The document provides a marketing strategy report for Simpl, a pay later service provider in India. The objectives are to grow Total Purchase Value by 20% month-over-month for the next year. The strategy recommends focusing on credit offerings to target new merchant segments. It suggests repositioning the brand to emphasize credit while maintaining customer focus. The marketing mix includes enhancing the mobile app to offer credit and integrating offline merchants. Promotional activities, partnerships with influencers, and campus recruitment are also proposed.
GST AND ITS IMPACT ON THE ONLINE MARKETPLACE IN INDIARaja Sarkar
GST or The Goods and Services Tax which is set to roll out from 1st of July, 2017 nationwide
in India is being touted as the single biggest indirect tax reform in the Indian taxation system
since independence .And it's expected to make the tax structure simple with a seamless
credit chain. GST is the integrated indirect tax which is levied on the supply of goods and
services. There will be dual GST with the Center and States simultaneously to be levied it on
the common tax base. The CGST and SGST will be charged on intra-state supplies whereas
IGST( Integrated GST) will be charged on inter-state supplies. The small businesses having
turnover up to Rs.20 lakhs are exempted from registering under GST. All other taxpayers
having a turnover of more than Rs.20 lakhs (Rs.10 lakhs in case of northeast states) are
required to register and pay GST. The GST is based on the "One market, one tax" concept
which should be a welcome step for online marketplace. In the last decade or so, ecommerce
has seen an astronomical growth and India is pegged as the second biggest
market for e-commerce after China. The e-commerce market in the country is expected to
exceed the $100 billion mark by 2020. The rapid growth in this sector has resulted in
conflicts regarding multiple-tax issues along with other challenges such as rising
competition, dwindling profit margins etc. They are also facing litigation owing to their
innovative business models. The Government is trying to make the tax structure simple by
introducing GST and promoting trade, while keeping a close watch on tax evasion.
The Indian economy today is reckoned among the fastest growing economies in the world. The 12th Five Year Plan of Indian Government has a vision to lift the nation's annual GDP growth to 8% and it also highlights the importance of internet connectivity or digitalisation and skill development of Indian MSMEs to achieve these goals.
Demographics and socio-economic classes (across gender, rural/urban, income groups)
Type and nature of internet usage (content consumption, service transactions, product transactions, etc.)
Source: Cases study done by Google & its research partner
Disruption in the Retail Industry Through the Lens of B2B Retail Tech StartupsYogananth Gopalakrishnan
When every Startup innovation claims to be disruptive, disruptive loses its meaning. Most of what is claimed to be disruptive is really just an incremental innovation with a large dose of hubris.
Pic Courtesy: Boston Consulting Group [BCG]
GST AND ITS IMPACT ON THE ONLINE MARKETPLACE IN INDIARaja Sarkar
GST or The Goods and Services Tax which is set to roll out from 1st of July, 2017 nationwide
in India is being touted as the single biggest indirect tax reform in the Indian taxation system
since independence .And it's expected to make the tax structure simple with a seamless
credit chain. GST is the integrated indirect tax which is levied on the supply of goods and
services. There will be dual GST with the Center and States simultaneously to be levied it on
the common tax base. The CGST and SGST will be charged on intra-state supplies whereas
IGST( Integrated GST) will be charged on inter-state supplies. The small businesses having
turnover up to Rs.20 lakhs are exempted from registering under GST. All other taxpayers
having a turnover of more than Rs.20 lakhs (Rs.10 lakhs in case of northeast states) are
required to register and pay GST. The GST is based on the "One market, one tax" concept
which should be a welcome step for online marketplace. In the last decade or so, ecommerce
has seen an astronomical growth and India is pegged as the second biggest
market for e-commerce after China. The e-commerce market in the country is expected to
exceed the $100 billion mark by 2020. The rapid growth in this sector has resulted in
conflicts regarding multiple-tax issues along with other challenges such as rising
competition, dwindling profit margins etc. They are also facing litigation owing to their
innovative business models. The Government is trying to make the tax structure simple by
introducing GST and promoting trade, while keeping a close watch on tax evasion.
