A PROJECT REPORT

ON
HOW DIGITAL MARKETING HAS CHANGED THE FACE OF MARKETING
AT

Submitted by-
Chitrangi Saxena
BBA V ‘C’
Submitted To: -
Jiwaji University
Gwalior
For the partial fulfillment of the award of Bachelor of Business Administration
(2018-21)
 DECLARATION

I Chitrangi Saxena student of BBA IV Semester of Prestige Institute of Management, Gwalior,

hereby declare that the report entitled “HOW DIGITAL MARKETING HAS CHANGED THE
FACE OF MARKETING” is submitted by me in the line of partial fulfillment of course
objectives for the Masters of Business Administration Degree.
I assure that this project report is the result of my own efforts and that any other institute for the
award of any degree or diploma has not submitted it.

Date: Chitrangi Saxena

Place: (BBA V Sem ‘C’)
 CERTIFICATE

This is to certify that Chitrangi Saxena, student of BBA V Semester of Prestige Institute of
Management Gwalior, has successfully completed his project report. He has prepared this report
entitled “HOW DIGITAL MARKETING HAS CHANGED THE FACE OF MARKETING”
under my direct supervision and guidance.

Date: Prof. Akash Gupta

Place:
 ACKNOWLEDGEMENT

I extend my deep sense of gratitude and sincere thanks to our Director DR. S.S. BHAKAR of
PRESTIGE INSTITUTE OF MANAGEMENT, GWALIOR for giving me an opportunity to be a
student of this reputed institution.
I express my sense of gratitude to Mr. Navrajvir Singh Chhabra (Director of Raletta Technology
Private limited,Indore), for providing me this wonderful opportunity to do my summer project
work in the topic, “HOW DIGITAL MARKETING HAS CHANGED THE FACE OF
MARKETING”.
I also express my appreciation to Prof. Akash Gupta and all the faculty members, parents and my
fellow mates who have helped me to carry out this work.

Date:
Place:
 TABLE OF CONTENTS
CHAPTER - 1……………………………………………………………………………….…

1.1INTRODUCTION OF THE ORGANIZATION.………………………...............................02

1.2EVOLUTION OF RALETTA ……………………………………………………….…….….03
1.3VISION OF RALETTA ………………………………………………………………….…...04
1.4 MISSION OF RALETTA ……………………………………………………………….…....05
1.5 OBJECTIVES OF RALETTA …………………………………………………………….….05
1.6 ORGANIZATION STRUCTURE………………………………………………………….05
1.7 HR POLICY OF RALETTA ………………………………………………………….…..…..10
1.8 RALETTA SERVICES – AN OVERVIEW………………………………………….………11
1.9 RALETTA 'S BROKERAGE CHARGES 2019………………………………………..……17
1.10 RALETTA 'S PRONS AND CONS………………………………………………………….21
1.11 MARKETING STRATEGY OF RALETTA …………………………………………….…..26

CHAPTER-2……………………………………………………………………………….……29

2.1SWOT ANALYSIS OF RALETTA TECHNOLOGY PVT LTD……..

2.2SUGGESTIONS………………………………………………………………………….…...

CHAPTER– 3…………………………………………………………………………

3.1 INTRODUCTION TO MRKEING MIX ……………………………………………………..33

3.27PS OF MARKETING MIX……………………………………………………………….…..34
3.3 MARKETING MIX OF KARVY……………………………………………………………..35

CHAPTER………………………………………………………………………………………..45

4.1CONCLUSION…………………………………………………………………………….......46

REFERENCES
ANNEXURE
CHAPTER –1
1.1INTRODUCTION OF THE ORGANIZATION: -

Karvy Group was formed in 1983 at Hyderabad, India. Karvyranks among the top player in
almost all the fields it operates. KarvyGroup is an Indian multinational corporation. It has 400
branches across India, Dubai and New York and with an additional 300+ franchisees across the
country. The company has a range of services which include - stock broking, IPO marketing,
registry and transfer of shares, depository participants, insurance broking, mutual fund
distribution and commodity broking.

Karvy is India’s largest registrar and transfer Agent, servicing over 500+ corporate and
managing over 70,000,000 accounts making it the market leader. Ranked among the top five
stock brokers in India, Karvy Stock Brokers Limited is a member of the national stock exchange
of India and the Bombay stock exchange. With over 6,00,000 active accounts, it ranks among the
top five depository participant in India, registered with NSDL and CSDL. Karvy is also among
the top Mutual fund mobilizers with over Rs.5000 crores under management. Karvy Realty
services which started in 2006, has quickly established itself as a broker who adds value, in the
realty sector.
Karvy Global offers niche off shoring services to it’s a US client. Karvy has 575 offices over
375 locations across India and overseas at Dubai and New York over 10,000 highly qualified
people work of Karvy.

