A PROJECT REPORT

“Sales & Marketing Structure in Brokerage at

Reliance Money”

(In Partial Fulfillment for the requirement of the certificate)

POST GRADUATE DIPLOMA IN MANAGEMENT

(2021-23)

BY:

ABHISHEK KUMAR

ROLL No. - 2022004

SECTION – A

(3rd TRIMESTER)

UNDER THE GUIDANCE OF

DR. RAJEEV JOHARI

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 ACKNOWLEDGEMENT

This research was made possible as per the requirement of the

PGDM course under ITS School Of Management. Many individual
took interest and were supportive of my effort. In fact, many have
given me their time generously and it is not possible to mention all
of them here and there act of goodness. I take the opportunity to
place and record my deep sense of gratitude to all who have
helped me in completion of my research. I am deeply indebted to
my mentor and guide Dr Rajeev Johari.

I would be failing in my duties if I don‘t express my sincere

gratitude to my friends for their constant support and guidance. I
also humbly thank my friend and batch mates. Ankit Kumar Jha
for his generous participation in the data collection process.

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 DECLARATION

I here declare that this project entitle work with sales and
marketing is a record of independent work carried out by me
under the guidance of Dr. Rajeev Johari as per the curriculums
requirement in Post Graduate Diploma In Management. 

Name: ABHISHEK KUMAR

Specialization: MARKETING & FINANCE

 
 

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 CONTENT

1 Abstract & 5-7

Objectives of the
Study
2 Methodology 7-8
Adopted
3 Executive 8-9
Summary
4 Company Profile 9-10

5 About Reliance 11
Capital
6 About Reliance 12
Money
7 Products 13-19

8 Franchise Model 19-20

9 Promotion 20

10 SWOT Analysis 21-23

11 Questionnaire 24-30

12 Recommendations 31-32
& Suggestion
13 Limitations & 33-36
Findings
14 Conclusion 37

15 Reference 38

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 ABSTRACT

A depository is an organisation which holds securities of investors

in electronic form at the request of the investors through a
registered Depository Participant. It also provides services related
to transactions in securities. In the Depository System, the
securities of a shareholder are held in the electronic form by
conversion of physical securities to electronic form through a
process called 'dematerialization' of share certificates and
facilitates transactions electronically without involving any share
certificate or transfer deed.
Depository system is playing a significant role in stock markets
around the world and hence has become popular and prevalent in
many advanced countries. In India the National Securities
Depository Ltd. (NSDL), promoted by Industrial Development
Bank of India, Unit Trust of India, and National Stock Exchange is
the first depository. A second Depository by name Central
Depository Services (India) Ltd, promoted by The Stock
Exchange, Mumbai and Bank of India has been registered
recently and will commence its operations shortly. Investors have
choice of two depositories now
The Depository performs its functions through a network of
Depository Participants (DPs) who interact with the Clearing
Members and Investor. The Depository carries out following
functions through its participants:-

· Enabling the surrender and withdrawal of securities through the

process of demat and remat to and from the depository system,
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· Maintaining investors' holdings in the electronic form through
computers,
· Effecting settlement of securities traded on the stock
exchanges.
· Carrying out settlement of "off market trades" (i.e. trades not
done on the stock exchanges)
· Advising periodically to the Share Registrar / Issuer about the
beneficial owners of the securities.

OBJECTIVES OF THE STUDY

It is said that an objective well defined is half done. Thus in order

to make sure that the proper survey ensures defining clear-cut
objective and outline is a prerequisite. Objective serves as
torchlight in a project. It lays down a well-defined path between
start and the end and that is the goal. As also an objective is well
defined and it is important for the research study that a scholar
undergoes. It is an action, a purpose, which is directed to a
person to conduct a study. It represents a fact having actual
existence of outside the mind or a goal for which the study is to be
conducted.

The objective of our study is:-

1) To know the various functions which are conducted for day-to-

day operations in RELIANCE MONEY.

2) To know the various norms adopted by RELIANCE MONEY.

6
3) To know the various products and services rendered to its
customers.

4) To know whether the services provided by RELIANCE MONEY

is able to attain its customer‘s satisfaction or not.
 
5) To find and try to bridge the gap between the expectations and
experiences of the customers in case of dissatisfaction.

6) To know how the branch functions in terms of sales and

operations.

7) To market and to promote the products of RELIANCE MONEY.

