A

Presentati
on

on

by
k.c.eapen
vijay p. agarwal
chander
prakash
1
 Study of 
“The Market of Indiabulls in Context
 to Its Competitors, Potential Investors and
 Marketing Strategy”

2
 Indiabulls Overview
Snapshot
■ Current principal business activities include securities
broking, loan against shares, consumer finance and real
estate development

■ Also offers an array of other financial services products,

including depository services, equity research services,
third party financial and insurance product sales and
commodities trading

■ Sustained high growth: (FY05-FY06)

➤ Revenues - 264%
➤ Earnings - 129%

■ Exponentially increasing client base : In excess of 2,60,000

3
 Diversified Businesses : High Growth Areas
Indiabulls Securities Ltd Indiabulls Financial Services Ltd

Securities &
Secured
Derivatives
Financing
Broking

Indiabulls Properties Indiabulls Insurance

Pvt Advisors Pvt Ltd.
Ltd
Financial
Real Estate
Products
Development Indiabulls Credit Services Ltd
Distribution

Unsecured
Consumer
Financing
4
 Objectives of the Study

• To make a comparative study of competitors of Indiabulls in

Jodhpur City
• To study Indiabulls products and services

• To find out potential investors for Indiabulls and

present attitude of investors regarding share market
in Jodhpur city & suggest remedial measures

• To analyze the marketing strategies of Indiabulls and

suggest new strategies

• To format the Daily Sales Report (DSR)

5
 Research Methodology

Primary Data
• Field Observation

Schedule
•Group Discussions

Secondary Data
•Internet

•Books
•Journals&Magazines
6
 Competitor Map of Indiabulls
Reliance Mutual Fund

India Infoline

Equity & Derivatives

Suresh ICICI
NRI Services
Direct
Rathi
Depository Services
SBI
ULIP M.F
INDIABULLS .

Indiabulls Equity Analysis

Motilal Share
Oswal Market Research Khan

Karvy

Tata Equity Fund

7
 Comparative Table
A COMPARATIVE TABLE SHOWING INDIABULLS AND COMPETITORS IN JODHPUR CITY

INDIABULLS SURESH RATHI ICICI INDIA INFO. SHARE KHAN KARVY M OSt
CHARGES
Demat A/C Rs .1000/ Rs .100 Rs .750 NIL Rs .1000 Rs .300/575/Rs .300
Trading A/C 1750(4+5) Rs .220 (4+5) Rs .500 Rs .1000 800/5000 NIL
AMC NIL Rs .274 Rs .500 Rs .250 Rs .300 (4+5+6) NIL

BROKERAGE
Delievery Trade 50 pais e 50 pais e 0.4-0.85% 0.25-0.50%50 pais e 30 pais e Rs .35pais e
Intra-day Trade 05 pais e(min1
05p)
pais e 0.2-0.425%0.07-0.10%06 pais e 03 pais e Rs .05 pais e
F&O Trade 05 pais e 05 pais e 10.1-0.15%0.06-0.10%08 pais e 03 pais e Rs .05 pais e

EXPOSURE
Delievery Trade 2/4 times NIL NA 2 times NIL NIL 5 times (14+
Intra-day Trade 12 times 10 times 10 times 8 times NIL unlimited 15+16)
F&O Trade 75% of cas hNA NA NA NIL NIL

INITIAL AMT. NA NA Rs .5200 2500/5000 Rs .300/5000

NA NA

DEMATERILISATION Rs .7/pc NA Rs .35+2/pc Rs .25+5/pc Rs .5/pc Rs .3/pc Rs .25/pc

REMATERILISATION NA NA Rs .20/pc RS.25+15/pc

Rs .35/pc Rs .30/pc Rs .35/pc

SOFTWARE YES(PIB) NO interes t YES(3000/7999)

YES NO YES

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 Market Share of Indiabulls

SHARE KHAN
7%
13%
17% ICICI DIRECT

SURESH RATHI
13%
INDIABULLS

30%
20% INDIA INFOLINE

OTHERS

A pie-chart showing market share of Indiabulls among strategic group in Jodhpur city
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 Findings
The major findings that were revealed during the research are as
follows:
 The investors in Jodhpur City have different opinions as to
who provides the best service among the strategic group in
the city

 Indiabulls has good reputation among investors in the city

 Power Indiabulls (PIB) was voted as one of the best software

for active trading by customers.

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 Contd.

 Around 50% of the people in the city named Suresh Rathi

Securities Pvt. Ltd. as the best brokerage company

 Only 20% active traders were found to be customers of

Indiabulls

 Few prospects expressed their dissent when contacted

about the unsatisfactory services of the company

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 Suggestions

Competitive Intelligence System

❙ System Formation

❙ Data Collection

❙ Data Processing

❙ Disseminating Information

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 Contd.

Positioning as Market Challenger

❚ Strategic Objective

❚ Attack Strategy

❚ Specific Strategies

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 Attack Strategy

2) FLANK ATTACK

1) FRONTAL
ATTACK
INDIABULLS COMPETITORS

3)
ENCIRCLEMEN
T ATTACK

5) GUERRILLA
ATTACK

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 Research Methodology

Primary Data
Interview
Schedule
Survey: Purposive Random Sampling
Sample Size: 50 in 10 areas

Secondary Data
Internet

Newspapers

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 Study of Products and Services

 Normal Indiabulls (NIB)

Priority Service
Premium Research
Online Accounting.