The Indian economy today is reckoned among the fastest growing economies in the world. The 12th Five Year Plan of Indian Government has a vision to lift the nation's annual GDP growth to 8% and it also highlights the importance of internet connectivity or digitalisation and skill development of Indian MSMEs to achieve these goals.
Demographics and socio-economic classes (across gender, rural/urban, income groups)
Type and nature of internet usage (content consumption, service transactions, product transactions, etc.)
Source: Cases study done by Google & its research partner
Disruption in the Retail Industry Through the Lens of B2B Retail Tech StartupsYogananth Gopalakrishnan
When every Startup innovation claims to be disruptive, disruptive loses its meaning. Most of what is claimed to be disruptive is really just an incremental innovation with a large dose of hubris.
Pic Courtesy: Boston Consulting Group [BCG]
Digital payment systems are the backbone of digital commerce. Indian government along with the corporate community is making a significant push to build infrastructure for digital payments along with encouraging the citizens towards a cashless economy.
Cashless economy is an economic system in which there islittle or very low cash flow in a society and goods and services are purchase andpaidamountthrough electronic media. Cashless economy is the economy in which transactions are made by debit cards, credit cards,e-wallet,chequesor direct transfer from one account to anotherthrough e-banking.According to Government of India the cashless transactions will maximizeemploymentopportunities in the economy, avoidcash related robbery thereby minimizingrisk of carrying physical cash. Cashless transactions will also decreasecash related corruption and attract morenumber of foreign investors to the country.The present study focuses on concept and methods of cashless transactionsin India. Besides, the study examines the benefitsand limitationsof cashless economy to the general public.
SME Fintech Opportunity in the Developing CountriesSam Ghosh
There were around 30 million Small and Medium Size Enterprises (SMEs) in the developing countries before the pandemic. 2/3rd of global SMEs were located in developing countries. Developing countries with top SME populations are China, Thailand, Bangladesh, Indonesia, Tanzania, India, and Brazil, etc.
Most of these SMEs in the developing countries are in the informal sector lacking formal financing options and proper business processes. The pandemic has tested these SMEs to the extreme damaging their existing sales channels, supply chain, and financing sources. Governments in the developing countries (ex. China) pushing the SMEs for digital adoption to deal with revenue losses amid social distancing. This policy support can be very beneficial for startups in the sector.
COVID-19 pandemic has accelerated digital adoption in developing countries as consumers are forced to adopt digital channels for services such as education, healthcare, and grocery, etc. At the same time, small businesses are adopting digital channels for survival. This creates a unique opportunity for tech startups serving small businesses in developing countries.
The major problems that the small businesses are facing are revenue losses, operating challenges due to social distancing, lack of credit access, supply-side issues such as labour shortages, raw material access, etc. Tech startups can tap into the market by providing solutions to these pain points - sales platforms to deal with revenue losses, process automation to deal with operating challenges, alternative lending to deal with lack of credit access, HR management technologies to deal with the labour shortages, etc.
Small businesses often do not have defined operating processes. Changing customer preferences for digital modes require that small businesses also define their internal processes. The tech companies in this sector need to hand-hold small businesses by helping them design internal processes. Process automation companies are likely to benefit from this.
Often small businesses are dependent on one or few key people. As the pandemic brought drastic changes to our daily lives, the human aspect of the pandemic cannot be ignored. For example, many female entrepreneurs experienced the increased daily burden of homeschooling their children as the schools were closed. This kind of aspect brings unique opportunities for tech companies to design products for the sector.
Go To Market Strategy for Market Launching a new POS deviceSundar Raghavan
The intention of deck is to showcase the studies/findings conducted to launch a new smart POS terminal in the market – the distribution methods and pricing models. The deck assumes the smart POS terminal is already built and ready to launch.
Digital payment systems market research report | Report SellersResearch Report
Indian payments industry is largely dominated by cash-based transactions. The banking industry in the country was majorly branch-based till 2014. Later, there was a considerable growth in the branch-less channels of banking, which has further explored into digital payments in both rural and urban regions. Indian digital payments industry is expected to reach $700 billion by 2022 in terms of value of transactions.