While the registry is a 50:50 joint venture with computer share of Australia, we have equity
participation by ICCI Ventures limited and Baring Asia limited, in Karvy Stock Broking
Limited. Karvy as a market leader has always believed in adding value to services it offers to
clients. A top–notch research team based in Mumbai and Hyderabad advise clients on their
investment needs. With the information overload today, Karvy’s team of analysis help investors
make the right calls, be it equities or mutual funds.
Karvy offers services that are beyond just a medium for buying and selling stocks and shares. It
provides services which are multidimensional and multi focused in their scope. There are several
advantages in utilizing our stock broking services, which are the reasons why it is one of the best
in the country. Karvy prides at making trading safe to the maximum possible extent, by

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accounting for several risk factors and planning accordingly. Karvy is assisted in this task though
support from in-depth research, constant feedback and sound advisory facilities.

A highly skilled research team, comprising of technical analysts well as fundamental specialists,
secure result–oriented information on market trends, markets analysis and market daily reports
delivered thrice daily:
1. The pre-session report, where market scenario for the day is predicted,
2. The mid–session report, timed to arrive during lunch break where the market forecast for
the rest of the day is given,
3. The post-session report, the final report for the day where the market and the report itself
is reviewed.

1.2EVOLUTION OF KARVY: -
It is well said that success is a journey not a destination and we can see it being proved by karvy.
Under this section we will see that how this “karvy and company” of 1980 became “karvy” of
2014. Karvy blossomed with the setting up of its first branch at Mumbai during the year 1987-
88. The turning point came in the year 1989 when it decided to enter into one of the not only
emerging rather potential field too i.e.; stock broking.
It added the feather of stock broking into its cap. At the same time, it become the member of
Hyderabad Stock Exchange through association firm karvy securities ltd and then karvy never
looked back. It went on adding services one after another, it entered into retail stock broking in
the year 1990.
Karvy investor services centres were set up in the year 1992. Karvy which already enjoyed a
wide network through its investor services centres, entered into financial product distribution
services in the year 1993. One year more and karvy was now dealing into mutual fund services
too in the year 1994 but it didn’t stop there, it stepped into corporate finance and investment
banking in the year 1995.
Karvy’s strategy has always been being the first entrant in the market. Karvy again hit the
limelight by becoming the first registrar in the country to be awarded ISO 9002 in the year 1997.

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1.3VISION OF KARVY: -
To achieve and sustain market leadership, Karvy shall aim for complete customer satisfaction, by
combining its human and technological resources to provide world class quality services. In the
process Karvy shall strive to meet and exceed customer’s satisfaction and set industry standards.
Their values and vision of attaining total competence in their servicing has served as the building
block for creating a great financial enterprise, which stands solid on their fortresses of financial
strength – their various companies.

1.4MISSION OF KARVY: -
“Our mission is to be a leading and preferred services provider to our customers, and we aim to
achieve this leadership by building an innovative, enterprising, and technology driven
organization which will highest standards of services and business ethics.”

1.5OBJECTIVES OF KARVY: -
 To understand the wealth management business and various financial products available
in the financial sector.
 Business development for wealth management division Karvy.
 Career orientation towards financial services industry.
 Experience of marketing of financial products and personal financial planning services.
 To understand various competitors in the wealth management domain.
 To have practical exposure to the real market scenario.
 To understand structured products concept, features and return with risk profile.

1.6ORGANIZATION STRUCTURE: -
Talking about the organization structure of Karvy, we have the board of directors as the supreme
governing body, the chairman being Mr. C Parthasarthy, Mr. M. Yugandhar as the managing
director, Mr. M.S. Ramakrishna and Mr. Prasad V. Potluri as directors.
The board of directors head the karvy group, karvy computer shares limited, karvy investors
services ltd., karvy.comtrade, karvy stock broking ltd., and karvy global services ltd.

4
Karvy group being the flagship company looks after the functional departments such as
corporate affairs, group human resources, finance & accounting, training & development,
technology services and corporate quality.
Karvy computer share private limited facilitates mutual fund services, share registry and issue
registry whereas merchant banking is looked after by karvy investor services ltd. Karvy stock
broking ltd heads it’s another branch too i.e. Karvy insurance broking ltd. The services offered
by KSBL are: stock broking, depository, research, distribution, personal client group and
institutional desk. And finally, the BPO services are managed by karvy global services ltd.
summarizing it in a diagram, it can be presented as:

1.7 HR POLICY OF KARVY: -

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1. Recruitment and selection policy:

The upper level members like zonal managers, regional managers, branch managers and senior
executives are recruited by publishing recruitment advertisement in leading national level
newspaper. The qualified applicant is then called for interview and selected.
The regional manager has authority to select lower level employee like peon, marketing
executives, accountant etc. by approval of zonal manager.

