A Marketing Mix And Comparative Analysis
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A MARKETING MIX AND COMPARATIVE ANALYSIS
By PUSHPENDR KUMAR GIMT (SEC-B) Roll no.- 0809470078
RESEARCH METHODOLOGY
Marketing Research plays an important role in deciding on the marketing strategy by providing information necessary for choosing an appropriate strategy. It is like to discover to Question through the application of scientific procedure. But the main aim of our research to find out the truth that is hidden and which has not been discovered as yet. My research study has two objectives:-
OBJECTIVE
To do a comparative study of Religare product with ICICI, INDIABULLS, INDIAINFOLINE competitors with reference to DEMAT ACOUNT.
To find the areas where Religare need to improve to compete with its competitors.
RESEARCH PROBLEM
To get the answer of following questions, a research has been conducted to solve following problems:
To study about the competitive position of Religare Securities Ltd. in Competitive Market. To study about the effectiveness & efficiency of Religare Securities Ltd. in relation to its competitors To study about whether people are satisfied with Religare Services & Management System or not. To find the areas where Religare need to improve to compete with its competitors.
DATA COLLECTION 1.Primary data Collection:
By visiting various competitor’s braches in Noida. Tally Calling is also done with 1reference to the database maintained by ourselves By the questionnaire and personal interview. By the doing a survey and I also participated in a many client meetings as observers.
2. Secondary Data Collection:
Visiting various websites database is maintained By reading various books, journals, magazines and other sources.
SAMPLE
This refers to the number of items to be selected from the universe to constitute a sample” In my research sample size is 75.
I also study the other 3 stock broker companies related to securities market like India-Infoline, ICICI direct, and India bulls. for the appropriate collection of the information.
Sampling Units: approx)
Residents of Noida and some part of Delhi (10,000
Period of Survey: (June 05-July30) 2009
TYPE OF REASERCH
It includes surveys and fact finding enquires of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. Researcher has no control over the variables of this type of research.
Descriptive Research:
Qualitative Research:
In our research we need comparison between different stock brokers. So this based on all qualitative data.
ANALYSIS OF DATA § GENDER : Male – 65,
Female – 10
§ AGE GROUP:- 20-30 30-50 37 Above 5010
28
§ EMPLOYEE:
Govt.Employee Private Employee Business People
61 21
18
§ INCOME GROUP :Below 15,000 15,000-25,000 25,000-35000 30 Above 35,000
7 18 20
?
Do you know about the investment options available
◦ The bar graph above gives a clear picture that out of 75 respondents, 55 that are 73% are aware of investment options available in the market. The purpose of this question was to know whether people are aware where they can put their money so that they can get good returns. ◦
Which is your preferred investment alternative? ◦ : The above pie chart shows that 34% of the respondents prefer insurance and mutual funds to invest their money, Real estate sector is the least preferred due to the current slowdown. The selected area of survey was near broking houses that is why maximum people preferred equity, because it gives quick returns. People opted for insurance because the risk is less
v What is your basic purpose of your investment? v The above pie chart shows 45% of respondents invest for high returns, those who invest in insurance the avail tax benefits. v ◦
In which company you have Demat account? ◦ Religare has the maximum market coverage in comparison to its major competitors with a 32% share. That is out of 75, 24 respondents have their account in religare. India bulls though losing its marking ranking still has a share of 26 %. ICICI due to its brand name in banking sector and quality software is the major threat to Religare.
◦
Are you satisfied with your present broking company? ◦ 52% respondents are satisfied with their broking house, out of which 24 % belongs to religare. Close to religare lies ICICI ( 18% ), only 2 % respondents are satisfied with India Infoline. Out of 32% of Religare’s customers 24% are satisfied. ◦ ◦
: Are you satisfied with the back office services, like collection of cheques, delivery of contract notes etc? ◦ As the above diagram is showing that most of customers of Religare Securities ltd. Are satisfied form it’s offline services ,and ICICI’s customer are also satisfied but the others are not satisfied with offline service. ◦
What is the reason? (Whether Yes Or No) * In which company you
have a DEMAT account? 28% of respondents are satisfied because of good services, out of which 12 % belongs to Religare followed by ICICI and India bulls with 8% each. Religare is ruling the market because of its transparency .However the research team of ICICI is more efficient than Religare. India Infoline is not liked because of its hidden costs. Therefore it holds 4th position, while Religare is 1 followed by ICICI and India bull.
◦
FINDINGS
According to survey 70 % peoples are satisfied with RELIGARE SECURITIES Ltd because of their RM’s facility and transparency in costing.
v ICICI is a very close competitor, has large customer base due to its banking facilities. And it provides Demat account along with normal bank account. v Approx 65 % people who are the age group 30-50 take interest in investing into securities. v Most of the customers do not satisfied with prepaid brokerage plan of religare. v v
Approx 50 % people do not know that Raligare is Ranbaxy promoter’s group company. So that Religare are not be able to attract customer by brand image.
Religare has the maximum market coverage in comparison to its major competitors with a 32% share.
52% respondents are satisfied with their broking house, out of which 24 % belongs to Religare. Close to religare lies ICICI (18%)
SUGGESTIONS
Make some flexible norms regarding brokerage structure. There should not be prepaid brokerage plan.
Process of filling the raligare form should be easy because there are so many signatures that sometimes irritate the customers.
Its name might be start by name of Ranbaxy as ICICI direct & SBI life cashing the name of their brand name.
Problem in downloading the diet Odin software from different windows.
Demat Account opening charges can be reduced to increase the client base.
