my file final

1. SUMMER TRAINING PROJECT REPORT ON
MEDIA PERCEPTION OF RELIANCE MONEY
AT RELIANCE MONEY
SUBMITTED BY
Sumeet bassi
Reg:-80507317054
In partial fulfillment for the award of the degree
Of
Master of Business Administration
SUBMITTED TO
Mr. Pankaj Kapoor
A & M INSTITUTE OF MANAGEMENT & TECHNOLOGY
VILLAGE MAMOON, OPP. CANADA PALACE
PATHANKOT – 145001
PUNJAB TECHNICAL UNIVERSITY
JALANDHAR
JUNE TO JULY 2009
1
AMIMT, PATHANKOT

2. PREFACE
Private sector is one of the fastest growing sectors in the country. After
liberalization, the private industry still holds vast opportunities for young
and experienced professionals.
Reliance Money- Anil Dhirubhai Ambani Group offers most dynamic web
based trading environment to its customers. The Reliance Money stock
trading websites uses special security features, ‘Security Token’ which
makes online trading experience more secure without complexity. Reliance
ADG provide the vast opportunities to the new aspirants of the management
studies.
The financial sector is full of competition even if there are lots of
opportunities to the job in Reliance Money and it is the platform to go to the
highest peak in the life of any coming one.
Reliance Money is a single window that provides the multisystem facilities
of the financial products. There are many companies in the market which are
providing an array of financial products like stock broking, demat account
services, money changing, money transfer, gold coins, portfolio
management services, wealth management services, mutual funds, general
insurance, and the others.Hence
2
AMIMT, PATHANKOT

3. Reliance Money provides many financial products on the single window.
Reliance Money deals in the following product and investment options:
Equity (stock) broking
Derivatives trading
Forex trading
Commodity trading
IPO’s
Mutual funds
Insurance
3
AMIMT, PATHANKOT

4. ACKNOWLEDGEMENT
Sometimes words fall short to show gratitude, the same happened with me
during this project. The immense help and support received from Reliance
Money Limited overwhelmed me during the project.
It is a great opportunity for me to work with Reliance Money, pioneers in the
field of stock trading. I am extremely grateful to the entire team of Reliance
Money at Mumbai who have shared their expertise and knowledge with me
and without whom the completion of this project would have been virtually
impossible.
My sincere gratitude to Mr. Zahid Gawandi (AVP, Branding and
Communication) for providing me with an opportunity to work with
Reliance Money Limited who has provided me with the necessary
information and his valuable suggestion and comments on bringing out this
report in the best possible way.
I am highly indebted to Mr. Pankaj Kapoor (Manager, Branding and
Communication), my project guide, who has provided me with the necessary
information and her valuable suggestion and a good support in
understanding the basics of Reliance Money easily.
4
AMIMT, PATHANKOT

5. I express my sincere gratitude to our Director Dr MS. Renuka mahajan for
allowing me to carry on this project.
I also express my deep gratitude to our H.O.D Mr.Rishi Dogra for
allowing me to carry on this project.
Last but not the least the contribution of ms. shivani for her valuable
comments and suggestions for making this a cherishable experience for me.
5
AMIMT, PATHANKOT

6. CERTIFICATE
This is to certify that the project work done on “Media Perception of
Reliance Money” is a bonafide work carried out by sumeet bassi under my
supervision and guidance. The project report is submitted towards the partial
fulfillment of the full time Master of Management Studies programme for
the academic year 2008-2010.
This work has not been submitted anywhere else for any other
degree/diploma. The original work was carried from 19-06-2009 to
30-07-2009 at Reliance Money MUMBAI
Date:
Mr. Pankaj Kapoor
CollegeSeal
Professor Mr.Rishi Dogra
Head - Training & placement
Student’s Sign:
Sumeet bassi
6
AMIMT, PATHANKOT

7. ABSTRACT
This project has been a great learning experience for me; at the same time it
gave me enough scope to implement my analytical ability. This project as a
whole can be divided into two parts:
1. The first part gives an insight about the media share of voice of
Reliance Money vis-à-vis its competitors. It is purely based on
whatever I have learned at Reliance Money. It is based on the news
featured on Reliance Money and its competitors in the newspapers
and business channels, which help to find out which firm has a major
share in the media.
2. All the topics have been covered in a very systematic way. The
language has been kept simple so that even a layman can understand.
All the data have been well analyzed with the help of charts and
graphs.
3. The second part consists of data and their analysis, collected through a
survey done on people. It covers the topic, ‘Media Perception of
Reliance Money’. The data collected has been well organized and
presented. Hope the research findings and conclusions will be of use.
It has covered how various media houses perceive Reliance Money as
a brand to be vis-à-vis its competitors.
7
AMIMT, PATHANKOT

8. DECLARATION
I sumeet bassi do here by declare that the project work entitle on the “Media
Perception of Reliance Money”at Mumbai is the original work done by me .
This project report presented as a partial fulfillment requirement for the
degree of Master of Business Administration
Sumeet bassi
MBA 2nd semester
AMIMT
8
AMIMT, PATHANKOT

9. TABLE OF CONTENTS
Introduction
Competitors Profile
Industry Profile
Organization Profile
Introduction to Topic
Literature Survey
Need for the study
Objective of study
Research Methodology
Data Analysis and Interpretation
Observation and Finding
Recommendations and Suggestions
Limitation
Appendices
Questionnaire, Table, Graph
Bibliography
9
AMIMT, PATHANKOT

10. INTRODUCTION
Reliance Money – Transacting and investing simplified.
Get ready to change the way you transact and invest in financial products
and services. Whether you wish to transact in equity, equity & commodity
derivatives, IPO’s offshore investments or prefer to invest in mutual funds,
life & general insurance products or avail money transfer and money
changing services, you can do it all through reliance money. Simply open a
reliance money account and enjoy the convenience of handling all your key
financial transactions through this one window.
PROFILE OF RELIANCE MONEY
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 &
10
AMIMT, PATHANKOT

11. 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
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
The Reliance Anil Dhirubhai Ambani Group is one of India's top 3 business
houses, and has a market capitalization of over Rs.2,90,000 crore (US$ 75
billion),net worth in excess of Rs.40,000 crore (US$ 10 billion), cash flows
of Rs. 9,000 crore (US$ 2.2 billion), net profit of Rs. 5,000 crore (US$ 1.3
billion) and zero net debt
11
AMIMT, PATHANKOT

12. Chairman's Profile:
Regarded as one of the foremost corporate leaders of
contemporary India, Shri Anil D Ambani, 50, is the chairman of
all listed companies of the Reliance ADA Group, namely,
Reliance Communications, Reliance Capital, Reliance Energy,
Reliance Natural Resources and Reliance Power.
He is also Chairman of the Board of Governors of Dhirubhai Ambani
Institute of Information and Communication Technology, Gandhi Nagar,
Gujarat.Till recently, he also held the post of Vice Chairman and Managing
Director in Reliance Industries Limited (RIL), India's largest private sector
enterprise.
Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and
was centrally involved in every aspect of the company's management over
the next 22 years. He is credited with having pioneered a number of path-
breaking financial innovations in the Indian capital markets. He spearheaded
the country's first forays into the overseas capital markets with international
public offerings of global depositary receipts, convertibles and bonds.
Starting in 1991, he directed Reliance Industries in its efforts to raise over
US$ 2 billion. He also steered the 100-year Yankee bond issue for the
company in January 1997.
M.D’S Profile:
12
AMIMT, PATHANKOT

