“Analyse and recommend Branding Strategies for

Stock Market / Trading Industry for Enhanced

Customer Engagement”
At

JMarathon Advisory Services Pvt Ltd.

A Summer Internship Report

SUBMITTED TO

International Management Institute

Bhubaneswar

IN PARTIAL FULLFILMENT FOR THE AWARD OF

POST GRADUATE DIPLOMA

in

MANAGEMENT

By

SOURADIPA KANJILAL

2019

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 ACKNOWLEDGEMENT

I wish to extend my heart fully thanks to SAI SRI RAM VISWANADHA (Company Guide) and
Deepasana Mohanty, JMarathon Hyderabad for their continuous support and encouragement
given to me.
I wish to extend my profound gratitude to Dr. Devesh Baid, IMI Bhubaneshwar for his guidance
and valuable suggestions throughout my internship. I express my sincere thanks to all faculties
of IMI Bhubaneshwar for their encouragement to complete the project work within stipulated time.
At last I would like to thank all the TEAM MEMBERS of the office, who had contributed in
completion of the project. I acknowledge their efforts in making me understand the various
Business functions and their guidance for this project.
I perceive this opportunity as a stepping stone of my career and I will try to leverage the acquired
skills and knowledge in best possible way to attain desired career goals.

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 Student’s Undertaking

I Souradipa Kanjilal bearing Institute Roll No. 81, declare that the summer project titled “Analyse
and recommend Branding Strategies for Stock Market / Trading Industry for Enhanced
Customer Engagement” is my original work and completed under the supervisions of Mr. SAI
SRI RAM VISWANADHA (Company Guide) . of JMarathon Advisory Services Pvt. Ltd. and Prof.
Devesh Baid of IMI Bhubaneswar.

Further, I also declare that the report being submitted herewith is free of any textual plagiarism.

Signature:

Date:

Place: IMI Bhubaneswar

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Page | 4
 APPROVAL OF THE FACULTY GUIDE

Recommended that the Summer Internship Report titled “Analyse and recommend
Branding Strategies for Stock Market / Trading Industry for Enhanced Customer
Engagement” under my supervision and guidance be accepted as fulfilling this part of the
requirements for the award of Post Graduate Diploma in Management. To the best of my
knowledge, the contents of this report did not form a basis for the award of any previous
degree/ diploma to anybody else.

Date:

Signature:

Name of the Guide: Prof. Devesh Baid

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 TABLE OF CONTENTS
S.N. PARTICULARS PAGE NO.

1 Executive summery 7

2 Introduction
 About the industry 8-13
 About the company
 Organization chart

3 Research objectives 13

4 Study of the organisation

 Competitors analysis 14-23
 Pestle analysis
 Porters five forces
 Swot analysis

5 Reseach methodology 23-25

6 Descriptive statistics 26-27

7 Question asked 28

8 Findings 29

9 Conclusion 29

10 Recommendations
 SEO
 SEM
 SMM 30-41
 ODA
 ORM
 MMT
 EMT

11 Challenges of the study 41

12 Learnings 42

13 Contributions 42

14 Sample posters 43

15 References 44

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 EXECUTIVE SUMMERY

I have done my Summer Internship from JMarathon Advisory Services Pvt. Ltd. It is a financial
advisory firm. My project involved the analysis of different branding strategies for their
development. I had to deeply study about the products of JMarathon and make the partners aware
about our products.

Being an Independent Financial Advisor, who offers independent advice on financial matters to
their prospective clients and recommend suitable financial matters to their clients and recommend
suitable financial products from the market, our main objective is with globalization and the
growing competition in the investment opportunities available to make guided and rational
decisions on whether the customer gets an acceptable return on his/her investments selected, or
if they need to switch.

During my study I realized that there is a need to change the perception of customers about stock
market. There is a myth that has to be addressed in the market and then analyse and develop
the brand value for the company that would help them sustain in the competitive market.

The training was given for the products of JMarathon and with that I had to achieve a certain
number of subscribers for their online course. I had achieved a total of 10 subscribers for
JMarathon in the Summer Internship Programme.

During the time of calling the prospect I had a unstructured open ended questionnaire by which I
would get to know the perception of prospect about JMarathon and about the financial courses
that he is already subscribed and his perception about those products and most importantly the
brand name of JMarathon.

This internship overall gave me a Good Learning in knowing the financial products and capital
market in India. It was a marketing profile it helped me to know how to pitch the products and
how to make them aware about the stock market investment risk and opportunities, about the
brand JMarathon and about the products we are offering.

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 INTRODUCTION
Financial Sector Overview:
India has a diversified financial sector undergoing rapid expansion, both in terms of strong growth
of existing public companies trading their stocks and new entities entering the market. The sector
comprises stock broking companies that offer educational courses, portfolio management
companies and other smaller financial entities. The banking regulator has allowed new entities
such as payments banks to be created recently thereby adding to the types of entities operating
in the sector. However, the financial sector in India is predominantly a banking sector with
commercial banks accounting for more than 64 per cent of the total assets held by the financial
system.

Market size:
The Asset Management industry in India is among the fastest growing in the world. The National
Stock Exchange of India Limited (NSE) is the leading stock exchange of India, located in Mumbai.
The NSE was established in 1992 as the first demutualized electronic exchange in the country.
NSE was the first exchange in the country to provide a modern, fully automated screen-based
electronic trading system which offered easy trading facility to the investors spread across the
length and breadth of the country. Vikram Limaye is Managing Director & Chief Executive Officer
of NSE.
National Stock Exchange has a total market capitalization of more than US$2.27 trillion, making
it the world's 11th-largest stock exchange as of April 2018.[1] NSE's flagship index, the NIFTY 50,
the 50 stock index is used extensively by investors in India and around the world as a barometer
of the Indian capital markets. Nifty 50 index was launched in 1996 by the NSE.[2] However,
Vaidyanathan (2016) estimates that only about 4% of the Indian economy / GDP is derived from
the stock exchanges in India
Along with the secondary market, the market for Initial Public Offers (IPOs) has also witnessed
rapid expansion. A total of 153 initial public offers (IPOs) were issued in the Indian stock markets
in 2017, which raised a total of US$ 11.6 billion.
Over the past few years India has witnessed a huge increase in Mergers and Acquisition (M&A)
activity. The total value of M&A in India raised 53.3 per cent year on-year to US$ 77.6 billion in
2017 from US$ 50.6 billion in the preceding year.

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Private equity (PE) investments in India increased 59 per cent to US$ 24.4 billion in 2017, with
average deal size of US$ 42.8 million, according to data provided by Venture Intelligence.
Furthermore, India’s leading bourse Bombay Stock Exchange (BSE) will set up a joint venture
with Ebix Inc to build a robust insurance distribution network in the country through a new
distribution exchange platform.

