PROJECT REPORT ON SOCIAL MARKETING by ROSHAN KUMAR SINGH AA9049 For partial fulfillment of the requirements of final year

MBA curriculum of Two years Full time MBA (Industry Integrated) Programme.

Submitted to:

Through

STUDENTS DECLARATION

I hereby solemnly affirm, declare and state that report titled SOCIAL MARKETING was done by me with due diligence and sincerity and this report based on that study is a bonafied work by me and submitted to ANNAMALAI UNIVERSITY through RAMAIAH INSTITUTE OF

MANAGEMENT SCIENCES under the guidance and supervision of TVS SRENIVAS, Faculty RIMS is my original work and not submitted for the award of any other degree, diploma, fellowship or other similar title or prizes.

PLACE: DATE:

BANGALORE

Signature: AA9049

CERTIFICATE FROM THE GUIDE

This is to certify that the project report titled SOCIAL

MARKETING

by Student Name, Enrollment no: carried out in partial fulfillment for the award of degree of MBA (Industry Integrated) programme of Annamalai University at RIMS, Bangalore under my guidance and direction. This study report is an original work and not submitted earlier to any University/Institute.

PLACE: BANGALORE DATE: SRENIVAS

Signature: TVS

CONTENT Acknowledgement Declaration Executive summary About social marketing Introduction Icici web trade ltd a. Investing in mutual fund Mission Bord of director of icici securities Methdology Sources of data Sampling Questionnaire Limitation of study Suggestion Conclusion Bibiliography

ACKNOWLEDGEMENT We are grateful to Annamalai University ,Mr. Raja Ram (Dean RIMS Bangalore) and our beloved Director Dr. M.R. Pattabhiram for giving this opportunity to do a Internship Project and expand our knowledge. My project in ICICI SECURITIES is an experience worth sharing. The internship project has enhanced my managerial skills and made me apt to face all the hurdles in my future. The vast knowledge that I have gained in these three months in ICICI Securities, I have tried to put them down in this project report. I am really thankful to cluster Head, and ICICI SECURITIES Bangalore. For constantly mentoring my efforts and guiding me for making this project a success. My deep sense of gratitude to Mr. Ram Kumar Tllam, (Center mgr.) Last but not the least I consider myself proud to be a part of RIMS BANGALORE and specially would like to thanks for helping me with my internship placement.I would like to thanks my training guide Mr.T.V.S. SRENIVAS for content valuable suggestions EXECUTIVE SYNOPSIS
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STUDENT NAME ORGANISATION ADRESS

: : :

ROSHAN KUMAR SINGH ICICI SECURITIES 1ST FLOOR, NO. 50, LITTLE PLAZA CUNNINGHAM ROAD BANGALOR

52 REPORTING OFFICER : Mr. RAM KUMAR TALLAM CENTRE MANAGER

FACULTY GUIDE PROJECT TITLE METHODOLOGY

: : :

TVS SRENIVAS SOCIAL MARKETING CUSTOMER MEETING, TELECALLING AND DISGUISED QUESTIONNAIRE METHODS

SAMPLE SIZE

287

RESPONDENTS

IN

BANGALORE CITY ABOUT SOCIAL MARKETING

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification. The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good. Increasingly, social marketing is being described as having "two parents"a "social parent" = social sciences and social policy, and a "marketing parent" = commercial and public sector marketing approaches.