 
8) To generate new business opportunities for RELIANCE MONEY
by opening up franchisees.

METHODOLOGY ADOPTED

Whether it is an army attack to the enemy air base or the way to

the theme park we have to proceed in a very cautious and a
planned way. One mistake could give us heavy losses. We know
what to do, how to do in a perfect way and what should be the
procedure so that we are not lost in a way is dwelled by
methodology adopted. In dealing with any real life problem it is
often found that data at hand is adequate, hence it becomes
necessary to collect data rather appropriate. There are several

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ways of collecting data while doing the project or any survey. In
this project, I have collected from two sources that are:

1. Primary sources
2. Secondary sources

PRIMARY SOURCE:

I have gathered information about our project from the interaction

with the customers of our company i.e. Reliance Money. The
sampling method used was basically convenience sampling and
most of the calls made were cold calls made on the generated
database of recipients of other companies.

SECONDARY DATA:

The secondary data, I have collected from the various websites of

reliance money, various journals, magazines etc.
The methodology adopted in the procedure followed in order to
give the projects its shape is:
 Having a proper understanding of working of a financial
company.

 Inquiring and looking into the practicalities of work

environment to have a correct insight of process adopted.

 Gaining information from files, documents, folders and soft

copy stored in system.

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  Seeking information from the staff and taking their views in
consideration.

 Browsing the website of various financial institutions and

BSE and NSE for the necessary information required.

 Finally compiling the primary and secondary data gathered,

then making a study of option available.

EXECUTIVE SUMMARY

This report is structural as well as procedural study about the

extent of flexibility and transparency present inside the framework
of financial industry. Organization is constantly changing. These
changes often result from events which alter the establishment
status quo in some way such as the introduction of new
technology process changes organization merges or re-
structuring. Reliance money in its span of two years has
undergone many innovations whether it is in its field of
technologies or whether it is customer satisfaction. In this period
of our training we have learnt all the operations done by reliance
money i.e. opening of D-MAT account, filling forms, verification of
the form, rectification of the form, checking the status of the
clients, handling the queries of the customers, gaining knowledge
about the various products of reliance money like IPO,
Commodities, Derivatives, Life insurance, etc. and this report also
presents a brief idea about the issue of credit cards. During my
project we also came to know about the customer service which
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the company provides to its customers. As far as data collection is
concerned we have both primary as well as secondary data in this
report. I have collected primary data by interactive sessions with
the working officials of the company and secondary data are
collected which are more qualitative in nature from the manuals,
internet, corporate articles and other preserved data by the
company. Reliance money is equally aware of the needs of its
customers and helps them in giving meaning and content. This
company has steadily progressed over the years from strength to
strength. It provides online share trading facility to the customers.
Reliance money is also into life insurance which provides a very
good opportunity to the customers by giving them a life cover
and securing the future of their families. As I dealt with both of
these two products of reliance money so I got a good exposure
about the general expectations of a customer and what he usually
experienced while dealing into investment products. To meet
these expectations reliance money is into the concept of
franchisees where private franchisees are given to individuals so
that the coverage area of reliance money can be increased and
word load on employees can be decreased in order to increase
Relationship Management.

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 Company Profile:
Reliance MoneyLtd.
Whenever
it’s
a
Question of

Your MONEY…
...........The Answer is
“
R E L I A N C E   M O N E Y
”

Vision

Empowering everyone live, their dreams we will leverage our

strength in executing complex global scale projects to
make leading edge in broking services, affordable by all individual
investors in India. We will offer unparalleled value to create
investor delight and enhance business productivity. We will also
generate value for our capabilities
 beyond Indian borders while enabling millions of Indian‘s
knowledge workers to deliver their services globally.

Mission

Our Mission is to keep the customer satisfaction by Creating

unmatched value for everyone through dependable, effective,
transparent and profitable broking services as focal point of all our
operations, adopt the best international practices in customer

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service, be the most innovative in product development, establish
presence all over India, ensure sustained value addition to all
stake holders and to uphold Corporate Value &Corporate
Governance.

Guiding Principles:
 Customer Care and Satisfaction

 Corporate Governance

 Creativity and Innovation

 Competitiveness
 

ABOUT RELIANCE CAPITAL

We all know the effect of the word Reliance on us. A company

which has entered almost every arena of business and created
wonders. Every project taken up by the company turns into a
golden project. The company has something, which we can call
as, The Midas Touch.
 