For more details, please visit: https://www.reportsellers.com/market-research-report/Digital-Payment-Systems-Market
Demonetization effect on digital payments solutions in india by Balaji Prince Bala
The aim of the research is to identify the impact of demonetization in india on the digital payment platform.
This research helps to MBA students for their better understanding about the final year project format...i hope my research will help you.. thank you..
Digital payment systems are the backbone of digital commerce. Indian government along with the corporate community is making a significant push to build infrastructure for digital payments along with encouraging the citizens towards a cashless economy.
Cashless economy is an economic system in which there islittle or very low cash flow in a society and goods and services are purchase andpaidamountthrough electronic media. Cashless economy is the economy in which transactions are made by debit cards, credit cards,e-wallet,chequesor direct transfer from one account to anotherthrough e-banking.According to Government of India the cashless transactions will maximizeemploymentopportunities in the economy, avoidcash related robbery thereby minimizingrisk of carrying physical cash. Cashless transactions will also decreasecash related corruption and attract morenumber of foreign investors to the country.The present study focuses on concept and methods of cashless transactionsin India. Besides, the study examines the benefitsand limitationsof cashless economy to the general public.
SME Fintech Opportunity in the Developing CountriesSam Ghosh
There were around 30 million Small and Medium Size Enterprises (SMEs) in the developing countries before the pandemic. 2/3rd of global SMEs were located in developing countries. Developing countries with top SME populations are China, Thailand, Bangladesh, Indonesia, Tanzania, India, and Brazil, etc.
Most of these SMEs in the developing countries are in the informal sector lacking formal financing options and proper business processes. The pandemic has tested these SMEs to the extreme damaging their existing sales channels, supply chain, and financing sources. Governments in the developing countries (ex. China) pushing the SMEs for digital adoption to deal with revenue losses amid social distancing. This policy support can be very beneficial for startups in the sector.
COVID-19 pandemic has accelerated digital adoption in developing countries as consumers are forced to adopt digital channels for services such as education, healthcare, and grocery, etc. At the same time, small businesses are adopting digital channels for survival. This creates a unique opportunity for tech startups serving small businesses in developing countries.
The major problems that the small businesses are facing are revenue losses, operating challenges due to social distancing, lack of credit access, supply-side issues such as labour shortages, raw material access, etc. Tech startups can tap into the market by providing solutions to these pain points - sales platforms to deal with revenue losses, process automation to deal with operating challenges, alternative lending to deal with lack of credit access, HR management technologies to deal with the labour shortages, etc.
Small businesses often do not have defined operating processes. Changing customer preferences for digital modes require that small businesses also define their internal processes. The tech companies in this sector need to hand-hold small businesses by helping them design internal processes. Process automation companies are likely to benefit from this.
Often small businesses are dependent on one or few key people. As the pandemic brought drastic changes to our daily lives, the human aspect of the pandemic cannot be ignored. For example, many female entrepreneurs experienced the increased daily burden of homeschooling their children as the schools were closed. This kind of aspect brings unique opportunities for tech companies to design products for the sector.
Go To Market Strategy for Market Launching a new POS deviceSundar Raghavan
The intention of deck is to showcase the studies/findings conducted to launch a new smart POS terminal in the market – the distribution methods and pricing models. The deck assumes the smart POS terminal is already built and ready to launch.
Digital payment systems market research report | Report SellersResearch Report
Indian payments industry is largely dominated by cash-based transactions. The banking industry in the country was majorly branch-based till 2014. Later, there was a considerable growth in the branch-less channels of banking, which has further explored into digital payments in both rural and urban regions. Indian digital payments industry is expected to reach $700 billion by 2022 in terms of value of transactions.
For more details, please visit: https://www.reportsellers.com/market-research-report/Digital-Payment-Systems-Market
Demonetization effect on digital payments solutions in india by Balaji Prince Bala
The aim of the research is to identify the impact of demonetization in india on the digital payment platform.
This research helps to MBA students for their better understanding about the final year project format...i hope my research will help you.. thank you..
