Idea money- rural marketing strategy

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Idea money is the m-banking system.
The ppt the various rural marketing strategies to be adopted by the firm in general to enter the rural market, taking idea money as example.

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Idea money- rural marketing strategy

  1. 1. • • • • • Sakar Thakur- 51 Ganesh Tripathi -52 Parth Vora53 Pooja Vora54 Sanket Vyas -55
  2. 2. Uttar Pradesh History Geography Demography
  3. 3. Reasons for going rural • • • • Huge untapped market Urban saturation Increasing per capita income Lesser competition
  4. 4. Facts you must know  More than 50% rural population with no bank accounts  Fast moving and thriving India and not on ‘METRO’ cities  Few banks within proximity  Travel to shop, to pay bills  Leads to INCONVENIENCE
  5. 5. About Idea-money
  6. 6. Demo Outlet REGISTER USING *333# Safe & secure through mPIN Pay anywhere, anytime No long queues for bill payments Get special offers
  7. 7. Pros and Cons answers WHY ???  Literacy Rate  Competitor  Idea cellular penetration in UP : : : 70% Airtel Money 29% - 30%  Product can cater to people on PAN India basis
  8. 8. Pros and Cons answers WHY ???  Legal Constraints  More than 90% of the country’s population uses cash to pay for its daily needs  Mobile telephony enriches lives of more than 75% Indian population  Transactions migrants remit home is expected to touch more than $2 billion annually
  9. 9. Pricing Limits and Offers Silver Gold Platinum Allowed transactions Spend, Send & Withdraw Spend, Send & Withdraw Spend, Send & Withdraw Maximum amount/transaction on other channels * Rs. 10,000 Rs. 50,000 Rs. 10,000 Minimum amount/transaction Rs. 10 Rs. 10 Rs. 10 Interest No interest No interest 3.5% per annum
  10. 10. Pricing Processing fee Register for silver accout Rs. 15 Register or upgrade to a gold acount Rs. 50 Register for platinum account Rs. 50
  11. 11. transaction Telecom and DTH payments(except BSNL and MTNL) charge* FREE Load cash through credit Free card Utility payments(electricity, Free gas, insurance,BSNL/MTNL) Online travel booking 1% (max. Rs. 50) IRCTC railway ticket booking Free Online Shopping Movie ticket booking FREE FREE Shops, restaurants etc. FREE
  12. 12. Send money to idea money account 0-50 – Free 51-1000 – Rs 15 1001 – 3000 – Rs 35 3001 – 5000 – Rs 50 Send money to bank account Slab wise pricing* 0-50 – Free 51-1000 – Rs 15 1001 – 3000 – Rs 35 3001 – 5000 – Rs 50 Send money to mobile (only 0-50 – Free for platinum accounts) 51-1000 – Rs 20 1001 – 3000 – Rs 60 3001 – 5000 – Rs 100 Withdraw money (only for platinum accounts) 0-50 – Free 51-1000 – Rs 20 1001 – 3000 – Rs 60 3001 – 5000 – Rs 100
  13. 13. Competitor Analysis  Started in 2012  New campaign builds an emotional high ground  Positioning money as an emotional currency and not just a financial one  Airtel Money campaign goes Digital  The UPPERHAND
  14. 14. Marketing Plan  Analysis & identification  Campaign Details  Sales Pitch  Impact visualization  Cost benefit analysis  Replicability potential  Support
  15. 15. How will we Market it ? Print Media & Outdoor Visibility Social media Electronic Media Events & Activations Promotional Offers
  16. 16. Campaign  TVC Campaign: What an Idea Sirji !  Print Campaigns: A network you can BANK on BANK is where your HOME is
  17. 17. -
  18. 18. Print Media  1. 2. 3. 4. Outdoor : Hoardings Billboards Posters Wall-paintings (for Rural)  1. 2. 3. 4. Instore Branding : Mobile shops Standees Buntings Banks Mobile Wallet Dial *333# to register
  19. 19. Outdoor Media Hoarding
  20. 20. Instore Branding
  21. 21. Wall Paintings
  22. 22. Social media An Idea-money link to the idea website  About  Offers and Limits  Demos  Idea-money recharge
  23. 23. Electronic Media  Radio: Jingles  TVC : 30-sec ads 10-sec ads
  24. 24. TVC ADS 30-sec TVC ad : A commercial based on the message ‘What an Idea Sirji’ starring Abhishek Bachchan as the brand ambassador. Abhishek Bachchan depicted as a common man and explaining a hassled person about the Idea-Money uses 10-sec TVC ad: • Targeting the emotional appeal of son paying his father’s hospital bill • Use of the Indian wedding rituals
  25. 25. Events and Activations Games Quizes Prize to be given: Idea sim-cards with idea money registration Mall Activation College/University Activation
  26. 26. Events and Activations A road show beside an idea –money outlet stall Free sim-cards with idea money activation for: PEOPLE CUSTOMERS Haats Melaas
  27. 27. Promotional Offers  Free idea sim-cards with the registration of the silver scheme  Tie ups with banks and internet shopping sites in the long run  Low processing fee after a certain limit of transactions  Seasonal Offers
  28. 28. Expansion Plan • Northern belt • Central India • Southern states – Southern superstar, regional channels and languages, in-film branding
  29. 29. Conclusion • (Thank you picture)

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