Reliance Capital Ltd is a part of the Reliance – Anil Dhirubhai
Ambani Group. 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. Reliance Capital has
interests in asset management and mutual funds, life and general
insurance, private equity and proprietary investments, stock

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broking and other activities in financial services. Reliance Capital
has a wide Structure that is as follows: 

 RELIANCE CAPITAL MUTUAL FUND LIFE INSURANCE

 GEN.INSURANCE RELIANCE MONEY
 CONSUMER FINANCE SALES & DISTRIBUTION
 PRODUCT TEAM MARKETING EAST
 HUMAN RESOURCE LEGAL WEST SOUTH NORTH

ABOUT RELIANCE MONEY

Reliance Money is a part of Reliance Capital that comes under

Anil Dhirubhai Ambani Group (ADAG).
It is a distribution and a broking house that provides its customers
with Online as well as Offline Trading Facility. Reliance Money is
the electronic transaction platform associated with Reliance
Capital, one of India's leading and fastest growing private, ranked
amongst the top 3 private sector financial services and banking
companies, in terms of net worth.
GROUP Anil Dhirubhai Ambani Group
CO. CHAIRMAN Mr. Anil Ambani
CEO Mr. Sandeep Bandopadhyay
STARTED SINCE publicly launched On: April 11, 2007

CAPITALNO. OFBRANCHES:
More than
150 Branches
 

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NO. OF FRANCHISEES:
700

INDUSTRY TYPE: Share Broking Firm

PRODUCTS

Equity IPOs Derivatives Commodities Trading Mutual Funds

Insurance Offshore Investment Reliance Money offers a
comprehensive platform, offering an investment avenue for a wide
range of asset classes. Its endeavor is to change the way India
transacts in financial markets and avails financial services.
Reliance Money offers a single window facility, enabling us to
access, amongst others Equity, Equity and Commodity
Derivatives, Offshore Investments, IPOs, Mutual Funds, Life
Insurance and General Insurance products.
Reliance Money is the most cost
effective, convenient and secures way to transact in a wide range
of financial products and services.

PRODUCT PORTFOLIO OF RELIANCE MONEY: Initial Public

Offering – IPO:
 
Apply in Initial Public Offers (IPO’s) without going through the
hassles of filling ANY application form or paperwork.
When an unlisted company makes either a fresh issue of
securities ( Through primary markets ) or an offer for sale of its

14
existing securities or both for the first time to
the public then that is known as an IPO.

The first sale of stock by a private company to the public. IPO‘s

are often issued by smaller, younger companies seeking capital to
expand, but can also be done by large privately-owned companie
s looking to become publiclytraded. In an IPO, the issuer obtains
the assistance of an underwriting firm, which helps it determine
what type of security to issue (common or preferred), best offering
price and time to bring it to market. Also referred to as a public
offering.

Derivative:

Don’t dread derivatives anymore. Choose the contract and say

go. For the first time track your positions online, in real time.
In finance, a security whose price is dependent upon or
derived from one or more underlies assets. The derivative itself is
merely a contract between two or more parties.
Its value is determined by fluctuations in the underlying asset. The 
most commonunderlying assets include stocks, bonds, commoditi
es, currencies, interest rates andmarket indexes. Most derivatives
are characterized by high leverage. Futures contracts, forward
contracts, options and swaps are the most common types of
derivatives. Because derivatives are just contracts, just about
anything can be used as an underlying asset. Derivatives
are generally used to hedge risk, but can also be used
for speculative purposes. To hedge this risk, the investor could pu
rchase currency futures to lock in aspecified exchange rate for the
future stock sale.

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Derivatives are divided into basically two parts:
 
A. Futures
 
B. Options

A. Futures:

A financial contract obligating the buyer to purchase an asset (or

the seller to sell an asset), such as a physical commodity or
a financial instrument, at a predetermined future date and price.
Futures contracts detail the quality and quantity of the
underlying asset; they are standardized to facilitate trading on a
futures exchange.

B. Options:

A financial derivative which represents a contract sold by one

party (option writer) to another party (option holder). The contract
offers the buyer the right, but not the obligation, to buy (call) or
sell (put) a security or other financial asset at an agreed-upon
price (the strike price) during a certain period of time or on a
specific date (exercise date).