India Payment Market, Size, Share, Growth, Key PlayersRenub Research
India Payment Market size is envisioned to attain US$ 8,137.3 Billion by 2028. The virtual fee panorama in India has passed through an enormous transformation, indicating the profound effect it will have on the populace. This shift signifies that a majority of Indians in 2022 belong to a technology that is tremendously talented or exposed to era. Tech-savvy generation has a greater reliance on superior, automated, quicker, and extra efficient technology and offerings. Consequently, there may be a rapid growth inside the demand for India payment marketplace within the coming years.
Introduction to Different Services- Retail sectorMukeshPradhan19
Introduction, SWOC Analysis of Retail Sector, Types/Segments, Latest Developments in India, Major Players, 7Ps of following sectors, other contemporary issues.
The digital revolution has spurred innovation at an unprecedented scale and pace. It has democratized technological opportunities, changed our lives and the world of work, and pushed organizations to remodel themselves. The impact of this ongoing revolution is being felt across geographies and industries, in ways big and small. It is hard to imagine a domain that is isolated from this change.
The MSME (Micro, Small and Medium Enterprises) sector in India is a vital cog in India’s development wheel. Today, 6.3 crore MSMEs employ 11.1 crore people and contribute 28.77% of India’s GDP, in spite of several hurdles that lie in their path. Instamojo understands the travails of the MSME entrepreneur.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Ground Zero 4.0 | Scaling Up - Event ReportRedSeer
Executive Summary
The report is compiled of all the topics that were discussed at Ground Zero 4.0 and has been
segregated based on RedSeer’s research and panel inputs.
Key Findings:
1. Digital India
2. Retail
3. D2C
4. Education
5. Healthcare
6. Grocery
7. Etailing
India FinTech report 2019 - Executive summaryMEDICI
India FinTech Report 2019 offers an in-depth look at what makes the Indian FinTech ecosystem vibrant by taking a deeper dive into Government, Regulatory, and Private sector initiatives.
Download the Executive Summary here: https://bit.ly/2ugRke5
Download the main report here: https://bit.ly/2EjGclm
The world of financial services is changing dramatically and winning in this new market will require players, particularly the existing ones, to unlearn and relearn the ground rules. The entry of new players, many of who will be challengers and disruptors, are likely to push this market to higher levels of competition. Market participants will be forced to focus on specialisation and differentiation in order to respond to an extremely diverse market.
The CII-PwC report “Rethinking distribution: Smart solutions for smart customers” lays out four overarching growth drivers, which are providing an impetus to change in the delivery and consumption of financial services, demographic factors, technology changes, regulation and the entry of a substantial number of new, differentiated banks.
Digital Payments: Level the Playing Field to Leverage the PotentialCUTS International
The digital payments sector in India is facing tectonic shifts. Entities with divergent business models, subject to diverse regulations, are competing for a pie in the market share.
This report takes a stock of the existing business models in the digital payments sectors and reviews the applicable regulatory framework to such business models.
The objective is to ascertain if level playing field exists for the market players in the sector to compete efficiently. The report takes a step further and analyses reasons for lack of level playing field in the sector, highlights adverse impacts of such situation on consumer welfare.
The report concludes with providing specific recommendations to level the playing field for leveraging the potential of digital payments in the sector.
There has been a sudden switch in the buying and selling pattern of the customers in all over India, which created the growth of e-commerce industry. This switch can also be noticed in the automobile industry. The online penetration of auto sector in the world market is approx. 0.7% in 2019. It was challenging for automobile ecommerce industry to make it successful in India, but eminent players of India have made it possible. To learn the possibilities and success of auto ecommerce industry go through this document.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
1. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
Group 5
Project Report – Marketing Strategy
PGPEM 2019 | Marketing Management
Company:Simpl
Skip paying again & again | Pay one bill instead
Objective
To grow the Total Purchase Value (TPV) by 20% on a Month over Month (MoM) basis
for the next one year.
