SALES AND DISTRIBUTION STRATEGIES OF

EDELWEISS BROKING LTD.

Presented by…
Susnat Pradhan
PGPIB-03
011103017
 Welcome To Edelweiss
The answers to most questions lurk in the shadows;
all but invisible to the untrained eye. What is
needed is Light!
And Edelweiss is a powerhouse of Financial
Innovation –illuminating both the
solutions and the perils!
As one of the fastest growing investment banking
and financial services company in India, Edelweiss
exists to Innovate!
 Introducti on: Edelweiss Broking Ltd.

“Ideas create , values protect”

The slogan and depict the mission statement of Edelweiss group

• Started its journey in Mumbai , in the year 1995, by two IIM

graduates, Mr. Rajesh Shah and Mr. Venkat Ramaswami .
• The Logo: is based on a rare flower found in Switzerland; A
graphic flower that represents “Ideas”; Around it the protective arms
of the letter ‘E’.
• Edelweiss believes ideas create Wealth, but values protect it.
• It is the practice of this core thought that has led to Edelweiss
becoming the one of the leading financial services company in India.
 SERVICES :
• Wholesale Financing
• Treasury
• Asset Management
• Wealth Management
• Insurance Broking
• Private Client Broking
• Institutional Equities
• Investment Banking
 PRODUCTS:
• Mutual fund
• Insurance
• Arbitrage
• Structured product
• Margin funding
• Demat and trading account
• IPO
• Commodity related instruments
 My job in Edelweiss
• Collection of data
Cold calling
References
• Calling to those no and make appointment
• Visit to the customer and close the deal.
• Filling the form and collect the data and submit to the office.
• Giving a demo of the trading website and online trading
process to the customer .
• During the process finding out the actual need of the
customer, their satisfaction etc. and bring it into the focus of
the company.
 SWOT ANALYSIS

STRENGTHS WEAKNESS

OPPORTUNITIES THREATS
  
EDELWEISS’S SALES MANAGEMNET PROCESS

Strategic planning for sales

Program implementation

Evaluation & Control:

Sales force Performance
 PROCESS FLOW CHART
Create Identify the Make Give suitable Ensure
direct customer appointment
demo &pitch knowledge
selling with customer
about product
process

Ensure After sales

increase in
Close deal
service
crust value
  
AIDA’s theory of selling

ATTENTION
Seek the attention of the prospect client

INTEREST
Maintain the attention by creating interest

DESIRE Create desire in customer’s mind to buy the product

ACTION Induce the client to buy the product

 SELLING SKILLS
• Talking about the skills that a salesperson should posses, they are as
follows:
 THE MAJOR ATTRIBUTES OF THE SELLING
STRATEGY IN THE COMPANY
• Sales target- The sales team is given a fixed target which it needs
to achieve within a month.
• Motivational Rewards- The team who performs the best is given
some rewards. This is to motivate others to perform well and at the
same time appreciate the hard work done by the winning team.
• Continuous Evaluation- the sales team has to appear in the
evaluation conducted by the company to test their market and
product knowledge. This is done to ensure that the company has
the best sales force.
• Training Program- Team leaders are given training regarding the
product and market so that they can handle customer queries.
DISTRIBUTION CHANNELS OF THE COMPANY

A. Inbound Team 
B. Sub Broker/ Remissor 
C. Corporate Accounts
D. Free Accounts
 KEY FINDINGS
• Consumer profiling and investment need
analysis
AGGRESSIVE CUSTOMER
10% 25%

Bond
Stock
Short term
65%
 CONTINUE…..
MODERATE CUSTOMER CONSERVATIVE CUSTOMERS

20% 30% 25% Bonds

Bonds
Stock 50% Stocks
Short term
Short term 25%
50%

Result: Whether a person is aggressive, moderate or conservative the

determining factor is the investment he makes in the different
sectors. If he is investing more in the stock market that means he is
willing to take risks and thus is an aggressive customer. A moderate
customer invests partially in stocks and partially in bonds and short
term. While a conservative person invests very less in the stock
market.
 RISK TAKING ABILITIES OF PEOPLE
WILING TO INCUR LOSS ON INVESTMET OF Rs.100

36% 35%
Rs. 1-5
Rs. 5-10
Rs. 10-20
Above Rs. 20
Zero
11% 14%
4%

Result: While classifying people under the three

categories, it was seen that most of the customers were
conservative i.e. they were not willing to take any risk when it
comes to investment. Only 4% people were aggressive and
ready to take risks to maximize their return.
  
 COMPARITIVE MARKET SHARE OF EDELWEISS

Edelweiss ICICI Motilal Oswal HDFC

Indiabulls Sharekhan Others
13% 6%
28%
17%

16% 7%
14%
 SALES AND DISTRIBUTION QUESTIONNAIRE ANALYSIS

• Q. Through which of the channels do you usually buy a

financial product? Fig. 1
20% 5%
Internet
Broker
Directly from the
company

75%

Result: This graph shows that broking business is a

profitable one as it attracts the large volume of potential
customers .
 Q. What is your preferable tool of investment?

All Values in % Term

36
30 25 22
15 7 5 5
0

Result: When it comes to investing one’s income 36% of the people

prefer to be on the safer side and avoid risk by investing in the bank
deposits. The next option is mutual funds as they are comparatively
risk free. Equity shares are the next best option . According to the
respondents. So it can be said that most of the people prefer risk-free
return. While a 22% of graph shows that equity shares are considered
as a good option by the investors due to their high return.
Q. Are you aware of all the products offered by Edelweiss?

All values are in % term

64
70
60
50 36
40
30
20
10
0
Yes No

Result: 64% of the people are not aware of the products offered
by the Edelweiss. In this category few of the respondents knew
about the equity share trading but were not aware of all the
products, while a large chunk of respondents had never heard of
Edelweiss.
Q. Have you used any Edelweiss financial product?

