A PROJECT REPORT ON BCL'S FINANCIAL WORKSHOP DESIGN(1)

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A PROJECT REPORT ON
BCL’S Financial Workshop Development for Corporate & PSU’s
Bajaj Capital Limited
ANTAREEP MAHAPATRA
14202231
MBA Batch (2014 – 16)
DR. ARVIND TRIPATHY MR. RAJ TILAK DAS
Professor – KSOM Regional Marketing Manager(East)
arvind@ksom.ac.in rajtilakd@bajajcapital.com
KIIT SchoolOf Management Bajaj Capital Limited

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DECLARATION
I, ANTAREEP MAHAPATRA, student of KIIT School Of Management, hereby declare
that the summer internship project report which was entitled to us "BCL’S FINANCIAL
WORKSHOP DEVELOPMENT FOR CORPORATES AND PSU’S” have submitted in
partial fulfilment of the requirement for the award of the DEGREE OF MASTERS IN
BUSINESS ADMINISTRATION “the project duration was 15th May 2014 to 08th June
2014
This is the original work done by me under the guidance of both corporate guide as well as
faculty guide .The result have not been submitted to any of the institute or university for the
award of any degree or diploma .
The findings and conclusions of this report are based on my personal study and experience
during the tenure of my summer internship.
Name: ANTAREEP MAHAPATRA
College: KIIT SCHOOL OF MANAGEMENT, BHUBANESWAR
DATE: 04/07/2015
Place: BAJAJ CAPITAL LIMITED (KOLKATA)

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ACKNOWLEDGEMENT
To acknowledge here, all those who have been a helping hand in completing this project shall
be an endeavour in itself .
Nevertheless with all due regards and respect to the contributions made by various persons at
each stage of the project, I take this as an opportunity to thank all those who have been
instrumental in completion of my project ―BCL’s Financial Workshop Development for
Corporate & PSU’s .
I feel deep sense of gratitude towards Mr. Biman Chakraborty (EVP , East zone , Bajaj
Capital Limited) for giving me the opportunity to execute my Summer Internship Project in
his esteemed organization.
I wish to express my indebted gratitude and special thanks to " Mr. Raj Tilak Das (Regional
Marketing Manager, EAST , Bajaj Capital Limited)" who in spite of being extraordinarily
busy with his duties, took time out to hear, guide and keep me on the correct path and
allowing me to carry out my industrial project work at their esteemed organization and
extending during the training. I do not know where I would been without him.
I express my deepest thanks Mr . Deep Khemka (Head - Training) and Mr . Kapil Basu
(Assistant Manger HRD - EAST), for taking part in useful decision & giving necessary
advices and guidance and arranged all facilities to make life easier. I choose this moment to
acknowledge their contribution gratefully.
I express my deepest thanks to my faculty guide Dr. Arvind Tripathy for his guidance and
support. He supported to me by showing different method of information collection as well as
valuable suggestion on many real time scenario .He helped all time when I needed and he
gave right direction toward completion of project. I would like also thank my mentor Dr
.Sumita Mishra for her continuous support and valuable suggestions
I would also like to extend my special thanks to my colleagues at Bajaj Capital Limited for
their support and time they had given me apart from their office work.
. Antareep Mahapatra
14202231

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CONTENTS
SL NO PARTICULARS PAGE NO
1. EXECUTIVE SUMMERY 7
2. INTRODUCTION 8 - 10
3. OBEJECTIVES AND SCOPE 11
4. THEORITICAL PERSPECTIVE 12 - 14
5. PROJECT DESIGN AND
METHODOLOGY
15 - 22
6. DATA ANALYSIS 23
7. FINDINGS 24 - 25
8. RECOMMENDATIONS 26
9. LIMITATIONS 27
10. CONCLUSIONS 28
11. REFERENCES 29
12. ANNEXURE 30 - 37

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LIST OF TABLES
TABLE 1. BAJAJ CAPITAL LIMITED
OFFERINGS
9
TABLE 2. MARKET SHARE OF FINANCIAL
SERVICE SECTOR COMPANIES ON
INDIA
16
TABLE 3 a. OVERVIEW ON PRODUCT
PORTFOLIO OF BAJAJ CAPITAL
LTD
18
TABLE 3 b. OVERVIEW ON SERVICES
OFFERED BY BAJAL CAPITAL LTD
18
TABLE 4. BRANDING POP’S 19 - 20
TABLE 5. EMPLOYEES STARTED FINANCIAL
PLANS
30
TABLE 6. EMPLOYEES WANTS TO TAKE
LIFE INSURANCE
31
TABLE 7. AGE GROUP INTERESTED FOR
LIFE INSURANCE
32
TABLE 8. TAX BRACKET FOR NPS 33
TABLE 9. EMPLOYEES INTERESTED FOR
NPS
34
TABLE 10. EMPLOYEES INTERESTED FOR
TAX PLANNING
35