2. Training and Development:

Continuous training and upgrading technical, behavioural and managerial skills are a way of life
in Karvy. Karvy encourages employees to hone their skills regularly to enable them to face the
challenges of the changing requirements of customers that fit market up and down.

Training needs analysis is done on a regular basis and systematic methodologies are ensured that
skills and capabilities of all employees are constantly upgraded to enable them to perform in the
challenging work environment.

3. Employee Motivation:
Karvy’s employees are highly empowered. They don’t have to report any person of the same
branch but they report upper level branch. E.g. Marketing executive of Jamnagar branch directly
reports Senior Marketing executive of Baroda zonal office.
If particular branch earns certain profit then Karvy gives them special incentives. E.g. last year
Karvy had arranged two days tour of Div. for their employees of Rajkot, Jamnagar, Junagadh
and Bhavnagar branch which was totally free of cost. This also helps in maintaining co-operation
between employees.

1.8KARVY SERVICES – AN OVERVIEW: -

1. Stock broking
2. Demat services

6
3. Investment product distribution
4. Investment advisory services
5. Corporate finance & Merchant banking
6. Insurance
7. Mutual fund services
8. IT enabled services
9. Registrars & Transfer agents
10. Loans

1.Stock Broking:
KARVY is working as Capital Market Intermediaries. Stockbrokers are regulated by SEBI
[Stock-brokers and Sub-brokers] Regulations, 1992. The stockbroker is a member of the stock
exchange. Stockbrokers are the intermediaries who are allowed to trade in securities on the
exchange of which they are members. They buy and sell on their own behalf as well as on behalf
of their clients.

2.Demat Services:
Karvy is a depository participant with the National Securities Depository Limited (NSDL) for
trading and settlement of Dematerialized shares. Depository Participants (DPs) are described as
an agent of the depository. They are intermediaries between the depository and the investors. The
relationship between the DPs and the depository is governed by an agreement made between the
two under Depositories Act.
A DP can offer depository-related services only after obtaining a certificate of registration from
SEBI. Since Karvy is also in the broking business, investors who use Karvy’s depository services
get a dual benefit. They can use Karvy’s brokerage Services to execute transactions and Karvy’s
depository services to settle them.

3.Investment Products Distribution:

Company is also concern with the distribution of investment products like: -

7
(a)Fixed Deposit: KARVY is dealer of 34 fixed deposits of various types which includes fixed
deposits of Public Sector, Non-Banking Finance Companies, Housing Finance Companies and
Manufacturing Companies.

(b) Bonds: Karvy is dealer of following bonds

1. RBI Saving Bonds
2. NHB
3. REC

(c) IPO: Company is also providing services related to Initial Public Offer of company.
Company provides stationary at the time of IPO as well as provides information to investors
regarding IPO and solves their queries.

4.Investment Advisory Services:

This division provides portfolio management services to high net-worth individuals and
corporate. The expertise of Karvy in research and stock broking gives it the right perspective to
provide investment advisory services. Company provides advisory services to its clients.

Financial goal of each individual investor varies according to his dream, ambition and family
size and future financial planning for the children & old age pension for self and wife so does the
pathway to achieve it.

5.Corporate finance & Merchant banking:

Corporate finance is the financial activity of corporation. It deals with the firm's operations with
regard to investing and financing. It concerned with how firms raise capital and the
consequences of alternative methods of raising capital. Firm’s capital can be raised by raising
loans, issuing shares, and acquiring or merging with other businesses by public or private
companies.

Merchant banking is a financial intermediation that matches entities that need capital and those
that have capital. Hence, they facilitate the flow of capital in the market. Karvy enjoys SEBI

8
category (I) authorization for Merchant Banking. Karvy offers the full spectrum of Merchant
Banking Services, beginning from identifying the best time for an issue to final stage of
marketing it, to harvest unparalleled success.

6.Insurance:
Karvy is also dealer of many private life insurance companies. At Jamnagar branch, company is
associated with dealing of following companies.
I. ICICI Prudential Life Insurance
II. HDFC Life Insurance
III. TATA AIG Life Insurance

7.Mutual Fund Services:

Since its inception in 1982, Karvy has demonstrated a dedication coupled with dynamism that
has inspired trust from various segments – corporate, government bodies and individuals. Karvy
has since been performing a pivotal role as the intermediary – the interface – between these
players.

