y pro5ect.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.)
:"6 CONCLUSIONS
9roadly, the o#3ervation3 can #e %rouped a3 in relation to the e8ternal indu3try
3cenario, internal or%aniBation, product 4eature3, cu3to"er care 4eature3, 9randin%,
!arketin% : ;o""u3nication3 *9!;+
E<ter(#&
I(',!try
Sce(#r%
o
I(ter(#&
Or*#(%$#t%o
( F#ctor!
Pro',ct
Fe#t,re
!
Pro',ct
Re&#te'
Reco++e('#t%
o(
0eb
Co(te(t
Reco++e('#t%
o(
C,!to+e
r C#re
F#ctor!
BM
C
6/ E<ter(#& I(',!try Sce(#r%o 7 the o#3ervation3 and reco""endation3 are
#a3ed on the 4eature3 which 3ee" to do"inate/ aect or reQect the indu3try
a3 a whole.
1/ I(ter(#& Or*#(%$#t%o( F#ctor! 7 they are the 4actor3 within the
or%aniBation, which can #e "anipulated, channelled and controlled *to an
e8tent i4 not co"pletely+ to 4urther the eort3 o4 the or%aniBation.
9/ Pro',ct Fe#t,re! 7 thi3 i3 in direct relation to the product oerin%3. There
are certain 4eature3 which are #a3ic, while there are 3o"e 4eature3, which i4
provided would enhance the @uality o4 the entire oerin%.
:/ Pro',ct Re&#te' Reco++e('#t%o( 7 the3e 4eature3 do not directly aect
the 4eature3 o4 the product. 9ut are "ore in relation to the ancillary oer3 or
provi3ion3.
=/ 0eb Co(te(t Reco++e('#t%o( 7 H %ood we# pa%e ha3 a de3ired
repre3entation o4 the co"pany i"a%e. The3e reco""endation3 are #a3ed on
what ha3 #een viewed in a variety o4 pa%e3, to "ake 3ur7n% the Way2Wealth
pa%e an even #etter e8perience.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.&
>/ C,!to+er C#re F#ctor! 7 the3e are very critical in not only %ainin% or
convertin% #ut "aintenance and 3u3tenance o4 the cu3to"er3.
I/ BMC .Br#('%(* M#r4et%(* & Co++,(%c#t%o(!/ 7 it i3 3trate%ie3 which
are #ein% u3ed in the indu3try while 3o"e can #e u3ed 3uitin% our need3 :
o#5ective3.
:"1 EMTERNAL INDUSTRY SCENARIO
'. ROLE OF LEGACY < year3 in the indu3try i3 o4ten u3ed a3 a do"inant 4eature to
attract attention. The relation to a popular or deeply entrenched pedi%ree i3
3trate%y u3ed to %ain cu3to"er attention : con7dence.
2. EMOTIONAL AS RATIONAL BONDING - There are two way3 o4 lurin% the client,
e"otional and rational. ;harle3 Schwa# concentrate3 "ore on developin%
e"otional #ond #etween the cu3to"er and the or%aniBation. While F-Trade
4ocu3e3 on the rational a3pect3 like 3uperior technolo%y.
). CLIENTDCENTRIC FOCUS < Hll the co"panie3 are over : over 3tatin% the
i"portance o4 client 4ocu3, and their 4acilitie3 4or the 3a"e. Fveryone 3ay3 the
3a"e thin%, #ut it i3 evident #y the action3 undertaken 4or the 3a"e.
&. ROLE OF TECHNOLOGY < The role o4 3tate-o4-art technolo%y i3 an one-up 4or the
provider. Technolo%y i3 not 5u3t a#out providin% the #e3t, #ut al3o "akin% the
entire proce33 ea3ier 4or the cu3to"er to u3e. The indu3try 3tandard in the
3ecurity encryption i3 '20#it. There ha3 #een little chan%e in the 3a"e over the
year3.
5. INSTITUTIONAL AS RETAIL < where certain or%aniBation3 are 3pecialiBin% in
in3titutional, "o3t o4 the player3 are 3pecialiBin% in retail. Where >n3titutional
cater3 to or%aniBation3 on a whole, retail3 cater3 to individual need3. ;ertainly
the re3ource3 re@uired i3 hi%her 4or the 4or"er, #ut it appear3 to #e a relatively
untapped "arket. Hl3o #y partially involvin% in in3titutional #u3ine33/ relation3
a 4urther pu3h can #e provided to the retail #u3ine33. Geliance ha3 corporate
account3 4or tradin% where di3count3 are provided to individual3 #elon%in% to
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.5
certain or%aniBation3. Thi3 4eature can #e u3ed to help create 3i"ilar relation3
in the indu3try or within our e8i3tin% clientele. >t will al3o pro"ote
3pecialiBation to 3uit a particular cate%ory o4 cu3to"er3 dependin% on their 3et
o4 or%aniBation3.