We should give more focus to FIIs & INSTITUTIONAL INVESMENT.
By PUSHPENDR KUMAR GIMT (SEC-B) Roll no.- 0809470078
RESEARCH METHODOLOGY
Marketing Research plays an important role in deciding on the marketing strategy by providing information necessary for choosing an appropriate strategy. It is like to discover to Question through the application of scientific procedure. But the main aim of our research to find out the truth that is hidden and which has not been discovered as yet. My research study has two objectives:-
OBJECTIVE
To do a comparative study of Religare product with ICICI, INDIABULLS, INDIAINFOLINE competitors with reference to DEMAT ACOUNT.
To find the areas where Religare need to improve to compete with its competitors.
RESEARCH PROBLEM
To get the answer of following questions, a research has been conducted to solve following problems:
To study about the competitive position of Religare Securities Ltd. in Competitive Market. To study about the effectiveness & efficiency of Religare Securities Ltd. in relation to its competitors To study about whether people are satisfied with Religare Services & Management System or not. To find the areas where Religare need to improve to compete with its competitors.
DATA COLLECTION 1.Primary data Collection:
By visiting various competitor’s braches in Noida. Tally Calling is also done with 1reference to the database maintained by ourselves By the questionnaire and personal interview. By the doing a survey and I also participated in a many client meetings as observers.
2. Secondary Data Collection:
Visiting various websites database is maintained By reading various books, journals, magazines and other sources.
SAMPLE
This refers to the number of items to be selected from the universe to constitute a sample” In my research sample size is 75.
I also study the other 3 stock broker companies related to securities market like India-Infoline, ICICI direct, and India bulls. for the appropriate collection of the information.
Sampling Units: approx)
Residents of Noida and some part of Delhi (10,000
Period of Survey: (June 05-July30) 2009
TYPE OF REASERCH
It includes surveys and fact finding enquires of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. Researcher has no control over the variables of this type of research.
Descriptive Research:
Qualitative Research:
In our research we need comparison between different stock brokers. So this based on all qualitative data.
ANALYSIS OF DATA § GENDER : Male – 65,
Female – 10
§ AGE GROUP:- 20-30 30-50 37 Above 5010
28
§ EMPLOYEE:
Govt.Employee Private Employee Business People
61 21
18
§ INCOME GROUP :Below 15,000 15,000-25,000 25,000-35000 30 Above 35,000
7 18 20
?
Do you know about the investment options available
◦ The bar graph above gives a clear picture that out of 75 respondents, 55 that are 73% are aware of investment options available in the market. The purpose of this question was to know whether people are aware where they can put their money so that they can get good returns. ◦
Which is your preferred investment alternative? ◦ : The above pie chart shows that 34% of the respondents prefer insurance and mutual funds to invest their money, Real estate sector is the least preferred due to the current slowdown. The selected area of survey was near broking houses that is why maximum people preferred equity, because it gives quick returns. People opted for insurance because the risk is less
v What is your basic purpose of your investment? v The above pie chart shows 45% of respondents invest for high returns, those who invest in insurance the avail tax benefits. v ◦
In which company you have Demat account? ◦ Religare has the maximum market coverage in comparison to its major competitors with a 32% share. That is out of 75, 24 respondents have their account in religare. India bulls though losing its marking ranking still has a share of 26 %. ICICI due to its brand name in banking sector and quality software is the major threat to Religare.
◦
Are you satisfied with your present broking company? ◦ 52% respondents are satisfied with their broking house, out of which 24 % belongs to religare. Close to religare lies ICICI ( 18% ), only 2 % respondents are satisfied with India Infoline. Out of 32% of Religare’s customers 24% are satisfied. ◦ ◦
: Are you satisfied with the back office services, like collection of cheques, delivery of contract notes etc? ◦ As the above diagram is showing that most of customers of Religare Securities ltd. Are satisfied form it’s offline services ,and ICICI’s customer are also satisfied but the others are not satisfied with offline service. ◦
What is the reason? (Whether Yes Or No) * In which company you
have a DEMAT account? 28% of respondents are satisfied because of good services, out of which 12 % belongs to Religare followed by ICICI and India bulls with 8% each. Religare is ruling the market because of its transparency .However the research team of ICICI is more efficient than Religare. India Infoline is not liked because of its hidden costs. Therefore it holds 4th position, while Religare is 1 followed by ICICI and India bull.
◦
FINDINGS
According to survey 70 % peoples are satisfied with RELIGARE SECURITIES Ltd because of their RM’s facility and transparency in costing.
v ICICI is a very close competitor, has large customer base due to its banking facilities. And it provides Demat account along with normal bank account. v Approx 65 % people who are the age group 30-50 take interest in investing into securities. v Most of the customers do not satisfied with prepaid brokerage plan of religare. v v
Approx 50 % people do not know that Raligare is Ranbaxy promoter’s group company. So that Religare are not be able to attract customer by brand image.
Religare has the maximum market coverage in comparison to its major competitors with a 32% share.
52% respondents are satisfied with their broking house, out of which 24 % belongs to Religare. Close to religare lies ICICI (18%)
SUGGESTIONS
Make some flexible norms regarding brokerage structure. There should not be prepaid brokerage plan.
Process of filling the raligare form should be easy because there are so many signatures that sometimes irritate the customers.
Its name might be start by name of Ranbaxy as ICICI direct & SBI life cashing the name of their brand name.
Problem in downloading the diet Odin software from different windows.
Demat Account opening charges can be reduced to increase the client base.
We should give more focus to FIIs & INSTITUTIONAL INVESMENT.
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