West Bengal University of Technology

Summer Project Report on

De-mat marketing analysis At

STATE BANK OF INDIA

Local Head Office Kolkata By

Ashish Gahlawat
WBUT Registration No: 101360710020 of 2010-2012 WBUT Roll No: 13600910015

Army Institute of Management, Kolkata

1 Army Institute Of Management, Kolkata(SIP/SBI)

CONTENTS
Particulars
Certificate

Page No. from guides 3 4 5

6-13

Acknowledgement Executive Summary

Chapter

1: The Company

1.1 Company Profile 1.2 Product and services

Chapter 2: The Project

2.1 Project details

14-27

2.2 Purpose and Scope of study 2.3 Methodology

Chapter 3: Data Collection and Analysis

3.1 Data Collection

28-41

3.2 Analysis & Interpretation

Chapter 4: Findings and Recommendations

4.1 Findings & Conclusion

42-46

4.2 Recommendations 4.3 Constraints and Limitations

Bibliography

47 48-49

Appendices and Annexure

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GUIDANCE - c u m - C O M P L E T I O N

CERTIFICATE

This is to certify that Mr Ashish Gahlawat, WBUT Registration No: 101360710020 WBUT Roll No: 13600910015 of 2010-2012 had undertaken the project titled: De-mat marketing analysis Under our guidance for two months from 7th June 2011 to 6th August2011.At State Bank Of India Local Head Office, Kolkata and has completed the said project successfully.

Mr.A.K. Pani Professor Army Institute of Management (Internal Project Guide)

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ACKNOWLEDGEMENT
I would like to extend my sincere thanks and heartfelt gratitude to Mr. M.S. Srinivasan(Area Manager,SSL,Main Branch, Kolkata) my External Project Guide, for giving me invaluable advice on all aspects of the project. I am also thankful to other members of the branch, Mr. Muzzafar Husain (Sales Manager,SSL, Kolkata), Mr. Pankaj Dhar( Marketing Executive, SSL, Kolkata) and Mr. Pappu Singh (Marketing Executive,SSL, Kolkata )for their great patience and guidance. They helped me in every stage and provided a cheerful and encouraging environment throughout the project. I am obliged to all other persons in the organization, who helped me to complete my summer internship project successfully. Back at the institute, I would like to thank Mr. A.K.Pani, my Internal Project Guide, and Faculty at AIM, who has been very helpful with his suggestions and support throughout this project. Last but not the least I would like to thank all those who directly or indirectly helped me in completing the project. Ashish Gahlawat MBA-14 Army Institute of Management, Kolkata

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EXECUTIVE SUMMARY
The main purpose of the whole internship was to understand the functioning of Demat Account that caters to the banking needs of the customers, which varies from individual to individual. Apart from learning the internal operations of the organization, the other part of the learning process involved the detailed study of marketing strategy adopted for Demat Accounting and analyzing the position of SBICAP Securities Ltd. in this segment. Thus the project report is divided into two parts, first part deals with the Demat accounting and various marketing strategies adopted by SSL. The second part deals with the analysis of Corporate Surveys done by me. State Bank of India (SBI) is the largest bank in India. The State Bank Group, with over 16000 branches, has the largest branch network in India. Whole branch network is distributed regionally. SBI Local Head Office , Kolkata is an head office of Bengal Circle with not only excellent administration and services but also unmatchable infrastructure. The following are the main objectives of the project: To understand the administration of Bank at managerial level. To understand the customer needs and identify appropriate means to cater to them.

To analyze the position of SBI in Demat Accounting Segment. To identify the major competitors in Demat Accounting segments To understand the various marketing strategies in Demat segment.

