The project assesses the brand equity built by Paytm, a mobile wallet service by analyzing the various aspects of brand equity like brand identity, brand awareness (and impact of recent demonetization in India) and brand association.

1. Establishing
brand equity…
Presented by,
Abhishek Chandra (150201003)
Diwakar Redhu (150201035)
Gourav Sharma (150201037 )
Prateek Chhabra (150201055)
Sandeep Sharma (150201077)
Shashank Shekhar Jha (150201080)
Shreyansh Vats (150201086)
Sourabh Sidana (150201090)

3. The “About” Page
• One97 Communications
• Owner of Paytm
• Headquartered in New Delhi
• Backed by marquee investors like Alibaba and Mediatek
• Paytm
• Stands for Pay Thru Mobile
• Launched in 2010
• Founder- Vijay Shekhar Sharma
• Headquartered in Noida
• Started with simple recharge, went on to provide mobile wallet

4. Services
Present across m and e-platform

5. What Paytm Looks
Like In India

6. Competitors and their services

7. Competitors comparison

8. Differentiating Paytm- What makes it stand
out?
• Span across length of online payment services with larger number of
parties onboard
• Deeper penetration to lower rungs of business-
• From chaiwala to fruit vendors to toll plazas are going for #PaytmKaro
• These differentiating points help build the brand as number 1 mobile
wallet in coming days
• Ease of transferring money from wallet to bank

9. Creating brand identity
• Vision of company-
“Provide meaningful access for mobile eco-system”
• Paytm’s mission-
“To be the most trusted mobile commerce brand in the country”
• In sync with Digital India and Make in India campaigns
• Company is investing heavily in advertisements
• The recent demonetization has served as cherry-on-top
• Even those who were apprehensive of technology and money are using it
• Although the usage increased out of people’s helplessness, people are now liking it
• Consistently committed to improve the services- both on e- and m-
platform
• Getting more users onboard

10. Awareness: Pre-demonetization
• Dedicated representatives
• Individuals going and meeting merchants to get them onboard
• Targeted marketing
• Incentivizing the usage
• Sharing success stories (merchants) and usage stories that strike the
emotional cord
• Video ads on online platforms that demonstrate the wallet’s
versatility and have the emotional appeal
• The New Paytm Ad - [Kirana store, Fuel & Electricity Bill]

11. Awareness: Post-demonetization
• Vijay Shekhar Sharma coming out in full support (Obviously!)
• Advertisements targeting specifically some of the demons of
demonetization (like long queues, issue of change etc)
• War of words creating hype on social media (The most memorable
one being Arvind Kejriwal vs Vijay Shekhar Sharma on Twitter)
• Increase in cashbacks and promos
• Chhutte ki chinta mat karo, Paytm Karo

12. Post Demonetisation–
Reach In India
Who’s new? 
Grocery vendors,
Roadside retail
Flipkart, Amazon –
unsuccessful
deterrence
IRCTC, State Bus
Transport payment
terminals

13. Print Ads
Customer
engagement
Promotions
Customer inclusion One stop solution
Digital Presence

14. Brand Association
Paytm
Digital Wallet
Domonetization
Paytm Karo!
Cricket Sponsor
Convenience,
One stop
solution
Life Simplified
Crafts
Banking
Booking SUV
#MyPaytmStory - Chemist Shop Merchant Experience

15. Recommendations
• Like the NHAI deal, get more government and public sector deals in
future to increase the trust and confidence, as well as the versatility
of the wallet
• Don’t just tell the stories of the successes from third party users, but
also from their own employees (Paytm usage) and their success
stories
• Like being able to recharge the Paytm wallet and making payments to
merchants, a reverse process should be included to strengthen their
support for moving one step closer to digital India and a cashless
economy

16. Thank you!