13. Mr. Sudip Bandyopadhyay
Managing Director, Reliance Money
Mr. Sudip Bandyopadhyay has been with the Anil Dhirubhai Ambani Group
since May 2005 and spearheads its broking, distribution, OTC (over-the-
counter) and exchange business as Managing Director Reliance Money.
With over 22 years of experience in the financial sector, Sudip has been
responsible for building Reliance Money into the country's largest broking
and distribution house. The company today enjoys the confidence of over 3
million customers and is present across 5,165 cities and towns within the
country.
He has also been instrumental in taking Reliance Money international
through various innovative tie-ups and acquisitions. Reliance Money in a
short span of two years now has its presence in Asia, Africa and Europe.
Sudip was also responsible for the acquisition of AMP Sanmar that launched
Reliance’s foray in the Life Insurance segment.
A Charted Accountant and Cost Accountant by profession, Sudip started his
career as a management trainee with HLL and has worked across multiple
assignments in the area of capital market, money market and current market
operations.
13
AMIMT, PATHANKOT

14. Prior to joining Reliance, Sudip was heading Treasury and Investment at
ITC. He was responsible for the acquisition of a strategic stake in EIH and
VST by ITC.
An avid reader, Sudip believes that books have played a key role in shaping
his life and making him the person he is today. He contributes his success to
his learning’s from books such as Pather Panchali, Overload, and
Moneychangers etc., read by him during various phases of his life.
14
AMIMT, PATHANKOT

15. HIERARCHY OF RELIANCE MONEY
15
AMIMT, PATHANKOT

16. MISSION AND VISION OF RELAINCE MONEY
SUCCESS SUTRAS OF RELIANCE MONEY:
The success story of the company is driven by 9 success sutras adopted by it,
namely; Trust, Integrity, Dedication, Commitment, Enterprise, Hard Work,
Home Work, Team Work Play, Learning & Innovation, Empathy &
Humility and last but not the least it’s the Network
These are the values that bind Reliance Money with success.
VISION:
“To achieve & sustain market leadership, Reliance Money shall aim for
complete customer satisfaction, by combining its human & technological
resources to provide world class quality services. In the process Reliance
Money shall strive to meet & exceed customer’s satisfaction & set industry
standards.”
MISSION STATEMENT:
“Our mission is to be a leading & preferred service provider to our
customers, & we aim to achieve this leadership position by building an
innovative, enterprising & technology driven organization which will set the
higher standards of service & business ethics”
MLIESTONES ACHIEVED
In the last 12 months we have taken giant strides
India’s TOP broking and distribution house
The largest broker with distribution reach of 20,000+ touch points,
10,000+ outlets across 4,000 cities/towns.
16
AMIMT, PATHANKOT

17. 1. Trading Portal (with almost negligible brokerage)
• Equity Broking
• Commodity Broking
• Derivatives ( Futures & Options )
• Offshore Investments (Contract For Differences)
• D-Mat Account.
2. Financial Products
• Mutual Funds
• Life Insurance
o ULIP plan
o Term Plan
o Money Back Plan
• General Insurance
o Vehicle/Motor Insurance
o Health Insurance
o House insurance
• IPO’s
• NFOs
17
AMIMT, PATHANKOT

18. 3. Value-Added Services
• Retirement Planning
• Financial Planning
• Tax Saving
• Children Future Planning
4. Credit Cards
5. Gold coins retailing
18
AMIMT, PATHANKOT

19. Competitors Profile
About I-Sec
ICICI Securities Ltd is the largest equity house in the country
providing end-to-end solutions (including web-based services)
through the largest non-banking distribution channel so as to fulfil all
the diverse needs of retail and corporate customers. ICICI Securities
(I-Sec) has a dominant position in its core segments of its operations
- Corporate Finance including Equity Capital Markets Advisory
Services, Institutional Equities, Retail and Financial Product
Distribution.
With a full-service portfolio, a roster of blue-chip clients and
performance second to none, we have a formidable reputation within
the industry. Today ICICI Securities is among the leading Financial
Institutions both on the institutional as well as retail side.
Headquartered in Mumbai, I-Sec operates out of several locations in
India.
ICICI Securities Inc., the step down wholly owned US subsidiary of the
company is a member of the National Association of Securities Dealers, Inc.
19
AMIMT, PATHANKOT

20. (NASD). As a result of this membership, ICICI Securities Inc. can engage in
permitted activities in the U.S. securities market
Ms. Madhabi Puri-Buch
Managing Director and CEO
Ms Madhabi Puri-Buch, Managing Director and CEO of ICICI Securities
Limited, has been with the ICICI Group for over 15 years.
Madhabi spearheads the company’s initiatives in Corporate Finance which
includes Equity Capital Markets Advisory Services, and Institutional
Equities; Retail Equities which includes ICICIdirect.com, one of the largest
players in the internet brokerage space and Financial Product Distribution.
Prior to this, Madhabi was an Executive Director on the Board of ICICI
Bank. She was responsible for the global markets business covering treasury
solutions for clients including FX, Fixed Income and Derivatives solutions.
20
AMIMT, PATHANKOT

21. In addition, Madhabi was also the head of global operations of the bank
covering transaction processing and mid-office control for the retail,
corporate, international and rural banking. She was also the Chief Brand
Officer for the ICICI Group.
She joined the Board of Directors of the bank in 2007, heading the Internal
Control Environment function including global operations, global risk
management and the legal, compliance and audit functions for the bank.
Within the ICICI Bank, Madhabi had looked after various businesses
including home loans, bonds and retail broking.
Madhabi is a gold medallist in mathematics from Delhi University and an
MBA from IIM – Ahmedabad.
21
AMIMT, PATHANKOT

22. About India Infoline
We are a one-stop financial services shop, most respected for quality of its
advice, personalised service and cutting-edge technology
Vision
Our vision is to be the most respected company in the financial services
space
India Infoline Group
The India Infoline group, comprising the holding company, India Infoline
Limited and its wholly-owned subsidiaries, straddle the entire financial
services space with offerings ranging from Equity research, Equities and
derivatives trading, Commodities trading, Portfolio Management Services,
Mutual Funds, Life Insurance, Fixed deposits, GoI bonds and other small
savings instruments to loan products and Investment banking. India Infoline
also owns and manages the websites www.indiainfoline.com and
www.5paisa.com
22
AMIMT, PATHANKOT