8.Income Tax enabled services:

Karvy has been started this service since March, 2004. Karvy is work as TIN Facilitation Centre
it provides following IT enabled services:
a. Distribution of PAN Card.
b. Distribution of TAN Card.
c. Services related to e-TDS.
Karvy work as an intermediary between NSDL and IT payers. Karvy provides various form for
different IT enabled services and guide people to fill that forms. It also solves queries of the tax
payers. It also distributes PAN and TAN card to the tax payers.

9.Registrars & Transfer Agents:

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In 1985, Karvy entered the Registrar and Share Transfer Business to create a market niche in the
competitive field of financial services. In 1994-95, it reached a milestone when it processed 104
Public Issues constituting 46 per cent market share. Karvy is the leader in the industry: In an
opinion poll conducted by an independent market research agency MARG, Karvy has been rated
as India’s Most Admired Registrar on various parameters: -
a. Overall Excellence.
b. Handling of Volumes
c. Timely Dispatch
d. Quality Management and Technological Up gradation.
A SEBI Category 1 Registrar, so far, Karvy has handled over 675 ISSUES as Registrars to public
issues processed over 52 million applications and is servicing over 16 million investors from
various locations spread over 205 clients.

10.Loan:
Karvy has recently started this service at selected branches of metro cities. This service has not
been started in Saurashtra-Koch region. Karvy provides loans for following.
 Vehicle Loan
 Home Loan
 Personal Loan

1.9 KARVY BROKERAGE CHARGES IN DETAIL

Karvy Charges EQUITY Delivery EQUITY Intraday

STT 0.01% on both Buy and Sell 0.025% on the Sell Side

Transaction Charges 0.00325% 0.00325%

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Karvy Charges EQUITY Delivery EQUITY Intraday

Goods and Services 18% on Brokerage + Transaction 18% on Brokerage + Transaction

Tax (GST) Charge Charge

SEBI Charges 15 Rs/Crore 15 Rs/Crore

Stamp Duty 0.01% subject to a maximum of Rs 0.01% subject to a maximum of Rs

50 - Varies by State 50 - Varies by State

Karvy Charges Futures Options

STT 0.01% on Sell Side 0.017% on Sell Side (on Premium)

Transaction Charges 0.0023% 0.055% on premium

Goods and Services 18% on Brokerage + Transaction 18% on Brokerage + Transaction

Tax (GST) Charge Charge

SEBI Charges 15 Rs/Crore 15 Rs/Crore

Stamp Duty 0.01% subject to a maximum of Rs 0.01% subject to a maximum of Rs

50 - Varies by State 50 - Varies by State

Karvy Charges Currency Futures Currency Options

STT No STT No STT

Transaction Charges 0.00325% 0.00325%

11
Karvy Charges Currency Futures Currency Options

Goods and Services 18% on Brokerage + Transaction 18% on Brokerage + Transaction

Tax (GST) Charge Charge

SEBI Charges 15 Rs/Crore 15 Rs/Crore

Stamp Duty 0.01% subject to a maximum of Rs 0.01% subject to a maximum of Rs

50 - Varies by State 50 - Varies by State

Karvy Charges Commodity Futures

CTT 0.01% only on the sell side

Transaction Charges 0.003%

Goods and Services Tax (GST) 18% on Brokerage + Transaction Charge

SEBI Charges 15 Rs/Crore

Stamp Duty (Maharashtra) 0.01% subject to a maximum of Rs 50 - Varies by State

Karvy Charge Structure Explanation:

12
  STT: This is charged only on the sell side for intraday and F&O trades. It is charged on
both sides for Delivery trades in Equity.

 Stamp Duty: Charges based on the state the customer is located in.

 Goods and Services Tax (GST): This is charged at 18% of the total cost of brokerage
plus transaction charges.

 SEBI Turnover Fees: This is charged at Rs 15 per Crore.

 Transaction Charges: This is charged at Rs 325/crore for Equity, Rs 230/crore for

Futures, Rs 5500/crore on premium for options.

Useful Articles:

 The Best 3-in-1 Trading Account in India Stock Market - ICICI Bank, HDFC Bank,
SBI, Kotak Securities etc

 Know about Flat Fee Share Brokers in India (Also known as budget

broker or discount broker)

Karvy Depository Service Charges

For Resident Retail Customers and Corporates

Particulars Charges

Account Opening Nil

Closure of Account Nil

First Year AMC Nil

Annual Maintenance Charges Rs 500

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For Resident Retail Customers and Corporates

Particulars Charges

Demat Charges Rs 3 per certificate + Courier Charges Rs 25/-

Pledge Creation Rs 50

Pledge Closure Rs 25

Pledge Invocation Rs 25

Rejection / fails Nil

Check out Karvy Brokerage Charges, Fees, AMC, Transaction Charges. Get detail about Karvy
pricing, Karvy brokerage calculator,Karvy brokerage, Karvy plans, Karvy brokerage review,
Karvy brokerage plans, Karvy fund transfer, Karvy intraday brokerage, Karvy charges, Karvy
charge list, Karvy charges calculator, Karvy prepaid brokerage plans, Karvy yearly charges,
Karvy fees, Karvy yearly maintenance charge, Karvy option brokerage and Karvy trading
charges.