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CHAPTER THE COMPANY

1.1 COMPANY PROFILE 1.2 PRODUCT AND SERVICES

State Bank of India (SBI) is the largest Indian banking and financial services company (by turnover and total assets) with its headquarters in Mumbai, India. It is state-owned. The bank traces its ancestry to British India, through the Imperial Bank of India, to the founding in 1806 of the Bank of Calcutta, making it the oldest commercial bank in the Indian Subcontinent. Bank of Madras merged into the other two presidency banks, Bank of Calcutta and Bank of Bombay to form Imperial Bank of India, which in turn became State Bank of India. The government of India nationalized the Imperial Bank of India in 1955, with the Reserve Bank of India taking a 60% stake, and renamed it the State Bank of India. In 2008, the government took over the stake held by the Reserve Bank of India.
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SBI provides a range of banking products through its vast network of branches in India and overseas, including products aimed at non-resident Indians(NRIs). State Bank of India has tried to reduce over-staffing by computerizing operations and "golden handshake" schemes that led to a flight of its best and brightest managers. These managers took the retirement allowances and then went on to become senior managers in new private sector banks. The State bank of India is the 29th most reputed company in the world according to Forbes. SBI has entered various new businesses such as General Insurance, Pension Funds, Private Equity, Custodial Services, Point of Sale Merchant Acquisition, Mobile Banking, Online banking, Advisory Services, structured products and is giving the private banks a run for their money. The bank has come to the fore with state-ofthe-art technology and innovative financial solutions.

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1.2 Products and Services of State Bank of India

SBI has every product for every need. Listed below are some of its major products and services:

Personal Banking
1. Personal finance 2. Deposit schemes 3. Services

NRI Services
1. 2. 3. 4. 5. 6. Deposit accounts Opening of NRI account NRI home loan Remittances to India NRI Car loan scheme Miscellaneous

Services
1. 2. 3. 4. ATM Services RTGS/NEFT Internet banking Sbi Vishwa Yatra Foreign Travel Card 5. E-pay 6. E-rail 7. Safe deposit locker 8. RBIEFT 9. Magnetic ink character recognition (MICR) 10.Broking services 11.Foreign inward remittance

International Banking
1. 2. 3. 4. 5. 6. 7. Correspondent banking Trade finance Project export finance Merchant banking Treasury Exporter gold card USA Patriot Act Certification
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Agriculture/Rural
1. 2. 3. 4. Micro credit Agricultural banking Agri Debt Waiver/Relief Scheme, 2008 Regional rural banks

Corporate Banking
1. 2. 3. 4. 5. Mid- corporate group Corporate Accounts Group (CAG) Products and services Project finance Gold banking

SME
1. Surabhi deposit scheme 2. Commodity backed warehouse receipt financing 3. Business current accounts 4. Traders easy loan scheme 5. Open term loan 6. SSI loans 7. Doctor plus 8. Retail trade 9. SBI Shoppe 10.Dental doctor plus 11.SME credit plus 12.Cyber plus 13.SME petro credit 14.Small business credit card 15.Paryatan plus 16.Dal mill plus 17.Auto loan 18.Transport operators 19.Artisan credit card 20.School plus 21.Rice mills plus 22.Swarojgar credit card

Government Business
1. 2. 3. 4. 5. 6. SBI e-Freight Centralized Pension Processing Center (CPPC) Government Accounts SBI e-TAX Senior Citizens Savings Scheme Public Provident Fund

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CHAPTER 2
INTRODUCTION TO PROJECT 2.1 P r o j e c t d e t a i l s 2.2 Purpose and Scope of study 2.3 Methodology

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2.1 PROJECT DETAILS

(DEMAT ACCOUNT)
In India, a demat account, the abbreviation for dematerialised account, is a type of banking account which dematerializes paper-based physical stock shares. The dematerialised account is used to avoid holding physical shares: the shares are bought and sold through a stock broker. This account is popular in India. The Securities and Exchange Board of India (SEBI) mandates a demat account for share trading above 500 shares. As of April 2006, it became mandatory that any person holding a demat account should possess a Permanent Account Number (PAN),experience in managing a vast array of transactions has enabled us to develop and accumulate expertise in this field. New product development is essentially based on assimilation of such expertise and helps us provide holistic solutions specific to our clients needs across various financing options. We dip into our multiple business and product groups to deliver the most optimal and innovative financial solution. Demat account allows you to buy, sell and transact shares without the endless paperwork and delays. It is also safe, secure and convenient.