Government Initiatives:
The Government of India is likely to allow 100 per cent foreign direct investment (FDI) in cash and
ATM management companies since they are not required to comply with the Private Securities
Agencies Regulations Act (PSARA).
Securities Exchange Board of India (SEBI) has permitted the security exchanges to launch
options contracts in the commodity market, which would provide a new cost-effective hedging tool
to the farmers and others market participants.
The Securities and Exchange Board of India (SEBI) has allowed exchanges in India to operate in
equity and commodity segments simultaneously, starting from October 2018.
SEBI has relaxed norms for registered foreign portfolio investors (FPIs) in India, allowing them to
operate through the International Financial Services Centre (IFSC) without undergoing any
additional documentation or prior approval process.

Introduction of company JMARATHON

Profile of the Company
In an era of constantly changing and volatile financial Market, Investors need Qualified /Trained
and an unbiased professional to assist them in achieving their short term and long-term
Investment goal. After 9 years in the financial services industry, in 2012, we sought to create our
own boutique advisory firm based on the principles of independence, transparency and client
advocacy.
At Investor centric, our single utmost aim is to assist clients with dedication and integrity so that
we exceed their expectations and build enduring relationships. We provide comprehensive
financial planning, intense training, overall wealth management, and strategic investment advice
to individuals, entrepreneurs, and families who seek unbiased, intelligent advice and counsel. We
offer technology-based services for our clients to effectively monitor their portfolio and help them
in reaching their financial goals. We focus on being the most reliable, prompt and efficient provider
of financial services. We have become a trusted and credible source of unbiased objective
financial adviser and counsel to help individuals and families properly manage their wealth and
other financial matters.

Mission

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To develop meaningful ad life long relationship with the clients by providing them with the highest
quality service and address every aspect of their financial related issues.

Vision
To be the most trusted and respected professional services firm recognized by our clients
delivering excellent services, which is valued for money and more than their expectations.

Values
Integrity means the quality of being honest and having strong moral principles that company
believe that to make growth in the market that people know about it own values and ethics in the
today corporate world.
Pursuit of excellence is greatness route before any corporate or association began to remember
it and with his most dominant words-"We are what we over and again do. One's quest for
greatness, consequently, is a propensity that each worker endeavours to teach, all day every day.
We anticipate that our partners should rave fanatics of what we do helping associations convey
more captivating and compelling worker preparing. We additionally anticipate that they should be
energetic about their jobs in helping us convey on that mission. We trust that energy at work is
one of our greatest upper hands.
Accountability, collaboration and passion, Representatives need to feel as if they're performing
significant work that is associated with a bigger reason. A community-oriented condition and
reasonableness of the associated impact worker enthusiasm. Representatives who are given self-
rule, acknowledgment and open doors for development and expert improvement are
progressively enthusiastic.

Services provided by JMarathon Financial Advisory.

 Advisory services:- Now days peoples in whole word is earning good money and they
want to make it usage instead of putting in bank people want the money to work for them
so our company came up with it to provide the advisory to people when to invest and
how to invest and how much to invest.

 Consulting:- An investor has a wide array of investment avenues available. It is the

proportion in which you divide your capital for investment between various asset
categories like Cash, Equity and Bonds-and within these asset categories among
different investment instruments. It is completely his preference and risk bearing
capacity which would matter in making the decision of designing a portfolio. Hence it
depends on the investor as to what is his risk appetite and he will only eat that much
how much he can digest.

 Asset Allocation: A Key for Wealth Creation Strategy:- The proportion in which you
allocate assets is a more important factor than past performance, which security you

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 select and when you enter or exit the market, in deciding long-term portfolio returns. As
a 1991 study by Brinson, Singer and Bee bower found that asset allocation is the most
important determinant of portfolio return more than individual stock/investment scheme
selection and market timing. Many investors try to identify particular stocks betting on a
possible appreciation in their price. However, one can only be successful at this if one
did this full time like a professional fund manager. Even then, the study suggests, that
this will determine only 4.60% of the return outcome. Also, one need not search for the
best time to invest in markets simply because no one knows what the best time to invest
in equity markets is. Even if one could time markets well, this would determine only
1.80% of the actual return with the major part of the return outcome being determined
by the proportion in which assets are allocated.

 Investment guidance:- Financial Planning Is the process of meeting an individual's Life

goals through proper management of one's finances. It is a process of quantifying an
individual dreams and allocating specific time period to ensure that they are achieved
properly.
The various types of financial services provided by Jmarathon are as follows:

a) Investment planning
b) Retirement planning
c) Insurance planning
d) Children’s future planning
e) Tax planning
f) Short-term cash flow planning

 Portfolio Management: - Portfolio investment represents passive holdings of securities

such as foreign stocks, bonds, or other financial assets, none of which entails active
management or control of the securities' by the investor. Portfolio investment is strictly
connected with a portfolio diversification process.
Money managers emphasize on asset allocation i.e. the proper balance of investments in
order to optimize portfolio performance. It is an idea no less important to private investors
of modest means. For institutional investors it is a question of a trade-off, maximizing the
expected return while minimizing the portfolio’s risk. Consequently they are constantly
adjusting the contents of their portfolios to reflect their current judgment of financial
markets. They are then obliged to alter their investment mix. The worth of this constant
pursuit is debatable. High portfolio turnover does not necessarily lead to outstanding
performance, only to higher trading costs. Individual investors are far better off than
professional portfolio managers; they can be more flexible in their attitudes and more
important, they are not under constant scrutiny to see how they measure up against some
established benchmark. For individuals, asset allocation should be established at the start
of the saving and investment program, and only be modified occasionally.

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 Some examples of Portfolio investment are:
• Purchase of shares in a foreign company
• Purchase of bonds issued by a foreign government
• Acquisition of assets in a foreign country

 Training and Education:-As we know that all organization hiring the students for the
completion of the project work and then the make them of the company. To solve the
problem our company had come up with solution of providing various institute the
training in various field so that student can easily get adopted to there culture.

 Wealth Management:- An all inclusive set of strategies that aims to grow, manage,
protect and distribute assets in a much planned, systematic and integrated manner.
When one speaks to the business community or broader financial services industry, they
assume wealth management means private banking – advice to the wealthy only.
Globally, it actually means brokers and distributors of mutual funds and insurance
Products that service the affluent and mass investors.
Wealth firms’ service offering can be divided into the following broad areas:
 Banking
 Investment advice / execution
 Financial planning
 Wealth planning
 Lending
While banks start with the banking services, the main service offering for most of the firms is
investment execution. Within investments, firms pride themselves on the breadth of the product
platform. Usually it includes mutual funds, insurance products, direct securities, PMS and
alternative investments.