1.10Karvy Pros and Cons

Karvy Advantages

1. Karvy offers single login for trade in Equities, Currencies and F&O.

2. Karvy offers investment in IPO and Mutual fund.

3. Karvy provides 60 types of technical charts.

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 4. Karvy offers free research reports to its customers.

5. Karvy offers zero demat AMC for first year

6. Karvy offers Live chat, classroom sessions, webinars, Online Tutorials and Articles by
Experts to help beginners understand basics.

Karvy Disadvantages

1. Karvy doesn't offer 3 in 1 account.

2. Brokerage rates are negotiable.

3. Karvy doesn't have referral programs.

4. Karvy is a full services broker so the brokerage charged by them is higher than the
discount brokers.

Karvy Exposure Margin

Segment Exposure Margin
Karvy leverage for intraday,

Equity Delivery Upto 5x with 24% interest per year delivery, options, currency and
commodities. Read Karvyexposure
limit review.
Equity Intraday Upto 20x

Equity Future Upto 4x

Equity Options Upto 4x for shorting

Karvy Complaints Received
Currency Future Nil at Bse/Nse

Number of customers complained

Currency Options Nil
against Karvy Stock Broking Ltd
share broker. The Karvy Stock
Commodity Future Upto 4x

Commodity 15

Options
Broking Ltd consumer complaints provide the summary of grievance which went to exchange
for resolution.

1.11MARKETING STRATEGY OF KARVY: -

A. Market Positioning:
Market positioning statements of Karvy are “At Karvy we give you single window service” and
“We also ensure your comfort”.
So, Karvy focus on the consumers who prefer almost all investment activities at same place by
providing number of various financial services. At Karvy a person can purchase or sell shares,
debentures etc. and at the same place also Demat it.
Karvy also provides other investment option to the same person at same place like Mutual Fund,
Insurance, Fixed Deposit, and Bonds etc. and help the person in designing his portfolio. By this
way Karvy provides comfort to its customers.
Karvy is also positioned according to Rise and Trout. Karvy is promoted as a no. 1 investment
product distributor and R & T agent of India. Karvy uses demographic segmentation strategy and
segment people based on their occupation. Karvy uses selective specialization strategy for
market targeting.

B. Marketing channel System:

Karvy uses one level marketing channel for investment product distribution. Sub-brokers work
as intermediary between consumer and company. Company has both forward and backward flow
of activity through channel. Company distributes stationery, brokerage, and information forward
to its sub-broker. The sub-brokers send filled forms, queries, amount of investment etc. back to
the company.

C. Training Channel Members:

Karvy provides training to the sub-brokers because they will be viewed as the company by the
investors. The executives of Karvy explain various new schemes of investment to the sub-
brokers with its objective, risk factors and expected return. Company also periodically arrange
seminar to guide sub-brokers.
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 D. Advertising and Promotion:
The objective of advertising of Karvy is to create awareness about services of Karvy among
investors and sub-brokers and increase sub-brokers of Karvy. Company doesn’t give
advertisement in media like TV, Newspapers, and Magazines etc. Karvy’s advertisement is made
indirectly by the companies associate with it.
Karvy is R & T agent of around 700 companies. They publish name, address and logo of Karvy
on their annual report. Karvy also publish its weekly Stock Market Newsletter ‘Karvy Bazaar
Baatein’ and monthly magazine ‘The Fin polis’ to guide investors and sub-brokers about market.

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Chapter-2

18
2.1SWOT ANALYSIS OF KARVY STOCK BROKING LTD: -

STRENGTHS: -
1. Karvy have a qualified and experienced man force.
2. It’s had multiple branches and brokers network.
3. A variety of wide range of products and services.
4. Karvy have a strong customer relationship

WEAKNESSES:
1. Karvy have a lack of advertisement policy.
2. The company turnover is dependent on market performance.
3. Karvy unable to create customer loyalty.
OPPORTUNITIES: -
1. Marketing at semi-urban areas.
2. Growing consumer awareness about equity market.
3. Positive outlook of people towards financial products.