Team Members:
Shekhar Kanodia
Sudheer Kumar
Shashikumar Kulkarni
Sumedh Kulkarni
Deepak M
Sumanth
3. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
1. Introduction
Backed by Green Visor Capital and IA Ventures, Simpl was founded in 2015. By using a data-
driven and smartphone-based approach, Simpl operates with merchants to lessen the payment
flow to a single tap, consequently enhancing their product experience, and giving users a
payment mode that’s quicker and more convenient than wallets or cards. The user will have only
one bill to pay for transactions made across regularly used online merchants. It is already a well-
established pay later service provider with more than 60 merchants. Big basket, Zomato,
Grofers, Bookmyshow, Dunzo, QuickRide, Fasoos, Freshmenu, Rapido, Box8, Licious, Drivezy,
Meru, ChaiPoint are some of those merchants.
Figure 1: Different categories of payment options Figure 2: Level of competition
2. Situation Analysis
2.1 Context
The volume of digital payment transactions soared to nearly INR ₹245 crores (about US $33.5
million) in August 2018 as compared to almost ₹80 crores (around US $10 million) October 2016.
More people from smaller towns and cities use online payment modes toward goods and
services. Payment company executives say that card transactions in towns with populations of
up to one million have multiplied after demonetization, two years ago.
According to a report by Google and the Boston Consulting Group, the digital payments industry
in India is estimated to reach US $500 billion by 2020, contributing 15% to India’s GDP. The
report said non-cash payment methods including cheques, demand drafts, net-banking, credit
and debit cards, mobile wallets and UPI, will double to 40%.
It noted that online payments are convenient, and this is the most significant factor responsible
for the growth of digital transactions in the country. It is followed by the offers and discounts
available while using digital payment methods. As per the above report, 75% of Indian merchants
expect digital payment methods will accelerate future sales.
As per another report by livemint dated June 2019,
• India will witness the fastest growth in digital payments’ transaction value between 2019
and 2023, with a CAGR of 20.2%
• The research also noted that India’s share of the global transaction value of digital
payments is also set to rise from 1.56% to 2.02% in the next four years.
4. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
2.2 Regulatory framework
• The buy now pay later credit system has rapidly changed, how we buy. The reforms will
reduce/eliminate the risk of consumers, including how consumers of those products,
being mis-sold products that don’t meet their needs and are not usable by them. Other
recommendations included that consumers have access to internal and external dispute
resolution frameworks. Many Economists highlighted important fundamental differences
between the buy now pay later sector and traditional credit methods and the need for a
different regulatory framework
• At a conference organised by the Payments Council of India (PCI), an umbrella body for
payment companies, digital payment players urged the RBI to act as an enabler and
facilitator of change, and not to burden fintech players by making too many changes in
the regulations. With too many changes, industry players said that they have deviated
from focusing on innovation to spending more time for compliance.
• Vishwas Patel, Chairman, Payments Council of India, said: “Digital payments industry in
India is an ever-growing industry, coming a long way from transactions via cheques to
new innovative payments instruments, such as pre-paid payment instruments and
payments banks, to mention a few. The government’s aim for greater financial inclusion
can be achieved with a supportive regulatory and policy framework, and the sector can
play an important role in achieving this goal and fulfil the government’s dream of
achieving billions of future transactions
3. Targeted Segment
3.1 Geographies
Currently, Simpl operates only in India. The main targeted customers are in urban India, primarily
Tier-1 and Tier-2 cities where people are well versed with electronic payments.
3.2 Demographics
• The users base includes youth (18-35 years), middle-aged (35-55 years) and old-aged
(above 55 years) people of urban India.
• As per UN State of the World Population report, 34% of India’s population is urban.
• 86% of India’s urban population is educated.
• The users can be from all economic classes as the services provided by the merchants
of Simpl are affordable by all economic classes.
3.3 Behavioral Factors
• The users are those who book for services or products from the merchants online instead
of buying out personally from the service providers or sellers for avoiding crowded
environment. For example, booking movie tickets via BookMyshow instead of buying
tickets from movie theatres directly.
• The users are working professionals who are busy and unable to buy from service
providers directly. For instance, ordering food from Zomato instead of buying directly
from a restaurant.
• The users are those who want to have hassle-free cash transactions.
5. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
4. Market Needs – Value Proposition
4.1 Customers
4.1.1 Avoiding Transaction Failures
Both merchants (seller) and end-users (Buyers) are facing the issue of Payment Gateway
transaction failures. These failures discourage end-users as users could be in the midst of an
important transaction. E.g., IRCTC ticket booking. User may also end up changing their mind
about the buy and not re-trying the transaction(dropouts).
4.1.2 Credit without Credit Cards
Availing credit card is a lengthy and tedious process which involves the process of checking
eligibility and other verifications, and also Credit cards have minimum annual spends. There is a
need for small-time moneylenders allowing users to pay for services and products online without
spending their own money.
4.1.3 Secure but hassle-free transaction
When we buy online, we have to painstakingly enter all our details every time. Sadly, this
complicated verification method only provides us with the illusion of security. In actuality, the
possibilities of fraud go up every time we share information over the internet.
With Simpl, our payment details are never passed to the merchant. By drastically reducing the
number of times we give out our banking data online, we drastically reduce the risks of fraud.
4.2 Merchants
4.2.1 Greater cart conversion
As per a market study, approximately 25% of the transactions fail at the time of payment. By
using Simpl merchants have been achieving greater cart conversions.
4.2.2 Customer acquisition
As per the Business Head of Simpl, for merchants the customer acquisition and retention
increase by a significant number (could not be disclosed due to confidentiality issues). Also, the
cross-merchant offers would help customer retention for one merchant and new customer
acquisition for the other merchant.
4.2.3 Trusted relationship with customers – Khatta(Account)
Simpl has digitalized the traditional khatta approach that existed with the neighborhood shops
such as kirana(grocery). This creates goodwill for the merchants.
5. SWOT Analysis
5.1 Strengths
• Excellent team with Stanford graduate as a founder.
6. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
• Demographic dividend of India can be reaped for digital payments.
• India has a relatively relaxed data related laws and regulations than Europe’s GDPR.
• The digital payments ecosystem is thriving.
5.2 Weaknesses
• Competition is tough and hence margins are low.
• Establish credibility among big competitors such as Paytm, PayU, Google Pay.
• Not enough data points to underwrite users.
• NBFCs are currently stressed and interest rates are relatively high.
5.3 Opportunities
• A growing digital payment Market.
• A growing e-commerce market will provide potential merchants.
• Untapped Tier-3 and Tier-4 markets.
• Developing ecosystem, hence future returns are expected to be in double/triple digits.
5.4 Threats
• Various emerging products such as UPI, GooglePay, AmazonPay.
• Low margins industry primarily due to a "cashback" driven culture.
• Adverse selection issues can results in high defaults.
• Unclear regulations on data protection, privacy and monetization.
6. Marketing Strategy
6.1 Focus on credit
Simpl already has a core competency in providing convenience to the customers, we are
recommending that Simpl starts focusing on increasing the credit limits for the customers also.
Figure 3: Perceptual map of credit vs convenience
6.2 Target new merchant segments
By enhancing the credit limits, there will be a whole new segment of merchants available for the
company. The expected MoM from these segments is as following:
7. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
Segment MoM growth
Offline Merchants (Shoppers Stop, Chroma) 5-6%
Medium Ticket Merchants (Urban Ladder, Goibibo) 5-6%
Insurance Companies – Premium Payment 2-3%
Large Ticket Merchants (Byjus, Cult) 3-4%
Existing Merchants 7-8%
6.3 Reposition
For targeting the above segments of merchants, Simpl can reposition itself as a customer
oriented and credit focused company.
6.3.1 Brand Mantra
We are recommending “Customer Convenience Credit” as the new brand mantra. Customers
will remain the top priority followed by convenience to the customers, but credit will also play a
major role in driving the company’s business.
6.3.2 Brand Slogan
The brand slogan can be based on the value proposition of the company. We propose two
brand slogans to convey the experiential and functional needs served by the product.
• “You Deserve Them!” - Experiential value, you deserve convenience and credit!
