Created by Aritra Mondal,VIT Mumbai during a Marketing Management Internship under Prof. Sameer Mathur, IIM Lucknow

1. PayBuddy
Payments Bank

2. 1) Executive
Summary

3. Aim to be India’s
largest mobile-based
E-commerce platform

4. Spread the
option of
micro-finance

5. Introduce Aadhar
based Biometric
payments

6. 2) Situation Analysis

7. You can have whatever you
need with just a few clicks:-
 Mobile Recharge
 Landline Bill Payments
 Electricity Bill payments
 Gas Bill Payments
 DTH Recharge
OVERVIEW

8. Government
discouraging cash
payments
Consumers opting for
digital payment
options even in brick-
and-mortar stores

9. Cut-throat competition
from other established
B2C retailers, as well as
foreign ones trying to
enter Indian market
17% Indians(220mn)
currently use
smartphones, with
numbers set to increase
in the next 15 years

10. Skepticism
regarding security of
Online transactions
Post-demonetization

11. RBI in 2015 came up with the
concept of Payments Bank to
include the un-organized sector
into small-scale banking

12. 3) Goals

13. + + +
Provide a cocktail of
to make the app a one
stop destination for a
wide user base

14. Build an
unmatched
customer
service

15. To merchandize micro-
banking services among
the urban poor and rural
demographics

16. 4) Strategy

17. Too many apps in the
app-store offering
independent services

18. Integrating
services
helps build
brand
equity

19. vs

20. Market study says
that majority of
Indians still use
feature phones

21. Rural Indian yet to
see the light of
smart-phones
with fast internet
connections

22. Introducing “PayBuddy-Lite”:-
• Consumes less memory and data
• Only for monetary transactions
• Specially designed for feature phones
• Does not require internet connection

23. 5) Tactics

24. • consumers find text
messages, e-mails
repulsive
• they hate the needless
pile-up of their inboxes

25. As of today Social Media
marketing remains the
best bet for internet
retailers to break through
the clutter and create
some noise

26. Although online shopping
has been on the rise, certain
sections of the society prefer
the conventional mode on
auspicious occasions

27. Introducing “PayBuddy-The
Offline Store” :-
A brick-and-mortar
equivalent of the flagship
brand

28. Cons of Celebrity Endorsements:-
• negative
publicity
• multiple
endorsements
• conflicting
images
• Brand Switching
•Controversies

29. Rope in various social
media celebrities across
platforms to promote the
brand

30. PayBuddy-Prime
For the
Upmarket

31. 6) Implementation

32. A team headed
by the CMO
must indulge in
a robust loyalty
program

35. Created by Aritra Mondal,
VIT Mumbai, during a
marketing management
internship, under Prof.
Sameer Mathur, IIM
Lucknow.