/. GEOGRAPHIC PARAMETERS < Jeo%raphic pro8i"ity appear3 to #e a 3tron% 4actor
4or the inve3tor3. >t appear3 that it i3 ea3ier to tru3t who #elon%3 to your re%ion,
under3tand3 it #etter and 3peak3 their lan%ua%e. >n reality it i3 how well one
can reach the cu3to"er3. The phy3ical network o4 the or%aniBation need3 to #e
3tren%thened. Gather than ownin% oMce3, it would #e #etter to pro"ote
4ranchi3e network3 in the deeper part3 o4 the country.
7. PRICEC COSTS < the plan3 oered #y the or%aniBation3 reQect on the nature o4
client3 they wi3h to cater to. !o3t o4 the plan3 4all in line with the law o4 3upply,
where "ore the 3upply le33er the char%e3. The account openin% char%e3,
3ervice3 and the plan3 oered attract the nature o4 client3 one i3 a4ter. Today,
"o3t o4 the clientele appear3 to #e ready to pay i4 they derive value out o4 it.
Thi3 i3 "ore true with the %eneral perception o4 the "a33 a?uent cla33, who
ha3 the "oney #ut not the ti"e and knowled%e to undertake inve3tin%.
0. ADAISORY SERAICES < Hdvi3ory i3 a core in thi3 #u3ine33. >t i3 not only a#out the
4act3 or 4act3 7r3t, #ut "ore a#out the "eanin% #ehind the in4or"ation
received and how practically it can #e applied. Hl"o3t everyone i3 oerin% 4ree
advi3ory. 9ut in the current ti"e3, it appear3, that people #elieve the
in4or"ation 4or which they pay i3 %enerally %ood. The concept o4 [No Eree
6unche3A i3 %ainin% i"portance in the "ind o4 the inve3tor. Thu3, to enhance
the value o4 your re3earch, 3o"e char%e3 3hould #e levied 4or it. Hll the #e3t
thin%3 co"e 4or a price.
.. BRAND A0ARENESS < the popularity o4 your na"e aect3 the new client
ac@ui3ition. Fort3 in #randin% are i"portant. The 4a3te3t way to connect i3 to
"ake the client recall your #rand na"e 4or the nature o4 oerin% either #y a
#rand "a3cot or a uni@ue 3y"#ol repre3entin% it.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
./
'(. OTHER FINANCIAL SERAICES OFFERED < in the "all culture co"in% in today, "o3t
o4 the people are lookin% at one-3top 3olution3. !o3t o4 the people are lookin%
at one corner which cater3 to all their need3, than %oin% 4or dierent 3ervice3
to dierent vendor3.
:"9 INTERNAL ORGANINATIONAL FACTORS
'. GENERAL INTERNAL FACTORS OF ORGANINATION < the @uality o4 environ"ent,
treat"ent %iven to the e"ployee3, pro#le" redre33al, other #ene7t3 oered
aect the "otivation and per4or"ance o4 the e"ployee. Hn e"ployee who
envi3ion3 %rowth within the or%aniBation, will help "ore actively in the
co"panyA3 %rowth. Since Way2Wealth i3 a %rowin% or%aniBation, 3ettin% in
practice3 to enhance the 3a"e at thi3 3ta%e will "ake it a 4or"ida#le 4orce to
deal with in the lon% run.
2. ROLE OF ORGANINATIONAL LEADERS < The leader3 have a "a5or i"pact on the
per4or"ance o4 the tea" player3. H #urdened leader will have #urdened tea"
"e"#er3, while a vi#rant leader #rin%3 in ener%y into the roo".
). INTERNAL COMMUNICATION 7 O4ten the pro#le" ari3e3 when the %oal clarity i3
not 3hared #y all "e"#er3 o4 the or%aniBation. The %oal i3 clear in the "ind3 o4
the top "ana%e"ent and there i3 a con3en3u3 on the tar%et3 4or the 3a"e. The
a"ount o4 clarity penetratin% or percolatin% 3hould #e veri7ed 3uch that the
tea" "ove3 to%ether than in piece3. H 3tep taken in thi3 re%ard within the
or%aniBation i3 the F"power 9oard, where every tea" "e"#er can e8pre33
their opinion3 without any vertical or horiBontal or%aniBational 3et-up #arrier3.
&. OFFICE LAYOUT 7 Fven thou%h the product3 dealt with in a Einancial Service
providin% co"pany are intan%i#le, today, the role o4 in4ra3tructure involved i3
increa3in%. H 3tandardiBed 4or"at not only induce3 con7dence in the cu3to"er3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.7
#ut help3 "aintain parity in the privile%e3/ co"4ort3 availa#le #etween the
#ranche3 o4 an or%aniBation.
5. 0EALTH COMPASS < the potential o4 Wealth ;o"pa33 ha3 not #een u3ed to the
4ulle3t. >t can #e "ade livelier and provided in the colle%e li#rarie3 4or no 4ee
initially. >4 the lan%ua%e can connect with the 3tudent crowd at thi3 3ta%e, it
3ettle3 in their "ind3 4or a lon% ti"e. Hl3o it i3 a place, where the vi3i#ility will
#e the hi%he3t, at lea3t durin% e8a"ination 3ea3on. There can #e "ore @uiBBe3
and trivia to involve the audience into the real happenin%3. Hpart 4ro" that
adverti3e"ent3 o4 own product3 3hould #e encoura%e within the "a%aBine. To
"ake the adverti3e"ent "ore valua#le, a 3"all 4ee can #e levied on the
depart"ent. >t i3 a 3tron% tool, which ha3 not #een "uch e8plored.