THREATS: -
1. There is a fear of market uncertainty.
2. Reduced brokerage charges by new players

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2.2SUGGESTIONS: -
 Working as an internship in Karvy stock broking Ltd, Infelt that Karvy can go for
promotional activities for gaining more market share as Karvy’s competitors are doing
the same.
 Karvy should try to minimize its brokerage.
 The company should organize the seminars and similar activities to enhance the
knowledge of prospective and exiting customers, so that they can feel more comfortable
while investing in stock market.
 They should upgrade their technology. As their competitor already have advance version
of technology.
 To provide good services at the time of redemption of the money.

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 Chapter– 3

Introduction to Marketing Mix

The marketing mix definition is simple. It is about putting the right product or a combination
thereof in the place, at the right time, and at the right price. The difficult part is doing this well, as

21
you need to know every aspect of your business plan. It is a foundation model for businesses. The
marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its
marketing objectives in the target market. Thus, the marketing mix refers to four broad levels of
marketing decision, namely: product, price, place, and promotion. Marketing practice has been
occurring for millennia, but marketing theory emerged in the early twentieth century.
The origins of the 4 Ps can be traced to the late 1940s.The first known mention of a mix has been
attributed to a Dressor of Marketing at Harvard University, Dr. James Culliton. In 1948, Culliton
published an article entitled, The Management of Marketing Costs in which Culliton describes
marketers as 'mixers of ingredients'. Some years later, Culliton's colleague, Dressor Neil Borden,
published a retrospective article detailing the early history of the marketing mix in which he claims
that he was inspired by Culliton's idea of 'mixers', and credits himself with popularizing the concept
of the 'marketing mix'.According to Borden's account, he used the term, 'marketing mix'
consistently from the late 1940s. For instance, he is known to have used the term 'marketing mix' in
his presidential address given to the American Marketing Association in 1953.
The prospect of extending the marketing mix first took hold at the inaugural AMA Conference
dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to
many important limitations of the 4 Ps model. Taken collectively, the papers presented at that
conference indicate that service marketers were thinking about a revision to the general marketing
mix based on an understanding that services were fundamentally different to products, and therefore
required different tools and strategies. In1981, Booms and Bitner proposed a model of 7 Ps,
comprising the original 4 Ps extended by process, people and physical evidence, as being more
applicable for services marketing. In services marketing, an extended marketing mix is used,
typically comprising 7 Ps, made up of the original 4 Ps extended by process, people, and physical
evidence. Occasionally service marketers will refer to 8 Ps, comprising these 7 Ps plus performance.

7P’s Of Marketing Mix

Product- refers to what the business offers for sale and may include products or services. Product
decisions include the "quality, features, benefits, style, design, branding, packaging, services,
warranties, guarantees, life cycles, investments and returns".

22
Price- refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit
payment or credit terms". Price refers to the total cost to customer to acquire the product, and may
involve both monetary and psychological costs such as the time and effort spent in acquisition.

Place- is defined as the "direct or indirect channels to market, geographical distribution, territorial
coverage, retail outlet, market location, catalogues, inventory, logistics and order fulfilment". Place
refers either to the physical location where a business carries out business or the distribution
channels used to reach markets.

Promotion-refers to "the marketing communication used to make the offer known to potential
customers and persuade them to investigate it further". Promotion elements include "advertising,
public relations, direct selling and sales promotions.

People – All companies are reliant on the people who run them from front line Sales staff to the
Managing Director. Having the right people is essential because they are as much a part of your
business offering as the products/services you are offering.

Processes –The delivery of your service is usually done with the customer present so how the
service is delivered is once again part of what the consumer is paying for.

Physical Evidence – Almost all services include some physical elements even if the bulk of what
the consumer is paying for is intangible. For example, a hair salon would provide their client with a
completed hairdo and an insurance company would give their customers some form of printed
material. Even if the material is not physically printed (in the case of PDFs) they are still receiving a
“physical product” by this definition.

Marketing Mix ofKarvy

Karvy Group is a well-diversified conglomerate and its businesses straddle the entire financial
services spectrum as well as data processing and managing segments. With 30 years of rich
experience and acumen, we have redefined the financial domain by means of innovation,
technology and customer centric approach. The Group services over 70 million individual investors

23
in various capacities and provides investor services to over 600 corporate houses, comprising the
best of Corporate India.
Karvy Stock Broking Limited is the broking arm of Karvy group. KSBL helps investors construct a
portfolio by factoring in their risk Drile and future financial needs so that their investments achieve
an optimal balance between risk and returns. A combined account facility that caters to all
investment opportunities such as Equities, Derivatives, Currency, IPOs, Mutual funds and NCDs.
It faces stiff competition from several companies and some of them are as follows-
Angel Broking
India Bulls
Reliance Capital
IIFL
Religare
ICICI Web Trade Ltd
Kotak Securities Ltd
MotiOswal Securities Ltd

