Meaning and Definitions of Financial Services

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Meaning and Definitions of Financial services

Kinds of Financial services

Evolution and growth of these servicesNature and characteristics of financial services

Goods marketing v/s service marketingStrategic financial services

Services Marketing triangle

The Financial services sector in India is blooming and has become one of the lucrative

areas to professionalism. The sector has undergone metamorphosis since 1990. Indian

economy got liberalized during 1991 and the financial sector was kept open for private and

foreign players. During the late eighties, the financial services industry in India was

dominated by commercial banks and other financial institutions governed by the Central

Government. The economic liberalization has brought in a complete transformation in the

Indian financial services industry.

Prior to the economic liberalization, the Indian financial service sector was characterized

by various other factors, which was related to the growth of this sector.

Some of the factors of significance are as follows:Too much of control and regulation by the apex bodies in the form of interest rates,

money rates etc.

Controller of capital issues used to regulate the prices of securities

Absence off independent credit rating and credit research agencies.Strict regulation of the foreign exchange market

Restrictions on foreign investment and foreign equityNon-availability of debt instruments on a large scale.

However, after the economic liberalization the entire financial sector has under gone a sea-

saw change and now new financial instruments are entering the capital market on a daily

basis. The present scenario in the Indian Capital market is characterized by financial

innovation and financial creativity.

Financial services basically mean all those kinds of services provided in financial or

monetary terms, where the essential commodity is money. These services include;

Leasing, Hire purchase, venture capital, Merchant banking, Insurance, housing finance,

Mutual funds, factoring, stock broking and many others.

MEANING OF FINANCIAL SERVICES

The term Financial services in its broader sense refers to mobilizing and allocation of

savings. It is identified as all those activities involved in the process of converting

savings into investmentFinancial services also include FINANCIAL INTERMEDIARIES such as Merchant

Bankers, Venture capitalists, Commercial banks, Insurance Companies etc.

CLASSIFICATAION OF FINANCIAL SERVICES INDUSTRY

The financial services industry can be conventionally classified into two categories:

i) Capital market intermediaries, consisting of term lending institutions and investing

institutions providing long-term funds.

ii) Money market intermediaries, include commercial banks, co-operative banks and other

agencies, which supply funds for short-term requirements. Therefore, the term financial

services include all kinds of organizations, which intermediate and facilitate financial

transactions of both individuals and corporate customers.

The entities that provide these services are divided into the following categories:

Non-Banking Finance companies (NBFCS)


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Commercial banks andInvestment bank

EVOLUTION OF FINANCIAL SERVICES IN INDIA:

Financial services sector is blooming in India and it has passed through various phases as

mentioned below:

i) Initial phase (1960-80)

ii) Second phase (1980-90)

iii) Third phase (1990-2002)

i) Initial phase:

Financial services at the initial phase introduced many innovative services such as

merchant banking, Insurance and leasing finance. The term merchant banking was not

known till 1960. It was used as an umbrella function. Its activities start from project

appraisal to mobilization of finance from suppliers. They also underwrote the public issues

and helped in getting the shares listed in the stock exchange. LIC, GIC and UTI initiated to

enter into this segment during this period. Leasing activities was started in the year 1970.

Initially leasing companies were engaged in equipment lease financing. Afterwards they

have undertaken different kinds of leasing such as financial lease, operating lease and wet

leasing.ii) Second phase:

Financial services entered the second stage and it covered the period of 10 years

approximately. In this phase it introduced many innovative value added services such as

over the counter share transfers, pledging of shares, mutual funds, factoring, discounting,

venture capital and credit rating. Mutual funds provide major fund to the industry

anywhere in the developed countries. Credit rating reduces malpractices in the capital

market and this rating is applied only to debt instruments only. Now this rating is

mandatory for commercial papers and fixed deposits.

iii) Third phase:

This phase in financial services include the setting up of new institutions and instruments.

This period started after post liberalization. The depositories, the stock lending schemes,online trading, paperless trading, dematerialization, book buildings are the contemporary

issues of this phase. This phase has initiated to popularize book building to help both

investors and fund mobilizes. In this phase government has taken initiatives to allow

foreign institutional investors into the capital market. The government of India is

revamping companies act, income tax act, MRTP act etc, for delivering effective financial

services.

PRESENT SCENARIO:

i) Conservatism to dynamism:

At present, the financial system in India is in a process of rapid transformation, after the

liberalization of financial sector. The main objective of the financial sector reforms is to

promote an efficient, competitive and diversified financial system in the country. Now the

Indian financial services sector is very dynamic and it is adopting itself to the changing

needs.

ii) Emergence of Primary Equity Market:

Primary market in India is now very active. India is now witnessing the emergence of

many private sector financial services. Capital market is one of the major places to raise

finance. The aggregate funds raised in the Indian capital market have doubled over a

decade.

iii) Concept of Credit Rating:

The facility of credit rating helps the investors in finding a profitable and safe debt capital.It rates the debt issues and instructs the investors not to invest in the debt capital of the

firms that are badly rated. The regulators of the Indian capital market are contemplating on

introducing Equity grading, which helps the investors to prudently invest their savings.


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iv) Process of Globalization:

Globalization has given way for the entry of innovative and sophisticated financial

products into our country. Government of India is very keen in removing all the obstacles

in the financial sector. Indian capital market has high potential for the introduction of

innovative financial products.

v) Process of liberalization:

Government of India has initiated many steps to reform the financial services industry.

The interest rates have been deregulated. The private sector has been permitted to

participate in banking and mutual fund sectors. The Finance Act of Government of India isbringing various amendments every year to keep the financial sector very flexible.

FUNCTIONS OF FINANCIAL SERVICE INSTITUTIONS:

A) These firms not only help to raise the required funds but also assure the efficient

deployment of funds.

B) They assist in deciding the financing mix

C) They extend their service up to the stage of servicing of lenders.

D) They provide services like bill discounting, factoring of debtors, parking of short-term

funds in the money market, e-commerce, securitization of debts, and so on to ensure an

efficient management of funds.

E) These firms provide some specialized services like credit rating, venture capital, lease

financing, factoring, mutual funds, merchant banking, stocklending, depository, credit cards, housing finance, and so on. These services are generally

provided by banking companies, insurance companies, stock exchanges and non-banking

companies.