/. EMPLOYEE BUALITYC MORALE < The e"ployee 3hould #e "otivated to ac@uire a
client. $e/ 3he 3hould not only #e e@uipped to 3erve the client, #ut to convert a
potential client. The two e8perience3, which led to a conclu3ion a3 3uch wa3
with >;>;>1irect : Networth3tock. With >;>;> 1irect, the concerned per3on on
the line at a #ranch, told "e he i3 not e@uipped with the knowled%e to 3erve at
the "o"ent, a3 they have not #een provided the trainin%. >n the #ack%round,
they were %i%%lin% and "ore keen to leave the oMce than addre33in% the client
on the phone. So"e thin% 3i"ilar with Jeo5it 9ranch at Ka3hi, where when >
a3ked a#out the product he %ave "e a #rochure and a3ked "e to call the
helpline and take the detail3, a3 he i3 not too 3ure a#out the". 9ut later when >
a3ked i4 a#out hi3 @uali7cation3, he could not 3top talkin% 4or the ne8t '( "in3
a#out how he i3 pre33ured in li4e, and how thi3 work e8 will 3how %ood on hi3
;K. There can #e a 3tandard proce33, which all #ranche3/ 4ranchi3ee3 are
e8pected to 4ollow, and the #e3t one i3 awarded a certi7cate 4or the 3a"e. Thi3
ha3 a %ood reQection on the proce33e3 o4 the or%aniBation.
7. EMPLOYEE RELATION 0ITH THE ORGANINATION 7 the level to which an e"ployee
4eel3 hi"3el4 to #e a part o4 the or%aniBation, the "ore he contri#ute3.
F"otional #ondin% i3 not 5u3t with the e8ternal cu3to"er3 #ut within the
internal cu3to"er3 a3 well. Thi3 can happen, when the e"ployee know3 "ore
a#out the or%aniBation than 5u3t hi3 pro7le. With relation to Way2Wealth, "o3t
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
.0
o4 the e"ployee3 are #elow ' year o4 relation3hip. Thu3, the 3oil i3 per4ect to
percolate the 3eed3 o4 a new le%acy.
:": PRODUCT FEATURES RECOMMENDATIONS
'. MULTIPLE DEMAT ACCOUNT < F8cept 4or >;>;>, "o3t o4 the online tradin% 3ervice
provider3 allow only ' de"at account. >t would #e an advanta%e to have "ore
than one account. Sche"e3 can #e induced 3uch that "ore "e"#er3 5oin in
at the 3a"e ti"e.
2. MULTIPLE FUND ACCOUNT < Not only linka%e to "ore than one #ank account, #ut
the a#ility to u3e "ore than one account 3i"ultaneou3ly, a3 it 3ave3 the
cu3to"er the account detail3 chan%in% ti"e.
). FUND CONTROL < a 4eature, wherein, holdin% and relea3e o4 4und3 can #e
pre3ent. >4 the a"ount e8ceed3 the 3et value the tran3action cannot #e
undertaken.
&. SINGLE SCREEN ACCESS < The in3tru"ent3 in which the tradin% can #e
undertaken #a3ically are e@uity, derivative3, co""oditie3, "etal, ipo3,
in3urance, "utual 4und3, 4ore8 etc. Not all the player3 oer the option in
tran3action3 in all o4 the". Geliance !oney i3 one o4 the people who oer the
3a"e.
5. EDNOTES < the di%itally 3i%ned electronic contract note3 are delivered on the
3a"e day, apart 4ro" it3 availa#ility in the online #ack-oMce. Phy3ical note3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
..
3hould #e provided on re@ue3t. ;har%e3 3hould #e levied 4or the 3a"e, unle33
the client i3 %eneratin% a very hi%h #rokera%e. Phy3ical note3 can #e i33ued
periodically a3 well.
/. MARKET ANALYSIS < the plat4or" 3hould 3upport #y providin% technical analy3i3
4or the variou3 product3.
7. PORTFOLIO LIST < The watch li3t3 created 3hould #e a#le to di3play "o3t o4 the
in3tru"ent3 in which tradin% i3 oered.
0. MARKET 0ATCH < !ultiple "arket watch li3t3 3hould #e per"itted with a %ood
nu"#er o4 3crip3 per li3t. The 3tandard oered #y "o3t o4 the player3 i3 2(.
.. LIAE ASSISTANCE < there 3hould #e online help availa#le 4or the client, 3i"ilar to
that o4 an online chat a33i3tant to 3olve pro#le"3 4or the client.
'(.DEMO ACCOUNT < H de"o account/ link can #e provided 3o that, at any point he
"ay train hi"3el4 re%ardin% the 4unction3 and u3e o4 the account.