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LIST OF FIGURES
Fig 1. PIECHART OF MARKET SHARE OF
FINANCIAL SECTORS COMPANIES
30
Fig 2. PIECHART OF FINANCIAL
PRODUCT USED BY THE
EMPLOYEES
31
Fig 4. BAR GRAPH OF EMPLOYEES
INTERESTED FOR LIFE
INSURANCE
32
Fig 5. BAR GRAPH FOR AGE WISE
SEGMENTATION FOR LIFE
INSURANCE
33
Fig 6. BAR CHART OF TAX BRACKET
FOR NPS
34
Fig 7. BAR CHART OF CONSUMER
FEEDBACK ON NPS
35
Fig 8. BAR CHART FOR TAX AWARNESS 36

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EXECUTIVE SUMMERY
The objective of the project was to create an effective communication mix in the corporate
for company product portfolio in terms of branding and promotional strategy development
through Below the line (BTL) activations .Thus it was required to first study the market
requirements through market survey, based on the outcome of the survey develop a
segmentation for my target audience in several parameters and based on the segmentation
design new promotional strategies , help in B2B and B2C sales strategies development ,help
in corporate relations for developing strategic partnership and long term value addition to the
company , help in kiosk pattern designing and place identification , help in development of
promotional mix of new product –NPS , help in CRM activity including health camp and
health card generation with CMRI and AMRI .
The main focus of the research design used and research survey exercise was to fulfil the aim
of the study and ensure that the data collected was relevant to objectives. The sampling plan
involved convenience sampling as it is based on the convenience of the researcher who
selects the sample. Respondents in the sample were included merely on account of their
availability and on the fact that they front desk people of kiosk activity . The data was
collected through a structured questionnaire.
RESEARCHDESIGN
 Type of Research: Exploratory
 Research Instrument/Tool: Structured Questionnaire
 Sampling Method: Probability convenience sampling
 Sample Size: 40
 Sample unit: A questionnaire was designed with 5 questions to get an insight from all
the respondents. Conducted by the in charge of Kiosk activity members.

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INTRODUCTION
A. Backgroundof the company:
Name of the organization:
Bajaj Capital Limited
Corporate Office:
Bajaj Capital Ltd.
Mezzanine Floor, 97,Bajaj House, Nehru Place, New Delhi -110019,India
Bajaj Capital Limited, a financial services company, provides investment advisory and
financial planning services to individual investors, corporate houses, institutional investors,
non-resident Indians, and high net worth clients in India. Bajaj Capital Limited was founded
in 1964 and is based in New Delhi, India. It offers investment, insurance, tax saving,
retirement, financial, cash flow, and children’s future planning services. The company also
distributes various financial and investment products, such as mutual funds, life and general
insurance, bonds, post office schemes, fixed deposits, initial public offerings, and real estate
property investments. In addition, it provides investment banking services for private and
public sector enterprises. The company operates through a network of investment centers.
Bajaj Capital has been granted the Certificate of Registration (“CoR”) by the Securities and
Exchange Board of India (“SEBI”) to carry on the business of Merchant Bankers (Cat-I)
[INM000010544]; Underwriter [INU000001132]; Stock Broker, as Trading Member of BSE
Ltd (Cash Segment) [INZ000007732]; Depository Participant of NSDL [IN-DP-NSDL-267-
2006]. Further, Bajaj Capital has been granted the CoR by AMFI [ARN 0010], to carry on
the business of distribution of mutual funds and has also been granted the CoR
[Regn.No.03310 (currently under renewal) to act as Point of Presence (“PoP”) by the Pension
Fund Regulatory Authority for the NPS Schemes.
Mission:
Bajaj Capital aims to be the most useful, reliable and efficient provider of Financial Services.
It is
their continuous endeavour to be a trustworthy partner to the clients, helping them protect and
grow their wealth, and achieve their life goals.

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Vision:
BCL’s vision is to be the most preferred Investment Services Company in India by providing
clients with informed choices of lasting value, protect and grow wealth for them, to make
their tomorrow better than today by offering them unparalleled quality of service through
complete knowledge of products, constant innovation in services and use of the latest
technology and always give honest and unbiased financial solutions and earn client’s
everlasting trust. Visions also includes with the objective of serve the community by
educating individuals on the merits of investments and in turn helps shape a financially
responsible citizen as well as build an amicable environment that accords respect to every
individual and permits their personal growth.
BajajCapitalLimited Aim:
Bajaj Capital’s primary aim includes
 To serve the clients with utmost dedication and integrity so that we exceed their
expectations and build enduring relationships.
 To serve the community by educating individuals on the merits of investments and in
turn help shape a financially responsible citizen.
 To create value for all stake holders by ensuring profiTable growth.
 To build an amicable environment that accords respect to every individual and
permits their personal growth.
 To utilize the power of teamwork to function as a family and build a seamless
organization.
Bajaj Capital Limited’s Offerings:
PRODUCT PORTFOLIO SERVICES OFFERED
Mutual Funds Retirement Solution
Fixed Deposits Tax Saving Solutions
Bonds Financial Assessment
Insurance NRI Services
Real Estate 360 Degree Financialassesment
Table:1

