Downloaded 53 times
Uploaded byNagesh Kashyap
Dexit Case Study
This document discusses Dexit Inc.'s opportunity to enter the digital payments market with its own digital currency product. It outlines the company's team and provides a high-level overview of the product, target markets of customers and merchants, revenue model, and marketing mix considerations including price, product, place, promotion, push/pull strategies, and national vs local launch approach. It also includes a SWOT analysis and sections on sustainability, scalability, and lessons learned. The objective is to determine the target markets and appropriate marketing plan to launch the new digital payment product.
Dexit Case Study
- 1.
- 2. Our Team: “Teamlast but One” Nachiappan.PL Nagesh Kashyap Neeraj Dureja Prashanth Pattamatta Rahul Seshadri Vaibhav Vardhan
- 3. Dexit Inc. ABird’s Eye View
- 4. The Product Fast Secure Light Easy
- 5.
- 6. First to burntheir Fingers • Mondex Canada • Mondex Canada Again…. • Scotia Bank along with Visa Cash
- 7. The Blue Print • Customer • Merchant Solution Solution
- 8. The Revenue Model • Customer Service • Merchant Service • Equipment Sales • Others
- 9. Did we misssomething…………
- 10. Objectives • Determine thetarget 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
- 13. Target Market Customer •Students • Proletariat Class • Bulk deals in industries
- 14. Target Market Merchant • retailoutlets, 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
- 16. Push & Pull approach Customer Approach Merchant Approach
- 17. National & Local launch Influencedby Cost of equipment + service Identity of company Pull approach for merchant
- 18. Sustainability & Scalability Diversified utilityof product Early player Its not only product, its service
- 19.