Beginning in the 1970s, it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing. Social marketing must not be confused with social media marketing. INTRODUCTION

1.1 GENERAL INTRODUCTION PHYSICAL CERTIFICATES - THE TRADITIONAL WAY The Indian capital market has seen an unprecedented boom in its activity in the last decade. We can now boast of a very large investor population and substantial volumes of trade. However, this surge in activity has brought with it, numerous problems that threaten the very survival of the Capital market in the long run. A closer inspection of the problems would reveal that most of them arise due to the intrinsic nature of paper based trading and settlement. This century-old system of trading and settlement requires handling of huge volumes ofpaper leading to increased costs and inefficiencies. Simultaneously, they expose the investors to greater risks putting them at a disadvantage. Some of these areas are:

Unwarranted delay in transfer of shares. It takes 30 to 60 days for the investors to get the shares lodged in their name; Possibility of forgery on various documents leading to bad deliveries, legal disputes etc; Theft of shares leading to defective title in shares purchased and subsequent litigation; Prevalence of fake certificates in the market; Mutilation or loss of share certificates in transit; Increased transaction costs due to stamp duty, fake shares, rejection by registrars, etc. This has made the investors, both retail and institutional, wary of entering the Indian capital market. In this scenario, it was felt that the getting up of a depository and the introduction of scrip less trading and settlement is imperative for the efficient functioning of the market. The Indian capital market has witnessed numerous changes in the recent

past. Historically stock market booms have always resulted in a number of problems for the lay investor. Sometimes, the problem may magnify them and threatens to engulf the entire capital market. A close introspection of these problems will reveal that most of them are due to intrinsic nature of paper based trading and settlement. All this may have driven away many potential investors and Foreign Institutional Investors.

Dematerialization of shares is looked upon as the remedy for the paper based problems. With effect from august 19, 1998 SEBI has granted certificate of registration of Central Depository Services (I) Ltd. (CDSL). Yet even with demat, from the point of view of investors there are numerous problems . Here Wallet Watch introduces you to setting up of a demat account and introduction of scrip less trading and settlement. There are numerous benefits of this scrip less trading and settlement, which Wallet Watch has discussed in detail. Providing and enabling environment to foster growth and learning for our employees Companys mission:
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To judged by their sales and earnings growth rates than on the absolute value of their sales and earnings. Look for companies that consistently grow faster than there peers. Investors prefer companies that increase profit margins -- the percentage of sales that they keep -- every year. This is accomplished either by lowering expenses or raising prices. Look for companies that consistently find ways to squeeze more profits out of sales than their peers. The financial health of a company is dependent on a combination of profitability, short-term liquidity and long term liquidity. Companies, which are profitable, but have poor short term or long term liquidity measures, do not survive the troughs of the trade cycle 2.5 Major Player of the Industry S. S. Kantilal Ishwarlal Securities Pvt. Ltd. (sharekhan.com ): Sharekhan, India's leading stockbroker is the retail arm of SSKI, and offers you depository services and trade execution facilities for equities, derivatives and commodities backed with investment advice tempered by decades of broking experience. A research and analysis team is constantly working to track performance and trends. That's why Sharekhan has the trading products, which are having one of the

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highest success rates in the industry. Sharekhan is having 240 share shops in 110cities; the largest chain of retail share shops in India is of Sharekhan. In future, Sharekhan is planning to enter in Mutual funds, Insurance sector and banking sector to expand beyond the market currently covered by it. And it has started MF(Mutual Funds) on priority basis but wants to grow in it. ICICI WEB TRADE LTD. (lCICIdirect.com): ICICIdirect.com was the first entrant into e-broking. ICICdirect.com provides the 3-in-l to the users which ties in their saving bank account and their Demat account to their brokerage account electronically. This integration ensures that money is transferredto/from their bank account and the shares are transferred from/to their Demat account

automatically without writing any cheques or transfer instructions while carrying out their trades in shares. ICICldirect.com has the option of trading in shares in cash, margin or spot segments. An investor can also invest in 14 Mutual Funds (Prudential ICICI MF, Franklin Templeton India MF, Alliance Capital MF,

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1M MF, Birla Sun Life MF, Sundaram MF, IL&FS MF, Principal MF, HDFC MF, Standard Chartered MF, Reliance Capital MF, Kotak

TRADE IN DERIVATIVES: FUTURES 1.Through ICICI direct.com, you can now trade in index and stock futures on the NSE. In futures trading, you take buy/sell positions in index or stock(s)contracts having a longer contract period of up to 3 months. 2.Trading in FUTURES is simple! If, during the course of the contract life, the price moves in your favor (i.e. rises in case you have a buy position or falls incase you have a sell position), you make a profit. 3.Presently only selected stocks, which meet the criteria on liquidity and volume, have been enabled for futures trading. OPTIONS

1.An option is a contract, which gives the buyer the right to buy or sell shares at a specific price, on or before a specific date. For this, the buyer has to pay to the seller some money, which is called premium.