Options are consist of two things:

16
i. Call Option
 
ii. Put Option

a) Call:

It is the period of time between the opening and closing of some

future markets wherein the prices are established through an
auction process. Call is an option contract giving the owner the
right (but not the obligation) to buy a specified amount of an under
lying security at a specified price within a specified time.

b) Put:

Put is an option contract giving the owner the right, but not the
obligation, to sell a specified amount of an underlying asset at a
set price within a specified time. The buyer of a put option
estimates that the underlying asset will drop below the exercise
price before the expiration date.

Insurance:
Take advantage of investing in Insurance products without going
into the hassles of doing any paperwork.
There are good times and bad times during every stage of our
lives, and being financially prepared to face all kinds of situations
makes the journey of life a lot easier and certainly more. The
Financial Product that helps in this is Insurance. Insurance is a
contract (policy) in which an individual or entity receives financial
protection or reimbursement against losses from an insurance

17
company. The company pools clients ‘risks to make payments
more affordable for the insured.

Insurance is of two types:

 
Life Insurance
 
General Insurance

A. Life Insurance:

This is the protection against the loss of income that would result
if the insured passed away. The named beneficiary receives the
proceeds and is there by safeguarded from the financial impact of
the death of the insured. The goal of life insurance is to provide a
measure of financial security for your family after you die. Life
insurance products offer comprehensive financial. Solutions which
besides offering financial security also provide opportunity for
saving, investment & tax planning.
 
Life Insurance Products Offered by Reliance Money:
Individual Plans Employee Benefit Plans

1. Savings (Endowment)

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  Reliance Endowment Plan

 Reliance Special Endowment Plan

 Reliance Cash Flow Plan

 Reliance Child Plan

 Reliance Whole Life Plan

 Reliance Connect 2 Life Plan

2. Retirement

 Reliance Golden Years Plan

 
 Reliance Golden Years Plan Value

 Reliance Golden Years Plan Plus

3. Unit Linked

 Reliance Automatic Investment Plan

 Reliance Money Guarantee Plan

 Reliance Market Return Plan

4. Risk / Protection

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  Reliance Term Plan

 Reliance Simple Term Plan

 Reliance Special Term Plan

 Reliance Credit Guardian Plan

 Reliance Special Credit Guardian Plan

1. Risk (Protection)

Reliance Group Term Assurance Policy Reliance EDLI Scheme

2. Pensions

Reliance Group Gratuity Policy Reliance Group Superannuation

Policy
 

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 FRANCHISE MODEL

Reliance money gives equal opportunities to self employed

people by letting them earn through the fantastic DSA model of it.
This model provides hefty commission on all the products of
reliance money and enhances the sales. For a certain number of
franchisees there is a manager who is the person responsible to
excel the satisfaction of the franchise holder. A DSA can deal into
all the products of reliance capital, i.e.:-
 
 DEMAT Account.

 Life Insurance.

 General Insurance.

 Mutual Funds.

 Credit Cards.

 
Portfolio Management Services etc. Else of these products there
are many other promotional products which come indifferent
variables of time giving good earning opportunities to the DSAs.

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 PROMOTION

As into customer survey I was also asked to go for promotion of

reliance money on my own. The best way I found out to promote
the product was a canopy. Working on this way, after 15 days of
hard struggle I finally managed to get the permission of canopy in
Kirloskar Pneumatics. The customer exposure I got over
there was terrific and I generated some good leads for the
company and this was one of my achievement of the project
conducted.

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 SWOT ANALYSIS

Meaning:

A SWOT analysis is a method for describing the business in

terms of those factors that have the most impact. Essentially the
co. nominate the Strengths and Weaknesses of the business (its
internal resources and capabilities), then it identify the
Opportunities and Threats it faces (factors external to the
organization). Strengths and weaknesses are often internal to
your organization.
Opportunities and Threats often relate to external factors. For
this reason the SWOT Analysis is sometimes called Internal-
External Analysis and the SWOT Matrix is sometimes called an IE
Matrix Analysis Tool.

SWOT ANALYSIS OF RELIANCE MONEY

Strengths:
 
 Price competitiveness (E.g.: No brokerage is charged,
Annual maintenance charges are least)

 Reliance Money is able to respond very quickly as we have

no red tape, no need for higher management approval, etc.