23. The company has a network of 976 business locations (branches and sub-
brokers) spread across 365 cities and towns. It has more than 800,000
customers
India Infoline Ltd
India Infoline Limited is listed on both the leading stock exchanges in India,
viz. the Stock Exchange, Mumbai (BSE) and the National Stock Exchange
(NSE) and is also a member of both the exchanges. It is engaged in the
businesses of Equities broking, Wealth Advisory Services and Portfolio
Management Services. It offers broking services in the Cash and Derivatives
segments of the NSE as well as the Cash segment of the BSE. It is registered
with NSDL as well as CDSL as a depository participant, providing a one-
stop solution for clients trading in the equities market. It has recently
launched its Investment banking and Institutional Broking business.
A SEBI authorized Portfolio Manager; it offers Portfolio Management
Services to clients. These services are offered to clients as different schemes,
which are based on differing investment strategies made to reflect the varied
risk-return preferences of clients.
India Infoline Media and Research Services Limited.
The content services represent a strong support that drives the broking,
commodities, mutual fund and portfolio management services businesses.
Revenue generation is through the sale of content to financial and media
houses, Indian as well as global
23
AMIMT, PATHANKOT

24. It undertakes equities research which is acknowledged by none other than
Forbes as 'Best of the Web' and '…a must read for investors in Asia'. India
Infoline's research is available not just over the internet but also on
international wire services like Bloomberg (Code: IILL), Thomson First Call
and Internet Securities where India Infoline is amongst the most read Indian
brokers
India Infoline Commodities Limited.
India Infoline Commodities Pvt Limited is engaged in the business of
commodities broking. Our experience in securities broking empowered us
with the requisite skills and technologies to allow us offer commodities
broking as a contra-cyclical alternative to equities broking. We enjoy
memberships with the MCX and NCDEX, two leading Indian commodities
exchanges, and recently acquired membership of DGCX. We have a multi-
channel delivery model, making it among the select few to offer online as
well as offline trading facilities.
24
AMIMT, PATHANKOT

25. Mr. Nirmal Jain
Chairman & Managing Director
India Infoline Ltd
Nirmal Jain, MBA (IIM, Ahmedabad) and a Chartered and Cost Accountant,
founded India’s leading financial services company India Infoline Ltd. in
1995, providing globally acclaimed financial services in equities and
commodities broking, life insurance and mutual funds distribution, among
others. Mr. Jain began his career in 1989 with Hindustan Lever’s commodity
export business, contributing tremendously to its growth. He was also
associated with Inquire-Indian Equity Research, which he co-founded in
1994 to set new standards in equity research in India.
25
AMIMT, PATHANKOT

26. About Kotak Securities Ltd
Kotak Securities Ltd. 100 % subsidiary of Kotak Mahindra Bank is one of
the oldest and largest broking firms in the Industry
Our offerings include stock broking through the branch and Internet,
Investments in IPO, Mutual funds and Portfolio management service
Our Accolades include
• Best Brokerage Firm in India by Asiamoney in 2008, 2007 & 2006
• Best Performing Equity Broker in India – CNBC Financial Advisor
Awards 2008
• Avaya Customer Responsiveness Awards (2007 & 2006) in Financial
Services Sector
We have a full-fledged research division involved in Macro Economic
studies, Sectoral research and Company Specific Equity Research combined
with a strong and well networked sales force which helps deliver current and
up to date market information and news.
We are also a depository participant with National Securities Depository
Limited (NSDL) and Central Depository Services Limited (CDSL),
providing dual benefit services wherein the investors can avail our brokerage
services for executing the transactions and the depository services for
settling them. We process more than 400000 trades a day which is much
higher even than some of the renowned international brokers.
Our network spans over 316 cities with 783 outlets.
26
AMIMT, PATHANKOT

27. Uday kotak
vice-chairman and managing director
Kotak Mahindra Bank
is an Indian businessman. He is the vice-chairman and managing director of
Kotak Mahindra Bank. He owns a 50% stake in Kotak Mahindra Bank,
which he founded and runs. Forbes estimated his wealth to be $2.2 bn in
2007, up from $1.1 bn the year earlier. In 2006 he ended a 14 year
partnership with Goldman Sachs by acquiring its 25% stake in two
subsidiaries for $72 million.
He is an alumnus of prestigious Jamnalal Bajaj Institute of Management
Studies, Mumbai and Sydenham College, Mumbai.
Uday Kotak was born on 15 March, 1959.
27
AMIMT, PATHANKOT

28. Overview
Motilal Oswal Securities Ltd. was founded in 1987 as a small sub-broking
unit, with just two people running the show. Focus on customer-first-
attitude, ethical and transparent business practices, respect for
professionalism, research-based value investing and implementation of
cutting-edge technology has enabled us to blossom into an almost 2000
member team.
Today we are a well diversified financial services firm offering a range of
financial products and services such as
• Wealth Management
• Broking & Distribution
• Commodity Broking
• Portfolio Management Services
• Institutional Equities
• Private Equity
• Investment Banking Services and
• Principal Strategies
We have a diversified client base that includes retail customers (including
High Net worth Individuals), mutual funds, foreign institutional investors,
financial institutions and corporate clients. We are headquartered in Mumbai
and as of March 31st, 2009, had a network spread over 548 cities and towns
28
AMIMT, PATHANKOT

29. comprising 1,289 Business Locations operated by our Business Partners and
us. As at March 31st, 2009, we had 5,41,372 registered customers.
In 2006, the Company placed 9.48% of its equity with two leading private
equity investors based out of the US – New Vernon Private Equity Limited
and Bessemer Venture Partners.The company got listed on BSE and NSE on
September 9, 2007. The issue which was priced at Rs.825 per share (face
value Rs.5 per share) got a overwhelming response and was subscribed
27.18 times in turbulent market conditions. The issue gave a return of 21%
on the date of listing.
As of end of financial year 2008, the group networth was Rs.7 bn and
market capitalization as of March 31, 2008 was Rs.19 bn.
For year ended March 2008, the company showed a strong top line growth
of 91% to Rs.7 bn as compared to Rs.3.68 bn, last year. New businesses like
investment banking, asset management and fund based activities have
contributed to this growth.
Rs. Crores FY 2007- 08 Growth (YoY)
Total Revenues 701 91%
EBIDTA 270 97%
PAT 156 100%
Credit rating agency Crisil has assigned the highest rating of P1+ to the
Company’s short-term debt program
29
AMIMT, PATHANKOT

30. Mr. Motilal Oswal
Chairman and Managing Director
Mr. Motilal Oswal is the Chairman and Managing Director of Motilal
Oswal Financial Services Ltd. (MOFSL). He is a Chartered Accountant and
started the business along with co-promoter, Mr.Raamdeo Agrawal in 1987.
Mr. Oswal has received the "Rashtriya Samman Patra" awarded by the
Government of India for being amongst the highest Income Tax payers in
the country for a period of 5 years from FY95–FY99.
Mr. Oswal has served on the governing board of the Bombay Stock
Exchange (BSE) as a Director. He has also been member of the National
Stock Exchange (NSE) committee for F&O and a member of the Managing
Committee of Indian Merchants' Chamber (IMC). He is a board member and
a Director of Jain International Trade Organisation (JITO).
The Indian Council of Management Executives (ICME) has awarded the
‘Knight of the Millennium’ to Mr. Oswal for the Capital Market.
30
AMIMT, PATHANKOT

31. Recently, Mr. Oswal was felicitated by The Institute of Chartered
Accountants of India with the prestigious "Excellent Business Achiever in
Financial Services" award. He was also conferred the “Udyog Rattan
Award” for his outstanding performance in the industrial development of the
country by the Institute of Economic Studies, New Delhi. He has also been
awarded The Hall of Fame for Excellence in Franchising by - Franchising
World Magazine
31
AMIMT, PATHANKOT