DEMAT ACCOUNTS MEANING

Demat account allows you to buy, sell and transact shares without the endless paperwork and delays. It is also safe, secure and convenient. What is Demat account? Demat refers to a dematerialized account. Just as you have to open an account with a bank if you want to save your money,
11 Army Institute Of Management, Kolkata(SIP/SBI)

make cheque payments etc, you need to open a demat account if you want to buy or sell stocks. So it is just like a bank account where actual money is replaced by shares. You have to approach the DPs (remember, they are like bank branches), to open your demat account. Lets say your portfolio has 100 of Satyam, 200 of IBM and 120 of TCS shares. All these will show in your demat account. So you dont have to possess any physical certificates showing that you own these shares. They are all held electronically in your account. As you buy and sell the shares, they are adjusted in your account. Just like a bank passbook or statement, the DP will provide you with periodic statements of holdings and transactions.

Why Demat?
The demat account reduces brokerage charges, makes pledging/hypothecation of shares easier, enables quick ownership of securities on settlement resulting in increased liquidity, avoids confusion in the ownership title of securities, and provides easy receipt of public issue allotments. It also helps you avoid bad deliveries caused by signature mismatch, postal delays and loss of certificates in transit. Further, it eliminates risks associated with forgery, counterfeiting and loss due to fire, theft or mutilation. Demat account holders can also avoid stamp duty (as against 0.5 per cent payable on physical shares), avoid filling up of transfer deeds, and obtain quick receipt of such benefits as stock splits and bonuses.

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DEMAT SERVICES SSLs services for a transaction typically entail

Evaluation and understanding of the business to identify critical positioning levers and value drivers Due diligence and translation of the business understanding into an Offering Document (Prospectus/ Information Memorandum /Offer Document) - the company's primary marketing tool in the financial marketplace, within the purview of the various domestic and international regulatory and statutory frameworks

Preparing the client organization to meet the rigorous demands of public markets Obtaining regulatory approvals for the transaction, wherever necessary Advice on documentation and agreements for the process Liaison with various intermediaries for carrying out the transaction process Completion of post-issue formalities including listing and trading, wherever applicable

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DEMAT SERVICES SNAPSHOT

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SBICAP SECURITIES LOGIN SNAPSHOT TRADING WINDOW SNAPSHOT

TRADING WINDOW SNAPSHOT

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DEMAT BENEFITS SBI offers Demat services that would ensure free transferability of securities with speed, accuracy and security. SBI is Depository Participant both with - National Securities Depositories Limited (NSDL) and Central Depository Services Limited (CDSL) through more than 1000 branches Features & Benefits As opposed to the earlier form of dealing in physical certificates with delays in transaction, holding and trading in Demat form has the following benefits:

Account

Maintenance

&

Safe

custody:

Facilitates

Maintaining

Security Balance in electronic form.

Dematerialization: Facilitates converting physical share certificate into electronic balances. Rematerialization: Facilitates converting the electronic balances to physical (share certificate) form. Account Transfers: Facilitates delivery/receipt of electronic balances consequent to market / off-market trades. Pledge/Hypothecation: Facilitates blocking securities balance of borrowers in favour of lenders for obtaining Loans / advances against shares. Initial Public offer: Facilitates faster and direct credit of security balances into Depositary participant account on allotment through public issue of companies. Disbursement of corporate benefits: Facilitates faster and direct credit of security balance into Depository participant account on account of nonmonetary corporate benefits as bonus and rights issues. Security Lending: Facilitates earning extra income on your dematerialized holdings by the way of securities lending.
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EXPERIENCE THE POWER OF DEMAT SBI POLICY As a customer of ours, you deserve nothing but the very best, which is why we are proud to present to you the all new Power Demat Account that offers you the following features:

Customer Care: You can now call our Dedicated Demat Customer Care 24x7 at 1800 22 04 88 (MTNL and BSNL Toll Free) or (022)26592123 and rest assured that all your queries are taken care of. Transact Anywhere: Now operate your Demat Account from any of the 500 plus Demat enabled branches of SBI. Statements By E-Mail: Receive your account statement and bill by e-mail. Demat Services Online: This convenient and paper free facility lets you operate from the comfort of your home or office through SBIs Internet Banking Facility www.onlinesbi.com 1. Online Demat Statements: You can now view your Demat Account details, statement of holdings, statement of transactions and statement of billing online. 2. Order Delivery Instructions Booklet Online: No queues at branches anymore as you can now order your Delivery Instructions Booklet online and the same would be delivered at your doorstep. 3. Check ISINs, Settlement Calendar And Status of Requests Online 4. eZ-instructions*: You can transfer or pledge/ unpledge securities online anyplace, anytime.

