Summer Internship Project Report on

DIGITAL MARKETING

Submitted in partial fulfilment of the requirements for the award of

Post Graduate Diploma in Securities Markets PGDM (SM)

Submitted by:
Adil Henry Dsa
03
PGDM(SM) 2018-2020

Under the guidance of: Biren Shah

Designation: Marketing and Communication manager,
Mahindra Asset Management Company

National Institute of Securities Markets

 Declaration

This is to certify that the Project Report titled “DIGITAL MARKETING” was prepared by Mr. Adil
Henry Dsa, student of 2018-2020 batch of the PGDM (SM) program of the National Institute of
Securities Market (NISM). This is the original work of the candidate and is submitted in partial
fulfilment of the requirement of PGDM (SM) program.

… (Signature of the student) …

Adil Henry Dsa

vashi
adil-pgdm-2018@nism.ac.in
9930318966

Acknowledged by:

… (Signature of the Company Guide) … Company Seal

Biren Shah
Designation, marketing and communications manager
Mahindra asset management company
shah.biren3@mahindra.com
9833076076
 ACKNOWLEDGEMENTS

With immense please I, Mr Adil Henry Dsa

presenting “DIGITAL MARKETING” project report as part of
the curriculum of PGDM (SM)2018-20. I wish to thank all the people
who gave me unending support.

I express my profound thanks to Mr Biren Shah Marketing and communications

manager/Company guide for invaluable guidance, comments and suggestions especially giving me
the opportunity to meet and interact with all the vendors of the AMC related to marketing;
throughout the course of the project, Mr Pradyumna Ravindra marketing deputy manager for his
assistance in interacting with the vendors, Ms Gargi Datta product manager for providing me in depth
content on SIP, STP and SWP and all those who have indirectly guided and helped me in
preparation of this project report.

Adil Henry Dsa

 Table of Contents

DECLARATION ...................................................................................................................... I

ACKNOWLEDGEMENT .......................................................................................................... II

LIST OF FIGURES ................................................................................................................... III

LIST OF TABLES ..................................................................................................................... V

EXECUTIVE SUMMARY .......................................................................................................... VI

CHAPTER 1: COMPANY DESCRIPTION .................................................................................... 1

1.1 Overview of Industry As A Whole .................................................................................... 2

1.2 Profile of the Organisation............................................................................................... 5

1.3 Hierarchy in Sharekhan ................................................................................................... 12

1.4 SWOT Analysis ................................................................................................................ 13

1.5 Problems of the Organisation .......................................................................................... 17

CHAPTER 2: JOB DESCRIPTION .............................................................................................. 20

2.1 Comparative Analysis of Stock Brokers in DELHI Region ................................................... 21

2.2 Types of the Products and Features ................................................................................. 24

2.3 Sharekhan Services ......................................................................................................... 30

2.4 DEMO of Online Trading ................................................................................................. 33

2.5 Marketing strategy .......................................................................................................... 42

2.6 UNIQUE OBJECTIVE OF THE COMPANY ............................................................................ 44

CHAPTER 3: ANALYSIS OF JOB DONE ..................................................................................... 45

3.1 Student’s work profile (role and responsibilities) : .......................................................... 46

3.2 Generation of leads: ....................................................................................................... 46

3.3 Analysis of Calling ........................................................................................................... 47