23
  Reliance Money is able to give really good customer care, as
the current small amount of work means we have plenty of
time to devote to customers

 Their lead consultant has strong reputation within the market

 They change direction quickly if our approach isn‘t working

 Management philosophy and commitment to maximize

shareholders returns of Reliance Money.

 Ongoing activities of the company to support up gradation of

operational performance and rise in productivity. 

 Team of talented and committed professionals available to

improve company‘s performance.

Weaknesses:
 
 New entrant in the market which is dominated by big brand
names like ICICI, India Bulls etc.

 Company has a small staff with a shallow skills base in many

areas

Opportunities:
 
 The share trading sector is expanding, with many future
opportunities for success

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  The competitors may be slow to adopt new technologies.

Threats:
 
 Developments in technology will change the share market
beyond the ability to adapt.

 A small change in focus of a large competitor is a threat for

the market position.

 Constant pressure to be cost competitive to meet customer

expectations.

 Relentless pressure to maintain profitability due to rising

input/raw material prices.

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 QUESTIONNAIRE
 
Q. 1). Which age group do you belong?
a). 18– 30. b). 30– 40. c). 40 – 50. d). 50 and above.
61%21%10%8%
 
QUALITATIVE ANALYSIS:

According to the survey, most of the samples which enquired

about the investment products were in the age range of 18– 30.
The reason behind can be assumed that people of this age range
have less responsibilities to bear and thus have maximum risk
bearing capacity and therefore are more keen towards
investments as they have more disposable income as compared
to older age groups.
 
Q. 2). What do you do?
a). Service. b). Self- employed. c). Profession. d). Student. e).
Retired.
57%24%7%6%6% 

QUALITATIVE ANALYSIS:

As seen by the survey most of the people interested into

investments were the people who were into service. This is
because these are the people who are able to find more time and
disposable income as compare to another sample groups.
Though self-employed people are also keen towards investments
but they also need liquid cash in order to keep their money

26
running into the business. Professionals are assumed to get no
time because of their hectic schedules and students are anyhow
not so interested towards investments at such an initial stage.
Students do invest into stock markets as their hobby.

Q. 3). Your income per annum?

a). up to 1 lakh. b). 1 lakh– 2lakh. c). 2lakh– 3lakh. d). 3lakh and
above.
11%24%28%37%
 
QUALYTATIVE ANALYSIS:

People earning in the range of 1 lakh are not able to invest much
because they are notable to invest much. Therefore the range of
3 lakhs and above is the appropriate range which should be
targeted for the sales of investment products.
 
Q. 4). What is your perception about Reliance in general? 

QUALITATIVE ANALYSIS:

Though most of the people as shareholders feel Reliance is a

company which is ideal to invest your money in but very few
actually have faith in Reliance when these shareholders come
into the shoes of buyers. They feel that Reliance at most of
the times is not able to keep up to its promises as they feel that
Reliance keeps all of its focus on sales and hardly gives any
importance to the service side. People have a perception that
Reliance is a name which is associated with hidden charges and

27
they actually don‘t believe on the tariffs of Reliance very easily.
Most of the complaints were towards the service segment of
Reliance as a company.

Q.5). Have you heard about Reliance Money?

a). Yes. b). No.
91%9%
 
QUALITATIVE ANALYSIS:

Almost all of the people I met during the project were familiar with
the name of Reliance Money which is a good sign for the
marketing department as this figure shows that this product is
marketed well into the market. The remaining unknown people
are those which actually do not participate into investment
activities and are thus unaware of this market segment.
 
Q. 6). How do you come to know about Reliance Money?
a). Advertisement. b). Friends. c). Relatives. d). Our executives.
22%11%12%55%
 
QUALITATIVE ANALYSIS:

Most of the people came to know about Reliance Money through

the sales executives which are again a good sign which shows
that Reliance has an efficient sales staff which is working with its
full efficiency and dedication. And again 23% of people
have come to know about the company by their friends or
relatives which shows that the efficiency of the sales staff has

28
turned the existing customers into the brand ambassadors of the
company to attract the potential customers.

Q.7). Do you trade or invest?

a). Yes. b). No.
78%22% 

QUALITATIVE ANALYSIS:

Almost 80% of the people surveyed are trading or investing their

money into the market which shows that the market potential is
very high and future growth perspectives of the company are very
good.