Objectives of the Company

1. To recognise the investor's need and then provide a suitable financial product for the same.
2.To act in the interest of the investor.
3.To avail services of financial planning thereby meeting individual life goals through proper
management of finances.
4.To deliver professional and prompt service to the clients.
5.To ensure the delivery of unbiased professional advice on the best financial products available
in the financial industry suited to achieving client’s financial goals.
6.To avoid miss-selling of financial products.

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7.To utilize the domain knowledge and skills in multi discipline financial services such as financial
planning, investment, insurance, retirement solutions, tax advisory and estate planning so as to
deliver maximum customer satisfaction.
8.To advice the client on his investments considering the prevailing market conditions. There
however no obligation on the client to invest in the recommended manner.

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 Organization chart of JMARATHON - ON 24-05-2019

RESEARCH OBJECTIVES
 To study the awareness among consumer regarding the trading industry.

 To find out the risk factors and share market volatility on consumer adoption of trading.

 To study the factors that influence the strategy of investment in stock market.

 To study the interest of doing any online course for guidance in trading.

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 COMPETITORS ANALYSIS
Latest Marketing strategies of Sharekhan
 SURVEY & INSPECTION:
1. Sharekhan conducted Canopy, at various places where people mostly go such as malls,
banks.
2. proper format of questionnaire which should be filled by the visitors.
3. That questionnaire has two part one about the awareness of visitor to stock market and
second about their personal detail.

 Advertisement through website:

1. Advertisement method is used to get popular among the net users.
2. There is a form type pop-up occur on screen of the user that should be filled by user.
3. That information automatically distributed to their nearest sharekhan outlets and a contact
made by sales executives to that client for their help.

 Pamphlets distribution:
1. Pamphlets consist key features and new achievements of the company that aware to the
customer for their special services.
2. These are distributed mostly in those places where huge rush passed daily.

 Survey Findings:
1. This survey shows the how much the market capture by the different companies & how
they satisfy their customer with the aim of profit maximization. The leader in the market is
Icicidirect.com.

Marketing Mix Of Sharekhan :

 Product
1. offline trading options
2. online trading options
3. online NSE and BSE executions of both intra-day and delivery-based transactions
4. Its additional investment products include Insurance, RBI Bonds and Mutual Funds.
 Place
1. It has one of the strongest IT infrastructures that include a large network of branches
spread across several parts of India.
2. Its Pan-India presence consists of 1,500 outlets in nearly 450 cities that serve estimated,
950,000 customers.

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  Price
1. Brokerage on the delivery-based transaction is levied at .50% on both sides for selling
and purchasing.
2. 10% single side on intra-day transactions.
3. Brokerage charges for commodities are .10% of its trade value
 Promotion
1. company emphasizes on personal contact so that it can serve better by maintaining direct
contact.
2. several campaigns for advertising and it is mainly done through social media platforms
like e-mails and web dealings.
3. print media via newspapers to gain further penetration in the market.

ShareKhan SWOT Analysis

 Strengths
1. Wide range of innovative financial products
2. Intensive research on all industry sectors
3. Strong I.T infrastructure
4. Have one of the largest network of branches across country
5. Pan-India presence with over 1,500 outlets serving 950,000 customers across 450 cities
 Weaknesses
1. Penetration limited to urban areas
 Opportunities
1. Growing rural market
2. Earning Urban Youth
3. Educating people about the benefits of investments to increase target audience
 Threats
1. Stringent Economic measures by Government and RBI
2. Entry of foreign finance firms in Indian Market

Sharekhan Pros & Cons

Pros:
 strong network of over 2800 branches across India
 The fund transfer from and to the trading account is free
 The 'TradeTiger' is the most popular trading terminal in India
 Loan against shares, margin funding, ipo financing and ESOP funding is available

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Cons:
 It doesn't offer 3-in-1 account (Bank a/c, Trading a/c, Demat a/c) as it doesn't offer
banking services
 brokerage is high in comparison to the discount brokers

Latest Marketing strategies of Angel Broking

 Company will spend largely on the digital medium to cater the younger group
 Company has recently launched a #TradeSmartwithAngel campaign and plan for three
more such campaigns in the upcoming quarter of FY 19-20
 Company also spends in big amounts for Google advertising.
 people who are unknown to share market, the company tell them about Angel Broking
first step program for fresher.
 Angel Broking has introduced real-time customer service on Twitter and Facebook by
deploying chatbots.
Marketing Strategy at Angel Broking
 Client Referral Programs & Client Retention Programs
 New Client Acquisition Programs
 Targets
 Plans & Schemes
 Advances & Revenue Sharing
 Talent Building Program & PRAGATI
 Training programs for staff members
 Training programs for channel partners
 Training programs for clients

Angel Broking SWOT Analysis

 Strengths
1. Innovative range of financial products
2. Known for transparent functioning
3. Innovative I. T solutions for customers
4. Emphasis on building stronger bond with customers
 Weaknesses
1. Less penetration in rural areas
2. Indians are mostly conservative and prefer investing in Gold and land

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  Opportunities
1. High purchasing power and people looking to more investment opportunities
2. Growing rural market
3. Earning Urban Youth
 Threats
1. Stringent Economic measures by Government and RBI

2. Entry of foreign finance firms in Indian Market

Angel Broking Pros & Cons
Pros:
 Flat fee discount brokerage plan. Pay maximum of ₹30 per executed order.
 Easy-to-use online trading platforms
 High Quality Research Reports
 Free trading software - mobile, website and trading terminal.
Cons:
 Angel Broking doesn't offer 3-in-1 account.
 Broker assisted trades (Call & Trade) are charged extra Rs 20 per executed order.