32. Company profile
Religare Securities Limited (RSL), a 100% subsidiary of Religare
Enterprises Limited is a leading equity and securities firm in India. The
company currently handles sizeable volumes traded on NSE and in the realm
of online trading and investments; it currently holds a reasonable share of
the market. The major activities and offerings of the company today are
Equity Broking, Depository Participant Services, Portfolio Management
Services, International Advisory Fund Management Services, Institutional
Broking and Research Services. To broaden the gamut of services offered to
its investors, the company offers an online investment portal armed with a
host of revolutionary features.
• RSL is a member of the National Stock Exchange of India,
Bombay Stock Exchange of India, Depository Participant with
National Securities Depository Limited and Central Depository
Services (I) Limited, and is a SEBI approved Portfolio Manager.
• Religare has been constantly innovating in terms of product and
services and to offer such incisive services to specific user
segments it has also started the NRI, FII, HNI and Corporate
Servicing groups. These groups take all the portfolio investment
decisions depending upon a client’s risk / return parameter.
32
AMIMT, PATHANKOT

33. mr.sunil godhwani
CEO & Managing Director,
Religare Enterprises Limited
Mr. Sunil Godhwani is the driving force behind the company. A man with
a vision to create a global business of excellence, he is the inspiration as he
spearheads the company’s management and global operations; strategizing
and directing it through its next phase of growth. He oversees the service
brands of the promoters which include Religare Enterprises (integrated
financial services) along with Religare Technova (IT), Religare Wellness
(formerly Fortis Healthworld), Super Religare Laboratories (formerly SRL
Ranbaxy; Path Labs) and Religare Voyages (private air charter and travels
business).Mr. Godhwani brings to the company strong leadership skills,
vigor & a passion for excellence. He believes in nurturing a culture that is
entrepreneurial, result oriented, customer focused and based on team-work.
He has a diverse and wide-ranging experience of over two decades in
managing large scale businesses.Mr. Godhwani has given strategic direction
to Religare’s growth since his joining in 2001. He has been instrumental in
establishing Religare’s vast network and shaping the Company’s strategies
in India and abroad.
.
33
AMIMT, PATHANKOT

34. INDUSTRY PROFILE: BROKING INDUSTRY
The Indian broking industry is one of the oldest trading industries that has
been around even before the establishment of the BSE in 1875. Despite
passing through a number of changes in the post liberalisation period, the
industry has found its way towards sustainable growth. With the purpose of
gaining a deeper understanding about the role of the Indian stock broking
industry in the country’s economy, we present in this section some of the
industry insights gleaned from analysis of data received through primary
research.
The equity broking industry in India is gaining momentum in terms of scope
and scale of business. With the Indian securities markets experiencing rapid
growth and with financial integration gaining speed, the role of
intermediation will further strengthen.
However in the long term, quality and maturity of service will determine the
success and sustainability of firms operating in this segment. Key factors to
drive growth and success in the broking industry would be distribution
networks, diversification of services, expertise & research, transparency &
disclosure, and compliance & market integrity
.
34
AMIMT, PATHANKOT

35. NUMBERS TO NOTE
The 193 equity broking firms included in the study have reported a total of
90,531 trading terminals, which account for about 90% of the equity trading
terminals in the country. 118 equity broking firms reported a total of 40,971
sub-brokers, and 171 equity broking houses that provided information on the
branches and offices reported 11,648 branches/offices spread across the
country. The number of employees reported by the 186 equity broking
houses stood at 63,549.
NEW KIDS ON THE BLOCK
A majority of the 193 broking firms, about 80%, featured in this publication
entered the business in the decade following the 1990’s. The financial sector
reforms initiated in that decade opened up avenues for business in the
securities markets, thus providing the scope for new entrants. The changes in
the admission process brought about by the NSE through deposit based
memberships enabled a large number of new firms to get started in the
broking business with relative ease, leading to a great spurt in the
memberships. The momentum continued in the 2000’s, with BSE too
relaxing its membership norms from card based to deposit based ones,
leading to a surge in the number of broking firms.
35
AMIMT, PATHANKOT

36. SCALING UP THE BUSINESS
As the number of broking firms has increased significantly in the last one
and a half decades, so has the scope of the business. A majority of the
members now have memberships in more than one stock exchange, enabling
them to expand the business into a number of products. A large number of
broking firms today have memberships across equities, equity derivatives
and commodities futures in domestic and international stock exchanges.
Increase in the scale of business led top notch broking firms enhances their
enterprise value.
36
AMIMT, PATHANKOT

37. GROWING BUSINESS
The equity broking industry showed exceptional growth in 2007. The surge
in business in terms of new customer accounts and value of share trading
was evident across the entire spectrum of the equity broking industry. Major
equity broking houses reported impressive gains in opening new customer
accounts. The range of services provided by the broking firms transformed
from being plain vanilla trading services to numerous financial services in
the realm of primary and secondary markets as also fund management and
wealth management services.
37
AMIMT, PATHANKOT

38. NUMBER OF ACCOUNTS IN 2007
38
AMIMT, PATHANKOT

39. ORGANIZATION PROFILE
RELIANCE CAPITAL
Reliance Capital has interests in asset management and mutual funds; life
And general insurance: private equity and proprietary investments: stock
broking: depository services: distribution of financial products: consumer
finance; and other activities in financial services.
Reliance Mutual Fund is India's biggest Mutual Fund. Reliance Life
Insurance is one of India's fastest growing life insurance company and
among the top four private sector insurers. Reliance General Insurance is
one of India's fastest growing general insurance company and among the top
3three private sector insurers.
Reliance Money is one of the leading retail brokerage houses and
distributors of financial products in India with over 3 million customers.
Reliance Consumer finance has a loan book of over Rs. 8,600 crore at the
end of March 2009.
Reliance Capital has a net worth of Rs. 7,491 crore (US$ 1.5 billion) and
total assets of Rs. 24,260 crore (US$ 4.8 billion) as of March 31,
2009.Reliance Capital, a constituent of S&P CNX Nifty and MSCI India, is
a part of the Reliance Anil Dhirubhai Ambani Group
39
AMIMT, PATHANKOT

40. 40
AMIMT, PATHANKOT

41. NEED OF STUDY
1) To find out whether the media perceives Reliance Money as a brand to be
positive, negative or neutral, when it comes to being featured in any form
of media. It is necessary to find out whether the news article featured has
a positive, negative or no impact on the firm’s brand image. This will
help find out what needs to be done in order to improve the image of the
firm and if there is a negative perception of the firm, then what needs to
be done to change it.
2) The economic implication of the project is to find out the business value
that is attached to Reliance Money and how its image in the media will
affect its brand image. The business value will help to earn profits to the
firm. This will show the firm what needs to be done to earn more profits
and elevate the corporate brand image of Reliance Money.
3) The industry implication is to find out the standing of Reliance Money in
the media in comparison with its competitors. This will be done by
talking to various media firms to see how they perceive Reliance money
and its competitors. This will help in finding out where Reliance Money
has a standing in the financial sector.
41
AMIMT, PATHANKOT

