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: Residents of Noida and some part of Delhi (10,000

approx)

 Period of Survey: (June 05-July30) 2009



 TYPE OF REASERCH

 Descriptive Research:
 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.
 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 28
 30-50 37
 Above 5010


§ EMPLOYEE:- Govt.Employee 18
 Private Employee 61
 Business People 21


§ INCOME GROUP :Below 15,000 7

 15,000-25,000 18
 25,000-35000 30
 Above 35,000 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.