Marketing Strategy at ICICI Direct

 It is a Banking Equity Broker being a Banking Broker it enjoy highest account in equity
market
 In 2000 ICICI Bank started its broking arm ICICI direct.
 High Brand value allow ICICI direct to charge high brokerage.
 ICICI Direct offer Bunch of Product to their client – equity , derivatives , currency , MF ,
Insurance, FD/Bonds , Loans , NPS
 Our portfolio tracker and watch list along with SMS alerts will always keep you updated
on the status of your investments with us and act on them when required.
ICICI Direct SWOT Analysis
 Strengths
1. Management philosophy and commitment to maximize shareholders returns
2. Upgraded product design and development facilities to develop new products and aid
diversification
3. Ongoing activities to support up gradation of operational performance and rise in
productivity

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 4. Team of talented and committed professionals available to improve company's
performance
 Weakness
1. Competition from cheap imports
2. Low customer base
 Opportunities
1. introduction of new emission norms will provide UFSL opportunity to develop injection
systems
2. Acquisition of AMTEC to provide opportunities to access global OEMs
 Threats
1. Constant pressure to be cost competitive to meet customer expectations

ICICI Direct Pros & Cons

Pros:
 Offers 3-in-1 account which makes stock market investment very easy for casual
investors.
 Wide range of investment options available under one portal.
 Provides a low bandwidth website which works well where internet connection is slow.
Cons:
 ICICI Security charges highest brokerage in comparison to most of the retail brokers in
India.
 Poor performance of website is reported in peak hours of trading.
 Commodity trading is not available for retail investors.

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 PESTLE ANALYSIS of JMARATHON:-

1. Political:

Political situation of a country is always an important factor to be considered, how can it affect the
industry, government may impose a new tax policy due to which entire revenue generating
structures of organizations may change

 Government involvement in trade unions and agreements

 Laws regulating environment pollution
 Tax policy (rates and incentives)
 Government stability and likely changes

2. Economy:

These factors are the determinants of an economy’s performance that directly impacts a company
and produce a long-term effect. If the inflation rates start to increase all the prices will start to
increase and eventually the investment rate decreases.

 Credit availability
 Trade flows and patterns
 Level of consumers’ disposable income
 Monetary policies
 Fiscal policies
 Price fluctuations
 Stock market trend

3. Social:
These factors scrutinize the social environment of the market, and the standard determinants
like cultural trends, demographics, and population analytics.

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  Attitudes toward imported goods and services
 Attitudes toward work, leisure, career and retirement
 Attitudes toward product quality and customer service
 Attitudes toward saving and investing
 Attitudes toward and support for renewable energy
 Population growth rate

4. Technology:
These pertain to innovations to the technological factors of a business which may affect the day
to day operations of the business, may be in automation, technological awareness that market
possesses

 Technology level in your industry

 Communication infrastructure
 Access to newest technology
 Internet infrastructure and penetration

5. Legal:
There are certain laws and policies in a country which may affect the business environment and
there may be certain law and regulation which the company maintains to it. These factors have
both internal and external sides. Legal analysis takes into account both of these angles and then
charts out the strategies in light of these legislations. For example, consumer laws, safety
standards, labor laws etc.

 Anti-trust law.
 Discrimination law.

6. Environment:
These factors include all that influence the surrounding environment. Factors of a business
environment analysis include but are not limited to climate, weather, geographical location, global
changes in climate, environment offsets etc.

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  Weather.
 Climate change.
 Laws regulating environment pollution.
 Natural calamities.

PORTER’S FIVE FORCES MODEL

INDUSTRY RIVALRY (HIGH)

 A large number of firms with large competitors.

 Return is low for both Short-term and long-term investment
 High risk.

THREAT OF NEW ENTRANTS (HIGH):

 The entry in this sector is not easy.

 There are many government policies and requires license which has to be followed
strictly to enter in the market.
 Huge capital is required for entry in this market.

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THREAT OF SUBSTITUTE PRODUCTS (HIGH):

 The threat is comparatively less in this industry as there are not many substitute
products.
 If the brokerage by the other firm is low then there will be extra competition.

BARGAINING POWER OF CUSTOMERS (HIGH):

 The buyers of these products could be corporate and non-corporate.

 Such services are based on foreign exchange.
 Buyer power is estimated to be strong.
 This segment is concentrated on high income people and people must be ready to take
risk.

BARGAINING POWER OF SUPPLIERS (LOW):

 The supplier power is limited to brokerage firms.

 The main supplier is GBCFX.
 Any changes in laws, regulations, taxes, etc. would be affecting the business and its
clients.

SWOT ANALYSIS
Strength:

• Training and consulting most important

• No long holding period for the customers

• Emphasis on building stronger bond with customers i.e. (less brokerage compared to
others).

• One of the most experienced staff in this industry run the company

Weakness:

• Awareness among the customers is very less

• Brand value

• Exposure is very less

• Service expansion to large clients is not possible

• Focus on customer Retention is less

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Opportunities:

• More concentration on high net worth individuals and upper middle class

• Acquisition opportunities

• Competitive position of the company

• Innovativeness respect to competitors

Threats:

• Provide competitive brokerage charges

• Very aggressive promotional strategies by close competitors.

• More players venturing into the market leads to reduction in the earnings

• The forex and commodity market are very volatile so the risk involved is very high.

• Limited resources.

RESEARCH METHODOLOGY

Research methodology is used to establish a framework of evaluation and revaluation of

primary and secondary research. The techniques and concepts used during primary
research to arrive at findings; which are also dealt with and lead to a logical deduction
towards the analysis and results.

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 Research methodology is a way to systematically solve the research problem. It may be
understood as a science of study how research is done scientifically. In it we study the
various steps that are generally adopted by the researcher in studying his research problem
along with the logic behind them.

Research Objective
 To study the awareness among consumer regarding the trading industry.

 To find out the risk factors and share market volatility on consumer adoption of
trading.

 To study the factors that influence the strategy of investment in stock market.

 To study the interest of doing any online course for guidance in trading.

Research Plan
1 Research design Descriptive

2 Sources of data Primary & secondary

3 Research instrument used Unstructured Questionnaire

4 Sample location Hyderabad and Kolkata area

5 Sampling plan Non-Random / Judgmental Sampling

6 Sample size 100 targeted customers of JMarathon

7 Methods of data collection Telephonic interview and social media

Research Design
Descriptive research is used to describe characteristics and/or behaviour of sample
population. An important characteristic of descriptive research relates to the fact that
while descriptive research can employ a number of variables, only one variable is required
to conduct a descriptive study.

Source of Data

Primary sources: - primary data has been collected directly from sample respondent through
questionnaire and with the help of interview.
Secondary sources: - secondary data has been collected from standard textbooks,
Newspapers, Magazines & Internet.

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Research Instrument

Research instrument used for the primary data collection is unstructured questionnaire.

Sample Location

All people existing & potential consumer of Jmarathon advisory services residing in Hyderabad
and Kolkata region.

It is a description of the characteristics of that group of people from whom a course is intended.
It attempts to describe them as they are rather than as the describer would like them to be. Also
called the audience the audience to be served by our project includes key demographic
information (i.e.; age, sex etc.)