42. OBJECTIVES OF THE STUDY
• To study how the media portrays and perceives Reliance Money as a
brand to be.
• To study the media share of voice, which will help to find out how
many times Reliance Money has appeared in the media, vis-à-vis
competition.
• To study how the media perceives Reliance Money in terms of
innovation and do they push over themselves to be in the news.
• To study all the above in relation with the Managing Directors and
Chief Executive Officers of the firm vis-à-vis competition.
• To overall study if the media perception and the perception of the
general public are in sync or they differ.
42
AMIMT, PATHANKOT

43. PR in Broking industry
Today PR has gone on to become not a support but an essential part of
every firm. Media has become more visible and interactive and has widened
its reach; hence the best way to reach your target audience is through this
media. The flip side of this is that every negative story also gets quick and
wide coverage.
Broking by its very nature of business requires strong PR support. Financial
firms are usually fighting controversies and legal matters. Hence it’s very
essential that a crisis management system is in place which can control such
negative publicity.
However apart from simple crisis management it’s also a matter of building
up presence. Most financial firms depend on PR than conventional
advertising for brand image.
Reason – PR is more believable and it is cheaper than advertising.
For all financial firms especially broking winning the trust of investor is
essential. An investor will give his money only to a broker he believes will
safeguard his interests and will look after his investments. He will more
readily believe an article which talks about the benefits and qualities of a
firm than the ad by the same firm. He will also look for products/ service
that benefit him most.
Hence PR has to
- Have a strong Crisis management system in place
43
AMIMT, PATHANKOT

44. - Ensure a strong and positive relationship with relevant
publications
- Ensure presence in all industry relevant article
- Work towards having the viewpoints of their spokespeople heard
by relevant media
- Ensure information regarding new products/ services of the
company is sent to media
Role of media
Media has the responsible job of reporting the correct facts to the public.
They should ensure that facts being presented by them are correct, verified
and if necessary the concerned parties to whom the story pertains have been
spoken to. Any misrepresentation of fact can lead to a tarnished reputation of
the firm.
They should also ensure that their personal emotions do not color the story
Lastly pontification of facts should be avoided
44
AMIMT, PATHANKOT

45. RESEARCH METHODOLOGY
Type of Research Design
Primary Research
Secondary Research
Research Instrument
SAMPLE DESIGN
Sample Unit
Type of Sampling
Sample Size
MEDIA SHARE OF VOICE
Quantitative Analysis
Qualitative Analysis
Recommendations and Suggestions
45
AMIMT, PATHANKOT

46. RESEARCH METHODOLOGY
Research Methodology refers to search of knowledge .one can also define
research methodology as a scientific and systematic search for required
information on as specific topic.
The word research methodology comes from the word “advance learner ‘s
dictionary meaning of research as a careful investigation or inquiry
especially through research for new facts in my branch of knowledge for
example some author have define research methodology as systemstized
effort to gain new knowledge.
TYPES OF RESEARCH
ANALYTICAL RESEARCH:-
It has to used facts or information already available and analyze
these to make a critical evaluation of material.
SAMPLE SIZE :Considering the constraints it was decided to
conduct the study based on sample size of 50 people in specific age
groups.
46
AMIMT, PATHANKOT

47. METHODS OF DATA COLLECTION
In the project work Primary data secondary data (both) sources of data has
been used.
1. Primary sources of data:In the primary sources of data used
Questionnaire method.
2. Secondary sources of data :In the secondary sources of data is used.
(Internet , mazazine ,books, journals)
TOOLS OF ANALYSIS
In the project work quantitative technique & percentage method are has been
used.
RESEARCH DESIGN
For the proper analysis of data simple quantitative technique such as
percentage were used. It help in marketing more accurate generalization
From the data available .The data which was collected from a sample of
population was assumed to be representing entire population was
interested .Demographic factor like age, income and educational background
was used for the classification purpose
47
AMIMT, PATHANKOT

48. SECONDARY DATA ANALYSIS AND INTERPRETATION
A. QUANTITAVE ANALYSIS
1. MEDIA SHARE OF VOICE FOR 2 MONTHS
s.no Name of company No. of news
1 Reliance Money 17
2 ICICI Securities 6
3 Motilal Oswal 7
4 Kotak Securities 8
5 India Infoline 12
18 17
16
14
12
12 Reliance Money
ICICI Securities
10
8 Motilal Osw al
8 7
6 Kotak Securities
6 India Infoline
4
2
0
Reliance ICICI Motilal Kotak India
Money Securities Osw al Securities Infoline
INTERPRETATION;- Media share of voice in the past two
months shows that Reliance Money is the leader, and India Infoline is
closely following Reliance Money.
48
AMIMT, PATHANKOT

49. 2. MEDIA SHARE OF VOICE FOR MONTH OF MAY AND JUNE
RM I SEC MO KOTAK II
MAY 6 1 1 2 1
JUNE 11 5 5 6 9
12
10
8
6 MAY
JUNE
4
2
0
RM I SEC MO KOTAK II
INTERPRETATION;- Reliance Money was in the media for a good amount in
both the months as compared to its competitors.
49
AMIMT, PATHANKOT

50. 3. MEDIA COVERAGE FOR THE MONTHS MAY AND JUNE
Eco NDTV Mid DNA
Times pro HBL BS Day FC Mon Hindu FE
MAY 6 1 1 1 0 0 0 0 0
JUNE 9 0 5 5 1 3 1 2 1
9 9
8
7
6 6
5 5 5
4 MAY
3 JUNE
3
2 2
1 1 1 1 1 1 1
0 0 0 0 0 0 0
Eco NDTV HBL BS Mid FC DNA Hindu FE
Times pro Day Mon
INTERPRETATION;- Economic Times has the largest share in the business
newspapers, followed by Business Standard and Hindu Business Line
50
AMIMT, PATHANKOT

51. 4. NEWS PAPER SHARE IN BROKING COMPANY
RM MO I SEC KOTAK II
ET 6 3 2 3 1
BS 1 1 0 2 3
HBL 1 1 3 1 1
6
6
5
4
ET
3 3 3 3
3
BS
2 2 HBL
2
11 1 1 1 1 1
1
0
0
RM MO I SEC KOTAK II
INTERPRETATION;- Reliance Money has the highest share in Economic
Times. But it is very low in the Business Standard and the Hindu Business
Line, which may prove to be a threat
51
AMIMT, PATHANKOT

52. 5. TWO MONTHS' NEWS PAPER SHARE IN BROKING
INDUSTRY
ET 17
BS 6
HBL 7
FC 2
MINT 1
FE 1
3% 3%
6%
ET
BS
21%
HBL
49%
FC
MINT
FE
18%
INTERPRETATION;- The share of Economic Times is highest in the past 2
months, proving that it is the most important business newspaper in the
country
52
AMIMT, PATHANKOT

53. 6. COMPETITION ON BASIS OF WORD COUNT ANALYSIS
RELIANCE MONEY 8143
MOTILAL OSWAL 886
ICICI SECURITIES 3608
KOTAK SECURITIES 2530
INDIA INFOLINE 3758
20%
RELIANCE MONEY
43%
MOTILAL OSWAL
ICICI SECURITIES
13% KOTAK SECURITIES
INDIA INFOLINE
19% 5%
INTERPRETATION;- Need to monitor IndiaInfoline as a major competitor
53
AMIMT, PATHANKOT