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There is no obligation on the buy erto complete the transaction if the price is not favorable to him. 2.To take the buy/sell position on index/stock options, you have to place certain of order value as margin. With options trading, you can leverage on your trading limit by taking buy/sell positions much more than what you could have taken in cash segment. 3.The Buyer of a Call Option has the Right but not the Obligation to Purchase the Underlying Asset at the specified strike price by paying a premium whereas the Seller of the Call has the obligation of selling the Underlying Asset at the specified Strike price. 4.The Buyer of a Put Option has the Right but not the Obligation to Sell the Underlying Asset at the specified strike price by paying a premium whereas the Seller of the Put has the obligation of Buying the Underlying Asset at the specified Strike price. By paying lesser amount of premium, you can create positions under OPTIONS and take advantage of more trading opportunities

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Investing in Mutual funds: ICICldirect.com brings you the same convenience while investing in Mutual funds also Hassle free and Paperless Investing. With the inclusion of Fidelity MF, you can now invest on-line in 19 mutual Funds through ICICI direct.com. Prudential ICICI MF, JM MF, Alliance MF, Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF, UTI MF, Reliance MF, Kotak MF, Tata MF, DSP Merrill Lynch MF, ING MF, CHOLA MF,Deutsche MF, HSBC MF and Standard Chartered MF are the Mutual Funds available for investment. You can invest in mutual funds without the hassles of filling application forms or any other paperwork. You need no signatures or proof of identity for investing. Once you place a request for investing in a particular fund, there are no manual processes involved. Your bank funds are automatically debited or credited while simultaneously crediting or debiting your unit holdings.

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You also get control over your investments with online order confirmations and order status tracking. Get to know the performance of your investments through online updation of MF portfolio with current NA V. ICICldirect.com offers you various options while investing in Mutual Funds: Purchase: You may invest/purchase Prudential ICICI MF, JM MF, Alliance MF, Franklin Templeton MF, Sundaram MF, Birla Sun Life MF, HDFC MF, Principal MF,UTI MF, Standard Chartered MF, Reliance MF, Kotak MF, Tata MF, DSP Merrilllynch MF, ING MF, CHOLA MF, Deutsche MF, HSBC MF and Fidelity MF without the hassles of filling application forms. Redemption: In addition to giving hassle-free paperless redemption, ICICldirect.com offers faster liquidity. You can redeem the mutual fund units through ICICIdirect.com. The money will be credited to your bank account automatically 3 days after the order placement date. Switch: To suit your changing needs you may wish to shift monies between
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different schemes. You can switch your monies online from one scheme to another in the same fund family without any hassles. Systematic Investment plans (SIP): SIP allows you to invest a certain sum of money over a period of time periodically. Just fill in the investment amount, the period of investment and the frequency of investing and submit. ICICIdirect.com will do the rest for you automatically investing periodically for you. Systematic withdrawal plan: This allows you to withdraw a certain sum of money over a period of time periodically. Transfer-in: You can convert your existing Mutual funds into electronic mode through a transfer-in request. IPOs and Bonds Online: You could also invest in Initial Public Offers (IPOs) and Bonds online without going through the hassles of filling ANY application form! paperwork.