CONSTITUENTS OF FINANCIAL SERVICES:

The financial services comprise of the following major constituents in the financial

system. They are:

a) Financial instruments

b) Market players

c) Specialized Institutions

d) Regulatory bodies

a) Financial Instruments:

It includes equity, debt and hybrid. These instruments are written evidences of ownership

and they give the holders the right to demand and receive property not in their possession.

The ownership of a corporation is divided into various units and each unit is called as a

share. A shareholders interest is evidenced by a stock certificate, which states the name of

the shareholder, the class of stock and the number of shares owned.

Debenture is a certificate issued by the company under its common seal acknowledging

the debt to be repayable with interest.

Hybrid instrument is the combination of both equity and debt instruments.b) Market players:

The players in the market include:

i. Commercial banks

ii. Financing companies

iii. Stock brokers

iv. Consultants

v. Underwriters

vi. Market makers

i. Commercial Banks:The commercial banking in the developed countries provide term loans to corporate sector

by participating in the capital and equipment finance. The commercial banking has

undergone a number of structural and functional changes in the developing countries. The


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Indian banks have recently commenced hire purchasing finance, leasing, factoring and

other services.

ii. Financing companies:

The participation of finance organizations can stimulate the economic growth. They inject

new blood to the corporate sector. All these reflections made for the evolution of a vibrant,

competitive and dynamic financial system, the Non-Banking Finance Corporations sector

has recorded marked growth in the recent past.

iii. Stock Brokers:

Stock Brokers play an important role in the stock market. They involve in buying and

selling of securities in a recognized stock exchange. If any one wants to work as a broker,

a certificate of registration from the SEBI is mandatory after satisfying all the terms and

conditions. SEBI will grant the registration to the brokers. The membership in the stock

exchange can be granted as individual membership and corporate membership.

iv. Consultants:

Consultants are the professionals in the area of Finance can be providing best solutions to

the problems faced by the corporate sector. They are pioneer in their field and render the

quality service with high integrity and standards. A financial consultant occupy a key rolein problem solving solution like in allareas of functional management such as production,

finance, marketing and human resources. Their services are intangible and show greater

impact on the functioning of the company. They provide tailor made solution to all the

problems irrespective of any area.

v. Underwriters:

Underwriters are the intermediaries in the primary market. They provide assurance to the

companies, which approach the capital market for raising the financial resources. They

render valuable services to the newly started companies, which require believable advice.

Underwriters assure the company full subscriptions for a commission.

vi. Market makers:

Market makers are associated with the stock exchanges. The market making system is very

much popular in London, New York and Chicago stock exchanges. Their basic function is

to provide the needed liquidity to a particular scrip. They help in eliminating the temporary

disparity between the supply and demand of scrip. They help in maintaining a fair and

orderly market.

c) Specialized Institutions:

Financial services area meant for providing solution to various problems faced by the

corporate sector. The provider of financial services remains in constant touch with the

dynamic market. The financial markets are required to develop specialized institutions to

solve the financial problems of the corporate sector. These specialized institutions include

acceptance houses, Discount houses, Factors, Depositories, Credit rating agencies, Venture

capital. These institutions provide solutions to the financial problems of the corporate

sector.

d) Regulatory Bodies:

Regulations are the most important factor in any area of financial system. The Financial

markets are highly volatile and need a close observation by the Government. The

government of India watches the market affairs on daily basis through its nominee SEBI.

The government regulates the financial system through various legal organs of the

administration. The banking affairs are monitored by the RBI. The corporate affairs areregulated by the company law board and board for industrial and financial reconstruction.

CLASSIFICATION OF FINANCIAL SERVICES INDUSTRY:


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The financial intermediaries in India can be traditionally classified into two parts:

i) Capital market intermediaries and

ii) Money market intermediaries.

The capital market intermediaries consist of term lending institutions and investing

institutions, which mainly provide long-term funds.

On the other hand, money market consists of commercial banks, co-operative banks and

other agencies, which supply short-term funds. Hence the term financial services industries

include all kinds of organizations, which intermediate and facilitate financial transactionsof both individual and corporate customers.

KINDS OF FINANCIAL SERVICES:

LEASING:

The term leasing refers to a contract under which the owner of an asset allows another

person or party to use the asset in return for some rent. The persons involved are lessor and

lessee. Lessor is the owner of the asset and the lessee is the person getting the benefit of

asset taken on lease.

Steps involved in Leasing:

A contract of lease provides a person an opportunity to use an asset, which belongs to

another person. The following steps are involved in a leasing transaction:a) At the first instance the lessee has to take a decision regarding the required asset. Then

he has to select a supplier before selecting the type of machine.

b) The lessee then enters into a lease agreement with lessor. The lease agreement contains

the terms and conditions of the lease such as, lease period, rental payments, details

regarding renewal of lease period, cost of repair and maintenance, insurance and any other

expenses.

c) After the lease agreement is signed the lessor consents the manufacturer and requests

him to supply the asset to lessee.

Types of leasing:

Financial lease: It is also known as Capital lease or Long-term lease. It is like a legal

commitment to pay for the entire cost of the equipment plus interest over a specified

period of time. The lessee agrees to a series of payment which in total exceeds the cost of

equipment.

Operating lease: It is a rental agreement. The lessee is not committed for paying more

than the original cost of equipment during contractual period. Lessor will bear the

maintenance expenses and taxes of the lessor.

Sale and lease back: Under this type of lease, a firm, which has an asset, sells it to the

leasing company and gets it back on lease. The asset is generally sold at its market value.

The firms receive the sale price in cash and get the right to use the asset during the lease

period. The firm makes periodical rental payment to the lessor. The ownership of assetrests with lessor.

Cross border lease: This is also known as international leasing or transnational leasing.

This is referred to a lease transaction between the persons of two countries. The lessor and

the lessee belong to two different countries.

MERCHANT BANKING:

Merchant banks are financial institutions providing specialist services that generally

include the acceptance of bills of exchange, corporate finance, portfolio management and

other banking services.

Services of merchant banks:A merchant banker helps in the process of issue management and his services are broadly

categorized as pre-issue management and post issue management. The pre-issue

management involves the following:


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A closed ended scheme has a stipulated maturity period e.g. 5-7 years. The fund is open

for subscription only during a specified period at the time of launch of the scheme.

Investors can invest in the scheme at the time of initial public issue and thereafter they can

buy or sell the units of the scheme on the stock exchanges where the units are listed.