54. 7. COMPETITION WORD COUNT ANALYSIS ON BASIS OF
NEWS PAPERS
ET BS HBL MINT IE FC
RELIANCE MONEY 1988 48 85 523 0 0
MOTILAL OSWAL 426 0 417 0 0 0
ICICI SECURITIES 1012 0 1064 0 0 0
KOTAK SECURITIES 489 547 998 0 228 0
INDIA INFOLINE 547 532 252 0 0 348
2000
1800
1600
1400
RELIANCE MONEY
1200
MOTILAL OSWAL
1000
ICICI SECURITIES
800
KOTAK SECURITIES
600
INDIA INFOLINE
400
200
0
ET BS HBL MINT IE FC
INTERPRETATION;- To improve Reliance Money’s coverage in Business
Standard and Hindu Business Line, as India Infoline and ICICI Sec are
very strong there respectively
54
AMIMT, PATHANKOT

55. QUANTITAVE ANALYSIS PERFORMANCE ANALYSIS
RANK RANK RANK
RANK 1 RANK 2 3 4 5
MEDIA SHARE OF VOICE RM II KOTAK MO I SEC
ECONOMIC TIMES COVERAGE RM MO KOTAK I SEC R
BUSINESS STANDARD COVERAGE II KOTAK RM MO
HBL COVERAGE I SEC RM MO II
POSITIVE NEWS ARTICLES RM KOTAK II I SEC MO
MEDIA SHARE OF VOICE (WORD
COUNT) RM II I SEC KOTAK MO
NEWS COVERAGE RM II KOTAK MO I SEC
INTERVIEW COVERAGE RM/ISEC/MO KOTAK/II
COMPANY SPECIFIC NEWS RM ISEC/KOTAK/II MO
INDUSTRY STORY RM II KOTAK MO I SEC
COMPANY NAME POINTS
RELIANCE MONEY 47
ICICI SECURITIES 24
MOTILAL OSWAL 25
KOTAK SECURITIES 30
INDIA INFOLINE 34
TOTAL- 160
55
AMIMT, PATHANKOT

56. QUANTITAVE ANALYSIS PERFORMANCE ANALYSIS
GRAPHICAL
50 47
45
40
34
35
30 RELIANCE MONEY
30 ICICI SECURITIES
24 25
25 MOTILAL OSWAL
20 KOTAK SECURITIES
INDIA INFOLINE
15
10
5
0
RELIANCE ICICI MOTILAL KOTAK INDIA
MONEY SECURITIES OSWAL SECURITIES INFOLINE
56
AMIMT, PATHANKOT

57. SECONDARY DATA ANALYSIS AND INTERPRETATION
B. QUALITATIVE ANALYSIS
1. PHOTO APPEARED ANALYSIS
MR SUDIP BANDYOPADHYAY 3
MS MADHABI PURI BUCH 1
MR NIRMAL JAIN 0
MR RAAMDEO AGRAWAL 0
MR DIPEN SHAH 1
3.5
3
3
2.5
2 MR SUDIP
BANDYOPADHYAY
1.5
1 1 MS MADHABI PURI BUCH
1
0.5 MR NIRMAL JAIN
0 0
Y
H
L
0
A
C
H
IN
A
Y
U
A
W
H
JA
IB
MR RAAMDEO AGRAWAL
H
A
D
S
R
A
R
L
N
G
P
A
U
E
O
M
A
IP
IP
Y
IR
O
MR DIPEN SHAH
B
D
D
E
N
A
N
D
R
H
R
A
M
M
D
B
M
A
A
IP
A
M
R
D
S
U
R
M
S
M
R
M
INTERPRETATION;- Photo of the spokesperson of Reliance Money has
appeared the maximum in the news as compared to its competitors
57
AMIMT, PATHANKOT

58. 2. PHOTO COVERAGE IN THE FOLLOWING NEWSPAPER
ECONOMIC TIMES 2
BUSINESS STANDARD 0
FINANCIAL CHRONICLE 0
HINDU BUSINESS LINE 2
THE HINDU 1
2.5
2 2
2
ECONOMIC TIMES
1.5 BUSINESS STANDARD
1 FINANCIAL CHRONICLE
1 HINDU BUSINESS LINE
THE HINDU
0.5
0 0
0
U
NE
ES
E
D
ND
CL
AR
LI
M
HI
TI
NI
SS
D
AN
IC
O
E
NE
TH
R
M
ST
CH
NO
SI
BU
S
L
O
ES
IA
EC
U
NC
IN
ND
S
NA
BU
HI
FI
INTERPRETATION;- Photos of the Spokesperson of various broking firms
have appeared maximum in the Economic Times and The Hindu Business
Standard
58
AMIMT, PATHANKOT

59. 3. NATURE OF NEWS- POSITIVE, NEGATIVE OR NEUTRAL
RM MO I SEC KOTAK II
POSITIVE 10 2 2 3 3
NEGATIVE 1 0 0 1 5
NEUTRAL 0 1 2 0 0
100% 0 0 0
1
1
1
80%
2
0 5
60%
NEUTRAL
0
10 NEGATIVE
40% 3 POSITIVE
2
2
20% 3
0%
RM MO I SEC KOTAK II
INTERPRETATION;- Reliance Money has by far given the maximum number
of positve news articles and comments and its competitors are no where near
to it
59
AMIMT, PATHANKOT

60. 4. NEWS IS COMPANY SPECIFIC OR AN INDUSTRY STORY
OF THE FOLLOWING FIRMS
RM MO I SEC KOTAK II
COMPANY SPECIFIC 9 1 3 3 3
INDUSTRY STORY 9 3 1 5 7
18
16
14
12
10
INDUSTRY STORY
8 COMPANY SPECIFIC
6
4
2
0
RM MO I SEC KOTAK II
INTERPRETATION;- When it comes to Company Specific news Reliance
Money has the highest number in past 2 months, but in the Industry stories,
its major competitor, India Infoline is just lacking behind by 2 articles,
which poses as a major threat
60
AMIMT, PATHANKOT

61. 5. COMPANY SPECIFIC ANALYSIS POSITIVE, NEGATIVE,
NEUTRAL NEWS
Positive Negative Neutral
Reliance Money 7 1 0
Motilal Oswal 1 0 0
ICICI Securities 2 0 1
India Infoline 2 5 0
Kotak Securities 2 0 0
0 0 0 0
100% 1
90% 1
80%
70% 0 5
60%
1 2 Neutral
50% 7
40% Negative
2
30% Positive
20% 2
10%
0%
Reliance Motilal ICICI India Kotak
Money Oswal Securities Infoline Securities
INTERPRETATION;- Maximum positive company specific news has been
given about Reliance Money, while maximum negative news was about
India Infoline
61
AMIMT, PATHANKOT