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Mobile Alerts*: Receive SMS alerts for all debits/ credits as well as for any request which cannot be processed. eZ-Trade@Sbi: Online Trading Facility with SBICap Securities. This service provides you with a 3-in-1 account which is an integrated platform of Savings Bank A/c, Demat A/c and Online Trading A/c to give you a convenient and paper free trading experience.

Once you open your account, you can easily convert your physical holdings to paperless form by surrendering your share certificate together with a Demat request form. Thereafter, on selling / purchasing securities, you only need to give an appropriate instruction to effect settlement Experience eZ-trade@sbi Powered by SBICap Securities Limited

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Steps involved in opening a demat account

First an investor has to approach a Depositary participant and fill up an account opening form. The account opening form must be supported by copies of any one of the approved documents to serve as proof of identity (POI) and proof of address (POA) as specified by SEBI. Besides, production of PAN card in original at the time of opening of account has been made mandatory effective from April 01, 2006. All applicants should carry original documents for verification by an authorized official of the depository participant, under his signature.

Further, the investor has to sign an agreement with Depositary participant in a depository prescribed standard format, which details rights and duties of investor and Depositary participant. Depositary participant should provide the investor with a copy of the agreement and schedule of charges for their future reference. The Depositary participant will open the account in the system and give an account number, which is also called Beneficiary owner ID (Beneficiary Owner Identification number).

The Depositary participant may revise the charges by giving 30 days notice in advance. SEBI has rationalized the cost structure for dematerialization by removing account opening charges, transaction charges for credit of securities, and custody charges vide circular dated January 28, 2005.

Further, SEBI has vide circular dated November 09, 2005 advised that with effect from January 09, 2006, no charges shall be levied by a depository on Depository Participant and consequently, by a Depositary participant on a Beneficiary Owner (BO) when a BO transfers all the securities lying in his account to another branch of the same DP or to another DP of the same

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depository or another depository, provided the BO Account/s at transferee DP and at transferor DP are one and the same, i.e. identical in all respects.

In case the BO Account at transferor DP is a joint account, the BO Account at transferee DP should also be a joint account in the same sequence of ownership.

Rights You can open more than one depository account in the same name with single DP/ multiple DPs. No minimum balance is required to be maintained in a depository account. You can give a one time standing instruction to your DP to receive all the credits coming to your depository account automatically. Procedure Fill account opening form (available with your DP). Give your DP the duly filled account opening form with introduction documents as may be required. Sign agreement with DP (agreement will state rights & obligations of both parties). The agreement will contain the fee structure of your DP. Your DP would give you a copy of this signed agreement for your record. DP would give you Client Id no. (account no.) once your depository account is opened. This Client Id no. along with your DP Id no. forms a unique combination. Both these nos. should be quoted in all your future correspondence with DP/NSDL/ Issuing company/their registrar & transfer (R&T) agent .

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 Your DP would give you pre-printed instruction slips for depository services viz., dematerialization, delivery instruction for trades, etc..Preserve these carefully. Your DP would give you a list of deadlines for giving instructions for various depository activities viz., transfer for effecting sale, purchase, etc. If not, check with the DP. Required Documents: The extent of documentation required to open a demat Account may vary according to your relationship with the institution. If you plan to open a demat account with a bank, a savings account holder has an edge over the non-account holder. In fact, banks usually offer additional incentives to customers who open a demat account with them. Along with the application form, your photographs (with co-applicants) and proof of identity/residence/date of birth have to be submitted. The DPs also ask for a DPclient agreement to be executed on non-judicial stamp paper. Here is a broad list (you wont need all of them though): PAN card A canceled check, Voters ID Passport Ration card Drivers license Photo credit card Employee ID card Bank attestation
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 IT returns Electricity/ Landline phone bill