The schemes can also be classified as Growth funds, income funds and balanced funds.Growth funds:

The growth funds aim to provide capital appreciation over the medium to long term. Such

schemes normally invest a major part of their corpus in equities. Such funds havecomparatively high risks. These schemes provide different options to the investors like

dividend; capital appreciation etc. and the investors can choose an option depending on

their preferences.

Income funds:

These funds aim to provide regular and steady income to investors. Such schemes

generally invest in fixed income securities such as bonds, corporate debentures,

government

securities and money market instruments. These funds are not affected by the market

fluctuations.

Balanced funds:These funds provide both growth and regular income as such schemes invest both in

equities and fixed income securities. These are appropriate for investors looking for

moderate growth. They generally invest 40-60% in equity and debt instruments. These

funds are also affected by fluctuations in share prices in the stock market.

The other schemes are as follows: Money market mutual funds, Indexed funds, Sector

schemes, Tax saving schemes, load funds, no load funds etc.

Money market mutual funds:

These are income funds and their aim is to provide easy liquidity, preservation of capital

and moderate income. These schemes invest exclusively in safer short term instruments

such as treasury bills, certificates of deposit, commercial paper and inter bank call money,government securities etc.

Indexed funds:

These funds invest exclusively in the government securities. Government securities have

no default risk. Net asset values of these schemes also fluctuate due to change in interest

rates and other economic factors as in the case of income or debt oriented schemes.

Sector schemes:

These are the funds, which invest in the securities of only those sectors or industries as

specified in the offer documents. Eg. Soft ware industries, pharmaceuticals, FMCGS etc.

The returns in these funds are dependent on the performance of the respective sector.

While these funds may give higher returns, they are more risky as compared to diversified

funds. Investors need to keep a watch on the performance of these sectors and must exit at

an appropriate time besides seeking expert advice.

Tax saving schemes:

These schemes offer tax rebates to the investors under specific provisions of the income

tax act of 1961, as the government offers tax incentives for investment in specified

avenues. EG. Equity linked saving schemes, pension schemes etc.

Load fund:

A load fund is one that charges a percentage of Net asset value for entry or exit. Each timeone buys or sells units in the fund, a charge will be payable. This charge is used by the

mutual fund for marketing and distributing expenses.

No-load fund:


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This fund is one that does not charge for entry or exit. It means the investors can enter the

fund at Net asset value and no additional charges are payable on purchase or sale of units.

The price a unit holder is charged while investing in an open-ended scheme is called sales

price.

FUNCTIONS OF MUTUAL FUNDS:

The basic function of mutual fund companies is buying and selling securities on behalf

of its unit holders,It enables small investors to hold a share in a large and diversified portfolio of assets,

which reduces the risks of investment.

The savings so mobilized are pooled in a large, diversified and sound portfolio of

equity, bonds, securities etc.

Investors in the mutual funds are given the share in its total funds, which is evidenced

by the unit certificates.

Mutual funds assure professional management, which helps in earning higher rate of

return.

It helps the small investors who do not have adequate time and knowledge, expertise,

experience and resources for directly accessing profitable avenues in capital and money

markets.

NET ASSET VALUE:

The repurchase price is always linked to the Net Asset Value. The NAV is nothing but the

market price of each unit of particular scheme in relation to all assets of the scheme. It can

also be called as intrinsic value of each unit. This value is a true indicator of the

performance of the fund. If the NAV is more than the face value of the unit, it clearly

indicates that the money invested on that unit has appreciated and the fund has performed

better.

CREDIT RATING:

Credit rating is an assessment, by an independent agency of the capacity of an issuer ofdebt security to service the debt and repay the principal as per the terms of issue of debt. A

rating agency collects the qualitative as well as the quantitative data from a company,

which has to be rated, and assesses the relative strengths and capability of company to

honour its obligations contained in the debt instrument throughout the duration of the debt

instrument. The rating given is based on an objective judgment of a team of experts from

the rating agency involved in credit rating.

OBJECTIVES OF CREDIT RATING:

It imposes a financial discipline on the borrowers

It helps the financial intermediary in discharging the functions relating to the debt

issues.

It guides the investor regarding the commitment towards a particular debt instrument for

better returns.

It facilitates the formulation of the public guidelines on the institutional investment.

It may provide adequate funds for the high rated companies at a low rate of interest.It lends greater credibility to the financial and other representatives.

It encourages transparency of information and better accounting standards.CREDIT RATING PROCESS:

A) The issuing company approaches the rating agencies.

B) On the basis of client needs, rating agency appoints a team of experts to appraise thefinancial position of the company.

C) The experts team makes report to the agency appoints a team of experts to appraise the

financial positions.


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D) Credit rating agency submits, its observations about the quality of debt instrument

through symbols.

CREDIT RATING AGENCIES IN INDIA:

i) Credit Rating and Information services of India (CRISIL)

ii) Investment Information and Credit Rating Agency of India Limited (ICRA)

iii) Credit Analysis and Research Limited (CARE)

iv) Onida Individual Credit Rating Agency of India Limited. (ONICRA)

CRISIL

CRISIL was established in January 1988. It was floated by ICICI, UTI, LIC, GIC and

Asian development bank. Its objective is to undertake the assignments of the credit rating

based on the proposal made by the issuer companies for their financial products. They are

debentures, fixed deposit programmes, commercial papers, short term borrowing

instruments and preference shares. CRISIL rating is necessary for the authorities and

banks. The CRISIL provides not only the credit rating but also renders services to the

corporate sector covering the topics like structure of the industry, degree of competition

and business situations.

ICRA

ICRA was promoted by the Industrial Corporation of India. It has come into existence inAugust 1991. It has headquarters at Delhi. It was an independent company limited by

shares with an authorized share capital of Rs.10crores. The main objective is to assess the

credit instruments and assign a grade constant to the risk associated with such instrument.

The rating is based on an objective analysis of the information provided by the client

company. It helps the investors in making well-informed investing decisions. It assists the

issuer company in raising funds from wider investors.

CARE

CARE is the third credit rating agency in India. These ratings are accepted by the SEBI,

the RBI and the Government of India. The IDBI and other institutions promote it. The

regulatory authorities have made rating a necessary grading for entering into the market. It

is incorporated as a public limited company under the Indian companies Act. CARE is runby Board of Directors. It consists of eminent persons with a varied experience in financial

services and allied areas. The company is an autonomous body and enjoys full freedom in

its operations and ratings are also accepted by the market.