''.SECURITY < the pa33word i3 "andatorily to chan%e a4ter every '& day3. The
3ecurity key provided #y Geliance i3 one o4 the #e3t, wherein the e8ternal
device %enerate3 the pa33word, only known to the client.
'2.PORTFOLIO MANAGEMENT < Tool3 3hould #e availa#le on the window, 3uch that
the per3on i3 a#le to calculate the value o4 their port4olio at any point o4 ti"e.
H variety o4 calculator3 can #e provided to achieve the 3a"e. ;alculator3 like
[with the current value how "uch can they #orrow or "ar%in]A, [value o4
"oney in 4utureA, etc can #e provided
').CONSISTENCY BET0EEN 0EB PLATFORM & SOFT0ARE < The 4eature3 in ter"3 o4 the
port4olio capacity, new3 alert3 etc 3hould #e 3tandard #etween the 3o4tware
and the we# #a3ed ter"inal. >deally, the variation #etween the two 3hould #e
o4 the e8ecution 3peed, nothin% otherwi3e.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
'(
(
'&.LIAE NE0S < 6ive new3 can #e [#u##ledA or #linked on the pa%e o4 the u3er.
'5.SPECIFIC SCRIP ALERT < thi3 4eature will ena#le the u3er to %et alert3 only 4or the
3peci7c cho3en 3crip3.
'/.SCRIP 0ATCH < Hny 3peci7c 3crip3 hi3tory *4or a de7ned ti"e 4ra"e+ 3hould #e
availa#le when 3elected.
'7.AFTER MARKET ORDER < thi3 ena#le3 the client to #ook hi3 own tran3action a4ter
the "arket clo3e3 or #e4ore the "arket open3.
'0.BACKDOFFICE ACCESS < The #ack-oMce acce33 3hould #e 2& W 7.
'..MARKETS AAAILABLE FOR TRADING 7 the nu"#er o4 "arket3 can #e increa3ed not
only over3ea3 #ut al3o other local "arket3 within the country.
:"= PRODUCT RELATED RECOMMENDATIONS
6" TRIAL PERIOD OFFER < to induce trial, : reQect con7dence on our product, a
trial period oer i3 the 4a3te3t alternative. No char%e3 3hould #e levied 4or that
particular trial period, a4ter which, i4 the client continue3, char%e3 will #e
levied. The only char%e3 they pay at the initial 3ta%e3 i3 the account openin%
char%e3.
1" CREDIT CARD < !o3t o4 the pay"ent3, today are "ade #y the credit card. >t i3
ea3ier than any other 4or"at availa#le today. One only need3 to punch in the
nu"#er3 and the pay"ent i3 "ade. Thi3 avenue wa3 e8plored #ut due to
technical %litche3 can not #e i"ple"ented at pre3ent.
9" DOCUMENTATION PROCESS < the docu"entation proce33 3hould #e a3 "ini"al a3
po33i#le. The 4act that the docu"ent3 take ti"e to proce33 can "ake a client
"ove away. To "ake it 4a3ter, 4or"3 can #e provided online, which can #e
downloaded and duly 7lled #y the client and 3ent #y the client or collected #y
the neare3t #ranch/ 4ranchi3ee.
:" SECURITYC INSURANCE < a do"inant rea3on why "o3t o4 the people pre4er not to
%et involved in the 3tock "arket i3 that there i3 no real 3ecurity 4or their "oney
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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in it. >n "o3t o4 the developed "arket3, there i3 ri3k in3urance, #ou%ht #y the
3ervice provider to 3ecure the "onetary tran3action lo33 which could occur
while the "oney/ 3hare3 "ove 4ro" one account to another. >n the >ndian
conte8t there i3 no 3uch provi3ion. Hnother rea3on, why it could #e diMcult to
directly i"ple"ent the in3urance i3 that the char%e3 levied in 9SF dier 4ro"
NSF. 9SF char%e3 an additional Gupee one on the 3hare3. There can #e 3o"e
alternative, which could #e worked out, not directly a3 in3urance, #ut a type o4
a33urance 4or the 3a"e, where the ri3k o4 the inve3tor i3 reduced.
=" CALCULATORS < linked to your product3, to not only 3howca3e #ut pro"ote your
product3. The #e3t u3e o4 calculator3 i3 "ade #y Iotak, wherein at the end o4
the calculation, they 3u%%e3t a 3trate%y *their product+ to attain the de3ired
re3ult3. H ran%e on the 3a"e i3 even availa#le on "oneycontrol.co"
>" MOBILE USE 7 today "any player3 are lookin% at S!S to provide in4or"ation
and tip3, Hn%el, Iotak are one o4 the". Fven Tradin% can #e undertaken #y
S!S. Eor thi3 3ervice, there i3 a letter 3i%ned #y the individual re%ardin%
re3pon3i#ility 4or tran3action3. Ge4er Hnne8.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
'(
2
:"> 0EB PAGE RECOMMENDATIONS
So"e o4 the 4eature3 o#3erved *reco""ended+ 4or the we# pa%e o4 Way2Wealth
are,
'. RESEARCH ON COMPANIESC SECTOR SEARCH < Thi3 4eature i3 availa#le on 3o"e o4 the
leadin% pa%e3, 3uch that the per3on can %o throu%h the entire hi3tory o4 the
li3ted co"pany in a cru8, helpin% hi" "ake a deci3ion accordin%ly.