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Bajaj Capital Limited curriculum:
The curriculum has been developed to provide effective financial advisory support to the
customers in a less time consuming and cost feasible way and also educate customer about
their financial market .BCL’s main curriculum is draw a path for a person o achieve his/her
monitory goals . By considering the fact that every individual has a different financial stature
and objective BCL’s main curriculum is to provide a one to one meeting with customers
(B2C segment) , try to understand their goals and objective as well as preferences in
investment pattern and based on them provide them free financial advice and also
maintaining client’s financial secret maintenance . For more authenticity, perfect result and
quick service BCL’s use 360 degree financial software which generates almost 98.99%
perfect fit for clients. With high distribution channel network, broad range of product
portfolio, 7 days of relationship manager’s support helps the customers for maintaining a long
term relationship with the organization
B.BACKGROUNDOF THE PROJECT:
The project mainly focused on designing new promotional strategies for BCL, improve B2B,
B2C Sales strategies, helping in promotional mix designing for a product in its introductory
stage through BTL Activations , develop and design corporate workshop which create
impactful brand visibility for Bajaj capital , lead generation activity , market survey for
financial requirement of particular corporate houses , develop marketing strategic plan for
branding and promotion , identifying places for promotion , organised health camps as a part
of CRM activity of the company , visited corporate clients , performed kiosk activity for
objective of promotion and lead generation

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OBJECTIVES ANDSCOPE
An effective branding and promotional strategy development is very important in
carrying out the day to day transactions in a company as well as improving the present
scenario of the company and helping the company to reach to greater heights. Thus it
is required to first study the market requirements and then develop standards in order
to reduce the gap between the company strategies and the customer requirements.
So, this project is carried out with following objectives:
.
 Design and develop an effective promotional mix for new product through BTL
activation.
 Design and develop new promotional sales strategies for B2B and B2C model for
BCL.
 Executed corporate workshops which are converted into long term corporate
relations for BCL .
 Conducted BTL activity in different portion of Kolkata for lead generation as well
as market research for the company.
 Design Marketing strategic plan for BCL by applying AIDA model .
 Create a proper segmentation of potential customer base and fixed up initial
meeting with Regional Marketing Manager through cold calls .
 Also manage to help in strategic partnership tie up projects with premier hospital of
Kolkata .
 Also helped in several CRM activities of the company like free health camp for
several housing societies and corporate .
 Scope of the Study:
Secondary Data collected from the market survey and database has been prepared with
the help of BCL’s previous market research and search engine optimization as well as use of
social networking sites.

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THEORITICAL PERSPECTIVE
Marketing Mix is the combination of four elements, called the 4P’s (Product, Price,
Promotion and Place), that every company has the option of adding, subtracting, or
modifying in order to create a desired marketing strategy.
Promotional mix describes a blend of promotional variables chosen by marketers to help a
firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that
there is an optimal way of allocating budgets for the different elements within the
promotional mix to achieve best marketing results, and the challenge for marketers is to find
the right mix of them. Activities identified as elements of the promotional mix vary, but
typically include the following:
 Advertisingis the paid presentation and promotion of ideas, goods, or services by an
identified sponsor in a mass medium. Examples include print ads, radio, television,
billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile
apps, motion pictures, web pages, banner ads, emails. It has three classifications :
1. ABOVE THE LINE (ATL) :
Above The Line (ATL) refers to promotional activities done at macro level. It is
done at national, regional or at bigger territory level and mass audience is covered
in this type of promotion. A brand image is created about the company and its
product. Media such as television, cinema, radio, newspapers, and magazines are
used to create an impact about the company and its product. ATL communication
is more of conventional in nature.
2. BELOW THE LINE (BTL) :
Below The Line (BTL) communication is unconventional in nature, done at
micro level and forms part of non-media communication. Measures include direct
mailing, distribution of flyers, brochures, and usage of sponsorships, public
relations, tele-marketing and point of sale.
3. THROUGH THE LINE (TTL):

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TTL' Marketing stands for 'Through The Line' Marketing. This kind of marketing
is really an integrated approach, where a company would use both BTL and ATL
marketing methods to reach their customer base and generate conversions
 service or to act on any idea through the use of an oral presentation, often in a face-to-
face manner or by telephone. Examples include sales presentations, sales meetings, sales
training and incentive programs for intermediary salespeople, samples, and telemarketing
 SalesPromotion is media and non-media marketing communication used for a pre-
determined limited time to increase consumer demand, stimulate market demand or
improve product availability. Examples include coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and
exhibitions.
 Publicrelations or publicity is information about a firm's products and services
carried by a third party in an indirect way. This includes free publicity as well as paid
efforts to stimulate discussion and interest. It can be accomplished by planting a
significant news story indirectly in the media, or presenting it favorably through press
releases or corporate anniversary parties. Examples include newspaper and magazine
articles, TVs and radio presentations, chariTable contributions, speeches, issue
advertising, seminars.
 Direct Marketing is a channel-agnostic form of advertising that allows businesses and
nonprofits to communicate directly to the customer, with methods such as mobile
messaging, email, interactive consumer websites, online display ads, fliers, catalog
distribution, promotional letters, and outdoor advertising.
 Corporate imagecampaigns have been considered as part of the promotional mix.
 Sponsorship of an event or contest or race is a way to generate further positive
publicity.
 Guerrilla marketingtactics are unconventional ways to bring attention to an idea or
product or service, such as by using graffiti, sticker bombing, posting flyers, using flash