VENTURE CAPITAL:

It is a form of financing, designed for funding high technology, high risk and perceived

high reward projects. A venture capitalist provides funds to entrepreneurs and enterprises

pursuing in the new and unexplored avenues. Venture capitalist helps the promoter to

actualize the project and attain commercialization.

Features of venture capital:

i. Venture capital is usually will be in the form of equity participation.

ii. The investment is made only in high tech projects having high growth potential.

iii. Venture capitalist joins the firm as a co-partner and shares the risk and reward of the

enterprise.

iv. Once the started venture reaches the full potential and starts earning profit, the venture

capitalist will withdraw his investments.

v. This type of investment is generally made in small and medium scale business houses.

vi. Venture capital is available only for commercialization of new ideas and it is not

available for the firms engaged in trading, financial services, research and development

etc.,

FACTORING: It may be defined as a continuing arrangement between the financial

institutions or banks and a business concern selling goods or providing services on credit,wherein the factor undertakes the task of recording, collecting, controlling and protecting

the book debts and also purchasing the bills receivables of the suppliers.

Factoring involves the following functions:


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a) Purchase and collection of debts

b) Management of sales ledger

c) Credit investigation

d) Provision of finance against debt

e) Rendering consultancy services

LOAN SYNDICATION:

This is also referred as consortium financing. This work is taken up by the Merchant

banker and he arranges loans to the customers by accumulating money from varioussources. If a single bank cannot provide a huge sum of loan, a number of banks join

together and form a syndicate. It enables the members of the syndicate to share the credit

risk associated with a particular loan among themselves.

SCOPE OF FINANCIAL SERVICES:

Financial services cover a wide range of activities. They can be broadly categorized into

two parts namely:

(a) Traditional activities

(b) Modern activities

TRADITIONAL ACTIVITIES:

Conventionally the financial services are identified under two heads:(i) Fund based activities and

(ii) Non-fund based activities

The traditional services which come under fund based activities are the following:

Underwriting of shares, debentures etcDealing in foreign exchange market activities

Equipment leasing, hire purchase, venture capital etc.Dealing in secondary market activities

Participating in money market instruments like treasury bills, discounting bills,

commercial papers etc.

financial institutionsPlacement of capital and debt instruments with investment institutions

Arrangement of working capital for his clients

Assisting in the process of obtaining government Clarence.MODERN ACTIVITIES:

It includes

Rendering project advisory services, right from the preparation of the project report till

the raising of funds for starting the project

Planning for mergers and acquisitions and assisting for their smooth carry out.Directing corporate customers in capital restructuring

Acting as trustees to the debenture holders

Recommending suitable changes in the management structure and management style

envisaging to achieve better results.

Portfolio management of large public sector undertakingsCapital market services such as, Clearing services, Registration and transfers, collection

of income on securities etc,

NATURE AND CHARACTERSTICS OF FINANCIAL SERVICES:

Financial services involve at least two people or firms, the service provider and the

user.

Financial service is an innovative activity and requires dynamism. It has to be consistently

redefined and refined on the basis of economic changes.FINANCIAL SERVICES MARKETING v/s GOODS MARKETING:

(Goods and services merge, but on the conditions of services)


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Financial service is one of the important elements in Indian financial system. It fulfils the

needs of financial institutions, intermediaries and investors. Financial markets bring

together financial institutions, intermediaries and investors.

The basic differences between goods and services marketing are given below:

OWNERSHIP:

In case of goods marketing the customers get the ownership of the goods sold. Where as in

case of services marketing the customers derive value from services without obtaining

ownership of any tangible elements.

INVENTORY:The goods manufactured can be inventoried and can be sold as per the demand

requirements. Since, service is a deed or performance it cannot be inventoried. However,

facilities, equipment and labour can be held in readiness to create service.

TANGIBILITY:

Goods are tangible in nature and the services are intangible. Goods are tangible dominant

and the services are intangible dominant.

DISTRIBUTION CHANNELS:

Manufacturers require physical distribution channels to move goods from factory to

customers. Service business houses choose to combine the service factory, retail outlet and

point of consumption at a single location or use electronic means to distribute their

services.TIME FACTOR:

Service marketers need to understand customers time constraints and priorities; a

marketer has to minimize waiting time. A goods marketer should also be time conscious.

He should try to reduce the lead-time i.e., the time between the place of order and delivery.

EVALUATION:

Physical goods customers evaluate the products prior to purchase in terms of color, shape,

price, fit and feel whereas service customers emphasize on experience properties such as

taste, ease of handling, personnel treatment, etc.

VARIABILITY IN OPERATIONAL INPUTS AND OUTPUTS:

Manufactured goods can be produced under controlled conditions, designed to optimize

both productivity and quality. Productivity and quality can be assured in advance. In caseof services marketing, the service is delivered under uncontrollable conditions.

Productivity and quality cannot be determined in advance.

FINANCIAL INNOVATION:

Financial intermediaries have to perform the task of financial innovation to meet the ever-

changing requirements of the economy and to help the investors cope with the increasingly

volatile market. Because of this reason there is a necessity for the financial intermediaries

to innovate unique financial instruments.

The following are the major reasons for financial innovation:

Low Profitability:

Profitability refers to the ability of a financial institution to maximize profits. The

profitability of the major financial institutions have been declining in the

recent times. So, the institutions are compelled to seek new products, which fetches high

returns.

Competition:

The entry foreign and private players in the financial services sector have led to severe

competition in the industry. This has compelled the institutions to innovate the financial

instruments.

Economic Liberalization:

Economic liberalization such as, deregulation of exchange controls and interest rate

ceilings etc, have made the industry more innovative.

Customer service:To cater to the needs of various customers financial institutions must be innovative.

Customers desire for newer products at lower cost or lower credit risk to replace the

existing ones. To meet the increased customer sophistication the financial intermediaries


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are constantly undertaking research to invent a new product, which suit to the requirement

of investing public.

Global impact:

The changes happening in the global scenario is affecting the financial service sector to a

larger extent. Financial intermediaries have come out of their traditional approach and they

are ready to assume more credit risks. As a consequence many innovations have taken

place in the global financial sector, which have its own impact on the domestic sector also.