2. UPDATE ON 0ORLD ENTICES & OTHER LOCAL MARKETS < chan%e3 in one "arket aect
the other, hence, update3 would #e o4 %reat help.
). RISK CALCULATORS < linked to your product3, to not only 3howca3e #ut pro"ote
your product3. The #e3t u3e o4 calculator3 i3 "ade #y Iotak, wherein at the end
o4 the calculation, they 3u%%e3t a 3trate%y *their product+ to attain the de3ired
re3ult3.
&. PRINT & FONT OPTION < it i3 a u3er 4riendly option, wherein the per3on can increa3e
the 4ont 3iBe o4 the article printed on 3creen 4or ea3y readin%.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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)
5. ONLINE PAN O BSE & NSE CIRCULATIONS < The rea3on #ehind tryin% to provide the
3a"e in one place, i3 that everythin% relatin% to "arket3 can #e acce33ed at one
place, even i4 they do not trade #y u3
/. CURRENCY CONAERTERS
7. SITE MAP < help3 provide ea3y navi%ation o4 the we#pa%e.
0. KNO0LEDGE CENTRE < The online knowled%e center 3hould include online tradin%
3chool, EHP, @uiB : trivia, #ook review3, %lo33ary in one place.
.. PRODUCT RANGE DISPLAY OF 010 < there i3 no #etter place to repre3ent your own
product3, *not 5u3t an adverti3e"ent+ #ut a3 3olution3 to pro#le"3.
'(.MEDIA CORNER < The "edia corner can have a 4acility na"ely [>nvite 2ournali3t3A,
3uch that any event update done on the pa%e, will #e e"ailed to the". Hl3o one
can acce33 all the recent happenin%3, in relation to Way2Wealth worth
pu#li3hin%.
''.ONLINE REGISTRATION < Thi3 4eature can #e u3ed #y providin% a copy o4 the
nece33ary 4or"3 online, which an individual can download. The only ta3k then in
hand i3 to %et the" collected 4ro" the clientA3 addre33.
'2.FINANCIAL INFORMATION TIEDUP < tie up with a%encie3 3pecialiBin% in the new3 e%
Geuter3, New3wire etc. Thi3 will not only help pro5ect a #etter i"a%e #ut help
widen our #a3e o4 partner3hip3, which can #e u3ed at a later date. NDTA or
UTA% could #e a %ood option a3 it i3 an upco"in% rival to CNBCDTA6E.
').SUBSCRIPTION ONLINE < New3letter3 < Pre4era#ly char%e3 3hould #e levied 4or the
3a"e a4ter an initial trial period oer, a3 %ood thin%3 have a price to pay. The
p3yche o4 the cu3to"er #elieve3 that i4 they are a3ked to pay 4or 3o"ethin%, the
thin% ha3 3o"e value.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
'(
&
'&.BUESTION & ANS0ER FORUM < thi3 will #e an interactive 3pace, where the @ue3tion3
put up #y client3 or novice can #e an3wered not only #y e8pert3 #ut other
"e"#er3. >t help3 in creatin% the e"otional #ondin%.
'5.0EB EMIT SURAEY < thi3 will help u3 review our we# pa%e and "ake a"end"ent3
accordin%ly.
'/.TIPS TO CREATE A GOOD PORTFOLIO
'7.ONLINE COMMUNITY < a plat4or" where the client3, 4ranchi3ee can co"e to%ether
under the win% o4 Way2Wealth a3 4a"ily "e"#er3. Thi3 enhance3 e"otional
#ondin%, #ut 3hould #e u3ed care4ully a3 it can #ack 7re at a later date.
'0.ADDRESSES OF CCD OUTLETSC CYBER PARTNERS - where they can 3ur4/ trade 4or le33er
char%e3
'..CONNECT TO 0AY10EALTH < the di3play o4 other channel3, way3 : "ean3 #y which
a per3on can connect to Way2Wealth 4or any 4urther @uery or a33i3tance
:"I CUSTOMER CARE FACTORS
'. TRAINING TO CUSTOMERS < The "ean3 and channel3 #y which the trainin% i3
provided i3 a reQector on the co"panyA3 cu3to"er 4riendline33. Sharekhan :
Geliance !oney undertake a#out an hour o4 trainin% 3e33ion at their re3pective
#ranche3 4or cu3to"er3 to learn "ore a#out the product, via de"on3tration3
on the 3a"e. Sharekhan %oe3 a 3tep 4urther in thi3 endeavour #y providin%
tradin% roo"3 to the cu3to"er 3hould he #e una#le to u3e the 4acilitie3 at hi3
own re3idence, or oMce. Trainin% can al3o #e oered via EHP, 1e"o :/or
Gelation3hip !ana%er3.