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mobs, doing viral marketing campaigns, or other methods using the Internet in
unexpected ways.
 Product placement is paying a movie studio or television show to include a product or
service prominently in the show.
 BRANDING POP’S FOR BTL ACTIVATIONS:
 Flex
 Vinail
 Sunboards
 Glow sign boards (GSB)
 Stickers

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PROJECT DESIGN AND METHODOLOGY
A. ACTIONPLAN:
 PROCEDURE:
The objective of the product is to design and develop promotional mix for lead
generation and brand visibility through BTL activations and also design corporate
workshop for developing strong corporate communication in B2B model for high
value client and increase of brand visibility. Also designed promotional mix for the
initial stage of the product development called NPS .
 INSTRUMENTATION:
For B2B model databases prepared from company’s past client database, ,use of
social network (linkdin , fundoodata , yellowpages etc) for preparation of database
and corporate contacts and for B2C model used Survey questionnaire for market
survey , use several branding pop’s like kiosk , stickers , flex , etc and used STP
method for segmentation of potential customer base and use BTL activation concept
for developing communication .
 TIME FRAME :
A period of two months has been assigned for this purpose.
 SAMPLE SIZE :
The surveys are conducted with the sample size of 40.
 RESEARCHTYPES USED :
A. BASIC RESEARCH :
Study was conducted to know the financial patterns of different corporate
houses and based on that segmentation of corporate for corporate workshops .
For B2C model study was conducted to know age wise financial product
preference for customer and also derive target audience for different product .
B. APPLIED RESEARCH:

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Study was conducted to find out tax awareness amongst the young
employees and based on that new product NPS would likely to be a success in the
market or not .
C. EXPLORATORYRESEARCH :
Study of the literature.
B.RATIONALE :
STAGE: 1
DETAILS OF SECONDARY RESEARCH:
 BajajCapital and Indian financial advisory sectorand Product
Portfolio of BCL :
Investment advisors are those, who guide one about his or her financial dealings and
investments. The role of investment advisors has got a lot of significance in the present time.
The rapid change of market conditions as well as the availability of numerous options for
financial investments necessitates the existence of knowledgeable investment advisors.
To name a few of the top most investment advisors with market shares of India are :
Company Name Market Share
Bajaj Capital Limited 32 %
B. T. S. Investment Advisors Limited 2%
D. S. P. Merrill Lynch Limited 39%
Go 4 Advisory Services 1%
Kotak Private Equity Group 14%
Paar Tax and Investments Consultants (P)
Limited
3%
P. N. Vijay Financial Services Private
Limited
3%
River Bridge Investment Advisors Private
Limited
1%
SONG Investment Advisors India Private
Limited
2%
Unit Trust of India 3%
TABLE: 2

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 Overview on product portfolio of Bajaj Capital :
Product Overview POP for Brands
Mutual Fund 1. An investment programme
funded by shareholders that
trades in diversified holdings
and is professionally
managed.
BIRLA , HDFC , ICICI ,
DSP BLACK ROCK ,
RELIENCE
Fixed Deposits 1. A fixed deposit (FD) is a
financial instrument provided
by banks which provides
investors with a higher rate
of interest than a regular
savings account, until the
given maturity date. It may
or may not require the
creation of a separate
account.
PNB , MAHINDRA &
MAHINDRA , SRIRAM,
KTDFC , LICHOUSING
FINANCE
Bonds A bond is an instrument of
indebtedness of
the bond issuer to the
holders. It is a debt security,
under which the issuer owes
the holders a debt and,
depending on the terms of
the bond, is obliged to pay
them interest (the coupon)
and/or to repay the principal
at a later date, termed the
maturity date
TAXABLE BONDS (Govt
of India)
Insurance
BCL deals with three
kinds of insurance :
General
Life
Office Property
Life Insurance is the key to
good financial planning. On
one hand, it safeguards your
money and on the other,
ensures its growth, thus
providing you with complete
financial well being. Life
Insurance can be termed as
an agreement between the
policy owner and the insurer,
where the insurer for a
consideration agrees to pay a
sum of money upon the
occurrence of the insured
individual's or individuals'
HDFC , ICICI , TATA AIG ,
RELIENCE , BAJAJ
ALLIENZ ,

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death or other event, such as
terminal illness, critical
illness or maturity of the
policy.
Real Estate
Stocks 1. A share which entitles the
holder to a fixed dividend,
whose payment takes priority
over that of ordinary share
dividends.
Table :3 (a)
 Overview of the serviced offered by Bajaj Capital Limited :
Services Overview
Retirement Solution National Pension System
Tax Saving Solutions
Financial Assessment
NRI Services
360 Degree Financial assesment Unique Software based simulation which
takes a holistic view of lifelong financial
goals and charts a customized financial
solution .
Table : 3 (b)
STAGE:2
 PROMOTIONALCAMPAIGN DESIGN FOR BCL AND
OVERVIEW OF BRANDING POP’S FOR BTLACTIVATIONS :
 Promotionalcampaign designing for BCL:
PLACE: IT Services Sector , Kolkata
PRODUCT: National Pension Scheme (NPS)
PROCEDURE OF WORK:
FIRST STAGE :
Find out information about the companies with employee strength of minimum 100+
. My target audience will be employees who hold the salary level of 25000 per month

