10. Objectives
• Determine the target market
• Plan an appropriate marketing mix
• Push or Pull strategy
• National or local launch
• Sustainability, Scalability
• learning
11. SWOT
Analysis
Strengths Weakness
• Easy to lose
• Easy to use
• Novice
• Knowledge about • Investment size both
market for
• Utility of product product and service
• Concentrating on
many
things
• Security and technical
issues
12. SWOT
Analysis
Opportunities Threats
• Pioneer, capture the • Earlier failures
market • Time to Break Even
• Market for Low cost • Credit/Debit/Gift cards
transaction
• Competitive Advantage
14. Target
Market
Merchant
• retail outlets, stationeries located near schools
colleges
• Coffee shops, restaurants especially near bus stops
• Auto vending machines
• Grocery stores, MLPL
15. Marketing
Mix
Price Product
• free service for customer • Should be like a key chain fob
• Temp free service to merchant- • Not a “yet another card”
3 months • Merchants machine should be of
• service charge to be same as that high quality
of debit card, maintenance cost
• credit EMI facilities for merchant
• High margin on equipment
Place Promotion
• Launch in few cities depending on • Customer loyalty
density of target market •
• target bulk deals for customers
• later go for POS
• merchants themselves can be
POS