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Get in-depth analyses of new IPOs issues (Initial Public Offerings), which are about to hit the market and analysis on these. IPO calendar, recent IPO listings, prospectus/offer documents, and IPO analysis are few of the features, which help you, keep on top of the IPO markets. Schemes offered for opening Demate account ICICI direct.com allows 3 in I account scheme for opening Demate account. In which 3 types of account will be opened. 1. Demate account 2. Trading account 3.Savings account in ICICI bank

List A: - Pan card (compulsory) List B: - bank pass book (nationalized bank only permitted),bank letter in case of icici bank account holder ,pass port, electricity bill, telephone bill. List C: - voter id / driving licenece List D: - mobile bill/ LIC premium receipts

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If customer not able to present any kind of documents from list B then he/she has to present list C + list D (both of combination) Following documents attached with Demate account form: 1. Annexure form 2. Declaration form 3. Scheme form 4. Pan card 5.Resident proof from list B or list C + list D 6.Cheques of 1 Rs or 250or 975 or 125 R

1.Convenience: the 3-in-l accounts integrate your banking, broking and demat accounts. This enables you to trade in shares without going through the hassles of tracking settlement cycles, writing cheques and Transfer Instructions, chasing your broker for cheques or Transfer Instructions etc. 2.Speed: You can now get the latest quotes of scripts on ICICIdirect.com and place an order almost instantly.

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3.Control: You can be assured that you have in fact placed an order at the price you always wanted to, but may not have been able to do so till now. Thereby giving you control over your own trades. 4.Independence: Instead of transferring monies to a broker's pool or towards deposits, you can manage your own demat and bank accounts when you trade through ICICIdirect.com. Brokerage structure of ICICIdirect.com The account opening charges for Idirect account is Rs. 975. ICICIdirect.com provides savings account, trading account, demat account. In which savings account has zero balance facility. And company also provides Debit card for annual charges of Rs. 99 per card. Following are the brokerage structure for different.

SERVICE TRANSACTION TAX (STT) STT at the rate of 0.125% of the turnover will be charged in addition to the brokerage on all delivery trades. STT at the rate of 0.025% of the turnover will be charged in addition to the brokerage on non- delivery trades. STT at the rate of 0.017% of the turnover will be charged in addition to the brokerage on sell trades.
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2. Low customer base Opportunities 1. UFSL has initiated development of products for diesel application. This will provide tremendous scope for diversification and growth 2. Acquisition of AMTEC to provide opportunities to access global OEMs 3. Opportunity to support AMTECs operations by supplying products from India 4. The introduction of new emission norms will provide UFSL opportunity to develop injection systems and thereby upgrade the status of the company from product to system supplier. Threats, Risks & Concerns 1. Constant pressure to be cost competitive to meet customer expectations 2. Relentless pressure to maintain profitability due to rising input/raw material prices

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3. Increasing popularity of alternative fuel vehicles, such as Hybrid, Hydrogen powered, CNG and LPG vehicles poses new challenges for the company .3.4FUTURE PROSPECTS AND PLANS OF THE ORGANIZATION For ICICI the past half has been a trying period more so because of the adverse environmental conditions such as the depressed equity markets and the volatile currency markets. However, its retail thrust and a perceptible shift in financing from manufacturing projects to corporate finance will put it in good stead for the quarters to come. Its growing importance in the telecom and infrastructural sectors, which have huge potential, will be a key driver of growth for the future

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BOARD OF DIRECTORS OF ICICI SECURITIES LIMITED ICICI SECURITIES PRIMARY DEALERSHIP LIMITED Mr.S.Mukherji,chairman Nitin Jain,Managining irectore & CEO Ms.Vishakha Mulye Mr.A.Murugappam Mr.Subir Saha Mr.Uday Chitale ICICI SECURITIES LIMITED Mr.K.V. Kmath, Chairman Mr.S. Mukherji, Managinig Directore & CEO Ms. Kalpana Morparia Mr.V. Vaidyanathan Mr.Nitin Jain Mr.Paresh Shah Mr.Uday Chitale ICICI Securities Holdings,Inc. Mr.Gopakumar P. Mr.Nitin Jain