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. Try to contact the Manager, HR (Employee Relations) of the respected company
through social networking sites like linkdin.
Fix an appointment with the HR and give a formal presentation which mostly
focuses on why this is helpful, what is benefits employee or organization will get also
highlight BCL is only channel partner apart from banks for NPS . Fix a presentation
or workshop according to their suitability and requirement.
SECOND STAGE:
After the completion of first stage , we have to identify major food or refreshment
joints near our target location .Number of places will be 2 or 3 maximum where we
can put our branding pop’s which includes stickers in their cups , plates , match boxes
, their most selling goods . As well as we can put our pamphlets in their sitting
arrangements, car parking and also put straps of our logo in those shop’s shelph space
,we will give them 200-500 Rs for promoting our brand . The campaign should be run
only the day or just before a day of presentation.
COST OVERVIEW OF THE STAGE : (BASED ON PRICE AT KOLKATA)
 Stickers – 100 pics (Each price .50 paise) = 500 Rs
 Price for space – 500rs *2 = 1000 Rs
 Liflets - 50 pics (Each price .50) = 25 Rs
-------------------
TOTAL - 1075 RS
THIRD STAGE :
After the completion of second stage , we will start our campaign at the office . We
will show them a video clip where one IT guy standing in front of a bike store and
saying “Aur kuch din , phir hum sath rahenge” . Then the teaser will come
“Happiness now in tax paying months too” . Then in the conference room we will
start our video with a parody of sholey , ‘Gabbar’. Then we will discuss our scheme .
 BRANDING POP’S FOR BTL ACTIVATIONS:
POP’S PRICING APPLICATION
Flex 8Rs / sq ft , 12 rs / sqft Used for banners
Vinail 25Rs / sqft Used for brand visibility
Sunboards Based on size Used for brand element
Glow Sign Board
(GSB)
Depends on technical
specifications
Used for promotion at dark places .

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Sunpack Changes
Stickers Execute brand visibility in a smaller way .
Table : 4
STAGE:3
 DESIGN AND DEVELOP CORPORATE WORKSHOPFOR BCL
IN TERMS OF B2B MODEL:
SECTOR: Corporate Houses , PSU’s , Hospitals
PROCEDURE OF WORK :
While executing this phase I handled three simultaneous projects which are
development and design workshop for corporate investment , design and develop
workshop for corporate and psu’s for financial services which mainly focuses on IT
returns filling , NPS , Tax planning , design workshop for the doctors and hospitals on
IT filling . I followed more or less same execution process while handling these three
projects . Execution steps are given below:
PREPARATION OF DATABASEFROM
PREVIOUS RECORDS OF COMPANY’S CLIENT
LIST, WEBSITES LIKELINKEDIN ,
FUNDOODATA , YELLOWPAGES
BASED ON THEDATABASEEXECUTED A
SEGMENTATION ON SEVERAL
PARAMETERS LIKE AGE, EMPLOYEE
STRENGTH , FINANCIAL PRODUCT
PREFERENCE BY EMPLOYEES , SALARY
STRUCTURE
FIX UP INITIAL MEETING THROUGH
COLD CALL OR BY VISITING THE
COMPANY AND CONVINCINGTHEM FOR
MEETINGS
FIXED UP INITIAL MEETING WITH
REGIONAL MARKETING MANAGER OF
MY COMPANY

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FIGURE 1 : Steps of execution process of workshop planning
STAGE 4:
 EXECUTED BTLACTIVATION THROUGH KIOSK FORTHE
OBJECTIVE OF LEAD GENERATIONAND MARKET SURVEY
FOR BCL IN B2C MODEL:
 NUMBER OF KIOSK ACTIVITY :10
 PLACE: SALTLAKE , DLF IT PARK , TECHNOPOLIS
 PROCEDURE OF WORK :
B2C, or business-to-consumer, is the type of commerce transaction in which
businesses sell products or services to consumers.
In this part we setup kiosks in different location of KOLKATA. Our primary
objective was to develop impactful promotional mix through BTL , try to analyze
customers requirements and based on that identify the gap between customer
expectation and product specification , convince customers about the product and
setup appointments with relationship manager which gives business to the company .
 NUMBER OF MARKET SURVEY : 3
 MARKET SURVEY ON FINANCIAL PATTERN OF TCS EMPLOYEES :
Type of Research: Exploratory
ResearchInstrument: Structured Questionnaire
Sampling Method: Probability convenience sampling
Sample Size: 50
Research period: 1 Day
Sampling unit: Front desk in-charge person for BCL in a formal setup . A
questionnaire was designed to get an insight from all the respondents. Respondents
from TCS , EDEN are asked to fill up the questionnaire.
Data Analysis Method: The work is carried out through self administered
questionnaires. The questions included were dichotomous, and offered multiple
choices.
BASED ON THEREQUIREMENTOF THE
COMPANY ORGANIZEWORKSHOP

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 MARKET SURVEY ON DERIVING MARKET DEMAND AND POTENTIAL
CUSTOMER BASE FOR NEW PRODUCT , NPS :
Sampling Method: Non -probability convenience sampling
Sample Size: 41
Sampling unit: Front desk in-charge person for BCL in a formal setup . A
from DLF -1/2 IT PARK ,RAJARHAT are asked to fill up the questionnaire.
questionnaires. The questions included were open ended, and offered multiple
choices.
 MARKET RESEARCH ON TAX AWARNESS FOR EMPLOYEES OF IBM:
Sampling Method: Probability convenience sampling
Sample Size: 50
Sampling unit: Front desk in-charge person for BCL in a formal setup. A
from DLF IT PARK 1 ,RAJARHAT are asked to fill up the questionnaire.
questionnaires. The questions included were dichotomous, and offered multiple
choices.