Account Opening Intimation After the Demat account form is duly filled and submitted, you will receive a welcome kit containing within 10 working days. The welcome kit will contain the following:

A welcome letter containing details pertaining to your account. A product manual on Demat Services, to help you gets started. Delivery Instruction Slips and Client master list A leaflet on product features detailing the advantages of the online trading platform.

Your Demat Account number will be intimated to you by e-mail/ SMS if the mailid/ mobile phone no. is written on the application form and also by courier or by post.

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CHAPTER 3
DATA COLLECTION AND ANALYSIS 3.1 DATA COLLECTION 3.2 ANALYSIS & INTERPRETATION

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Statement of the problem:The following survey was mainly done with an objective to know the state of mind of the investors who wanted to invest in the stock market & also to know the attitude and preference of the prospective investors regarding capital market. To know which all other brokerage houses are the key player. What are the features and services that influence the investor to invest their money? To know what are the expected charges of the investors to invest their money in capital market.

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3.1 DATA COLLECTION

The next level of the training included interacting with the customers to collect the Information f or the project. This was the Data Collection phase. Two types of survey have been done in this phase

1. Pool account survey: Targeted towards existing stock brokers 2. Demat account survey: Targeted towards youth in Corporate sectors Corporate sector includes professional schools and young corporate executives.

Survey process

Analysis of survey

Decisions based on Analysis

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3.2 ANALYSIS & INTERPRETATION

Table no.1 Preference for Investment Financial Instrument Mutual Fund Bond Online trading Derivative Percentage of respondent 75% 16% 7% 2%

Result of Preference of Investment

Interpretation: This shows that although the mutual funds market is on the rise yet, the most favored investment continues to be in the Share Market. So, with a more transparent system, investment in the Stock Market can definitely be increased.

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Table no.2 Classification of investors on the basis of income: Attributes Rs 1 lakh to Rs 2.5 lakhs p.a Rs 2.5 lakh to Rs 5 lakhs p.a Rs 5 lakhs to Rs 8 lakhs p.a Rs 8 lakhs and above 10 20 48 Percentage 22

Result of Classification of investors on the basis of income

Interpretation: Among the sample, 48% are earning between Rs 2.5 lakhs to 5 lakhs, 22% fall under the slab of Rs 1 lakh to Rs 2.5 lakhs. The rest 30% fall under the slab of Rs 5 lakhs or above. This shows that majority of the investors belong to the high middle class income group with a considerable amount of savings set aside for investment purposes.
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Table no.3 Awareness of online share trading Aware of online share trading Yes No Percentage of respondent 72% 28%

Result of awareness of online trading

Interpretation: With the increase in cyber education, the awareness towards online share trading has increased by leaps and bounds. This awareness is expected to increase further with the increase in Internet education.

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Table no.4 Percentage of Awareness of SBI Awareness of SBI CAPSEC Yes No Percentage of respondent 68% 32%

Interpretation: This shows that SBI CAPITAL SECURITIES LTD has a reasonable amount of Brand awareness in terms of a premier Retail stock broking company. This brand image should be further leveraged by the company to increase its market share over its competitors. Do you know about the facilities provided by SBI CAPITAL SECURITIES LTD ?
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Table no.5 Facilities Percentage of SBI Awareness of SBI CAPSEC Yes No Percentage of respondent 36% 64%

Interpretation: Although there is sufficiently high brand equity among the target audience yet, it is to be noted that the customers are not aware of the facilities provided by the company meaning thereby, that, the company should concentrate more towards promotional tools and increase its focus on product awareness rather than brand awareness.

Which bank is easily available everywhere? Table no.6 Availability of bank

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Company Name SBI ICICI HDFC Availability of bank

Percentage of respondent 60% 25% 15%

Interpretation:60% have respondent of SBI, 25% have respondent of ICICI, 15% have respondent of HDFC. So we can say that SBI is easily available at anywhere, so this bank is the better option for any purpose.