Sampling Plan: (Non-Random / Judgmental Sampling)

Judgmental sampling is a non-probability sampling technique where the researcher selects

units to be sampled based on their knowledge and professional judgment. This type of sampling
technique is also known as purposive sampling and authoritative sampling. Purposive sampling
is used in cases where the specialty of an authority can select a more representative sample
that can bring more accurate results than by using other probability sampling techniques. The
process involves nothing but purposely handpicking individuals from the population based on
the authorities or the researcher's knowledge and judgment.

Sample Size

I have targeted 100 people in the all age group for the research. The target population
influences the sample size. The target population represents the Hyderabad and Kolkata
region. The people were from different professional backgrounds. The details of our sample
are explained in chapter named primary research where the divisions are explained in
demographics section.

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 DESCRIPTIVE STATISTICS
(Demographic Information)

Gender Responses (Out of 100

consumers)
Male 73
Female 27

FIG: - 1

Out of 100 Responses

Female
Gender

Male

0 10 20 30 40 50 60 70 80
Number of Respondents

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 Age group Responses (Out of 100
consumers)
Up to 25 49
26 – 35 28
36 - 45 13
Above 45 10

FIG: - 2

Out of 100 Respondents

10

13
49

28

Age upto 25 Age from 26-35 Age from 36-45 Age above 45

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 QUESTION ASKED

As it was a telephonic interview I asked some open ended question-

1) Are you aware of the stock market industry?

2) Have you ever thought of investing in any?

3) As a student what is your convenient way to earn money?

4) How you can increase your earning apart from the profession you are into?

5) How much risky would you want your investment to be?

6) Which is more preferable online trading or offline trading?

7) What are the reasons for your lack of interest in trading?

8) What percent of your income would you be willing to invest in stock market?

9) Are you interested in any online course that guide you on how to trade & make money?

10) What are the reason for not enrolling the online course offered by Jmarathon?

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 FINDINGS
Based on my recall Following are the feedback which I have received from the 100
targeted customers:-

 30% of the people are totally unaware of the stock market industry and investment.

 20% of the people have wrong perception about investment and risk associated with it.
They don’t wanted to take the risk of investing their hard earned money and make huge
loss.

 As usual 85% wanted to invest in less risky, the rest 13% in moderate risk investment and
the rest 2% wanted to take risk.

 Lack of interest are seen among research scholar, nurses and doctors for pursuing this
course and no adequate guidance was provided to them.

 40% of the people, have no idea about the company Jmarathon. They don’t want to invest
2948rupees for this course. Their saying is that, if they want to do this course they will do
it from some renowned company like Share Khan, Motilal Oshwal, Angel Broking etc.

 Among the left 10% some of them delayed their joining because of getting salaries.

 As 40% student depend on parents to give pocket money and the rest earn their money
by taking private tuition or by doing part time job.

 Earning people agree to make money through investing but due to family problem and
lack of time constraint they did not wanted to take risk.

CONCLUSION
According to the findings I have came to the conclusion that-

 Features that the course offered was not enough to learn about the whole stock market
and starting investing in it with a high risk.

 Branding is an issue, as many people are unaware of the stock market industry as well as
the company Jmarathon on whose product they can rely upon.

 Above all Price is an important factor for a start-up based company with less brand
awareness and the quality of the product.

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 RECOMMENDATION
As branding is the main issue apart from other factors, we decided to do some branding of the
product by making posters and videos and post it in the social media.
Other than this I recommend some branding strategies for the stock market industry as well as
for the company-

 SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid ("organic") search results. SEO may target different
kinds of search, including image search, local search, video search, academic search, news
search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content, HTML
and associated coding to both increase its relevance to specific keywords and to remove barriers
to the indexing activities of search engines. Promoting a site to increase the number of back links,
or inbound links, social book marking, directory submission is the SEO tactic.

A. Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a process
of submitting your Website URL to theme related Directory like if your site is Health Related you
should Submit your site URL to Health-related directories sites for getting Back link from them.

Types of Directories

There are basically three types of Directories Submissions.

 Paid or Featured Web Listing – In this type of Directories Submission the owner of
Directories Site Will Charge for Submission and your link will be approved hand to hand or
within 24 hours you will get fast back links from this type of submission. Some sites offer this
package for yearly or lifetime

 Free or Regular Web Listing – It is free for Directory Submission no one charge for free or
regular submission but there is no guarantee for getting approved your link by Administrator
and it will take lots of time

 Reciprocal Regular Web Listing – In this a reciprocal link must be submit to your site when
you activate Directory Link then Directory administrator will approve your link

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B. Social bookmarking

Essentially, a social bookmark is a link that people post to social websites for others to see
because they find it interesting, valuable or cool. In a way, social bookmarks are just like the
bookmarks you already have on your private computer. The difference between the two is that
social bookmarks are saved to the web where they can be easily shared while private bookmarks
are saved to your own browser. The idea behind social bookmarking is simple: post links on
popular social bookmarking websites to increase your own traffic and gain an ongoing stream of
new readers and customers. Content that are openly shared with other Internet users literally
have unlimited growth potential. For example, one link can quickly multiply and reach thousands
of desktops across the world if one user passes it on to others, and those users in turn do the
same, and so on. Online marketing has gravitated away from true-and-tried ad and affiliate
marketing toward the rapidly growing world of global social networking. Social bookmarking is a
great traffic-boosting search engine optimization (SEO) strategy because it’s easy, effective and
trendy.

 SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through optimization
and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites
website content to achieve a higher ranking in search engine results pages, or use pay per click
listings.

There are four categories of methods and metrics used to optimize websites through search
engine marketing.

 Keyword research and analysis involves three steps ensuring the site can be indexed in the
search engines, finding the most relevant and popular keywords for the site and its products,
and using those keywords on the site in a way that will generate and convert traffic. A follow-
on effect of keyword analysis and research is the search perception impact. Search
perception impact describes the identified impact of a brand's search results on consumer
perception, including title and Meta tags, site indexing, and keyword focus. As online
searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual

 Website saturation and popularity, or how much presence a website has on search
engines, can be analyzed through the number of pages of the site that are indexed on search
engines (saturation) and how many backlinks the site has (popularity). It requires pages to
contain keywords people are looking for and ensure that they rank high enough in search
engine rankings. Most search engines include some form of link

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Popularity in their ranking algorithms. The following are major tools measuring various aspects of
saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market leap’s Link
Popularity and Search Engine Saturation

 Back end tools, including Web analytic tools and HTML validators, provide data on a website
and its visitors and allow the success of a website to be measured. They range from simple
traffic counters to tools that work with log files and to more sophisticated tools that are based
on page tagging (putting JavaScript or an image on a page to track actions). These tools can
deliver conversion-related information. There are three major tools used by EBSCO: (a) log
file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool: WebSideStory's Hitbox;
and (c) transaction-based tool: Tealeaf RealiTea. Validators check the invisible parts of
websites, highlighting potential problems and many usability issues and ensuring websites
meet W3C code standards. Try to use more than one HTML validator or spider simulator
because each one tests, highlights, and reports on slightly different aspects of your website

 Whose tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.