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DATA ANALYSIS
 Figure 1: From this figure we can infer the execution process for corporate workshop
model in B2B model. Also we can derive the average time frame and cost estimation
from these steps for this model design and development and can measure the MROI
(Marketing ROI) for the organization based on the lead generation and client meeting
setup.
 Figure 2 : From the above graph we can interpret that most of the employees has life
insurance (almost 32%) but very less number of people interested in bonds (7%) ,
equity (13%) . We can derive that life insurance and general insurance are the sector
where company should focuses on more .
 Figure 3: From the above graph we can derive that most number of employees are
interested in life insurance and most of them does not have that. Life insurance and
general insurance is the product which most of the employees wants to invest 25 and
13 consecutively where as interest for investing in bonds(6) , equity(10) and real
estate(10) very less compare to that .
 Figure 4: From the above graph we can see that age group of 24 – 27 and 28 – 31 are
interested for life insurance . Almost 9 and 11 employee out of 30 of that age group
of this criteria responded positively compare to other age group of 32 – 35 , 36 – 39
and above 40 , whom positive responses are 1 , 3 , 6 consecutively
 Figure 5: From the above bar chart we can infer that employees with a tax bracket of
10% are more interested about NPS. We can also derive from this analysis that they
are also very interested for retirement planning aspect. As we can see 42.80 %
employees of TB 10 are interested for new product NPS , but in the same
organization’s TB 20 and TB 30 group responses are about NPS are very compare to
TB 10 which are 33.30 % and 23.80%
 Figure 6 : From the above bar chart we can derive the conclusion that product NPS
has an impact on the market and market response is very positive towards this product
for Bajaj Capital Limited , as we can infer from the graph that almost 52.50% of
consumer has a positive mind set for the product where as 30% of the consumer are
partially interested where as only 17.50% consumer are not giving positive feedback
for the product .

24 | P a g e
 Figure 7 : From this diagram we can infer that IBM employees specifically Slabe 1
employees are interested with the IT filling service where mostly S1 employees
shown their interest for the workshop 45.45% where S2 and S3 are30.30 and 26.67%.
FINDINGS
 BTL activations should be related to the local culture and should run for a specific
time frame. Same kind of activations not only carrying additional cost for
maintenance but also creates a negative impact on consumers.
 From the Market survey 1 we can infer that in TCS employees awareness for life
insurance is very less. As well as they are very interested about this product. My
target audience will be the employees with a age group of 24 – 27 years whom we can
assuming as fresher employees. They are interested about this product and wants to
know about it . So for the corporate workshop BCL should focus on these aspects.
 By analyzing the Market Survey 2, we can infer that employees with a tax bracket of
10% are more interested about NPS. We can also derive from this analysis that they
are also very interested for retirement planning aspect.
 From Market survey 3, From this survey we can infer that most of employees of IBM
, specifically Slabe – 1 employees are very interested for free Income Tax Return
filling Workshop of BCL . By using this survey we can approach IBM management
for IT filling workshop which will provide BCL a strong corporate communication as
well as high brand visibility in the market and also increase the customer base through
lead generation by this workshop.
 From three of the surveys we can see that most of the employees of age group 24-28
with salary band 10 – 25 k are most interested respondents for financial services and
product so promotional campaign or new product development (NPD) concepts we
can develop exclusively for this target audience .
 Before design and develop workshops for corporate gathering information about the
culture of the company , employee strength and market survey on their employees
financial interest , product requirement identification is very important and also fix up
with their Accounts and HR division for getting information about payscale ,
employee engagement activities .

25 | P a g e
 Focus on ATL and TTL activation is very important, without these entities effective
promotional mix creation is very difficult, especially for growth stage of a new
product .

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RECOMMENDATIONS
Following suggestions were given to the company:
 More focus on Above the line (ATL) activations, it will increase brand image and
visibility in a less time consuming way .
 Apply BTL activations coupon, rebates, and loyalty cards at a seasonal basis.
 Activations like Event sponsorship create an effective promotional mix for the brand
on both B2B and B2C segment.
 A modified DDS (Door to Door Selling) to be adopted the company.
 Methods like Guerrilla or Buzz marketing strategies should adopt by the company this
type of promotional campaign creates an interest on consumers mind about the brand
.

27 | P a g e
LIMITATIONS OF THE PROJECT
 Geographicalconstraint:The survey was restricted only to the Industrial Parks
located at KOLKATA only.
 Opinions may be biased due to personal opinion of the Organization.
 Some of the methodological tests required for accurate results were not applied to
insufficiency in knowledge.
 Time constraint of 2 months was present and more sample size could have been taken.
 Some respondents were unwilling to reveal information.
 Could not work in ATL activations mostly on advertising project for BCL for
insufficient time of 2 months.