Investor awareness:

There is degree of awareness amongst the investing public; there has been a distinct shiftfrom investing the savings in physical assets like gold, silver, land etc. to financial assets

like shares, debentures, mutual funds etc. Within the financial assets, they go from risk

free bank deposits to risky investments in shares. To meet the growing awareness of the

public, innovation has become the need of the hour.

SERVICES MARKETING TRIANGLE

In the above triangle the resources of a firm are divided into five groups: Personnel,

Technology, Knowledge, Customers time and the Customer.

PERSONNEL:

Many of the people representing the firm create value for customers in various service

processes such as Deliveries, claims handling, service and maintenance etc. and some are

directly engaged in sales and cross sales activities. These customer contact serviceemployees are recognized as part time marketers. In many firms they outnumber the full

time marketers.

TECHNOLOGY:

The knowledge that employees have and that is embedded in technical solutions and the

firms way of managing the customers time is identified as a resource.

TECHNOLOGY AND CUSTOMERS TIME:

The knowledge that employees have and that is embedded in technical solutions must be

able to reduce the customers time. Technology is identified as a vital element in service

triangle, which emphasizes on reducing customers time.

KNOWLEDGE:

A firm must acquire knowledge and competences to develop the resources needed forimplementing service process in a way that creates value for each customer. A governing

system is needed for the integration of various types of resources and for the management

of the service processes.

CUSTOMER:

Customer is recognized as the King and all the efforts of the service marketer are diverted

for satisfying the customer expectations. Promises given are fulfilled by using various

types of resources. To enable the fulfillment of promises, continuous resource

development and continuous development of competences are needed.

Ssssssssssssssssssssssssssssssssssssssssssssssssssssssssss

s

To understand the Concept of Financial Services, its classification and activities.

In general, all types of activities, which are of a financial nature could be brought under

the term financial services. The term financial services in a broad sense means

mobilizing and allocating savings. Thus it includes all activities involved in the

transformation of savings into investment. The financial services can also be calledfinancial intermediation. Financial intermediation is a process by which funds are


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mobilized from a large number of savers and make them available to all those who are in

need of it and particularly to corporate customers. Thus, financial services sector is a key

area and it is very vital for industrial developments. A well developed financial services

industry is absolutely necessary to mobilize the savings and to allocate them to various

invest able channels and thereby to promote industrial development in a country.

Classification of Financial Services Industry

The financial intermediaries in India can be traditionally classified into two :

i. Capital Market intermediaries and

ii. Money market intermediaries.The capital market intermediaries consist of term lending institutions and investing

institutions which mainly provide long term funds. On the other hand, money market

consists of commercial banks, co-operative banks and other agencies which supply only

short term funds. Hence, the term financial services industry includes all kinds of

organizations which intermediate and facilitate financial transactions of both individuals

and corporate customers.

Scope of Finacial Services

Financial services cover a wide range of activities. They can be broadly classified into

two, namely :

i. Traditional Activities

ii. Modern activities.Traditional Activities

Traditionally, the financial intermediaries have been rendering a wide range of services

encompassing both capital and money market activities. They can be grouped under two

heads, viz.

a. Fund based activities and

b. Non-fund based activities.

Fund based activities : The traditional services which come under fund based activities are

the following :

i. Underwriting or investment in shares, debentures, bonds, etc. of new issues (primary

market activities).

ii. Dealing in secondary market activities.iii. Participating in money market instruments like commercial papers, certificate of

deposits, treasury bills, discounting of bills etc.

iv. Involving in equipment leasing, hire purchase, venture capital, seed capital.

v. Dealing in foreign exchange market activities.

Non fund based activities : Financial intermediaries provide services on the basis of non-

fund activities also. This can be called fee based activity. Today customers, whether

individual or corporate, are not satisfied with mere provisions of finance. They expect

more from financial services companies. Hence a wide variety of services, are being

provided under this head.

They include :

i. Managing the capital issue i.e. management of pre-issue and post-issue activities

relating to the capital issue in accordance with the SEBI guidelines and thus enabling the

promoters to market their issue.

ii. Making arrangements for the placement of capital and debt instruments with investment

institutions.

iii. Arrangement of funds from financial institutions for the clients project cost or his

working capital requirements.

iv. Assisting in the process of getting all Government and other clearances.

Modern Activities

Beside the above traditional services, the financial intermediaries render innumerableservices in recent times. Most of them are in the nature of non-fund based activity. In view

of the importance, these activities have been in brief under the head New financial


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products and services. However, some of the modern services provided by them are given

in brief hereunder.

i. Rendering project advisory services right from the preparation of the project report till

the raising of funds for starting the project with necessary Government approvals.

ii. Planning for M&A and assisting for their smooth carry out.

iii. Guiding corporate customers in capital restructuring.

iv. Acting as trustees to the debenture holders.

v. Recommending suitable changes in the management structure and management style

with a view to achieving better results.vi. Structuring the financial collaborations / joint ventures by identifying suitable joint

venture partners and preparing joint venture agreements.

vii.Rehabilitating and restructuring sick companies through appropriate scheme of

reconstruction and facilitating the implementation of the scheme.

viii.Hedging of risks due to exchange rate risk, interest rate risk, economic risk, and

political risk by using swaps and other derivative products.

ix. Managing the portfolio of large Public Sector Corporations.

x. Undertaking risk management services like insurance services, buy-back options etc.

xi. Advising the clients on the questions of selecting the best source of funds taking into

consideration the quantum of funds required, their cost, lending period etc.

xii. Guiding the clients in the minimization of the cost of debt and in the determination ofthe optimum debt-equity mix.

xiii. Undertaking services relating to the capital market, such as

a. Clearing services

b. Registration and transfers,

c. Safe custody of securities

d. Collection of income on securities

xiv. Promoting credit rating agencies for the purpose of rating companies which want to go

public by the issue of debt instruments.

Sources of Revenue

There are two categories of sources of income for a financial services company, namely :

(i) Fund based and (ii) Fee based.Fund based income comes mainly from interest spread (the difference between the interest

earned and interest paid), lease rentals, income from investments in capital market and real

estate. On the other hand, fee based income has its sources in

merchant banking, advisory services, custodial services, loan syndication, etc. In fact, a

major part of the income is earned through fund-based activities. At the same time, it

involves a large share of expenditure also in the form of interest and brokerage. In recent

times, a number of private financial companies have started accepting deposits by offering

a very high rate of interest. When the cost of deposit resources goes

up, the lending rate should also go up. It means that such companies have to compromise

the quality of its investments. Fee based income, on the other hand, does not involve much

risk. But, it requires a lot of expertise on the part of a financial company to offer such fee-

based services.