24
Chapter – 4

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4.1CONCLUSION
While doing my summer internship program I came to a conclusion that this training has helped
me much in getting the thorough knowledge about some of the stock broking companies, how
these companies are competing against each other for getting the more market share, how they
are applying different marketing strategies to attract customers and making them satisfied.
I came to know about the Demat account, its benefits, how does it provide services the customers
of which I was totally ignorant when I started my project.
I gathered much more knowledge about Karvy Stock Broking Ltd. Its services, its strategies, and
how every employee of it work hard to achieve the organizational goal i.e. achieve the maximum
market share through customer satisfaction.
New employee has given training under experienced employee. The new employee work under
experience employee and observe his all activities. When company employs new technology or
there is any change in the working of company the training program is arranged.

26
REFERENCES

 https://googleweblight.com/i?u=https://businessjargons.com/training-
process.html&hl=en-IN/ (RETREIVED ON 13-05-19)

 http://googleweblight.com/i?u=http://www.businessstudynotes.com/hrm/training-
development/5-effective-methods-training-development/&hl=en-IN(retrieved on 16-05-
2019)

 http://googleweblight.com/i?u=http://summertrainingreports.blogspot.com/2010/01/
karvy-stock-broking-ltd.html?m%3D1&hl=en-IN(RETREIVED ON 13-05-19)

 https://googleweblight.com/i?u=https://www.inc.com/encyclopedia/training-and-
development.html&hl=en-IN(RETREIVED ON 23-05-19)

 https://www.karvy.com/Demat-account(RETREIVED ON 29-05-19)
 www.nseindia.com
 www.bse.com
 http://www.karvyfinance.com/pdf/Annual-Reports/KFSL%20financials%20FY%2015-
16.pdf(RETREIVED ON 08-06-19)
 http://www.karvyfinance.com/pdf/Corporate-Information/
Notice_EGM_16.01.2017.pdf(RETREIVED ON 10-06-19)
 http://www.thehindubusinessline.com/multimedia/archive/01891/
Click_here_for_pdf_1891510a.pdf(RETREIVED ON 15-06-19)

ANNEXURE

DAILY WORK SHEET FOR SUMMER TRAINING REPORT

Name of the Student: Chitrangi Saxena
Course and Semester: BBA V SEM (C)
Batch : 2018-2021
Name of Summer Training Organization: Raletta Technology

Day Date Description of Work

1 1/06/20 Organization information is given by pritika mam and training
related to work profile (e.g. Digital Marketing).
2 2/06/20 Arrange zoom meeting by team leader for knowing each other.
Read the article on social media trend.
3 3/06/20 Starting with the zoom session after that we have to setup our all
account. And submit all the setup account links to the leader.
4 4/06/20 Again there is a article reading and quiz task.

5 5/06/20 Sunday holiday

6 6/06/20 Arranged Zoom session fixed all the issue regarding setup
account. Now started with the new task that is SMS (Social Media
Sharing) They give 1 link for sharing on my personal accounts
with hashtags
7 7/06/20 Same Work as above. And with the article writing on tumblr.
Given article of SEO in which all the details are available about
the SEO and blogs writing.
8 8/06/20 Provided 3 courses which help us understand the basics of content
writing.
9 9/06/20 Arranged zoom meeting by shruti mam in which she tell how to
get backlinks n how to operate on it after the session she provide
us 50 links each to work on it.
10 10/06/20 On leave

11 11/06/20 Provides 100 links and finding backlinks on it. After work there is
a fun activity session which is taking by shruti sen mam.
12 12/06/20 Sunday holiday.

13 13/06/20 They provide us 70 links each for finding backlinks.

14 14/06/20 Same as yesterday. But no. of link is changed now its 150 links
each.
15 15/06/20 Same as yesterday. But no. of link is changed now its 100 links
each.
16 16/06/20 Same as yesterday.
17 17/06/20 Give article link which we have to SMS to every platform. .Then
provided 200 links each in which 5 approved links are necessary.
18 18/06/20 Give article link which we have to SMS to every platform. .Then
provided 200 links each in which 5 approved links are necessary.
They also provide backlinks checker link in which we have to
search backlinks site.
19 19/06/20 Sunday holiday

20 20/06/20 Give article link which we have to SMS to every platform. .Then
provided 200 links each in which 5 approved links are
necessary.After that they provide company member 13 account
following links in which we have to follow them from every
accounts.
21 21/06/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary.
22 22/06/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary.
After work again fun activity session held by shruti sen mam.
23 23/07/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary.
24 24/07/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary.
25 25/07/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary.
26 26/07/20 Sunday holiday