28 | P a g e
CONCLUSION
The far – reaching in the Indian economy since liberalization have had a deep impact on the
financial services sector. Financial sector reforms that were initiated by the government since
the early ‘90’s have been to meet challenges of a complex financial architecture. This has
ensured that the new emerging face of the Indian financial sector will culminate in a strong ,
transparent and resilient system .India's services sector has always served the country’s
economy well, accounting for about 57 per cent of the gross domestic product (GDP). In this
regard, the financial services sector has been an important contributor. The size of banking
assets in India reached US$ 1.8 trillion in FY14 and is expected to touch US$ 28.5 trillion by
FY25.
BAJAJ CAPITAL LTD is one of the nonpareil and pre – eminent brand in the area of
investment services sector of India. On the Eastern zone specially at KOLKATA, BCL’s
activity is not very prominent compare to the other zone presence. To increase brand
visibility as well as to develop a broad client network every company has to follow the AIDA
model - Attention, Interest, Desire, Action. Attention or awareness being the first step of
business gets more importance by the marketers. Therefore to make a presence several
marketing strategies were applied namely:
 MARKETING MIX
 PROMOTIONAL MIX
 BUSINESS TO CUSTOMER MODEL (B2C)
 BUSINESS TO BUSINESS MODEL (B2B)
 BELOW THE LINE ACTIVATIONS (BTL)
 SEGEMENTATION TARGETING POSITIONING (STP)
 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
By the help of these marketing instruments, the brand visibility and client network of
Bajaj Capital is now extortionate.

29 | P a g e
REFERENCES
1. LAMB |HAIR |SHARMA| McDANIEL (2012) , MKTG – A South Asian
perspective . (452 – 492)
2. PHILIP KOTLER (2011) , MARKETING MANAGEMENT – MILLENIUM
EDITION , Custom for University of Phoenix . (4 – 13)
3. Imc.wvu.edu
4. www.Marketing.about.com
5. www.bajajcapital.com
6. www.cim.cuo.uk
7. www.wikipedia.com
8. www.blog.ficei.com
9. www.indianbusiness.nic.in

30 | P a g e
ANNEXURE
 MARKET SHARE OF FINANCIAL SERVICES SECTOR
COMPANIES OF INDIA:
Fig 1 : MARKET SHARE OF INDIAN FINANCIAL SECTOR
 MARKET SURVEY ON FINANCIAL PATTERN OF TCS
EMPLOYEES :
1. NUMBER OF EMPLOYEES STARTED FINANCIAL PLANS:
FINANCIAL INVESTMENT
STARTED BY THE EMPLOYEES
NUMBER OF EMPLOYEES
STARTED
Child Education plan 14
Retirement Planning 20
Tax Saving 35
Life Insurance 24
Wealth Creation for long Term & short term goals 12
Health Insurance 31
Table : 4
 FIGURE : 1 Frequency Distribution number of financial plans taken by TCS
employees :
32%
2%
39%
1%
14%
3%
3%
1%
2%
3%
MARKET SHARE OF FINANCIAL ADVISORY SECTOR
COMPANIES
Bajaj Capital Ltd
B.T.S Investment Advisors
Ltd
D.S.P.Merril lynch Ltd
Go 4 Advisory Services
Kotak Private Equity
Group
Paar Tax and Investments
Consultants (P) Limited
P.N.Vijay Financial
Services Pvt Ltd
River Bridge Investment
Advisors Private Ltd

31 | P a g e
Fig 1: PIE CHART REPRESENTING FINANCIAL PRODUCT USED BY
EMPLOYEES
 INTERPRETATION:From the above graph we can interpret that most of the
employees has life insurance but very less number of people interested in bonds ,
equity .
2. NUMBER OF FINANCIAL PLANS EMPLOYEES WANTS TO TAKE:
FINANCIAL INVESTMENT
WANTS TO TAKE
NUMBER OF EMPLOYEES
Mutual Fund 15
Life Insurance 25
General Insurance 13
Bonds / Non convertible Debentures 06
Equity 10
Real Estate 10
Company Fixed Deposits 13
TABLE :6
Mutual Fund
19%
Life Insurance
32%
General
Insurance
16%
Bonds
7%
Equity
13%
Real Estate
13%
PRODUCTS USED BY EMPLOYEES

32 | P a g e
 FIGURE 3 : Frequency Distribution of number of future investments they wants to
make :
Fig 3: BAR GRAPH REPRESENTING PRODUCTS WANTS BY EMPLOYEES
TO INVEST
 INTERPRETATION: From the above graph we can derive that most number of
employees are interested in life insurance and most of them does not have that.
3. AGE GROUP OF EMPLOYEES ARE INTERESTED FOR LIFE INSURANCE :
AGE GROUP WHO WANTS TO
TAKE LIFE INSURANCE
NUMBER OF EMPLOYEES
24 - 27 11
28 - 31 9
32 - 35 01
36 - 39 03
Above 40 06
TABLE : 7
 FIGURE 4 : AGE GROUP INTERESTED FOR LIFE INSURANCE :
0
10
20
30
15
25
13
6
10 10
13
FINANCIAL INVESTMENT WANTS TO START
Series1