2. HELP LINE < The @uality o4 helpline 3ervice availa#le can aect the client
ac@ui3ition and retention a3 well. There were lot o4 in3tance3 where when a call
wa3 "ade to the call centre, the per3on on line only a3ked 4or "y nu"#er and
wa3 una#le to 3ort out any @uery or provide a33i3tance o4 any kind. So"e o4
the cu3to"er care centre3 where > had called were very @uick and con7dent.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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5
The call centre @uality reQected on the @uality, attitude o4 the or%aniBation
toward3 the cu3to"er3.
). FOLLO0 UP < the 4ollow up o4 a potential client i3 a %reat deter"inant o4
winnin% the client. The #e3t 4ollow up > e8perienced durin% "y pro5ect wa3 o4
Hn%el 9rokin% : Gedi *to check the 3tatu3 o4 the adverti3in% propo3al+. >t not
only "ake3 3ure the client re"e"#er3 you #ut al3o that you are valua#le to our
or%aniBation. Fven i4 they "ention 2 week3 later it i3 alway3 a #etter option to
check with the" once or twice at lea3t in #etween the %iven duration.
&. AFTERDSALES SUPPORT < Thou%h the product 3old i3 not phy3ical, #ut the
attention 3howered on the client, doe3 have an i"pact. Ieep an e8i3tin% client
waitin% 4or too lon% while tryin% to ac@uire a new client, the old one i3 lo3t. Hl3o
the new client take3 in the i"pre33ion o4 the attention 3howered on the
ne%lected client.
5. FEEDBACK RESPONSE < >4 the client ha3 a %rievance or co"plaint "ailed or
re%i3tered, at lea3t acknowled%e it rather than i%norin% it entirely. >t i"prove3
the 3ituation #etween the client and the 3ervice provider. H #etter way would
#e to periodically %et in touch with the client via e"ail3 or "ini 3urvey3,
wherein they re3pond to any %rievance, al3o reQectin% you value their
a33ociation.
:"E BRANDING MARKETING & COMMUNICATION .BMC/
'. TARGET CLIENT < the tar%et audience 4or each o4 the a%ency i3 dierent. The
"ore clearer your tar%et audience, the ea3ier it i3 to reach it. Hl3o the
co""unication plan3 can #e "ade to 3erve the intere3t3 o4 the tar%et
or%aniBation without i%norin% the other potential clientele.
2. CORPORATE CLIENTELEC PARTNERS < Geliance oer3 certain di3count3 to client3
#elon%in% to or%aniBation3 they have a relation3hip with. So"ethin% 3i"ilar
can either #e developed or i4 we have corporate $N> client3, we can oer it on
an or%aniBational level.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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). CCD AS TERMINAL ROOM < ;a4_ ;oee 1ay outlet3 can #e u3ed 4or
undertakin% tradin% or introducin% "ock %a"e3. Thi3 would help ac@uaint
newer people with the concept o4 tradin%, while procurin% #u3ine33 4or the"
a3 well.
&. REDEEMABLE COUPONS < ;y#er ca4_A3 can #e partnered in the city, 3uch that
they accept redee"a#le coupon3 i33ued #y Way2Wealth, and provide internet
acce33 to the trader at a le33er co3t. The "oney will #e repaid #y the
co"pany. The #e3t place to "ake the3e coupon3 popular i3 with the call
center3, or when the client 5oin3 Way2Wealth. Thi3 would al3o help enhance
or reach and network, without inve3tin% in real in4ra3tructure.
5. MARKETING & BRANDING STRATEGIES <
RELIGARE < o4 all the player3, the noteworthy 3trate%y > 4ound wa3 o4
Geli%are. They oer #ene7t3 to their client3 4or tradin% #y %ivin% point3,
which can #e redee"ed at a later date. Hnother 3trate%y #y the" wa3 the
>P6 3erie3. They oer intere3t on 3tock3 in the tradin% account, p.a. Hl3o
Geli%are, ha3 #een conducted a deep "arket re3earch.
SHAREKHAN < >t "ake3 3ure it i3 pre3ent in the li%ht #ut undertakin% 3o"e or
the other event3. H "onth #ack they had an event in Nir"al 6i4e3tyle,
!ulund, where they had a 3"all 3lip, which had a @uiB. The re3pondent i3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
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7
3uppo3ed to an3wer tho3e @ue3tion3 and 7ll in their detail3. The winner
would #e %iven an ipod3. Surely, they would not part with a3 "any priBe3,
#ut in a relatively 3hort ti"e 3pan, they could collect a lar%e nu"#er o4
lead3.
MA@OR GAINN ONLINE < They are u3in% the 1S6 network, which pre3ent
rollin% adverti3e"ent3 in "any 4ood 5oint3 acro33 the city, the whole day.