All values are in % term

90
80 78.44
70
60
50
40
30 21.56
20
10
0
Yes No

Result: In response to the question 78.44% of the

respondents said that they are not using any Edelweiss
product at present, so it gives a clear picture that there
is a huge untapped segment among which the product
needs to be pitched.
 Q. Which Edelweiss product are you using now?

Fig.

5%

45% Mutual fund

Demat
Other( structured
product)
50%

Result: From the response it can be seen that Demat (equity

shares) is the highest selling product of Edelweiss followed
by mutual fund. Of the 21.56% of people using Edelweiss
products 50% prefer equity shares.
 Q. Best company according to the respondents

Fig.
30.00%
30%
21.44%
20%
12.00%
10% 7.56% 10.00% 6.00% 5.00%
4.00% 4.00%
0%
ct n al re ls ss es e
e a
sw a u l e i ti lin am
d ir kh o l ig iab lw ri o gr
IC
I are
l al Re d e e cu I nf na
IC Sh oti In Ed C
s
di
a E
M F In
HD

Result: 30% of the respondents ranked ICICI Direct as the number one
share trading company. This is mainly because of its good Brand Image
and linked bank account. Sharekhan is preferred for its customer friendly
approach and trading terminal. Still Edelweiss stands in the competition
and is preferred mainly because of its research facility. The company
needs to give attention to the Brand image building.
 Q. Factors affecting the choice of a company
All figuers in % term
30 28
20 23
20 18
10 6.89 8
3.5
0
e n s ce rt D ge
ag tio iv ce n p o R & ra
im va r
si da up ed ka
nd no Se s c o
a In re r n Br
Br ith ale va
y w De Ad
it
xim
o
Pr
Result: When it comes to the choice of the company the factor that
affects the decision to the largest extent is the Brand Image i.e. the
reputation of the company. The best example is ICICI. Brokerage is the
second most important factor. Edelweiss has good research so it has the
capability of attracting customers. Of the above factors all are present
in Edelweiss except a good Brand Image in Kolkata, which it needs to
build.
 Q. Possible sources searched for financial product
information.
Fig.

19% Television/Radio
32% Internet
Newspaper/Magazine
Word of mouth
21% Friends
17%
11%

Result: Most of the respondents 32% trust their friend’s

advice when it comes to financial product information
especially in stock market. They trust on their experience with
the company and act accordingly.
 ANALYSIS OF THE QUESTIONNAIRE FOR EXISTING CLIENTS

Association with the company

6 months 1 year 2 years more than 2 yers
11% 8%

43%

38%

Result: Most of the customers in Kolkata are newly

acquired as the company is new.
 SATISFACTION LEVEL OF THE CUSTOMERS

8 11

32

49

Extremely satisfied Satisfied

Neutral dissatisfied

Result: 49% of the customers are satisfied and 8%

dissatisfied. The company needs to work on these
customers and minimize their dissatisfaction.
 EXPECTATIONS OF THE CUSTOMERS

Sales
Reduction in brokerage Improved service quality
Customer friendly norms More tips
13% 34%

22%

31%

Result: Most of the customers want the brokerage

to be reduced and services to be improved.
 ANALYSIS OF QUESTIONNAIRE FOR DORMANT CLIENTS

11% 7%

56%
26%

Liquidity crisis Alternate brokerage firm

Lost faith in capital market Temporary breaks

Result: Because of the present turmoil in the stock market most of

the people have taken temporary breaks and are not trading, While
7% of the people have found alternate broking houses.
 ATTRACTIVE FEATURES OF THE
COMPETITORS
3%
32%
43%

10% 12%

Low brokerage Proximity to residence Trained people in desk

Good system support Good research

Result: Low brokerage is what attracts most of the customers.

Besides Edelweiss needs to improve its quality of service.
 WHEN ARE YOU RETURNING BACK TO
EDELWEISS
Fig.
80% 73%
70%
60%
50%
40%
30%
20% 14%
10% 5% 8%
0%
6 month-1 year 2 years 2 years and more Never

Result: 8% of the customers say that they will never

return back.
 CONCLUSION

• From the analysis of the questionnaires and above

findings it can be concluded that Edelweiss approach
to sales and distribution strategies is right and its
innovation in the distribution channel by tie-up with
retail shops will help it a lot.
• When it comes to competitors ICICI is its biggest
competitor and the company lags behind when it
comes to Brand Image.
 RECOMMENDATIONS
• Make the complaint process and complaint redressal
process easy so that there is a scope of improvement.
• There should be more number of brokers and sub-
brokers so that they can tap a large chunk of the
customers.
• The company should work on building Brand image
in Kolkata as it plays a major role when it comes to
taking decision about a company.
• The company needs to go for aggressive
advertisement campaign.
 CONTINUE…..
• Special training about company products to
sales team so that they create awareness
among the people.
• Bring student plan to attract the student
especially from Engineering Medical and
MBA field to capture customer before others.
INBOUND TEAM
REGIONAL HEAD

AREA SALES MANAGER

TEAM LEADERS

FIXED COST AGENT

 STRENGTHS
• Best research and strategies available to all
retail customers (Edelstar ) .
• Local dealer assigned to each customer. They
have fixed salary and no incentives.
• Highly user friendly trading website+ 24*7
toll free no. + Mobile trading website.
• No pool account.
 WEAKNESSES
• Lack of brand positioning.
• Lack of branches.
• New in retail segment.
 OPPORTUNITIES
• Broking business is profitable and attracts
large volume of potential customers.
• High potential in rural market.
 THREATS
• Highly competitive market.
• Intensive local brokers.
• High volatility in the market.