Q. 8). If no, then would you like to trade if provided with complete
market knowledge?
a). Yes. b). No.
70%30%
 
QUALITATIVE ANALYSIS:
This can be seen very easily from the response that most of the
people do not show their interest in the investment activities
because they are unaware of the market trends and thus they are
afraid of burning their hands. These people if provided with
complete market knowledge and proper purchase assistance can
turn into the potential customers of the company and these
customers as fully satisfied ones will remain much loyal to the
company than the other ones.

 
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Q.9). Who is your current service provider? (for the people who
already trade).
a). ICICI Direct. b). India Bulls. c). Karvy. d). Religare. e).
Reliance Money. f). Share Khan. g). Motilal Oswal. h). Anand
Rathi. i). others.
35%6%2%5%28%12%6%4%2% 

QUALITATIVE ANALYSIS:

It‘s just one and a half year of reliance money into the market
and it has become the second largest player in the industry. This
shows that reliance money is moving on the right path but it
needs to maintain the quality of services and assistance offered to
the customers and keep moving ahead consistently. ICICI though
as a largest player has a good quantity of customers but it lacks
good quality traders as it is the most expensive brokerage house
in India but it manages to make customers because of no account
opening charges. As discussed earlier, reliance money has also
eliminated the doubt of hidden charges by taking prepaid
brokerage from the customer. This concept relaxes the customers
and they feel free to trade up to the amount they have already
paid.

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Q.10). how do you generally trade?
a). Online. b). Offline.
75%25%

QUALITATIVE ANALYSIS:

Because of the tremendous growth of technology the way of

trading and investing has also changed a lot. People now prefer
to trade online as they feel it is more transparent and reliable
rather than trading offline as there are some chances of human
error while trading online.

Q.11). Are you satisfied with your current service provider? If not,
then do specify your reason of dissatisfaction? (non reliance
customers)
a). Yes. b). No
68%32%
 
QUALITATIVE ANALYSIS:

Though many people think that they are completely satisfied still

the number of unsatisfied user id substantial. Customers complain
that either the brokerage house is too expensive but most of the
users were ready to pay more on the sake good purchase
assistance. People want the assistance to be customized
according to their risk bearing capacity and this is the area where
reliance lacks behind as all its assistance is in general whereas
customers want it to be according to their needs. If reliance

31
money puts in more effort to its relationship management than it
will soon become the market leader and will gain loyal customers.

Q.12). What amongst the following do you feel is the most

important element to open up a de-mat/trading account?
a). Good market predictions. b). lower brokerage charges. c). Fast
responding services. d). User friendly web portal. e). Good
relationship managers.
26%18%20%14% 2%

QUALITATIVE ANALYSIS:

After the survey it‘s pretty clear now that people are actually ready
to pay more on the sake of excellent market predictions, good
investment assistance and relationship management. Reliance
money which is a bit weak in all the three areas can make up new
customers by offering lowest brokerage charges and other
monetary benefits but to sustain in the industry well it needs to
create a customized system which takes care of each and every
individual. This will not only increase the loyalty of the customers
towards the company but their good word of mouth will also bring
in new customers without any marketing cost.

32
 RECOMMENDATIONS AND SUGGESTIONS

After analyzing all the expectations of the customers and the

experience they basically get while using the product we can a
gap between the expectations and the experience. This gap
needs to be filled before it starts bringing in some adverse
consequences. To fill this gap I have come up with some
recommendations and suggestions which can help the company
satisfy their customers better. These suggestions are listed
below:-

1) Though reliance money is having a very good and well trained

sales staff which is able to bring in customers but it is very
necessary to build relationship with the customers to keep them
retained. Company should train its employees regarding
relationship management so that the products can be
personalized according to the needs of the customers.

2) Most of the customers trade via the online platform of the

company and not from the office therefore company should start a
system of filling up of feedbacks and complaints online so that
rectification of errors can be done easily.

3) Many of the customers are not in touch of company but actually

deal with franchisees and remises. These are untrained people
and are unaware of the importance of relationship. Company
should start a kind of soft skill training program for all of its

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distributors so that the customers feel the same level of
satisfaction as they feel while transacting with the company.

4) As seen in the qualitative analysis, many people don‘t trade or

invest because they don‘t have any knowledge regarding the
market. Company should start a free of cost training program for
these kinds of customers.

5) Though the sales staff is very effective but reliance money is

lacking behind in operational effectiveness. Company should take
a note on this.
6) Motivational programs should be conducted in order to
increase the efficiency of the customers.