Causes For Financial Innovation

Financial intermediaries have to perform the task of financial innovation to meet the

dynamically changing needs of the economy and to help the investors cope with the

increasingly volatile and uncertain market place. There is a dire necessity for

the financial intermediaries to go for innovation due to the following reasons :

i. Low profitability : The profitability of the major FI, namely the banks has been very

much affected in recent times. There is a decline in the profitability of traditional

banking products. So, they have been compelled to seek out new products which mayfetch high returns.

ii. Keen competition : The entry of many FIs in the financial sector has led to severe

competition among them. This keen competition has paved the way for the entry of varied


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nature of innovative financial products so as to meet the varied requirements of the

investors.

iii. Economic Liberalization : Reform of the Financial sector constitutes the most

important component of Indias programme towards economic liberalization. The recent

economic liberalization measures have opened the door to foreign competitors to enter into

our domestic market. Deregulation in the form of elimination of exchange

controls and interest rate ceilings have made the market more competitive. Innovation has

become a must for survival.

iv. Improved communication technology : The communication technology has become soadvanced that even the worlds issuers can be linked with the investors in the global

financial market without any difficulty by means of offering so many options and

opportunities.

v. Customer Service : Now a days, the customers expectations are very great. They want

newer products at lower cost or at lower credit risk to replace the existing ones.

To meet this increased customer sophistication, the financial intermediaries are constantly

undertaking research in order to invent a new product which may suit to the requirement of

the investing public.

vi. Global impact : Many of the providers and users of capital have changed their roles all

over the world. FI have come out of their traditional approach and they are ready to

assume more credit risks.vii.Investor Awareness : With a growing awareness amongst the investing public, there

has been a distinct shift from investing the savings in physical assets like gold, silver, land

etc. to financial assets like shares, debentures, mutual funds, etc. Again, within the

financial assets, they go from risk free bank deposits to risky investments in shares. To

meet the growing awareness of the public, innovations has become the need of the hour.

Financial Engineering

The growing need for innovation has assumed immense importance in recent times. This

process is being referred to as financial engineering. Financial engineering is the design,

development and implementation of innovative financial instruments and process and the

formulation of creative solutions to the problems in finance.

New Financial Products and Services

In these days of complex finances, people expect a financial service company to play a

very dynamic role not only as a provider of finance but also as a departmental store of

finance. With the opening of the economy to multinationals, the free market concept has

assumed much significance. As a result, the clients both corporate and individuals are

exposed to the phenomena of volatility and uncertainty and hence they expect

the financial services company to innovate new products and services so as to meet their

varied requirements.

As a result of innovations, new instruments and new products are emerging in the capital

market. The capital market and the money market are getting widened and deepened.

Moreover, there has been a structural change in the international capital market with the

emergence of new products and innovative techniques of operation in the capital market.

Many financial intermediaries including banks have already started expanding

their activities in the financial services sector by offering a variety of new products. As a

result, sophistication and innovations have appeared in the arena of financial

intermediations. Some of them are briefly explained hereunder :

i. Merchant Banking : A merchant banker is a financial intermediary who helps to transfer

capital from those who possess it to those who need it. Merchant banking includes a wide

range of activities such as management of customer securities, portfolio management,

project counseling and appraisal, underwriting of shares and debentures, loan syndication,acting as banker for the refund orders, handling interest and dividend warrants etc. Thus, a

merchant banker renders a host of services to corporate, and thus promote industrial

development in the country.


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ii. Loan Syndication : This is more or less similar to consortium financing. But this work is

taken up by the merchant banker as a lead manager. It refers to a loan arranged by a bank

called lead manager for a borrower who is usually a large corporate customer or a

government department. It also enables the members of the syndicate to share the credit

risk associated with a particular loan among themselves.

iii. Leasing : A lease is an agreement under which a company or a firm acquires a right to

make use of a capital asset like machinery, on payment of a prescribed fee called rental

charges. In countries like USA, the UK and Japan, equipment leasing is very popular and

nearly 25% of plant and equipment is being financed by leasing companies. InIndia also, many financial companies have started equipment leasing business.

iv. Mutual Funds : A mutual fund refers to a fund raised by a financial service company

by pooling the savings of the public. It is invested in a diversified portfolio with a view to

spreading and minimizing the risk The fund provides investment avenues for small

investors who cannot participate in the equities of big companies. It ensures low

risk, steady returns, high liquidity and better capitalization in the long run.

v. Factoring : Factoring refers to the process of managing the sales register of a client by a

financial services company. The entire responsibility of collecting the book debts passes

on to the factor.

vi. Forfaiting : Forfaiting is a technique by which a forfaitor (financing agency) discounts

an export bill and pays ready cash to the exporter who can concentrate on the export frontwithout bothering about collection of export bills.

vii. Venture Capital : A venture capital is another method of financing in form of equity

participation.

viii. Custodial Services : Under this a financial intermediary mainly provides services to

clients, for a prescribed fee, like safe keeping of financial securities and collection of

interest and dividends.

ix. Corporate advisory services : Financial intermediaries particularly banks have setup

specialized branches for this. As new avenues of finance like Euro loans, GDRs etc. are

available to corporate customers, this service is of immense help to the customers.

x. Securitisation : Securitisation is a technique whereby a financial company converts its

ill-liquid, non-negotiable and high value financial assets into securities of small valuewhich are made tradable and transferable.

xi. Derivative Security : A derivative security is a security whose value depends upon the

values of other basic variable backing the security. In most cases, these variables are

nothing but the prices of traded securities.

xii. New products in Forex Markets : New products havealso emerged in the forex markets

of developed countries.

Some of these products are yet to make full entry in Indian markets. Among them are :

a. Forward contract : A forward transaction is one where the delivery of foreign currency

takes place at a specified future date for a specified price. It may have a fixed or flexible

maturity date.

b. Options : As the very name implies, it is a contract where in the buyer of options has a

right to buy or sell a fixed amount of currency against another currency at a fixed rate on a

future date according to his options.

c. Futures : It is a contract wherein there is an agreement to buy or sell a stated quantity of

foreign currency at a future date at a price agreed to between the parties on the stated

exchange.

d. Swaps : A swap refers to a transaction wherein a financial intermediary buys and sells a

specified foreign currency simultaneously for different maturity dates.

xiii. Lines of Credit : It is an innovative funding mechanism for the import of goods and

services on deferred payments terms. LOC is an arrangement of a financing institution of

one country with another to support the export of goods and services to as to enable theimporter to import on deferred payment terms.

