Академический Документы
Профессиональный Документы
Культура Документы
Devina Varma
(P301413CMG310)
Gajanan
(P301413CMG311)
GajanandKumar R Sharma (P301413CMG312)
Gaurav Punj
Hetal J Samani
(P301413CMG313)
(P301413CMG314)
Contents
Introduction, Summary and Background
Market Summary
Market trends
SWOT Analysis
Competition Analysis
Product/Service offering
Mission
Segmentation, Targeting and Positioning
Porters Generic Strategies
Porters 5 Forces Analysis
4 Ps of Marketing
Control
Target Market : Urban youth and business executives who use smart
phones and are always on the go
Find handling cash an inconvenience and prefer other modern means like
debit/credit cards ,net banking etc
Geography :
Market Trends
The major users of smart phones are in the age group 18- 24 years and the
next major users lie in the age group 25 to 40 years.
SWOT ANALYSIS
Competition Analysis
Debit cards
Credit cards
Internet banking
Product/Service Offering
Send money from anywhere through O2Wallet Tap and Pay service.
Customer can track the payments and reciepts through instant
notifications.
Loyalty card redemption to frequent users of this technology.
Mission
We are committed to be at the foremost to bring innovations in banking and
provide safe, secure, fast and comfortable banking solutions to our
customers with each of our unique and customer oriented services.
VALS Segmentation:
Successful and goal-driven people
: Achievers
: Experiencers
Positioning:
Safe, efficient and better cashless alternative to the present system.
4 Ps of marketing - Product
The product consists of the following components:
A smart phone having NFC feature
An O2 wallet and an O2 contract
NFC SIM or UICC
How the product will reach the customers?
The customers will come to the bank branches to sign up for the services,
providing their account details and other details like the number to be
programmed in the SIM.
The bank will then collaborate with the MNO to have the customers new
SIMs programmed with their new numbers.
The bank will mail them the SIM, personalized with the customers
account information as a part of preloaded application.
4 Ps of marketing - Price
Cost of transaction on customers-
: Nil
: 0.8 Percent
: Rs 49
4 Ps of marketing Place
Pilot project - Hyderabad and Mumbai
Reasons :
High population Density
Large retail Transaction
4 Ps of marketing - Promotion
NFC Posters
NFC Tags
Promotions with schedule
Promotional Alliance
1st 4 Months
2nd 4
Months
3rd 4
Months
Print Advertisements
Televised Advertisements
Promotional NFC Vouchers Distributions to existing customers
2
Revenue
Years----->
Control
Regular Feedback
NFC reward Points