62. 6. INDUSTRY SPECIFIC ANALYSIS POSITIVE, NEGATIVE,
NEUTRAL NEWS
Positive Negative Neutral
Reliance Money 3 0 0
Motilal Oswal 1 0 1
ICICI Securities 0 0 1
India Infoline 1 0 0
Kotak Securities 1 1 0
0
3
2.5
0
2
3 1 1 Neutral
1.5
Negative
0 0 Positive
1
1 1 1 1
0.5
0 0
Reliance Motilal ICICI India Kotak
Money Oswal Securities Infoline Securities
INTERPRETATION;- Reliance Money has appeared in maximum
industry stories, which helps portray Reliance Money to be very strong in
the media.
62
AMIMT, PATHANKOT

63. PERFORMANCE ANALYSIS
QUALITATIVE DATA
Basis Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Analysis of Reliance Kotak, Motilal India
---------
photo Money ICICI Oswal Infoline
appeared Securites
Positive news Reliance Kotak, Motilal
-------------
articles Money India Infoline Oswal, ICICI ------------
analysis Securities
Industry Reliance India Infoline Kotak Motilal ICICI Securities
Story news Money Oswal
analysis
Company Reliance Kotak, Motilal
--------------
Specific news Money India Oswal -------------
analysis Infoline,
ICICI Sec
Positive Reliance Kotak, Motilal
--------------
company Money India Oswal -------------
specific news Infoline, ---
ICICI Sec
63
AMIMT, PATHANKOT

64. RANKING OF QUANTITATIVE ANALYSIS
64
AMIMT, PATHANKOT

65. RANKING OF QUALITATIVE ANALYSIS
65
AMIMT, PATHANKOT

66. BUDGET SPECIAL ANALYSIS 2009
1. INDUSTRY'S ANALYSIS ON BUDGET
Broking Industry 19
Banking Industry 21
Asset Management/ Mutual Fund 11
Insurance Industry 7
12%
33%
19% Broking Industry
Banking Industry
Asset Management/ Mutual Fund
Insurance Industry
36%
66
AMIMT, PATHANKOT

67. INTERPRETATION;- On the budget 2009, maximum news articles and quotes
that appeared were from the banking sector.
2. COMMENT ANALYSIS BUDGET 2009
Reliance Money 2
Motilal Oswal 3
ICICI Securities 2
India Infoline 2
Religare 1
Angel Broking 3
Angel Broking 3
Religare 1
Angel Broking
Religare
India Infoline 2
India Infoline
ICICI Securities
ICICI Securities 2
Motilal Oswal
Reliance Money
Motilal Oswal 3
Reliance Money 2
0 0.5 1 1.5 2 2.5 3 3.5
67
AMIMT, PATHANKOT

68. INTERPRETATION;- Though Reliance Money is strong in the media, its
spokesperson’s comments/quotes appeared only twice on the budget day in
the newspapers
3. ANALYSIS OF COMMENTS/QUOTES THAT ARE POSITIVE,
NEGATIVE OR NEUTRAL ON BUDGET 2009
Positive 14
Negative 3
Neutral 6
68
AMIMT, PATHANKOT

69. 16
14
12
10
Positive
8 Negative
Neutral
6
4
2
0
Positive Negative Neutral
4. ANALYSIS OF QUOTES THAT HAVE APPEARED WITH
PHOTOS
With Photo 2
Without Photo 16
69
AMIMT, PATHANKOT

70. 11%
With Photo
Without Photo
89%
QUESTIONNAIRE -1
Questionnaire Title: Importance of Media in the Financial Services sector
Designation of Contact Persons
Asst Manager Marketing and Business Communicators of competitors
1. Do you think media plays an important role in promotion in the
financial services sector?
70
AMIMT, PATHANKOT

71. 1 KOTAK SECURITIES 100%
2 INDIA INFOLINE 100%
3 RELIGARE 100%
4 MOTILAL OSWAL 100%
5 ICICI SECURITIES 100%
120
100 100 100 100 100
100
80
60
40
20
0
KOTAK INDIA RELIGARE MOTILAL ICICI
SECURITIES INFOLINE OSWAL SECURITIES
2. How big is your Corporate Communications/ Media Relations
team?
No. of persons
KOTAK SECURITIES 12
INDIA INFOLINE 16
RELIGARE 8
71
AMIMT, PATHANKOT

72. MOTILAL OSWAL 9
ICICI SECURITIES 6
18
16
16
14
12
12
10 9
8
8
6
6
4
2
0
KOTAK INDIA RELIGARE MOTILAL ICICI
SECURITIES INFOLINE OSWAL SECURITIES
3. Do you handle media internally or do you have a PR agency?
KOTAK SECURITIES PR
72
AMIMT, PATHANKOT

73. INDIA INFOLINE PR
RELIGARE I PR PR agency
MOTILAL OSWAL PR I internally
ICICI SECURITIES PR
ICICI SECURITIES PR
MOTILAL OSWAL PR
RELIGARE I
INDIA INFOLINE PR
KOTAK SECURITIES PR
0% 20% 40% 60% 80% 100%
4. How important is it to keep the media well informed about
developments within the organization?
KOTAK SECURITIES Extremely Important
73
AMIMT, PATHANKOT

74. INDIA INFOLINE Extremely Important
RELIGARE Important
MOTILAL OSWAL Important
ICICI SECURITIES Extremely Important
ICICI SECURITIES Extremeily import
MOTILAL OSWAL Important
RELIGARE Important
INDIA INFOLINE Extremeily import
KOTAK SECURITIES Extremeily import
0% 20% 40% 60% 80% 100%
5. How do you keep the media informed about the latest
developments within the organization?
74
AMIMT, PATHANKOT

75. KOTAK SECURITIES Press Releases
NDIA INFOLINE Press Releases
RELIGARE Press Releases
MOTILAL OSWAL Press Conferences
ICICI SECURITIES Press Conferences
100%
90%
80%
70%
60%
P.R P.R P.R P.C P.C
50%
40%
30%
20%
10%
0%
KOTAK INDIA RELIGARE MOTILAL ICICI
SECURITIES INFOLINE OSWAL SECURITIES
75
AMIMT, PATHANKOT

76. 6. On an average how many press releases do you disseminate in a
month?
KOTAK SECURITIES 1
NDIA INFOLINE 3
RELIGARE 2
MOTILAL OSWAL 3
ICICI SECURITIES 2
3 3 3
2.5
2 2 2
1.5
1 1
0.5
0
KOTAK NDIA RELIGARE MOTILAL ICICI
SECURITIES INFOLINE OSWAL SECURITIES
76
AMIMT, PATHANKOT

77. 7. Please rate the following mediums in terms of their importance?
POINTS
Wires 3
Online sites 2
Blogs 1
Print 5
Electronic/ TV 4
POINTS
Electronic/
Wires , 3
TV , 4 Wires
Online sites
Online sites Blogs
,2 Print
Blogs, 1 Electronic/ TV
Print, 5
77
AMIMT, PATHANKOT

78. 8. Rate the following TV channels in terms of their importance?
RANKS
UTVi 2
ET Now 3
Zee Business 5
CNBC Awaaz 4
CNBC TV18 1
78
AMIMT, PATHANKOT