Challenges Facing the Financial Services Sector


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Though financial services sector is growing very fast, it has its own set of problems and

challenges. The financial sector has to face many challenges in its attempt to fulfill the

ever-growing financial demands of the economy. Some of the important challenges are

briefly explained hereunder :

i. Lack of qualified personnel : The financial services sector is fully geared to the task of

financial creativity. However, this sector has to face many challenges. The dearth of

qualified and trained personnel is an important impediment in its growth.

ii. Lack of investor awareness : The introduction of new financial products and

instruments will be of no use unless the investor is aware of the advantages and uses of thenew and innovative products and instruments.

iii. Lack of transparency : The whole financial system is undergoing a phenomenal change

in accordance with the high time that this sector gave up their orthodox attitude

of keeping accounts in a highly secret manner.

iv. Lack of specialization : In the Indian scene, each financial intermediary seems to deal

in a different financial service lines without specializing in one or two areas. In other

countries, financial intermediaries specialize in one or two areas only and provide expert

services.

v. Lack of recent data : Most of the intermediaries do not spend more on research. It is

very vital that one should build up a proper data base on the basis of which one could

embark upon financial creativity.vi. Lack of efficient risk management system : With the opening of the economy to

multinationals and exposure of Indian companies to international competition, much

importance is given to foreign portfolio flows. It involves the utilization of multi currency

transactions which exposes the client to exchange rate risk, interest rate risk and economic

and political risk.

The above challenges are likely to increase in number with the growing requirements of

the customers. The financial services sector should rise up to the occasion to meet these

challenges by adopting new instruments and innovative means of financing

so that it could play a very dynamic role in the economy.

Present Scenario

The Indian economy is in the process of rapid transformation. Reforms are taking place inevery field / part of economy. Hence financial services sector is also witnessing changes.

The present scenario can be explained in following terms :

i. Conservatism to dynamism : The main objective of the financial sector reforms is to

promote an efficient, competitive and diversified financial system in the country.

This is very essential to raise the allocative efficiency of available savings, increase the

return on investment and thus to promote the accelerated growth of the economy as a

whole. At present numerous new FIs have started functioning with a view to extending

multifarious services to the investing public in the area of financial services.

ii. Emergence of Primary Equity Market : The capital markets, which were very sluggish,

have become a very popular source of raising finance. The number of stock

exchanges in the country has gone up from 9 in 1980 to 22 in 1994. After the lowering of

bank interest rates, capital markets have become a very popular mode of channelising

the savings of medium class people.

iii. Concept of Credit Rating : The investment decisions of the investors have been based

on factors like name recognition of the company, operations of the Group, market

sentiments, reputation of the promoters etc. Now grading from an independent agency

would help the investors in his portfolio management and thus, equity grading is going to

play a significant role in investment decision-making. From the companys point of view,

Equity grading would help to broaden the market for their public offer, to replace the name

recognition by objective opinion and to have a wider investor base. Now it is mandatory

for their debt instruments.iv. Process of globalization : The process of globalization has paved the way for the entry

of innovative and sophisticated products into our country. Since the Government is very

keen in removing all obstacles that stand in the way of inflow of foreign capital, the


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potentialities for the introduction of innovative, international financial products in India

are very great. Moreover, our country is likely to enter the full convertibility era soon.

Hence, there is every possibility of introduction of more and more innovative and

sophisticated financial services in our country.

v. Process of liberalization : Our government has initiated many steps to reform the

financial services industry. The government has already switched over to free pricing of

issues by the CCI. The interest rates have been deregulated. The private sector has been

permitted to participate in banking and mutual funds and the public sector undertakings are

being privatized. SEBI has liberalized many stringent conditions so as to boost the capitaland money markets.

existence of a well organized financial system. It is the financial system which supplies the

necessary financial inputs for the production of goods and services which in turn promotes

the well being and standard of living of the people of a country.

Thus, the financial system is a broader term which brings under its fold the financial

markets and the financial institutions which support the system. The major assets traded in

the financial system are money and monetary assets. The responsibility of the financial

system is to mobilize the savings in the form of money and monetary

assets and invest them to productive ventures. An efficient functioning of the financial

system facilitates the free flow of funds to more productive activities and thus promotesinvestment. Thus, the financial system provides the intermediation between savers and

investors and promotes faster economic development.

Functions of The Financial System

As we know, financial system is very important for the economic and all round

development of any country, its major functions can be explained as following :

1 Promotion of Liquidity

The major function of the financial system is the provision of money and monetary assets

for the production of goods and services. There should not be any shortage of money for

productive ventures. In financial language, the money and monetary assets are referred to

as liquidity. In other words, the liquidity refers to cash or money and other assets which

can be converted into cash readily without loss. Hence, all activities in afinancial system are related to liquidity either provision of liquidity or trading in

liquidity.

2 Mobilization of Savings

Another important activity of the financial system is to mobilize savings and channelise

them into productive activities. The financial system should offer appropriate incentives to

attract savings and make them available for more productive ventures. Thus, the financial

system facilitates the transformation of savings into investment and consumption. The

financial intermediaries have to play a dominant role in this

activity.

An understanding of the financial system requires an understanding

of the following concepts :

1. Financial Assets

2. Financial Intermediaries

3. Financial markets

5. Financial instruments

Financial Assets

In any financial transaction, there should be a creation or transfer of financial asset. Hence,

the basic product of any financial system is the financial asset. A financial asset is one,

which is used for production or consumption or for further creation of assets. For instance,

A buys equity shares and these shares are financial assets since they earn income in future.

One must know the distinction between financial assets andphysical assets. Unlike financial assets, physical assets are not useful for further

production of goods or for earning incomes. It is interesting to note that the objective of

investment decides the nature of assets. For instance, if a building is bought for


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residence purposes, it becomes a physical asset, if the same is bought for hiring it becomes

a financial asset.