A. Pay per click (ppc)

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic
to websites, in which advertisers pay the publisher (typically a website owner) when the ad is
clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Content sites commonly charge a fixed price per click rather than use a bidding system. PPC
"display" advertisements, also known as "banner" ads, are shown on web sites or search engine
results with related content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC
implements the so-called affiliate model, which provides purchase opportunities wherever people
may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue)
to affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is
a pay-for-performance model: If an affiliate does not generate sales, it represents no cost to the
merchant. Variations include banner exchange, pay-per-click, and revenue sharing programs.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site displays relevant content. Such advertisements
are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic
results on search engine results pages, or anywhere a web developer chooses on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and others
have implemented automated systems to guard against abusive clicks by competitors or corrupt
web developers. Pay-per-click is calculated by dividing the advertising cost by the number of
clicks generated by an advertisement. The basic formula is:

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Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This value
is based on the type of individual the advertiser is expecting to receive as a visitor to his or her
website, and what the advertiser can gain from that visit, usually revenue, both in the short term
as well as in the long term. As with other forms of advertising targeting is key, and factors that
often play into PPC campaigns include the target's interest (often defined by a search term they
have entered into a search engine, or the content of a page that they are browsing), intent (e.g.,
to purchase or not), location (for geo targeting), and the day and time that they are browsing.

Flat-rate PPC

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for
each click. In many cases the publisher has a rate card that lists the pay-per-click (PPC) within
different areas of their website or network. These various amounts are often related to the content
on pages, with content that generally attracts more valuable visitors having a higher PPC than
content that attracts fewer valuable visitors. However, in many cases advertisers can negotiate
lower rates, especially when committing to a long-term or high-value contract. The flat-rate model
is particularly common to comparison shopping engines, which typically publish rate cards.
However, these rates are sometimes minimal, and advertisers can pay more for greater visibility.
These sites are usually neatly compartmentalized into product or service categories, allowing a
high degree of targeting by advertisers. In many cases, the entire core content of these sites is
paid ads.

Bid-Based PPC

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar
advertisers in a private auction. Each of the bidding advertisers lets the publisher know the
maximum amount they are willing to pay for a given ad spot or keyword. The winning advertisers
then pay for each click on their advertisement, based on the amount they bid. The common
practice amongst bid-based PPC websites such as Google Ad Words, is to charge a small amount
more than the next highest bidder. As you can see, Pay per Click can be a massively effective
means of directing targeted traffic to your website, and is relatively inexpensive. While there is
the risk of click fraud, most of the major Pay Per Click providers such as Google or Yahoo, have
employed several automated systems to prevent abusive clicks by corrupt web developers or
competitors out to cost you additional money. If used properly, you can find new customers with
ease using Pay per Click. It might also be beneficial to find a reputable PPC company to assist
you with your campaigns.

 SMM (Social Media Marketing)

Social media marketing is the process of gaining website traffic or attention through social media
sites. Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting electronic

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word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned media rather than paid media.

A. Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to express
and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to successful social media
marketing.

B. Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform and you should
be too. In fact, people are 51% more likely to make a purchase after "liking" a brand on
Facebook. Face book marketing requires a good intellects and unique thinking to make the
campaign effective. In face book marketing in fact in visual /web marketing your content speaks
a loud that is why make sure your content should be relevant to your audience and business.

C. Twitter marketing (A game of 140 characters)

Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time.
Whether you’re looking to drive sales, increase brand awareness or launch a product. Twitter
marketing is not much popular than face book but still it has an impact on audience. The very first
thing in twitter marketing you need to understand and learn the twitter terminologies well.

1. HASHTAG: A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.

2. MENTION: Sometimes you want to bring a Tweet to someone’s attention, but you still want
all of your followers to see the message. So instead of a reply, use a mention. Include the
@username of whomever you want to mention in your Tweet, and it will appear in the
Mentions section (in the Connect tab). All @username mentions are clickable and link back
to the mentioned individual’s profile

3. REPLY: You can respond to a Tweet by hitting the reply button. When you reply, your
response is public, and will show up in your home timeline and the timeline of the person to
whom you are responding. The reply will also be visible in the home timelines of people who
follow both you and the person to whom you sent the reply. Meaning, someone not in the

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 conversation has to follow both of the people replying to be able to read both sides of the
conversation

4. RETWEET: You can pass along someone’s Tweet by retweeting it. Just hit the retweet button
to send the original message to all of your followers

5. LINKS: Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet
box and it will automatically be shortened to 19 characters. This makes it easier to fit long
URLs into the 140-character limit

6. FAVOURITE: You can favourite the tweet for future reference. This is just like an archiving
something that’s really interesting to you

7. DM (direct message): One can send private messages to someone, just like an email. For
DM, sender and receiver should be following each other

D. Linked In Marketing:

LinkedIn is a business-oriented social networking service. Founded in December 2002 and

launched on May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn
increased to 20 million members. As of June 2013, LinkedIn reports more than 259 million
acquired users in more than 200 countries and territories.

LinkedIn allows companies to create professional profiles for themselves as well as their business
to network and meet others. Through the use of widgets, members can promote their various
social networking activities, such as Twitter stream or blog entries of their product pages, onto
their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads
and business partners. Members can use “Company Pages” similar to Facebook pages to create
an area that will allow business owners to promote their products or services and be able to
interact with their customers. Due to spread of spam mail sent to job seeker, leading companies
prefer to use LinkedIn for employee's recruitment instead using different job portals. Additionally,
companies have voiced a preference for the amount of information that can be gleaned from
LinkedIn profile, versus a limited email.

E. Pinterest:

It is a visual discovery social network. It is a way of sharing images of anything, from fashion to
pets to pot plants. You can create your own online pin boards to suits any theme and share it with
likeminded people.

Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women Pinterest is the right platform.
Pinterest is now one of the top 10 social networking sites tracked by Hit wise.

How brands can use Pinterest

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Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scenes,
preliminary sketches for products.

F. Instagram:

Instagram, the new revolutionary photo-sharing program, making it easier than ever to share your
best pictures with the world. The social media program allows you to upload, add digital filters,
and then post your pictures on your Instagram-feed, as well as other social networking sites. You
can connect your Instagram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your
email account. This makes it easy to share your pictures on multiple platforms all at once.