Which bank provide you a better email facility? Table no.7 Percentage of better email facility Company Name Percentage of respondent

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SBI CAPSEC HDFC ICICI

34% 33% 33%

INTERPRETATION: This mean all 3 banks provide good email facilities. Which company provides less brokerage rate? Table No.8 Company is providing less BROKARAGE rate Company Name SBI CAPSEC
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Percentage of respondent 30%

HDFC ICICI INDIAINFOLINE

15% 15% 40%

Graph no. 3.02

INTERPRTETATION: This mean INDIAINFOLINE is the market leader in less brokerage competition. SBI CAPSEC comes after INDIAINFOLINE and ICICI, HDFC are much higher than other. Table no.9 Most appealing feature of the DP of the investor. Attributes e Quality of service Brokerage services 82 6 Percentag

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Demos assistance Periodic statements Others

and

other

holding

Interpretation: According to the survey, the investors are mainly (82%) influenced by quality of service provided by the bank / broking agency. Other factors regarding online services do not seem to have much influence on investors. This shows that only those financial institutions that can prove their better quality of service can grab the market share. Table no.10 How many investor is ready to pay a premium charge to open a Demat account ? Attributes Yes
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Percentage 16

No

84

Interpretation: The study reveals that 84% of the investors are not ready to pay a premium charge to open a Demat account. Only 16% of the investors are willing to pay a charge to open Demat account.

COMPETITORS

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HDFC BANK is one of the leading Depository Participant (DP) in the country with over 8 Lac demat accounts.

HDFC Bank Demat services offer you a secure and convenient way to keep track of your securities and investments, over a period of time, without the hassle of handling physical documents that get mutilated or lost in transit. HDFC BANK is Depository participant both with National Securities Depositories Limited (NSDL) and Central Depository Services Limited (CDSL).

ICICI Direct (or ICICIDirect.com) is stock trading company of ICICI Bank. Along with stock trading and trading in derivatives in BSE and NSE, it also provides facility to invest in IPOs, Mutual Funds and Bonds. Trading is available in BSE and NSE

Benefits of trading with SBI CAPSEC

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 Personal Relationship Manager Most

competitive

brokerage

&

DP

charges

(Delivery-0.5%

and

Intraday-.075%) Very easy and safe online trading. Trading via branch network, telephone and internet account I.e. both Online & Offline. Real time Online fund Transfer & Exposure updating facility with SBI Bank. Integrated Trading and Depository Account. Margin trading of 4 times the cash deposited for delivery based trade. Margin trading of 4 times the cash deposited for intraday based trade. Margin Trading of 2 times the approved category A based shares. Quality equity Research department, which studies the market and provides personalized information. Equity Analysis report to support your investment decisions.

Post Registration Services

Deliver and receive cheque & securities & place orders. Obtain market information. Get access to IPO via the book building route as well as to all the fixed price issues. Dematting and rematting of shares.

CHAPTER 4
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 FINDINGS & CONCLUSION RECOMMENDATIONS

Findings and Analysis:In our survey of prospective investors preferences and their attitude towards share trading, we found that 40% does not want to invest in the capital market and 60% of the sample is of indifferent attitude. Out of this 40% people who dont want to invest in stock market 22.5% people says that they donthave the proper knowledge about capital market & 30% people feel that it is too riskyto invest inthe stock market & 16% people says that they dont have time to invest. And out of 60% who are invested in stock market 20% of this 60% have their Demat a/c in India bulls while 80% investors are with others. Other Findings Most of the investors want that the a/c opening charges should be minimum and that to Rs. 500.
85% of the investor wants that the brokerage on delivery should be 0.2-0.5

and rest feet that it should be within .5-1.0

75% of the investor wants that the brokerage on Intraday should be .02-.05

rest feet that it should be within .05-.01

70% of the investors feel that the broker should provide Exposure on Cash 72% Most of the investors feel that the broker should provide Exposure on

Security
95% investors expect net banking facility.

