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Dijo Daniel

S4 MBA

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General objective

To study on the STP analysis of equity services provided

by IDBI capital.

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SPECIFIC OBJECTIVES

To study about the present STP strategies on the equity servicesprovided by IDBI capital.

To find out the different factors that can be used to evaluate

market segments of equity services.

To find out the elements involved in making the positioning

decision of equity services provided by IDBI.

To study and analyze the market segmentation and target

marketing, and their use in developing market strategy for

equity services

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To evaluate the market segment & target market selection

of equity services provided by IDBI capital.

To study the role of STP strategies on equity services with

special reference to IDBI capital.

To bring about an action plan to redefine the STP

strategies followed by IDBI Capital in equity services

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The study is useful to all the researcher focuses on

the marketing of equity shares and also for the

companies which provides equity products.

The study can fine tune the existing STP strategyand also helps to come up with new strategies

which can helps the organization to sell and serve

the customers more effectively.

Most of the outcomes if used effectively can

change the context of the institution like IDBI

capital.

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IDBI Capital Market Services Ltd., (IDBI Capital) is a whollyowned subsidiary of IDBI Bank Ltd and is a leading InvestmentBanking & Securities Company.

IDBI Capital offers a full suite of products and services toCorporates, Institutional and Individual clients. The range ofservices include :-

Investment Banking

Capital Market Products

Private Equity

Corporate Advisory Services

Mergers & Acquisitions

Project Appraisals & Debt Syndication

Stock Broking - Institutional & Retail

Distribution of Financial Products

Debt Placement and Underwriting

Fund Management (Managing Clients' Assets-Pension/PF FundManagers)

Research Group

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Demat services

Portfolio management services

Bonds

Mutual funds

IPOs

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UNIVERSE OF THESTUDY

IDBI Capital as a whole is taken as the universe of thestudy.

UNIT OF THESTUDY

The unit of the study will be taken from the customers

availing services from the IDBI Capital from Trivandrum

District.

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H1: Better the STP strategies higher will be thecustomer value.

H0: Better the STP strategies lower will be the

customer value.

H1: Better the STP strategies higher will be thecustomer reach.

H0: Better the STP strategies lower will be thecustomer reach.

H1: Better the STP strategies higher will be the brandimage

H0: Better the STP strategies lower will be the brandimage

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To find the Universe of the study

To ascertain the cooperation of the

respondents in getting the detailed

information pertaining to the report

To find out and fix the sample size and the

respondents in order to gather information.

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SOURCES AND METHOD OF DATA

COLLECTION

Primary data will be collected directly from the

respondents through questionnaires

Secondary data will be collected from documents,

reports, manuals and records of the company.

SAMPLEDESIGN

Source collection of information from all respondents is

difficult, so only 100 samples were taken for the study

using convenient sampling

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For proper measurement of data, Software

Package for Social Sciences (SPSS) will be

used for analysis of the collected data.

The analysis and interpretation of the dataare made on the basis of the study

objectives.

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Different statistical tools used are

Percentage analysis Correlation

Chi Squared Test

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Usage Rate

10%5%

15%

70%

Intraday

Short

Medium

Longterm

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Usage Readiness10%

27%

53%

10%

Unaware

Aware

Informed

Interested

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Loyalty Status

62%

15%

23%

None

MediumStrong

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Preferred investment options

8%

59%

4%

29% Shares

Mutual fundsBonds

commodities

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Attitude towards product

20%

70%

5% 5%Enthus

Positive

Negative

Indifferen

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Expected benefits fr IDBI equity

services

3%

22%

43%

15%

17%

Br ker e

Maintenancechar e

Researchassistancefaster onlineplatfor

Quality Serv ice

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Pecentage of earnings invested in trading

22%

70%

5% 3%10%

25%

50%>50%

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Awareness of the products and services available

25%

75%

Yes

No

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Frequency of buying IDBI products

65%

15%5%

10%

5%VeryOften

Often

Occatio

SometimNever

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The att bute that distinguishes IDBI

produ ts from its competitors

72%

6%

8%

4%

10%

Less Brokerage

Faster onlineplatform

AMC

Research assistance

Service

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The

qu li y of serv

ice

s pr

ov

ide

d IDBI20%

70%

% %Ex ll nt

Good

v gPoo

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Satisfied with the value of the products provided by IDBI

65%

10%5%

15%

5%

High.Sat

Satisfied

UndecideUnsatisfi

H. Unsatisf

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Sati fi ith the pur hase experience

10%

65%

5%

15%

5%

High.Sat

Satisfied

UndecideUnsatisfi

H. Unsatisf

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Identification of segments to be targeted

through Correlation techniques

Testing of hypothesis through SPSS

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