/. PRESENTATION CUM REPRESENTATION 7 BRAND MASCOT < $avin% a #rand
"a3cot i3 o#3erved to have a "a5or i"pact on the #rand recall. There i3 a
3tron% link/ a33ociation developed in the "ind3 o4 the tar%et audience, i4
there i3 a #rand "a3cot. F%. Ti%er 4or Sharekhan.
7. 0EB PAGE LAYOUTC FEATURES < The we# pa%e 3hould con3i3t everythin% a#out
the product and or%aniBation, which a cu3to"er or potential cu3to"er would
like to know. The #ene7t o4 the 3a"e i3 that it reduce3 the co3t3 incurred in a
cu3to"er care center 4or @uerie3 o4 3uch nature. H #a3ic EHP can an3wer
"o3t o4 the @ue3tion3 pertainin% to the product, char%e3 and like3. H Jlo33ary
can e@uip the client to #e "ore independent and under3tand the conte8t :
5ar%on #etter. The online 3chool o4 Sharekhan i3 very creative, where it i3 in a
narrative 4or"at, de3cri#in% the whole tradin% activity a3 a 3tory than a
nor"al read. Thu3, tryin% to lure the people who en5oy readin% #ut do not
under3tand the 5ar%on3. H "iddle way 4or the 3a"e could #e providin% the
e8planation 4or a particular ter" alon% with an e8a"ple.
0. MOCK GAMES < !oney#hai.co" i3 a hu%e hit a"on%3t the potential trader3. >t
oer3 the ri%ht %round 4or nurturin% potential trader3, lead %eneration :
#randin%. !oney#hai i3 linked to "oneycontrol, a33ociated with ;N9;-TK'0
*one o4 the pro"inent cro33-3ectional player con3idered in thi3 3tudy+.
.. PHONE GAMES < phone %a"in% i3 a "ore lon% ter" and via#le option than the
4or"er. The 4or"er will need in4ra3tructure in3tallation *unle33 we plan to %ive
it co"pli"entary+. >ndia Ja"e3, develop3 %a"e3 4or "o#ile phone3 and i3
partnered with "any phone %a"e provider3. Today %a"e3 on "o#ile phone3
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
'(
0
are "ore popular than otherwi3e, al3o the per3on can carry it anywhere,
everywhere and u3e it at their ea3e.
'(. CAFP COFFEE DAY < the pedi%ree apart 4ro" linea%e can #e u3ed a3 a channel
to directly co""unicate with the lar%e "a33e3. >t can #e u3ed to populariBe
way to wealth #y even conductin% 3"all activitie3 like wealth "ana%e"ent,
which i3 printed and provided to the cu3to"er on hi3 ta#le, while hi3 order
arrive3.
''. NUMERIC RED Q1F < $avin% a tan%i#le varia#le to a33ociate one3el4 with can
have a %reat i"pact on the recall, #etter recall than the word3. The lo%o i3
repre3entative, #ut u3in% the nu"#er Q1F, too can help induce #rand
a33ociation.
'2. COLLEGES & EDUCATIONAL INSTITUTES < !o3t o4 the potential trader3 can #e
tar%eted at the earlie3t 3ta%e o4 inception. Se"inar3 can #e conducted or
[Tradin% ;arnival3A in ca"pu3e3 durin% the colle%e 4e3t or any 3ocial event,
creatin% #rand awarene33 and recall. The a33ociation i3 lon%er and 4a3ter i4 it
ha3 a 3ocial re3pon3i#ility 4eature a33ociated to it.
'). PR < apart 4ro" the re3earcher3 4eaturin% on the televi3ion 3how3, we can
have write up3 co"in% 4ro" our in-hou3e pro4e33ional3 and %ettin% printed in
the new3paper3 or 3o. >4 lan%ua%e i3 the #arrier, the article, can #e edited #y
a pro4e33ional and then printed. Iotak u3e3 thi3 tool to the 4ulle3t.
'&. COLLABORATION 0ITH OTHER TA CHANNELS < ;N9;-TK'0 i3 one o4 the "o3t
3ou%ht partner a3 they are not only the pioneer3 #ut leader3 in the
in4or"ation provider3 in thi3 cate%ory. The option, wherein we tie up with a
relatively new player, co"petin% with the" can help u3 #uy a #etter deal at
the earlier 3ta%e3 o4 inception, e%. N1TK, CTKi, Xee New3, who are tryin% to
enter thi3 do"ain o4 "arket3.
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
'(
.
'5. GAMUT OF SERAICES BUNDLED < On o#3ervation, all the 3ervice3 oered #y the
player3 i3 individual. None o4 the" are #ound to%ether to 4or" a new 3ervice.
Thi3 can #e u3ed to out advanta%e, where rather than oerin% 3in%le 3ervice
unit, #y oerin% our other 3ervice3 in ancillary to the online tradin% product.
H33u"in% that our tar%et audience i3 receptive to know "ore, a added
%uidance would certainly pro"ote the co"panyA3 i"a%e a3 a very inve3tor
4riendly or%aniBation.