When it comes to brands and businesses, Instagram goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment. Moreover,
Instagram provides a platform where user and company can communicate publicly and directly,
making itself an ideal platform for companies to connect with their current and potential
customers.

G. Google +:

Google has described Google+ as a "social layer" that enhances many of its online properties,
and that it is not simply a social networking website, but also an authorship tool that associates
web-content directly with its owner/author. It is the second-largest social networking site in the
world after Facebook. 540 million monthly active users are part of the Identity service site, by
interacting socially with Google+'s enhanced properties, like Gmail, +1 button, and YouTube
comments. In October 2013, Google counted 540 million active users who used at least one
Google+ service, of which 300 million users are active in "the stream".

H. You Tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet
after Google, who owns YouTube. YouTube video watching is a significant activity on the Internet,
with over 1 billion visits to YouTube daily and over 100 million videos watched daily. And it's easy
for anyone who sees your video to rate it and share it with his Social Network.

 ODA (Online Display Ads)

Display advertising is a type of advertising that is located on websites. It can be seen in a wide
range of different formats and contains items such as texts, images, flash, video and audio. The
main purpose is to deliver general advertisements and brand messages to the plus 40 million
people connected to the Internet each month.It is important to choose the right format because it
will help to make the most of the medium. It is also possible to add:

 Video

 Expendables: flash files that expand when the user interacts on mouse over

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 Overlays: ads that appear and that it is possible to remove clicking a close button;

 Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by the
creative.

 ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically, ORM is a process include

 Undertake the comprehensive research and analysis the online content

 Track your users’ actions and opinions about brand

 Reduce your risk of featuring amongst the negative user sentiments

 Enhance your web presence and create positive perceptions

 MMT (Mobile Marketing)

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile
marketing can plague customers with time and location sensitive, personalized information that
promotes goods, services and ideas. In a more theoretical manner, academic Andreas
Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach
the consumer. SMS initially received negative media coverage in many parts of Europe for being
a new form of spam as some advertisers purchased lists and sent unsolicited content to
consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has
become the most popular branch of the Mobile Marketing industry with several 100 million
advertising SMS sent out every month.

Ways of mobile marketing:

 MMS: MMS mobile marketing can contain a timed slideshow of images, text, audio and video.
This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new
phones produced with a color screen are capable of sending and receiving standard MMS
message. Brands are able to both send (mobile terminated) and receive (mobile originated)
rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers.
In some networks, brands are also able to sponsor messages that are sent P2P (person-to-
person). Good examples of mobile-originated MMS marketing campaigns are Motorola's
ongoing campaigns at House of Blues venues, where the brand allows the consumer to send
their mobile photos to the LED board in real-time as well as blog their images online

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 Push notifications: Push notifications were first introduced to smartphones by Apple with the
advent of the iPhone in 2007. They were later further popularized with the Android operational
system, where the notifications are shown on the top of the screen. It has helped application
owners to communicate directly with their end users in a simple and effective way. If not used
wisely it can quickly alienate users as it causes interruptions to their current activities on the
phone. It can be much cheaper if compared to SMS marketing for the long run, but it can
Become quite expensive on the short run, because the cost involved in application
development. Once the application is download and installed provided the feature is not turned
off it is practically free, because it uses internet bandwidth only. SMS and push notifications
can be part of a well-developed inbound mobile marketing strategy

 APP Based marketing: With the increasingly widespread use of smartphones, app usage
has also greatly increased. Therefore, mobile marketers have increasingly taken advantage
of smartphone apps as a marketing resource. This allows for direct engagement, payment,
and targeted advertising. There is a lot of competition in this field as well. However, just like
other services, it is not easy anymore to rule the mobile application market

 In game mobile marketing: There are essentially three major trends in mobile gaming right
now: interactive real-time 3D games, massive multi-player games and social networking
games. This means a trend towards more complex and more sophisticated, richer game play.
On the other side, there are the so-called casual games, i.e. games that are very simple and
very easy to play. Most mobile games today are such casual games and this will probably
stay so for quite a while to come. Brands are now delivering promotional messages
within mobile games or sponsoring entire games to drive consumer engagement. This is
known as mobile advergaming or Ad-funded mobile game

 Mobile web marketing: Google and Yahoo! as on web pages specifically meant for access
by mobile devices is also an option. The Mobile Marketing Association provides a set of
guidelines and standards that give the recommended format of ads, presentation, and metrics
used in reporting. Google, Yahoo, and other major mobile content providers have been selling
advertising placement on their properties for years already as of the time of this writing.
Advertising networks focused on mobile properties, SMS resellers and advertisers are also
available. Additionally, web forms on web pages can be used to integrate with mobile texting
sources for reminders about meetings, seminars and other important events that assume
users are not always at their computers. In addition Mobile websites are another aspect of
mobile web marketing and can be a tool than can used to help make purchasing goods and
services easier as well as create better communication opportunities between trades

 QR codes: QR codes allow a customer to visit a web page address by scanning a 2D image
with their phone's camera, instead of manually entering a URL. The resultant URLs typically
include tracking features which would be unwieldy if typed by the customer. Originally
approved as an ISS standard in 1997, Denso-Wave first Developed the standard for tracking
automobile parts in Japan. QR codes have been growing in popularity in Asia and Europe,
but have been slow to be adopted in North America. Some high-profile QR campaigns in the

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 United States have included billboards by Calvin Klein in Times Square, QR codes for
every SKU in Home Depot and Best Buy stores, and a scavenger
hunt promoting Starbucks and Lady Gaga. Apple pass book Implemented as a native app for
iOS6, has employed QR codes as one of the ways that the iPhone (or iPod Touch) users can
take a real world action. I.e. scan the Barcode on their Passbook Pass. In addition to QR
codes, the Passbook (application) also supports PDF417 and Aztec 2D Barcodes

 Bluetooth: The rise of Bluetooth started around 2003 and a few companies in Europe have
started establishing successful businesses. Most of these businesses offer "hotspot" systems
which consist of some kind of content-management system with a Bluetooth distribution
function. This technology has the advantages that it is permission-based, has higher transfer
speeds and is also a radio-based technology and can therefore not be billed (i.e. is free of
charge). The likely earliest device built for mobile marketing via Bluetooth was the context tag
of the AmbieSense project (2001-2004). More recently Tata Motors conducted one of the
biggest Bluetooth marketing campaigns in India for its brand the Sumo Grande and more of
such activities have happened for brands like Walt Disney promoting their movie 'High School
Musical'