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Mr.Subir Saha Mr.A.Murugappan ICICI Securities INC. Mr.Gopakumar P.,Presiddent Mr.Nitin Jain

Mr.Subir Saha Mr.A.Murugappan Mr.Anup Bagchi What is all about ICICI securities limited? General Information Name :ICICI SECURITIES LIMITED HEAD OFFICE :ICICI SECURITIES LTD. 2ndFLOOR,STANROSE HOUSE

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APPASAHEB MARATHE MARG PRABHADEVI MUMBAI-400025 TYPE OF BUSINESS :LIMITED COMPANY PHONE NO :+91 22 6651 1200 FAX NO :+91 22 6651 1451 WEB SITE : www. icicisecurities. co m

www.icicidirect.com BRAND NAME FOR ONLINE TRADING

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RESEARCH DESIGN OF THE STUDY The study is based on survey technique. The study consists of analysis about customers awareness and satisfaction of ICICI Capital Ltd. For the purpose of the studycustomers100 are picked up and their views solicited on different parameters. The methodology adopted includes Questionnaire Random sample survey of customers Discussions with the concerned Personal interviews and informal discussions were held with ICICI Capital Ltd. customers to ascertain the awareness and satisfaction level. Further applying simple statistical techniques has processed the data collected. SOURCES OF DATA : Primary data: Questionnaire Secondary data: are published materials such as periodicals, journals,

news papers, and website. SAMPLING PLAN:

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Sampling since segment wise investors in ICICI Capital Ltd. are not available for the overall customers was considered for the study. 100% coverage was difficult within the limited period of time. Hence sampling survey method was adopted for the purpose of the study. Population: (universe) customers of ICICI Capital services Ltd. Sampling size: A sample of hundred was chosen for the purpose of the study. Sample considers of small investor, large investors and traders of ICICI Capital Ltd. Sampling Methods: Probability sampling requires complete knowledge about all sampling units in the universe. Since due to time constraint nonprobability sampling was chosen for the study. Sampling procedure: From large number of customers of ICICI Ltd. were randomly picked up. Field Study: directly approached respondents.

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4.4 DATA COLLECTION INSTRUMENT COLLECTION OF DATA THROUGH QUESTIONNAIRES: The data collected for the study purpose is through questionnaires. Hundred customers ofICICIdirect.com have been selected randomly for the study purpose and then the information revealed from the customers is analyzed and interpreted in the study.

ORGANISATION OF FIELD WORK Initial field work has done for pre testing tools for data collection. The data is collected through the direct interaction with the ICICIs customers through questionnaires answered by them .hundred customers of ICICI were randomly chosen for the purpose of the study in .

4.5 LIMITATION OF STUDY Since sample size is only 100, which is not a true representative of the population as a

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whole. Since segment wise investors is not available in ICICI Capital Ltd. Overall concept is taken for the study. Information is partly based on secondary data and hence the authentic of the study can be visualized and is measurable. Level of accuracy of the results of research is restricted to the accuracy level with which the customers have given their answers cannot be predicted.

and the accuracy level of the answers

ICICIdirect.com customers are more satisfied with the quality services. Holding securities in electronic form gives some far-reaching advantages to the investors. ICICIdirect.com offers a wide choice of products for investing in the stock

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market. It allows to invest in shares, mutual funds and other financial products .With ICICIdirect.com one can manage own de-mat and bank accounts directly and independently. The depository participant will allow an investor to trade through any broker of his choice registered with the stock exchanges connected with National Securities Depository Ltd, what will have to provide the details of investors account with Depository Participant. Investor can click to get online information on their open orders and traders i.e. orders that are routed to exchange are waiting in the viewed for their status.

queue to be executed can be

Transaction details for the traders done in the last month are available online. Printed account statements too are available for earlier.

