Saravana Pandian.D

FW/07-09/F3

IIPM Chennai

INTERNSHIP REPORT

A REPORT ON

“SALES & MARKETING OF FINANCIAL PRODUCTS”

IN

RELIANCE MONEY

CHENNAI

A Report submitted in partial fulfillment of the requirement for the award of the degree of Master of Business Administration

By

Saravana Pandian.D

PGP/FW/07-09/F3

Under the esteemed guidance of

Prof.Krishnan.R

Dean, IIPM, Chennai.

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

CHENNAI

2

ACKNOWLEDGEMENTS

As I sum up draft of my study, I appreciatively reminisce the contribution of

all those people without whose support and help, this study would have never

taken its present form

I thank Prof.R.Krishnan, Academic Dean, IIPM Chennai and Prof.Amlan

Ray, Admin Dean, IIPM Chennai for giving me the opportunity to do my

internship at Reliance Money, Chennai.

I deem it my pleasure to convey the deepest of my heart-full thanks to the

management of Reliance Money, Chennai which has given me permission to

conduct this particular study on Sales & Marketing.

My sincere thanks to Mr.Boobalan, Center manager (Capital), Reliance

Money, Chennai, for guiding me a long way and for successful completion of my

internship with in the time frame, who has given me the initial orientation about

the organizational activities, whose patience and faith in my abilities always

boosted my confidence.

I am also thankful to Sri.Parmala Khandhan, Business Associate, Reliance

Money, Adyar, Chennai for providing me with the conceptual base and secondary

data and for their timely and valuable suggestions.

(SARAVANA PANDIAN.D)

3

Table of ContentsACKNOWLEDGEMENTS.........................................................................................................................3

EXECUTIVE SUMMARY.........................................................................................................................5

INTRODUCTION TO DEMAT ACCOUNT..............................................................................................6

INDUSTRY PROFILE................................................................................................................................7

COMPANY PROFILE................................................................................................................................8

VISION.......................................................................................................................................................9

MISSION....................................................................................................................................................9

ORGANIZATIONAL STRUCTURE.......................................................................................................10

SALES METHODOLOGY.......................................................................................................................11

PRODUCTS OFFERED............................................................................................................................12

ROLES AND RESPONSIBILITIES.........................................................................................................13

KEY LEARNINGS...................................................................................................................................14

MAJOR FINDINGS..................................................................................................................................15

Visibility of the outlet............................................................................................................................15

Area Potentiality....................................................................................................................................15

Sales Activities.......................................................................................................................................16

RECCOMENDATIONS...........................................................................................................................16

For Visibility of Franchisee.....................................................................................................................16

For enhancing Sales Activities................................................................................................................16

For customers’ satisfaction....................................................................................................................16

CONCLUSION.............................................................................................................................................17

4

EXECUTIVE SUMMARY

As a part of my MBA curriculum I have done my internship training at

reliance money, Chennai. In this report I am going to share my experience in that

company for the period of 45 days from 19.05.2008 to 05.07.2008. During my

internship my role was “Business Development Executive”. I was supposed to

boost the sales of one of the low performing franchisees of reliance money at

Adyar. As a part of this task I had identified some problems and provided some

recommendations to that franchisee to boost the sales of Demat and Online

Trading Account.

5

INTRODUCTION TO DEMAT ACCOUNT

If we want to save our money, then we have to open a savings account with

a Bank. Such like that if we want to bye and sell shares, then we need to open a

Demat account with a depositary participant registered with SEBI, NSE, and BSE.

Demat denotes the dematerialization of shares. Demat account along with a trading

account from a DP facilitate us to bye and sell shares online and to store the shares

online without any bonded paper stuffs. Demat account facilitates faster transaction

when compared with the older traditional trading method, (i.e) the share buyer

have to inform to the broker regarding his purchase decision and then the broker

forward it to the stock exchange, then they allot the shares to the respective buyer

and send him a registered share certificate via postal department. The investor has

to wait for 5 days for his transaction. But now due to the entry of Demat account

and online share trading platforms. The investor can buy and sell any volume of

shares online by one mouse click!

6

INDUSTRY PROFILE

Share broking has been an extremely profitable business in India in recent

years. “The last four-five years have been fantastic for the retail broking business

with 60 to 70 per cent growth annually,” “Right now only one per cent of the

Indian population is investing in equities and, if in the next five years even if 5 per

cent of the population invests, then 25 to 30 per cent growth is guaranteed.”“But

it’s a difficult and challenging business as it is tough to live up to the expectations

of low net worth individuals,” The consolidated results of Indian broking firms are

more indicative than their standalone financials of how these companies’

profitability has grown, said analysts. In the case of IL&FS, the securities broking

business and its merchant banking business have been transferred to separate

wholly owned subsidiaries.Its wholesale financing business was a distinct

contributor to revenues, accounting for Rs. 141 crore in 2007-2008, against Rs. 7

crore in the previous year.