 
7) Though the service quality is good but it should become better
consistently as good service and better relationships are the key
success factors of current market situations.

8) The process of documentation is a hassle for customers as it is

not at all user friendly. Company should take care of user
friendliness of the system. Some of these changes in the system
can actually create miracle for the company. These changes
though look small but create a lot of value to the customers and
make the company more approachable.

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 LIMITATIONS

While conducting the survey there were various limitations

because of which the results cannot be declared correct by 100%.
Some of these limitations are as follows:-

1) People are reluctant towards the survey and take it as a waste

of time.

2) Taking appointments was very tough as people were not ready

to give their time for a survey.

3) Cold callings were not entertained everywhere and thus we

were not able to meet all the classification of customers.

4) Because of the temporary fluctuations in the market it was a

tough time talking to the people regarding investments.

5) People were reluctant towards the products of reliance

because of a general perception that reliance always comes with
low price but always has hidden charges.

6) Language was a hurdle while talking too many of the local

people. Though these limitations were there but because of the
support of the people I have surveyed and the experience I have
gained while preparing for the survey presentations of my college,
I was able to complete the survey and prepare my project report
much before the deadline.

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 FINDINGS

Services provided by Retailers: -

All the retailers are dealing in all services i.e. providing Recharge
Voucher, SIM, and Tariff Voucher of all the cellular service
companies present in Bangalore zone. Also most of them provide
only pre-paid connection.
Satisfaction: -
Most of the retailers i.e. around 74% of respondents are satisfied
with RCOMM brand, 10% of them push RCOMM brand to the
customer and rest 16% retailers are not satisfied with RCOMM
brand due to claim pending and the distributor. The retailers don't
get schemes communicated in time by distributor and distributor
does not provide RCV & e-Top properly .
Problems: -
Around 15% of the respondents that there is network problem
with RCOMM, on the other hand they found its competitors viz.
Airtel, BSNL, TATA indicom network connectivity of very good to
good level.
Around 16% retailers which are under puja enterprises distributor
projected problem with distributors. They don't get schemes
communicated in time by distributor and distributor does not
provide RCV & e-Top.
Support from company: -
Most of the retailers ensnared that they are supported by the
companies' personnel & companies' helpline.

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All companies provide POP (Point of presence) at right time and
in adequate number.
Claim process:-
In case of RCOMM process is be claimed very belatedly i.e.
almost 77% of the cases take 60-90 days, where as in case of
Airtel most of the i.e. 88% is being finalized in time limit 0-30
days.
The claim process services of other competitors viz. AirCel,
Smart, & Tata Indicom are almost at par with the IDEA cellular ltd.
RCOM cellular ltd. an Anil Ambani Group of cos. is very fast
catching up with the market by providing cheaper calling rates.
The market strategies adopted by its executives are bearing fruits
and the company although being the Second one to enter the
market of Bihar & Jharkhand has found a suitable niche and
recognition in the consumer. But this is not a thing for self
contentment as the survey reveals that in network, service and
distributor, its place is very far behind to other competitors viz.
Airtel, BSNL, and Tata indicom etc. so to withstand the
competition resources mobilization and technological innovation
on the part of cos. To upgrade its quality of network and services
is urgently called for.
Market access and growth is alright but the improvement of
quality on the above counts is necessity of the time.

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 CONCLUSION

 The expectations of the customers are regularly increasing

because of the increasing competition and emergence of
global market. In such conditions it becomes very necessary
for a company to fulfill all the expectations of the customers
and give them a delightful experience.
 Though reliance money is working very hard in order to do
so but there is a gap between the expectations and the
experiences of the customers which is widening regularly.
 This gap has emerged because of the sales oriented focus
of reliance money. In order to increase the sales figures, the
company has somewhere ignored the service delivery and
left the customer on his own. 
 In order to fill this gap, company needs to customize its
services as it is dealing into financial instruments. These
financial instruments are risky and it is very essential to
make the customer feel that you are taking care of his
money.
 This can be done only if all the services are customized and
the system is made transparent for the customer as well as
for the employees.

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 REFERENCES

 www.wikipedia.org

 www.seminarsonly.com

 Business Today

 Advertising & Management

 www.COAI .in

 www.AUSPI .in

 Economic Times

 Hindustan Times

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