Classification of Financial Assets

Financial assets can be classified differently under different circumstances. Like :

A. (i) Marketable assets and (ii) Non-marketable assets

B. (i) Money/cash asset (ii) Debt asset and (iii) Stock assets

Marketable Assets : Marketable assets are those which can be easily transferred from one

person to another without much hindrance. Example Equity shares of listed companies,

Bonds of PSUs, Government Securities. easily, they come under this category. Example :FDRs, PF, Pension Funds, NSC, Insurance policy etc.

Cash Assets : All coins and currencies issued by the Government or Central Bank are cash

assets. Besides, commercial banks can also create money by means of creating credit.

Debt Asset : Debt asset is issued by a variety of organizations for the purpose of raising

their debt capital. There are different ways of raising debt capital. Ex.- issue of debentures,

raising of term loans, working capital advances etc.

Stock Asset : Stock is issued by business organizations for the purpose of raising their

fixed capital. There are two types of stock namely equity and preference.

Financial Intermediaries

The term financial intermediaries includes all kinds of organizations which intermediate

and facilitate financial transactions of both individuals and corporate customers. Thus, itrefers to all kinds of FIs and investing institutions which facilitate financial transactions in

financial markets. They may be in the organized sector or in the unorganized sector. They

may also be classified

in to two :

i. Capital Market Intermediaries

ii. Money Market Intermediaries.

Capital Market Intermediaries

These intermediaries mainly provide long term funds to individuals and corporate

customers. They consist of term lending institutions like financial corporations and

investment institutions like LIC.

Money Market IntermediariesMoney market intermediaries supply only short term funds to individuals and corporate

customers. They consist of commercial banks, cooperative bank.

Financial Markets

Generally speaking, there is no specific place or location to indicate a financial market.

Wherever a financial transaction takes place it is deemed to have taken place in the

financial market.

Hence financial markets are pervasive in nature since financial transactions are themselves

very pervasive throughout the economic system. However, financial markets can be

referred to as those centers and arrangements which facilitate buying and

selling of financial assets, claims and services. Sometimes, we do find the existence of a

specific place or location for a financial market as in the case of stock exchange.

Classification of Financial Markets

The classification of financial markets in India can be as following :

Unorganized Markets : In unorganized markets, there are a number of money lenders,

indigenous bankers, traders, etc. who lend money to the public. Indigenous bankers also

collect deposits from the public. There are also private finance companies, chit funds etc

whose activities are not controlled by the RBI. The RBI has already taken some steps to

bring unorganized sector under the organized fold.

Organized Markets : In the organized markets, there are standardized rules and regulations

governing their financial dealings. There is also a high degree of institutionalization and

instrumentalization. These markets are subject to strict supervision and control by the RBIor other regulatory bodies. These organized markets can be further classified into two.

They are

i. Capital Market and


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ii. Money Market.

Capital Market

The capital market is a market for financial assets which have a

long or indefinite maturity. Generally, it deals with long term

securities which have a maturity period of above one year.

Capital market may be further divided into three, namely :

1. Industrial Securities Market

2. Government Securities Market and

3. Long-term Loans Market.1 Industrial Securities Market

As the very name implies, it is a market for industrial securities, namely : (i) equity shares

(ii) Preference shares and (iii) Debentures or bonds. It is a market where industrial

concerns raise their capital or debt by issuing appropriate instruments. It can be further

subdivided into two. They are

a. Primary market or New Issue Market,

b. Secondary market or Stock Exchange.

Primary Market : Primary market is a market for new issues or new financial claims.

Hence it is also called New Issue Market. The primary market deals with those securities

which are issued to the public for the first time. In the primary market, borrowers

exchange new financial securities for long-term funds. Thus, primary market facilitatescapital formation.

There are three ways by which a company may raise capital in a primary market. They are

(i) Public issue (ii) Right issue and (iii) Private placement.

The most common method of raising capital by new companies is through sale of

securities to the public. It is called public issue. When an existing company wants to raise

additional capital, securities are first offered to the existing shareholders on

a pre-emptive basis. It is called rights issue. Private placement is a way of selling securities

privately to a small group of investors.

Secondary Market : Is a market for secondary sale of securities. In other words, securities

which have already passed through the new issue market. Generally, such securities are

quoted in the stock exchange and it provides a continuous and regularmarket for buying and selling of securities. This market consists of all stock exchanges

recognized by the Government.

2 Government Securities Market

It is otherwise called Gilt-Edged securities market. It is a market where government

securities are traded. In India there are many kinds of Government securities short term

and long term.

Long-term securities are traded in this market while short term securities are traded in

money market.

The secondary market for these securities is very narrow since most of the institutional

investors tend to retain these securities until maturity.

Financial institutions intermediate the flow of funds between different economic

decision-making units.

The financial services are intangible. It smoothens the functioning of the corporate

sector by providing funds within the stipulated period of time.

Financial services must be customer friendly and they should provide the services

according to the requirements of the customers

Non-fund based activities include:

The management of capital issues (pre and post issue management)

Arrangement for the placement of capital and debt instruments with investment

institutions

Arrangement of funds from


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d) Provision of finance against debt

e) Rendering consultancy services

sector. While these funds may give higher returns, they are more risky as compared to

diversified funds. Investors need to keep a watch on the performance of these sectors and

must exit at an appropriate time besides seeking expert advice.

Tax saving schemes:

These schemes offer tax rebates to the investors under specific provisions of the income

tax act of 1961, as the government offers tax incentives for investment in specified

avenues. EG. Equity linked saving schemes, pension schemes etc.

Load fund:

A load fund is one that charges a percentage of Net asset value for entry or exit. Each time

one buys or sells units in the fund, a charge will be payable. This charge is used by the

mutual fund for marketing and distributing expenses.

No-load fund:

This fund is one that does not charge for entry or exit. It means the investors can enter the

fund at Net asset value and no additional charges are payable on purchase or sale of units.

The price a unit holder is charged while investing in an open-ended scheme is called sales

price.

FUNCTIONS OF MUTUAL FUNDS:

The basic function of mutual fund companies is buying and selling securities on behalf

of its unit holders,

It enables small investors to hold a share in a large and diversified portfolio of assets,

which reduces the risks of investment.

The savings so mobilized are pooled in a large, diversified and sound portfolio of

equity, bonds, securities etc.Investors in the mutual funds are given the share in its total funds, which is

Meaning and Definitions of Financial Services

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