7

COMPANY PROFILE

The Reliance – Anil Dhirubhai Ambani Group is among India’s top three

private sector business houses on all major financial parameters, with a market

capitalisation of Rs.325,000 crores (US$ 81 billion), net assets in excess of

Rs.115,000 crores (US$ 29 billion), and net worth to the tune of Rs.55,000 crores

(US$ 14 billion)

Reliance Money is a comprehensive electronic transaction platform offering

a wide range of asset classes. Its Endeavour is to change the way India transacts in

financial markets and avails financial services. Reliance Money is a single

window, enabling you to access, amongst others in Equities, Equity &

Commodities Derivatives, Mutual Funds, IPOs, Life & General Insurance

products, Offshore Investments, Money Transfer, Money Changing and Credit

Cards. Reliance Money is a group company of Reliance Capital; one of India's

leading and fastest growing private sector financial services companies, ranking

among the top 3 private sector financial services and banking companies, in terms

of net worth. Reliance Capital Ltd. has interests in asset management, life and

general insurance, private equity and proprietary investments, stock broking and

other financial services. Reliance Capital is one of India’s leading and fastest

growing private sector financial services companies, and ranks among the top 3

private sector financial services and banking companies, in terms of net worth. The

company has interests in asset management and mutual funds, life and general

insurance, private equity and proprietary investments, stock broking and other

activities in financial services.

8

VISION

To build a global enterprise for all our stakeholders, and

A great future for our country,

To give millions of young Indians the power to shape their destiny,

The means to realize their full potential…

MISSION

To create and nurture a world-class, high performance environment aimed at

delighting our customers by providing endless financial products in all part of the

country.

ORGANIZATIONAL STRUCTURE

9

National Level : National Head

Zonal Level : Zonal Head

Regional Level : Regional head

Divisional level : Cluster Head

Branch Level : Center Manager

Area Level : Business Development Executives & Freelancers

10

SALES METHODOLOGY

11

PRODUCTS OFFERED

PLANS AOF FEES UPFRONT BROKERAGE VALIDITY TRADING LIMIT NET FEES

A 750 500 1 YEAR 5 LAKHS 750 *

B 750 1250 6 MONTHS 3 CRORE 1500 *

C 750 3000 1 YEAR 6 CRORE 3000 *

*OFFERS

For Corporate customers: Rs.750 waived off

For individual customers: Rs.500 waived off

12

ROLES AND RESPONSIBILITIES

I started my career in Reliance Money as a Business Development

Executive. Basically Reliance Money was working on Franchisee model. They are

having 30 franchisees in and around Chennai. I was allotted with one of that

franchisee which was performing not so good in terms of sales. My role is to find

the problem (s) in that franchisee and to give suitable solutions as a

recommendation to that business associate (Franchisee head).

13

KEY LEARNINGS

Apart from the assigned roles and responsibilities, the center manager

facilitate me with a training which covers the product details of Reliance money,

and how they are cheaper than other broking agencies, about their corporate

culture, organizational structure, sales methodology, tele-calling, application

handling, grievances handling with respect to aggressive customers , etc.,

Regarding customer handling, they provide me with a database for cold call.

As it is my first experience in tele calling, I got tense due to the harsh responses.

Later by realizing the responses from the prospective lead calls boost my

confidence in tele calling.

The Business associate I adyar franchisee taught me to handle the

applications and other stuffs which was important with respect to application

processing.

From the franchisee I have learned hoe to use the Power trade Platform to

trade (Buy & Sell) fast. Trading as Intraday needs concentration and speed when

compared with delivery type of trading.

14

MAJOR FINDINGS

I have considered the following parameters foe identifying the reason for the

poor performance of that particular franchisee.

They are,

Visibility of the outlet

Infrastructure facilities

Nearest competitors

Area potentiality

Sales activities

Visibility of the outlet

The franchisee was located in the main street which was connecting Adyar

and Tiruvanmiyur. But the visibility of the outlet has a problem because of the old

tampered boards displaying the banner of Reliance Money. So the prospective

leads may be left unnoticed.

Area Potentiality

Adyar was one the few areas in Chennai which hold the high net worth

(HNI) individuals in a hub. So the area was a high potential area which can feed us

with sufficient volume of business. So the area was not at all a problem for the

poor performance. It implies that the problem was within the franchisee and it’s

activities.

15

Sales Activities

Being doing business in a high potential area, this franchisee can not extract

the available potential in that area. All because of the un availability of Business

Development Executives with the franchisee to contact the prospective HNIs at

their door step.

RECCOMENDATIONS

For Visibility of Franchisee

To enhance the visibility of that franchisee, I recommend them to replace

that old tampered sign board with a new one. As an initiative step from my side, I

along with the business associate of adyar franchisee reported the zonal office for

providing the new banner for adyar franchisee.

For enhancing Sales Activities

The first and foremost resource needed for enhancing he sales activities is

the Human Power, (i.e.) to recruit some business development executives to assist

the sales activities of that particular Adyar Franchisee. The recommendation was

pass through proper channel to the business associate.

For customers’ satisfaction

When I had a chance to meet the existing customers, I came to know that

they are not happy with the internet assistance provided by the Reliance money.

They are reporting that the speed was very bad when compared with the online

platform provided by ICICI direct. So Reliance money should take steps to

upgrade the speed of their trading platform with user friendly services too.

16

CONCLUSION

From this 45 days experience in a corporate, I got a good exposure about what really the corporate life is about. Its waking along with targets and mind stresses every morning. The person who can manage these target and stress are shining in those fields.

17