Trading Focused on you

Gautam
Capital
Business Studies Marketing Project NEXT
 Index

Introduction Logo/Tagline/Label
Reasons for choosing service The selling price of competitors
Competitive Brands Our selling price
Permission and Licenses Promotion
Competitor's USP Our USP
Product Name Social Message NEXT
Features
INTRODUCTION
Gautam capital is a discount broker that is a
stockbroker who buys and sells orders at reduced
commission rates compared to a full-service broker.
However, a discount broker does not provide
investment advice or perform analysis on a client's
behalf, unlike a full-service broker.

The Internet has brought an explosion of discount

online brokers that allow individuals with smaller
capital to trade for lower fees and with less capital. In
terms of the stock market, most discount brokers
operate through online platforms

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 Discount brokerages in India have been
growing consistently at the rate of 34%, a
Reasons for study by PwC and ASSOCHAM predicts

choosing a smartphone usage will double by 2022 and

with this increased access to technology, a
Discount larger number of people will begin to utilise
Brokerage discount brokerages.
As discount brokerages have brilliant
prospects I decided to choose this service.
 Market Share Leadership

Brands
From the pie chart, we can see Zerodha
posses 40% of the discount brokerage
market, whereas Upstox with 26%,

that exist
Groww with 20%, 5paisa with 11% and
Paytm the least with 2.5%

in the
Paytm
5paisa 2.5%
11.3%

market
Zerodha
40%

Groww
20%

Upstox
26.3%
PERMISSIONS AND
LICENSES
Registration with The firm needs to be registered with SEBI and needs to fit
the "Fit and Proper" criteria.
SEBI

Membership Fees After registering the firm needs to pay membership fees to
SEBI

Base Capital The firm needs to make a base capital deposit ranging from
10 lakhs to 25 lakhs.
Deposit

Certification The firm needs to secure certification from the National

Institute of Securities Markets and then it can enter the
stock market business.
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SEBI
CERTIFICATE

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CERTIFICATE FROM NISM
 Simple product
Low Cost/ Lower Commissions

Competitor's
Opportunity to invest in mutual
funds, insurance facility, and
various other financial products to

USP diversify your portfolio.

Pricing Model and High-End
Technology solutions.
Advanced Trading Platforms.
CITADEL (Product Name)

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Features
Features
Features
Features
 Trading focused on you
(Tagline)
(LOGO)

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 Competitor's
pricing
Our competitive differentiators
Brokerage Prices
Zerodha: Rs 20 on Equity
Delivery and 3% for Intraday
5paisa: Rs 20 on Equity Delivery
and 5% for intraday
Security Transaction
Charges
Zerodha: 1% of the turnover
5paisa; 2.5% of the turnover
Transaction Charges
Zerodha: 0.1% of the turnover
5paisa: 0.5% of the turnover
GST and SEBI Charges
Zerodha: 18% of Brokerage +
Transaction charges + SEBI Rs
10 per crore of transaction
5paisa: 18% of Brokerage +
Transaction charges + SEBI Rs
10 per crore of transaction
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 CITADEL PRICING
Brokerage Prices Rs 0 For Equity Delivery and 0.5% for intraday trades

Security Transaction Charges 0.1% of the turnover

Transaction Charges 0.005% of the turnover

GST 18% of the brokerage + Transaction Charges

SEBI Charges Rs 10 per crore of transaction

I've set the price lower than the competition so we can attract a larger number of
customers and capture a larger market share and maximise profit in the long run.

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PROMOTION
Advertising The firm will promote the product through online
advertising,
As it's cost-effective and can reach a larger
audience, it will utilise Google ads, Facebook
ads and 5-sec youtube unskippable ads.
Publish full-page ads in Economic times and
other famous business newspapers to attract
customers interested in business and finance.

Sales Promotion To attract many investors, the firm will offer one free
stock ranging from Rs 10 to Rs 1000 after registering
and depositing Rs 2000 in the firm's product Citadel.
Investors can earn an additional free stock worth Rs
10-100 if they refer the product to their friends and
they sign up with Citadel.
By doing so we will set up an automatic system
where more and more people will register with
Citadel and we will have a large customer base in no
time.
PROMOTION

Public Relations Gautam Capital i.e. the firm will utilise PR

firms to keep generating news and getting
authentic stories out to the media.
By doing so, the product gets positive
attention from the media which will build
goodwill and this will encourage investors to
register with Citadel.
Sponsoring Events with great media coverage
will bring attention to Gautam Capital and the
product Citadel.

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 Zero Cost for Brokerage.
Provides customer's access to over
90,000 stocks, futures and options
contracts, mutual funds, bonds,

CITADEL's metals and etc.

Sleek User Interface, allowing

USP
customers to easily navigate
through the platform.
24x7, active and responding
servers all across India for faster
accessing times.
Inexpensive pricing for traders.
Low commissions.
Social Message
Sustainabilty Social Causes
To keep Gautam Capital's
Citadel running we utilise
data and servers that are
fueled by clean energy.
Over 90% of our data
centres use energy from
wind power.
Cleaner India
Gautam Capital realises
that India faces a lot of
infrastructural issues and
therefore has
commissioned 10% of net
profit for infrastructural
development in the country.
Over 10% of our data
centres have no access to
clean energy therefore we
have funded many clean
energy companies to
enable most of India to
utilise cleaner sources of
fuel.
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Conclusion

While doing the project I understood the importance of

marketing management and also learnt about discount
brokerages and how their pricing works.
Important definitions
Equity Delivery: Equity delivery or delivery based trading is one of the ways you can trade in the share market.
In an equity delivery, you buy some shares, and hold them for some time in your demat account. In delivery
trading, you can hold the shares for as long as you want, after they have been delivered to you
Intraday Trading: Intraday trading involves buying and selling stocks within the same trading day. Here stocks
are purchased, not to invest, but to earn profits by harnessing the movement of stock indices.
Futures and options are the major types of stock derivatives traded in a share market. These are contracts
signed by two parties for trading a stock asset at a predetermined price on a later date. ... Futures and options
basics provide individuals to reduce future risk with their investment through pre-determined prices.
 Project Made by
Tanush Gautam XII H