80% of investor expect the facility to trade with other Demat A/C
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 65% of investor expects Off Line trading.

Conclusions: From the above survey, comparison charts & differential study: We can conclude that the majority of prospective investors from the sample i.e.60% want to invest in the capital market and rest does not want to invest in stock market because either they dont have sufficient knowledge about stock market or they dont have time or they feel that it is risky to invest in stock market. SBI CAPSEC by its distinctive feature can efficiently provide 100% satisfaction to be various categories of investors. SBI CAPSEC is the only Brokerage house that provides various privileges over Indiabulls. It is the only one who provides a satisfactory redeem to both category of investors by providing them Low brokerage charges, low a/c opening charges, provides cash exposure facility, in order to provide financial assistance to those investors having lack o funds to invest in capital market. On the other hand SBI CAPSEC provides 24*7 basis connectivity to its investors through on line & off line facility. And the most prominent privilege i.e. Relationship Manager; in order to develop confidence to those investors who are not aware to the security trading. Apart of that Indiabulls have a diversified business therefore their concentration level is also spread over their multipurpose business. While SBI CAPSEC have specialized one, so there concentration level is too high on the share market only. So we can conclude that investors should rely on the services provided by SBI CAPSEC in long run.

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Recommendations:
In our survey of prospective investors preferences and their attitude towards share trading, we found that the majority of prospective investors from the sample i.e.60% want to invest in the capital market and 40% of the samples are of indifferent attitude. And out of 60% who are invested in stock market 20 % have their Demat a/c in SBI CAPSEC while 80% investors are with others. It is suggested to SBI CAPSEC that it should not only target these 35% investors related to India bulls, rather SBI CAPSEC should target 60% of the sample that indicates to those investors who are of indifferent attitude. Also SBI CAPSEC should maintain the same efficient network availing the competitiveness and widening the network in order to get the top most position.

Other Recommendations
1. 2. 3. 4. Strong Need Of Brand Building Promotional Strategies Solid Network Required To Develop The Business Further Make The Branch Self Informative

Promotional Strategies
Press publicity: Outdoor publicity:

Press publicity:
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 Paper inserts Advertisements in newspaper (local and national). Interest cards distribution Mailers/personal invitations to selective section of the society

Outdoor publicity:
Banners in commercial areas and prime sites. Air balloons at shopping complex. Bus stands shelters. Off site ATM for developing business Advertisements on Dividers and Railings.

Media:
Local channel advertisement (cable TV scrolls) Advertisements in news channels and business channels

LIMITATIONS
The time constraint was one of the major problems. The study is limited to the different schemes available under the Demat account selected. The lack of information sources for the analysis part. Geographical locations. Extreme variability in MARKET.

BIBLOGRAPHY
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www.wikipedia.com 2. www.statebankofindia.com 3. www.banks.seasonalmagazine.com 4. www.sbicapsec.com 5. www.siamindia.com 6. www.google.co.in

1.

QUESTIONNAIRE
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Name Contact No:

______________________________
_____________________________________

1)Are you interested to invest in share market?

Yes No Yes, but not know

2)Do you have knowledge about share market?

Yes No

3)Do you have a demat account?

Yes No

4)In which company do you have demat account?

ICICI HDFC IDBI Other

5)Are you satisfied with your current demat account service provider?
Yes No To some extent

6)Are you not continuing current demat account service due to?
High Brokerage Other reason Poor Service Hidden charge Any

7)How you come to know about this demat service at sbi cap ?
Magazine News paper Web site Word of mouth

8) How was your prior experience at SBI?

Very good Good Satisfactory Unsatisfactory

9)Are you satisfied with our response?

Yes No

44 Army Institute Of Management, Kolkata(SIP/SBI)

10)Which thing do you like most in SBI capital ?

Less charges Facility Service Easy access

11) What is your qualification ?

SSC HSC Graduate Post graduate

12)What is your per annum income?

1 to 2 lakh 2 to 4 lakh 4 to 6 lakh More than 6 lakh

45 Army Institute Of Management, Kolkata(SIP/SBI)