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 Study of Products and Services Contd…

 Power Indiabulls (PIB)

• Live Streaming Quotes

• Fast Order Entry.

• Tic-by Tic Live chart of the company’s stock
performance
• Technical Analysis of the company’s share
performance
• Live news and Alert form the uncertain share
market
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 Survey Conducted 

Interest for Share Market

Occupation
3%

55%
60%

24%
50%

45%
40%

30%

20%

73% 10%

0%

Interested
Not Interested

Businessmen Servicemen
Others Interested Not Interested
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 Survey Conducted Contd…

Awareness about Segment Interested in

Indiabulls Share Mkt.
70% 40%
65%
40%
60%
35%
50% 30%
25%
14%
40% 35%
20%
15%
30% 10% 1%
5%
20% 0%
Businessmen Others
10%

0% Businessmen Servicemen
Aware Not Aware
Others
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Contd…                         Potential areas

Sardarpura 78%

Mehta Mkt. 76%

Pal Road 68% Sardarpura

Mehta Mkt.
MGH 62% Pal Road
MGH
Shastri circle 60% Shastri circle
LIC, CHB
LIC, CHB 54% Mandor Mandi
Basani Mandi
Mandor Mandi 38% RTO

Basani Mandi 42%

RTO 64%

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 Findings
• During the survey business class people show positive
attitude in Share Trading

• Those who have Interest in share trading most of them

were aware of Indiabulls

• Mostly Investors show their first preference for share

Trading in Suresh Rathi Securities

• As per the survey results Sardarpura, Pal Road, Mehta

Market, RTO, office and Shastri Circle area show positive
attitude in share Trading

• In some areas especially Mandore Mandi, and Basni Mandi

a big part of Investors were found to be Interested in
Commodity Market
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 Contd…

• In survey few clients expressed full satisfaction

for the products of Indiabulls mostly for PIB
(power Indiabulls)

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 Suggestions 

Indiabulls is a service firm so company should apply

customer Development process

Prospects

First-time Member Advocacy Partners

client

Inactive or new
Customer

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 Contd…
• Indiabulls may go through “Investment Mela”

• Indiabulls should come up with NCDEX

• Indiabulls should conduct some kind of mock

classes for new Investors who even don’t know
about share market

• There should be employee ID-Card for them so that

when they go on it shows good impression and
Identity of employee 24
 Research Methodology
Primary Data
Personal Interview
Observation
Group Discussion

Secondary Data
Internet
Modules

25
 Marketing Strategies Of Indiabulls

Company

Internal External
Marketing Marketing

Indiabulls

Employees Interactive Marketing Customers

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 Internal Marketing

Equity Trading Business

RELATIONSHIP MANAGER

Sales
Head

Regional
Manager
Platinum
Branch
Relationship
Manager
Manager
Team
Leader

Relationship
Manager
Management
Trainee

Average Management
Trainee takes 12-24 months
to become a Branch
Manager 27
 Brand Recognition & Customer Satisfaction

Increasing Number of Customers
300,000
260,000
250,000

200,000

150,000

100,000 79,932

50,000 30,498
16,455
0
Mar-03 Mar-04 Mar-05 Jun-06

What Customers Expect
Wide range of services under one roof
24 Hour Support & Ease of access
Personalized Attention
What Indiabulls Offers
■ Extensive product range
■ Enhanced customer experience
■ Personalised service through relationship
managers
■ Understands local market dynamics
■ Expanding geographical and online presence
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 Marketing Strategies Contd…

■ Further reliance on the relationship manager sales model

Client  ➤ Personalized attention to customers

Acquisition
■ Improve the quality of service levels to provide an enhanced
experience to clients

■ Provide a wide array of services such as brokerage, depositary

services, mutual fund and equity distribution, commodities trading
Moving Up the 
Value Chain ■ Offer innovative products such as Power Indiabulls and Indiabulls
Signature Client Account
■ Improve customer education through in-house equity research

Leverage 
■ Improve customer interface and customer experience through
Technology technology
■ Continually invest in upgrading of systems

Risk 
Management ■ Enhance data mining to improve risk management processes

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 Formatting of DSR

Occupation

Existing A/C if any

Views / suggestions

Competitor’s Activity

Next day contact

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 Findings
Word of mouth Personal
communication Past Experience
needs

Expected
Service

GAP 5

Perceived
CUSTOMER Service

MARKETER
GAP
4 External
Service Delivery (including pre
Communication to
and post contacts)
customer
GAP 3
GAP 1 Translation perception into
service quality specification

GAP 2

Management perception of
customer expectation

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 Suggestions
Self Service Technologies
• Kiosk

• IB card: - “Think It And Get It”

Promotion
• Advertorials

• SMS

Back Office Staff

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 Conclusion
Although Suresh Rathi Securities is the largest
shareholder in the market, the next to follow is
Indiabulls which is gearing up for expansion in various
nearer cities like Nagor, Pali, Balotra etc. with the
spreading of business in these cities and further
developing on the key areas in Jodhpur City. Indiabulls
is all set up to become“The Company of the

Future”

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Thank You

34
 ?
Queries 

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