33 | P a g e
Fig 4 : AGE WISE SEGMENTATION FOR LIFE INSURANCE
 INTERPRETATION: From the above graph we can see that age group of 24 – 27 and
28 – 31 are interested for life insurance.
 MARKET SURVEY ON DERIVING MARKET DEMAND AND POTENTIAL
CUSTOMER BASE FOR NEW PRODUCT , NPS :
1. NUMBER OF TAX BRACKET GROUPS INTERESTED FOR NPS
SCHEME:
TAX BRACKETS INTERESTED
FOR NPS
PERCENTAGE (%)
T10 42.80%
T20 33.33%
T30 23.80%
TABLE : 8
 FIGURE 4 : FREQUENCY DISTRIBUTION FOR POTENTIAL CUSTOMER
GROUP FOR PRODUCT , NPS :
0
2
4
6
8
10
12
24 - 27 28 - 31 32 - 35 36 - 39 Above
40
11
9
1
3
6
NUMBER OF EMPLOYEES WANTS TO TAKE LIFE
INSURANCE
NUMBER OF EMPLOYEES

34 | P a g e
Fig 5 : TAX BRACKET WISE TARGET AUDIENCE FOR NPS
INTERPRETATION: From the above bar chart we can infer that employees with a
tax bracket of 10% are more interested about NPS. We can also derive from this
analysis that they are also very interested for retirement planning aspect.
1. NUMBER OF PEOPLE INTERESTED ABOUT THE PRODUCT NPS :
CONSUMER’S OPINION ABOUT
NPS
PERCENTAGE
Totally Interested 52.5%
Want to know more about the product 30%
Not interested 17.5%
TABLE : 9
FIGURE 5 : FREQUENCY DISTRIBUTION OF CONSUMER RESPONSE ABOUT NPS :
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
T10
T20
T30
42.80%
33.33%
23.80%
TAX BRACKET INTERESTED FOR NPS
PERCENTAGE (%)

35 | P a g e
Fig 6: CONSUMER FEEDBACK ABOUT NPS
INTERPRETATION: From the above bar chart we can derive the conclusion that
product NPS has an impact on the market and market response is very positive
towards this product for Bajaj Capital Limited.
 MARKET RESEARCH ON TAX IMPLICATION AWARNESS AND IT
FILLING WORKSHOP FOR EMPLOYEES OF IBM :
2. NUMBER OF EMPLOYEES AWARE OF TAX IMPLICATION UNDER
80C/C AND INTERESTED ABOUT IT FILLING SERVICES OF BCL:
3.
INCOME LEVEL GROUP OF
EMPLOYEES INTERESTED FOR
FREE IT FILLING SERVICES
NUMBER OF EMPLOYEES (%)
Slabe 1 ( 10 – 20 K) 45.45 5
Slabe 2 ( 20 – 50 k) 30 .30 %
Slabe 3 (More than 50K) 26.67 %
TABLE : 10
 FIGURE 7 : FREQUENCY DISTRIBUTION OF INTERESTED EMPLOYEES FOR
IT FILLING WORKSHOP :
52.50%
30%
17.50%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Totally Interested Want to know
more about the
product
Not interested
PERCENTAGEOF INTERESTED CONSUMER FOR NPS
PERCENTAGE

36 | P a g e
Fig 7 : COLUMN DIAGRAM REPRESENTING INTERESTED EMPLOYEES
WITH SLABE
INTERPRETATION: From this diagram we can infer that IBM employees
specifically Slabe 1 employees are interested with the IT filling service .
0.00%
20.00%
40.00%
60.00%
Slabe 1
Slabe 2
Slabe 3
AxisTitle
Slabe 1 Slabe 2 Slabe 3
NUMBER OF EMPLOYEES
(%)
45.45% 30.30% 26.67%
NUMBER OF EMPLOYEES (%) INTERSTED FOR IT FILLING
WORKSHOP

37 | P a g e
This section gives the questionnaire used to survey the present trends and product response
for BAJAJ CAPITAL LTD :
Name : _____________________________________________ Age ____________________
Mob : ___________________________________ Email ID ________________________________
Occupation: Business Self Employed Service Retired Professional
Tax Bracket : Nil 10% 20% 30%
Are you Aware of NewTax ImplicationU/S80C forthisFinancial Year(2014 -15).
Yes No
Afterretirement,howmuchamountwouldyoulike togetas monthlypension________________
A. Children education plan Yes No
B. Retirement Plan Yes No
C. Tax Savings Yes No
D. Life Coverage / Risk Protection Yes No
E. Wealth Creation to meet up short & long term Goal Yes No
F. Health Insurance Yes No
A. Mutual Fund Yes No
B. Life Insurance Yes No
C. General Insurance Yes No
D. Bonds / Non convertible debentures Yes No
E. Company Fixed Deposits (Rated one only ) Yes No
F. Equity Yes No
G. Real Estate Yes No
Personal Details
Kindly tick whichyou had already started
Would like toknow details of following investmentoptions

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