27 27/07/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary
28 28/07/20 Give article link which we have to SMS to every platform. Then
provided 200 links each in which 5 approved links are necessary
29 29/07/20

30 30/07/20

31 31/07/20 Holiday occasion of Eid

32 1/07/20

33 2/07/20
34 3/07/20

35 4/07/20

36 5/07/20 Calling in customer

 37 6/07/20 Doubt session

38 7/07/20 Sunday

39 8/07/20 Went for client searching

40 9/07/20 Went for client meeting

41 10/07/20 Sanjay sir taught the ETF and gold

42 11/07/20 Went for client searching

43 12/07/20 Open an account

44 13/07/20 Open an account in sip

45 14/07/20 Sunday off

46 15/07/20 Talking about all activities and doubt

47 16/07/20 Office off

Name of the Faculty Guide: Prof. Akash Gupta

Signature of Faculty Guide

WEEKLY WORK REPORT FORMAT

Name of the Student: Chitrangi Saxena
Course and Section: BBA V SEM (C)
Weekly report for (Duration of Week):

WEEK FROM TO DESCRIPTION OF WORK

1/06/2020 7/06/2020 Organization information is given by Pritika Kalani Mam

1 and Information given about Organization (Raletta
Technology). Arrange article reading sessions after that
arrange a Quiz to make leaders for work. Make groups.
8/06/2020 14/05/2020 Setup our Accounts on every necessary platform (Twiiter,
2 Linkedin, Pinterest, Instagram).After setup she tells How
to work on it with a team leader then Article Writing on
Tumblr.
3 15/06/2020 21/06/2020 Per day 50 Link building and understand how to get
approved backlinks. Give knowledge about
Approved/Unapproved links.
22/06/2020 28/06/2020 As per the previous week now links is increased now I
4 have to do 200 links per day and finding at least 5
backlinks.
29/06/2020 04/07/2020
5

11/07/2020 17/07/2020
6

7. 18/07/2020 24/07/2020
 8.

Thanks, and Regards,

Yours Sincerely,
(Chitrangi Saxena)
STUDENTS PERFORMANCE EVALUATION FORM
(To be filled by Industry Guide)

Name of Student: Chitrangi Saxena

Duration for Summer Training: 60 days
Department: Digital Marketing
Course: BBA
Batch: 2018-2021

You are requested to give your valuable feedback on following parameters on a scale of 1 to 5
where 1 indicates the strongly disagree for the statement and 5 indicates for maximum agreement
for the student’s performance who has undergone training in your valuable guidance.

Regularity and Punctuality during training

1 2 3 4 5

Openness for Learning and Acceptability of task allotted

1 2 3 4 5

Able to work in team

1 2 3 4 5

Behavior in the Organization

1 2 3 4 5

Quality in work allotted

1 2 3 4 5

Any other observation

……………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
…

Date:
Place:

Name and Signature of Industry Guide

STUDENT EVALUATION FORM FOR FACULTY GUIDE

Name of the Student: Chitrangi Saxena

Course: BBA
Specialization: HR and Marketing
Section: C
Batch: 2018-2021
Date and Day when student reported first time: 1/06/2020- 31/07/2020
Kindly give feedback for the following points
1. Whether the student have reported before he/she proceeded for summer training.
a. YES
b. NO

2. Whether the Student get the approval for Topic of Summer Training
a. YES
b. NO

3. Kindly mark the performance of the student for following Parameters on a scale of 1 to 5

a. Regularity and Punctuality during training including reporting and submission of

Weekly wok report

1 2 3 4 5

b. Openness for Learning and Acceptability of task allotted

1 2 3 4 5

c. Able to work in team

1 2 3 4 5

d. Behavior
1 2 3 4 5
 e. Quality in work allotted

1 2 3 4 5

Overall Remark on Student performance

……………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
…

Date:

Place:

Prof. Akash Gupta

Signature of Faculty Guide

UNDERTAKING FOR THE SUBMISSION OF TRAINING CERTIFICATE

To,
The Training and Placement Officer
Prestige Institute of Management
Gwalior

Sub: Undertaking for the submission of training certificate

Respected Sir/ Ma’am
With reference to the above cited subject kindly note that I have not received my summer
Training certificate from the organization. Kindly note that I will submit my Certificate on or
before ……………………………. . failing to which Training and Placement department have
full authority to cancel my summer training.

Kindly consider and oblige.

Thanks, and Regards,

Date:

Yours Sincerely

(Name and Signature of the Student)