DATA ANALYSIS AND INTERPRETATION Table No. 5.1 Customers preference over other depository services in ICICI

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Direct.com

ATRRIBUTE QUALITY SAFTY REACH VAST VARITY OF SERVICES NOTHING IN PERTICULER

NO. OF PERSON 50 20 12 4

PERCENTAGE 50 20 12 4

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Chart No. 5.1 Percentage of customers preference over other depository services in ICICI Direct.com

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PAI CHART

QUALITY SERVICES SAFTY REACH VAST VERITY OF SERVICE NOTHING IN PERTICULAR

From the above showing statistics it is observed that in the survey 50% customers justify that ICICI capital Ltd. providing quality services as compare to other depository service Table No. 5.2 Different types of investors having ICICI Direct.com SMAL INVESTOR 58 LONG TERM INVESTOR 32 TRADER 10

SMALL INVESTOR LONG TERM INVESTOR TRADER

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Table No. 5.2 Different types of investors having ICICI Direct.com. Small Investors Long term investors Traders 58 32 10

Chart No. 5.2 Percentage of investors having ICICI Direct.com. The above table shows that out of 100 customers, 58 customers are small investors and 32 customers are long term investors

Table No. 5.3 Number of availed of the services in ICICI Direct.com. SCHEEM ICICI DIRECT.COM SETTELMENT TRANSMISSION OF SECURITIES SELL IN CASH MUTUAL FUND NO OF PERSON 32 9 23 5 5 PERCENTAGE 32 9 23 31 31

Chart No. 5.3 Percentage of availed of the services in. ICICI Direct.com
ICICI DIRECT.COM SETTLEMENT TRANSMISSION OF SECURITIES SELL IN CASH

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NO OF PERSON ICICI DIRECT.COM 100 SETTELEMENT 70 TRANSMISSIONOFSERVECES 64 SELL IN CASH 56 MUTUAL FUND 18 LONE AGAINST SHARE 24

PERCENTAGE 70 70 64 56 36 48

.6.2 SUGGESTIONS Some customers feel that they are trained for ICICI Direct.Com demo. Many customers feel that batch of 15 are good for ICICI

Direct.Com training. Survey reveals that most of the customers are not aware of the service of the Mutual Fund. ICICI Capital Services Ltd. and the normal

tendency of the customer are both investing in shares and in Mutual Funds are one and the same. So for this ICICI Capital Services Ltd., should create an awareness of what exactly mean by Mutual Funds and all other services of ICICI Capital Services Ltd. After getting the printouts of the holding statement, dispatch of the same should be taken place with no delay and this can be cross section).

verified with the sender (dispatch

Customers are facing over crowding, non-availability of telephone lines, so proper measures should be taken to overcome these problems.

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The ICICI official should conduct regular training demo classes for the new account holders.

6.3 CONCLUSION Icici direct.com is performing very well in the field of online share trading business and having very good administration also.

Each departments doing their job very well comparing to the standard performance fixed by the management and it leads to overall good performance of the company. There existing a good relationship between employees and management The management taking keen interest for finding their weakness and try their level best

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3.3SWOT ANALYSIS OF THE COMPANY: 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 4. Team of talented and committed professionals available to improve companies performance Weakness 1. Competition from cheap imports 2. Low customer base Threats, Risks & Concerns 1. Constant pressure to be cost competitive to meet customer expectations 2. Relentless pressure to maintain profitability due to rising input/raw material prices 3. Increasing popularity of alternative fuel vehicles, such as Hybrid, Hydrogen .

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BIBLIOGRAPHY Books and journals:ICICIdirect.com broachers and leaflets Periodical published by ICICI Capital Ltd.

Journals published by ICICI Capital Ltd. Websites:www.hinduonnet.com/businessline/iw/2001/05/27/stories/07276053.htm www.cdslindia.com/FAQ/demat.htm www.nsdl.co.in/services/demat.php www.sebi.gov.in/faq/faqdemat.html

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