79. RANKS
100%
80%
60%
2 3 5 4 1
40% RANKS
20%
0%
ET Zee CNBC CNBC
UTVi
Now Busine Aw aaz TV18
RANKS 2 3 5 4 1
9. Has your spokesperson been profiled in any of the following
electronic shows in the last 6 months?
shows
KOTAK SECURITIES Corporate Radar
NDIA INFOLINE Indianomics
RELIGARE CEO Exchange
MOTILAL OSWAL Big Fish
ICICI SECURITIES Celebrity Homes
79
AMIMT, PATHANKOT

80. ICICI
Celebrity Homes
SECURITIES
MOTILAL
Big Fish
OSWAL
RELIGARE CEO Exchange
INDIA
Question Time
INFOLINE
KOTAK
Corporate Radar
SECURITIES
0 5 10 15
QUESTIONNAIRE-2
(For General public)
1. Have you ever heard about Reliance Money?
Yes 187
No 13
80
AMIMT, PATHANKOT

81. 13
Yes
No
187
2. From where heard about Reliance Money?
Mailer 26
Newspaper 62
Magazine 29
TV. AD 50
Internet 20
81
AMIMT, PATHANKOT

82. 70
62
60
50
50
40
29 Series1
30 26
20
20
10
0
D
et
r
r
ile
e
.A
re
ern
zin
Ma
Tv
pa
Int
ga
ws
Ma
Ne
3. Is Reliance Money and Reliance Capital the same?
Yes 11
No 165
Don't know 24
82
AMIMT, PATHANKOT

83. 12% 6%
Yes
No
Don't know
82%
4. Have you ever visited any Reliance Money branch?
Yes 62
No 138
83
AMIMT, PATHANKOT

84. 138
140
120
100
80 Yes
62
60 No
40
20
0
Yes No
5. Which of the following products/services, Reliance Money does not deal
in?
Gold Coins 20
Broking 2
Mobile trading 95
M.F Distribution 42
None of above 41
84
AMIMT, PATHANKOT

85. 100 95
90
80
Gold Coins
70
60 Broking
50 42 41 Mobile trading
40 M.F Distribution
30 20 None of above
20
10 2
0
ing
i ns
F D di ng
e
on
ok
ov
Co
uti
ab
Br
ra
rib
ld
et
of
Go
ist
bil
ne
Mo
No
M.
6 Have you ever tried any product/service of Reliance Money?
Yes 97
No 103
85
AMIMT, PATHANKOT

86. 49% Yes
51% no
7. Which product/ service of Reliance Money You have tried?
Broking 32
Gold 26
M.F 19
Money transfer 21
86
AMIMT, PATHANKOT

87. 35
32
30
26
25
21
20 19
15
10
5
0
Broking Gold M.F Money
transfer
7 How do you experience been while dealing with the Reliance
Money?
Excellent 34
Very Good 11
Good 7
87
AMIMT, PATHANKOT

88. Fair 5
Poor 11
35 34
30
25
20
15
11 11
10
7
5
5
0
Excelle Very
Good Fair Poor
nt Good
Series1 34 11 7 5 11
8.Do you Trade in stocks?
Yes 163
No 37
88
AMIMT, PATHANKOT

89. 19%
Yes
No
81%
9. Please rate the following in terms of broking services?
IndiaInfoline 48
Reliance Money 29
Motilal Oswal 40
ICICI Securities 19
89
AMIMT, PATHANKOT

90. Kotak 17
Other 10
60
48
50
40
40
29
30 Series1
19 17
20
10
10
0 r
k
ne
he
s
ta
al
ey
it ie
oli
sw
Ko
Ot
on
nf
ur
lO
M
I
ec
dia
ila
ce
IS
In
ot
ia n
IC
M
l
IC
Re
10.Do you invest in/ buy gold?
Yes 179
No 21
90
AMIMT, PATHANKOT

91. 11%
Yes
No
89%
11.In which from do you buy gold?
ETF 19
Gold coins 58
Jewelers 102
91
AMIMT, PATHANKOT

92. 120
102
100
80
ETF
60 58
Gold coins
Jewellery
40
19
20
0
ETF Gold coins Jewellery
12.Age group analysis
18-24 29
25-35 86
36-50 41
51-# 44
92
AMIMT, PATHANKOT

93. 90 86
80
70
60
18-24
50 44 25-35
41
40 36-50
30 29 51-#
20
10
0
18-24 25-35 36-50 51-#
FINDINGS
1. Reliance Money has the highest share in Economic Times. But it is
very low in the Business Standard and the Hindu Business Line,
which may prove to be a threat.
2. On basis of word count, Reliance Money is present only in
Economic Times, Business Standard and Hindu Business Line. It
93
AMIMT, PATHANKOT

94. does not have a strong presence anywhere other than Economic
Times.
3. Reliance Money has the highest no. of company specific news, but
when it comes to industry stories; it has a threat from Motilal
Oswal and Kotak Securities.
4. The news articles of Reliance Money faces major threat from India
Infoline and it is weak on the interview section as it is at the same
position as Motilal Oswal and ICICI Securities.
SUGGESTIONS AND RECOMMENDATIONS
1. To improve Reliance Money’s coverage in Business Standard and Hindu
Business Line, as India Infoline and ICICI Sec are very strong there
respectively.
94
AMIMT, PATHANKOT

95. 2. To improve the interview section, as Reliance Money, Motilal Oswal,
ICICI Securities all stand at the same place.
3. Need to monitor IndiaInfoline as a major competitor.
4. Reliance Money needs to improve Industry story news.
5. Allocation of news in such a way that Reliance Money maintains a
consistency level throughout the month.
6. Reliance Money’s CEO (broking and distribution) should also be active in
the media.
7. Can improve in area of comments/quotes as its major competitor is very
strong in this area.
8. To enhance media coverage, Reliance Money has to enter the non
business newspapers segments to reach out to the general public.
9. India Infoline has increased its media share of voice from 9% to 24% in
the past 2 months. This will prove to be a major threat of Reliance Money.
LIMITATIONS OF THE STUDY
• Time Limitation
• Research has been done only in Mumbai
• Some of the persons were not responsive
95
AMIMT, PATHANKOT

96. • Possibility of error in data collection
BIBLIOGRAPHY
General Newspapers
The Times of India
96
AMIMT, PATHANKOT

97. Hindustan Times
The Asian Age
India Express
Mumbai Mirror
DNA
Business Newspapers
The Economic Times
Financial Express
The Hindu Business Line
Financial Chronicle
DNA Money
Business Standard
Mint
Websites
www.moneycontrol.com
www.profit.ndtv.com
www.indiainfoline.com
97
AMIMT, PATHANKOT

98. www.reliancemoney.com
www.reliancecapital.com
www.motilaloswal.com
www.religare.com
www.icicibank.com
www.kotak.com
http://www.dnb.co.in/EquityBroking2008/IndustryInsight.asp
Wires
PTI
IANS
Bloomsburg
Dow Jones
Newswire 18
Reference books:
1. FINANCIAL INSTITUTIONS AND MARKETS - L.M.BHOLE
2. INVESTMENT MANAGEMENT - V.K.BHALL
98
AMIMT, PATHANKOT

99. 3. Research methodology: KOTHARI
99
AMIMT, PATHANKOT