 Proximity systems: Mobile marketing via proximity systems, or proximity marketing, relies
on GSM 03.41 which defines the Short Message Service - Cell Broadcast. SMS-CB allows
messages (such as advertising or public information) to be broadcast to all mobile users in a
specified geographical area. In the Philippines, GSM-based proximity broadcast systems are
used by select Government Agencies for information dissemination on Government-run
community-based programs to take advantage of its reach and popularity (Philippines has the
world's highest traffic of SMS). It is also used for commercial service known as Proxima SMS.
Bluewater, a super-regional shopping Centre in the UK, has a GSM based system supplied
by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone
to be tracked though the Centre which shops they go into and for how long. The system
enables special offer texts to be sent to the phone. For example, a retailer could send a mobile
text message to those customers in their database who have opted-in, who happen to be
walking in a mall. That message could say "Save 50% in the next 5 minutes only when you
purchase from our store." Snacks company, Mondelez International, makers of Cadbury and
Oreo products has committed to exploring proximity-based messaging citing significant gains
in point-of-purchase influence

 Location Based services: Location-based services (LBS) are offered by some cell phone
networks as a way to send custom advertising and other information to cell-phone subscribers
based on their current location. The cell-phone service provider gets the location from a GPS
chip built into the phone, or using radiolocation and trilateration based on the signal-strength
of the closest cell-phone towers (for phones without GPS features). In the United Kingdom,
which launched location-based services in 2003, networks do not use trilateration; LBS
services use a single base station, with a 'radius' of inaccuracy, to determine a phone's
location. Some location-based services work without GPS tracking technique, instead
transmitting content between devices peer-to-peer

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 User controlled media: Mobile marketing differs from most other forms of marketing
communication in that it is often user (consumer) initiated (mobile originated, or MO) message,
and requires the express consent of the consumer to receive future communications. A call
delivered from a server (business) to a user (consumer) is called a mobile terminated (MT)
message. This infrastructure points to a trend set by mobile marketing of consumer controlled
marketing communications. Due to the demands for more user controlled media, mobile
messaging infrastructure providers have responded by developing architectures that offer
applications to operators with more freedom for the users, as opposed to the network-
controlled media. Along with these advances to user-controlled Mobile Messaging 2.0, blog
events throughout the world have been implemented in order to launch popularity in the latest
advances in mobile technology. In June 2007, Air wide Solutions became the official sponsor
for the Mobile Messaging 2.0 blog that provides the opinions of many through the discussion
of mobility with freedom. GPS plays an important role in location-based marketing.

 EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people using email.
In its broadest sense, every email sent to a potential or current customer could be considered
email marketing. It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done
to either sold lists or a current customer database. Broadly, the term is usually used to refer to
sending email messages with the purpose of enhancing the relationship of a merchant with its
current or previous customers, to encourage customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase something immediately, and
adding advertisements to email messages sent by other companies to their customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

1. Transactional emails

Transactional emails are usually triggered based on a customer’s action with a company. To be
qualified as transactional or relationship messages, these communications' primary purpose must
be "to facilitate, complete, or confirm a commercial transaction that the recipient has previously
agreed to enter into with the Sender", along with a few other narrow definitions of transactional
messaging. Triggered transactional messages include dropped basket messages, password
reset emails, purchase or order confirmation emails, order status emails, reorder emails and email
receipts.

The primary purpose of a transactional email is to convey information regarding the action that
triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters),
transactional emails are an opportunity to engage customers: to introduce or extend the email
relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or
up-sell products or services.

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Many email newsletter software vendors offer transactional email support, which gives companies
the ability to include promotional messages within the body of transactional emails. There are
also software vendors that offer specialized transactional email marketing services, which include
providing targeted and personalized transactional email messages and running specific marketing
campaigns (such as customer referral programs).

2. Direct emails

Direct email or interruption-based marketing involves sending an email solely to communicate a

promotional message (for example, an announcement of a special offer or a catalog of products).
Companies usually collect a list of customer or prospect email addresses to send direct
promotional messages to, or they can also rent a list of email addresses from service companies,
but safe mail marketing is also used.

CHALLENGES OF STUDY
 Being a trainee I would be selling as per my understanding and limited field knowledge.
How exactly this would be relevant in the actual bigger picture of the entire organization
and actually implemented after the project is over is a question.

 Time constraint and Biasness of respondent’s response

 Restricted sample size which create problem for accurate data and finding.

 Respondents were resisting filling the questionnaire through telephonic conversation.

 This study will be limited to only some areas of Hyderabad and Kolkata.

 Not providing any doubt session in the course which we are selling.

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 LEARNINGS
 Learnt industrial discipline, etiquettes, punctuality of corporate life.

 I also learned about the importance of money and the need of investing it.

 I interacted with different people at different levels of hierarchy in this organization.

 I found that no one will ever invest their money for pursuing any course which out of their
knowledge area.

 Brand value is an important aspect which people take into consideration before
purchasing anything.

 Taking constructive criticism well.

 Making connections and network is important.

 Professional communications with unknown people.

CONTRIBUTIONS
 Help in finding out the prospective customers for the company.

 Help in increase in sale of their financial product.

 Help in creating brand awareness by making posters and videos and sharing those.

 Suggested some branding strategies for the company.

 Made posters and posted in social media for creating brand awareness

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 BRANDING POSTERS

Some of the sample posters made by me for creating brand awareness among
prospective customers are as follows. I have also attached other posters earlier
in this report.

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 REFERENCES
Bibliography:

1. Kothari, C.R. (1985), “Research methodology- method & technique (2nd

edition)” new age international publishers.

2. Chhabra, T.N. & Grover S.K. (2004) “Marketing Management (fourth revised
edition)”

Websites:

• https://www.investopedia.com/articles/stocks/09/indian-stock-
market.asp
• https://www.slideshare.net/BabasabPatil/investors-perception-indian-
stockmarket
• https://everfi.com/insights/blog/5-effective-financial-services-
marketing-strategies/
• https://www.digitalauthority.me/resources/financial-product-
marketing/
• https://www.slideshare.net/paramkusak/karvy-57675512
• https://www.slideshare.net/SurajKumar29/an-analysis-of-awareness-
of-different-investment-instruments-available-in-indian-stock-market
• https://www.investopedia.com/terms/s/stockmarket.asp
• https://www.investopedia.com/articles/markets/020916/analyzing-
porters-five-forces-jpmorgan-chase-jpm.asp
Journal:

1. Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004),

“Consumer acceptance of online banking: An extension of the technology
acceptance model”. Journal of Internet Research,

2. Srivastava, Saurabh (2008), “Internet Banking – A Global Way to Bank”, Indian

Journal of Banking and Commerce, Vol. 4, No. 2, pp. 21-39.

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