Dr.

Hari singh Gour Central University

A
Summer Internship Project Report
on

““Sales of Demat Cum Online Trading Account, competitor analysis and

Strategies of Angel Broking Limited.”
(With special reference to Angel Broking Limited, Pune.)

Head Of Department: Branch Head:

Prof. Dr. Yashwant Singh Thakur Mr. Rajnish Bangia

FMS, Dr. H.S. Gour University, Sagar Angel Broking Ltd., Satara
Road. Pune

Project Guide:
Submitted by:
Mr. Rajib Chowdhury
Angel Broking Ltd., Dharamveer Sahu
Satara Road, Pune Batch 2009-11
 Angel Broking Company
Sales of Demat Cum Online Trading Account, competitor analysis
and Strategies of Angel Broking
 History Of Stock Market
 The first stock exchange in India, Bombay Stock
Exchange was established in 1875 as 'The
Native Share and Stockbrokers Association'
 . The country's second stock exchange was
established in Ahmedabad in 1894, followed by
the Calcutta Stock Exchange (CSE)
 There are now 23 recognized stock exchanges
 There are 2 types of online trading service:
discount brokers and full service online broker.
Online Trading Process
 About Angel Broking
 “Angel Broking” is the retail broking arm of SSKI,
an organization with more than eight decades of
trust & credibility in the stock market.
 Have over 250 share shops across 115 cities in
India.
 Over 750 Client Relationship Managers.
 Angel Group has emerged as one of the top five
retail stock broking houses in India
 Angel Broking Ltd: Staticstics
 Incorporated :1997
 BSE Membership :1997
 NSE membership :1998
 Member of NCDEX and MCX
 Depository Participants with CDSL

Angel’s presence :-
 Nation- wide network of 21 regional hubs
 Presence 124 cities
 6800 + sub brokers & business associates
 5.9 lakh + clients
 Management

1. Mr. Dinesh Thakkar :Founder Chairman & Managing Director

2. Mr. Lalit Thakkar :Director – Research
3. Mr. Amit Majumdar :Executive Director – Strategy and Finance
4. Mr. Rajiv Phadke :Executive Director – HR & Corp
5. Mr. Vinay Agrawal :Executive Director – Equity Broking
6. Mr. Nikhil Daxini :Executive Director - Sales and Marketing
7. Mr. Hitungshu Debnath :Executive Director - Distribution & Wealth
Management
8. Mr. Mudit Kulshreshtha :Executive Director – Operations
 Achievements
 Awarded with 'Broking House with Largest Distribution Network' and 'Best
Retail Broking House' at Dun & Bred street Equity Broking Awards 2009
 August, 2008 Crossed 500000 trading accounts
 November, 2007 ‘Major Volume Driver’ for 2007
 December, 2006 Created 2500 business associates
 October, 2006 ‘Major Volume Driver’ award for 2006
 September, 2006 Launched Mutual Fund and IPO business
 July, 2006 Launched the PMS function
 October, 2005 ‘Major Volume Driver’ award for 2005
 September, 2004 Launched Online Trading Platform
 April, 2004 Initiated Commodities Broking division
 April, 2003 First published research report
 November, 2002 Angel’s first investor seminar
 March, 2002 Developed web-enabled back office software
 November, 1998 Angel Capital and Debt Market Ltd. Incorporated
 December, 1997 Angel Broking Ltd. Incorporated
Angels Organisational Structure
 Products of angel
 Online Trading 9. Quality assurance
 DP Services
 PMS (Portfolio Management Services)
 Insurance
 IPO Advisory
 Mutual Fund
 Personal loans
 Commodities
 SWOT analysis
STRENGTH
STRENGTH WEAKNESS
WEAKNESS
••Service
Service ••Customer
Customer
••Distribution
Distribution network
network Satisfaction
Satisfaction
••Marketing
Marketing ••Branding
Branding
••Products
Products ••Competition
Competition from
from
Banks
Banks

OPPORTUNITIES
OPPORTUNITIES THREATS
THREATS
••Ever
Ever increasing
increasing market
market ••New
New competitors
competitors
••Improving
Improving technology
technology ••Technology
Technology based
based
••Unfulfilled
Unfulfilled needs
needs of
of business
business
customers.
customers.
••Education
Education level
level
 ANGEL BROKING ICICIDIRECT INDIABULLS
. COM

A/C OPENING750/- (web based online), 1000/-750/-(waive off if trading is more than1000(offline & web based)
CHARGES (software based online), 460/- (offline) Rs. 1 lakh) 1750(software)

DEMAT A/C FREE (1ST YEAR) FREE FOR 1ST YEAR NO AMC
CHARGES AND 300/-P.A. AND 500/- P.A. FROM 2ND YEAR
FROM ONWARDS
2ND YEAR
ONWARDS

TYPE OF A/C 3(off line, fast trade & speed trade) Web based Web based& software
NSE/BSE/ NSE/BSE/ NSE/BSE/ NSE/BSE
DERIVA-TIVES/ DERIVATIVES/ MUTUAL DERIVATIVES
ARBIT-RAGE/ COMMODITIES/IPO’S/ MUTUALFUNDS/
MUTUAL FUNDS FUNDS/ INSUARANCE Derivatives

SOFT-WARE 500/-P.M. N.A. N.A.