To 7nally conclude, 3ince the 4eature3 re@uired 4or the product to are "ore than
na"ely,
a. Tradin% in e@uity
#. Tradin% in derivative3
c. >ntraday : 1elivery
d. 6inka%e to "ini"u" ' 1e"at Hccount
e. 6inka%e to "ini"u" ' e-#ank account
4. Watchli3t3 < 2 "ini"u"
%. Port4olio3 < 2 "ini"u"
h. Trade in NSF
i. Trade in 9SF
5. We# #a3ed plat4or"
We re5ect the 7r3t hypothe3i3.
Hl3o, 3ince our tar%et audience i3 lookin% at the ri%ht %uidance, oerin% our other
%a"ut o4 3ervice3 viB ta8 plannin%, p"3, advi3ory etc alon% with the online tradin%
product, will help in convertin% and co""unicatin% the concern3 o4 the or%aniBation
toward3 the".
Thu3, we accept the 3econd hypothe3i3 that Way2Wealth alon% with the online
tradin% plat4or" 3hould provide other %a"ut 3ervice3 to pro"ote co3tu"er3 to take
up online tradin% 3ervice3.
=" Re-ere(ce!
STC1D OE 9FST PGH;T>;FS >N 9ES> SF;TOG EOG !HGIFT>NJ, 9GHN1>NJ : ;O!!CN>;HT>ONS P6HN EOG ON6>NF
TGH1>NJ PGO1C;TS
EOG WHD2WFH6T$ SF;CG>T>FS PKT 6T1
''
(
i
Stoc4 M#r4et L%ber#&%$#t%o(! %( t2e So,t2 A!%#( Re*%o( #y EaBal $u3ain and H#dul
Payyu"TP
ii
D%3%'%(* O(&%(e #(' OR%(e A C#!e St,'y Jin%er Xhe 2in Cniver3ity o4 !aryland and
N9FG : Hndrew Iato, 9ureau o4 6a#or Stati3tic3 2une '., 2((/
iii
T2e Geo*r#82y o- Tr#'e o( eB#y #y !ercado6i#re Hli $ortaY3u, Cniver3ity o4 ;hica%o and
N9FG : E. H3Z3 !artZneB-2ereB, $arvard 9u3ine33 School : 2a3on 1ou%la3. Septe"#er 2((/
i,
O(&%(e Bro4er I(3e!tor! De+o*r#82%c I(-or+#t%o(, I(3e!t+e(t Str#te*y, Port-o&%o
Po!%t%o(!, #(' Tr#'%(* Act%3%ty #y !arku3 Jla3er3Octo#er ', 2(()
,
02y I(e<8er%e(ce' I(3e!tor! Do Not Le#r(T2ey Do(St K(o5 T2e%r P#!t Port-o&%o
Per-or+#(ce #y !arku3 Jla3er and !artin We#er
vi
M#r4et%(* M#(#*e+e(t D Iotler
="1 Boo4! & Ot2er 82y!%c#& !o,rce! o- I(-or+#t%o(
The #rochure3 and procedure %uideline #ook3 #y dierent 3ervice provider3.
1e"o ;d3 4or >;>;> 1irect : Sharekhan
!arketin% !ana%e"ent < Phillip Iotler *'2e : !illeniu" Fdition+ Prentice $all
F-;o""erce < Strate%y, Technolo%ie3 : Hpplication < 1avid Whiteley
pu#li3hed #y Tata !cJraw-$ill.
Ge3earch !ethod3 4or 9u3ine33 Student3 < 2
nd
Fdition #y !ark Saunder3,
Philip 6ewi3 : Hdrian Thornhill pu#li3hed #y Einancial Ti"e3, Prentice $all
!arketin% Ge3earch an applied Orientation < &
th
edition #y Nare3h !alhotra
pu#li3hed #y Pear3on Fducation
Hpart 4ro" the3e, new3paper article3 pu#li3hed online were o4 %reat help.

="9 Ot2er O(&%(e So,rce
'. 5pai3a.co"
2. Hn%eltrade.co"
). Hdword3.co"
&. 9onanBaonline.co"
5. ;hittor%arh.co"
/. 1awnaydayav3ecuritie3.co"
7. Jeo5it.co"
0. Joo%le.co"
.. $d4c3ecuritie3.co"
'(.>cicidirect.co"
''.>d#ipai3e#uilder.co"
'2.>ndia#ull3.co"
').>nve3t"entB.co"
'&.>nve3t3"artindia.co"
'5.>nve3topedia.co"
'/.Iotak3ecuritie3.co"
'7.!a5or%ainB.co"
'0.!otilalo3wal.co"
'..!oneycontrol.co"
2(.!oney#hai.co"
2'.!SN.co"
22.Networth3tock.co" or ;licknetworth3tock.co"
2).Plindia.co"
2&.Gedi.co"
25.Geli%areonline.co"
2/.Geliance"oney.co"
27.Sharekhan.co"
20.C3ectrade.co"
2..Wikipedia.co"
)(.Dahoo.co"
>" A88e('%ce!
Hn%el Hdverti3in%25. !SN Propo3al W2W !SN2. Hn%el 1erivative !ar%in2/. Na"e
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