CHARGES (NEGOTIABLE
ON BROKERAGE)

DEMAT TRANSAC-NIL (THROUGH INCLUDING RS. 17/-

TION CHARGES ANGEL BROKING) IN BROKERAG(Rs35) PER TRANSACTION
(ON SELLING)

TIE UP NINE BANKS (DETAILS ARE GIVENICICIBANK ONLY HDFC BANK,

WITH BANKS EARLIER ON PROJECT) (COMPULSORY)
 Research Methodology
 Research methodology is a way to systematically solve the research
problem.

 It may be understood as a science of studying how research is done

scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along
with logic behind him.

 Why a research study has been undertaken, how a research

problem has been defined, in what way and why the hypothesis has
been formulated, what data have been collected and what particular
method has been adopted, why particular technique of analyzing
data has been used and a host of similar other questions are usually
answered when we talk of research methodology concerning a
research problem or study.
 Research Design
 I have adopted descriptive and conclusive research
design. Descriptive research is those studies, which are
concerned with describing the characteristics of a
particular individual or a group. Since the aim is to obtain
the accurate information about the customer in terms of
his interest towards investment in stock sector. I have
used the techniques of questioning customer in order to
know their consumer behavior, their interests, their
needs and etc.
 It is very important for the sales executive to study the
mind of the customer so that the personal visit would not
be a waste of time, money and efforts.
 OBJECTIVE OF THE STUDY
 Main Objective
 The main objective is selling of the DMAT
…….Account cum Online Trading Account.

 Specific Objective
 Creating customer;
 Marketing of the product;
 Creating relationship with the customer to have
there sources;
 Motivating customer for trading;
 SOURCE OF DATA
 PRIMARY DATA:
 I have collected primary data through personal references;
 LMS i.e. Leads management system of the company;
 Customer references;

SECONDARY DATA:
The main source of information for the project was:
 Weakly magazine;
 Telephone directory
 Used leads of the company;
 Leads of the other company; i.e. telephone list for tele calling;
 Limitations
 Services of competitors
 No proper assurance of right information
 Lack of awareness of Stock market
 Mostly people comfortable with traditional
brokers
 Lack of Techno Savvy people and poor Internet
penetration
 Some respondents are unwilling to talk
 Inaccurate Leads
 Misleading concepts
 SCOPE OF STUDY
 The present study can be extended to assess the present
marketing condition of stock market.

 The study can be used to design a proper product, price, place &
promotional strategy for stock market.

 From the present study we can know the market share of different
by-products and accordingly formulated strategy to enhance it.

 The result of marketing success of different by-product can be

interpreted to assess the rate of employee’s satisfaction in that
department (marketing).

 This study can be applied to find out an effective distribution

channel to enhance the sale of by-product of “ANGEL
BROKING”.
 Conclusion
 ANGEL BROKING account opening charges are little higher than other competitors. ANGEL
BROKING is less flexible to cut down its account opening charges on the other side; some of
the brokers are offering free account opening to High Net Worth customers.

 The charges of Demat account are reasonable at 300 p.a. but India bulls are offering pool
account with no Annual Maintenance charges.

 ANGEL BROKING provides trading in NSE, BSE and Derivatives. It also launched online
Mutual Funds & Online IPO Bidding. Arbitrage facility is not available to customers.

 ANGEL BROKING is the only one that does not have any Demat transaction charges either
on buying or selling.

 Unlimited toll free calls service is provided to customer in ANGEL BROKING.

 ANGEL BROKING accept offline payment from other banks also but icicidirect.com,
HDFCsec.com clients have compulsion to open an online account.
 ANGEL BROKING is only broker in which no margin needs to keep.
 Biblography
BOOKS :-
 Kotler Philip, Marketing Management: 13th Edition, 2006, Prentice Hall of
India Ltd., New Delhi.

MAGAZINE :-
 Business World
 News Papers

WEBSITES :-
 www.angelbroking.com
 www.icicidirect.com
 www.indiabulls.com
 www.5paisa.com
 www.scribd.com
 www.google.com