• “Convenience bhi, credit bhi” – Functional value
6.3.2 Brand Bull’s Eye
Figure 4: Current Bull’s Eye Figure 5: Desired Bull’s Eye
8. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
6.3.3 Brand Prism
Figure 6: Current Brand Prism Figure 7: Desired Brand Prism
6.3 Challenges
Considering the economic fluctuations happening in the country, the consumer credit behavior
will not be constant and predictive. Managing the predictive model could be a challenge in this
scenario. The core data driven analytical infrastructure has to continuously improve and evolve
to keep pace with the dynamic requirements.
Simpl is convincing the merchants about effective customer loyalty feature and here they need
to achieve expertise in B2B marketing also, because a few merchants are coming up with their
own postpaid payment gateway (Ex. Flipkart pay later).
The merchants have always demanded high underwriting and greater credit limits, hence Simpl
will face the challenges of enhancing the credit limit and also lowering the commissions while
onboarding the merchants who are doing well.
7. Marketing Mix
7.1 Product - Credit Mall
In order to achieve the business goal, the existing application has to be modified to include the
app in app model and offline merchants. PhonePe and Dunzo can be referred have successfully
implemented these models respectively. They can be benchmarked, and lessons can be learnt
from their implementations to build a robust product.
9. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
Figure 8: Simpl Mobile Application
7.2 Promotions
In order to target the new segment of merchants and to create visibility among the customers,
promotional activities become important. Social Media marketing along with involvement of
Stand-up comedians on the lines of LazyPay marketing strategy may be adopted to capture the
young generation. The approach of rewarding good behavior such as timely payment, repeated
purchases etc. will not only help in building customer loyalty but would also generate direct
revenue for the customers. Similarly, the cross-merchant benefits such as offering Swiggy Super
or Dunzo cash would help in customer acquisition for new merchants and customer retention for
existing merchants.
Since Simpl is a data driven and technology-based company, they need quality engineers and
MBA professionals for expanding and maintaining the business. Recruitment from premier
institutes will build a brand for the company and eventually the employees hired from these
colleges would act as brand ambassadors for the new customers entering the market from these
institutes. Other than owning the day-zero tag, Simpl can also sponsor tech-fests in engineering
institutes and business conferences in b-schools to gain visibility, build credibility and create a
durable and long-lasting brand value.
The marketing budget attached in the financials sections have further details on the cashflows
to the various modes of marketing communications.
7.3 Distribution
As suggested earlier, offline merchants should be captured to increase the TPV. Places such as
corporate cafeteria, super-markets and shopping malls should be targeted to increase the
merchant base. Similarly, the app can be launched with vernacular support to capture the diverse
customers of different regional levels.
The section ‘Target new merchant segments’ under the Marketing Strategy covers additional
places where Simpl can provide it’s offerings.
7.4 Pricing
• Free Credit period to customer: Maximum 15 days
• Free loan to customer but charges on marketplace seller
• No price to establish credit terms
10. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
• Revenue Maximization approach – Low pricing on MPS
• Penetration pricing even on MPS
• No discrimination in Credit days based on credit rating
• No documentation headache due to absence of price discrimination
7.5 Marketing Research
Customer survey conducted to arrive at the above marketing strategy
Figure 9: Results of market survey
Figure 10: Category wise Purchases on Simpl (1 month average) Figure 11: Age distribution of current users
8. Financials
8.1 Break Even Analysis
If we ignore the overhead costs such as rent, salaries, office expenses, the business is at BEP
(break-even point) level even with one customer. That is because Simpl is acting as an
intermediary concerning the transaction. Simpl acquires money from HNI/NBFC at a lower cost
and using the same to make payments to MPS immediately after deducting their service charges.
Simpl gets payment on 20th and 5th from customers and uses that money to pay NBFC/HNI.
The deducted money shall meet credit fault cases and Gross profit targets.
0 20 40 60 80 100 120
Has Simpl made your transactions hassle-free?
Would you start using Simpl if you get enhanced credit
limits?
Do you experience delay in "Refund" Process?
Would you like to shop without an OTP?
Would you like to Order first; And pay for it later?
Do you think Simpl is safer than cards and net banking?
Yes No Maybe
2
3
19
7
22
29
6
7
5
Others
Fashion
Groceries
Books
Movies/Tickets
Online Food Delivery
Taxi Services
Car Pooling
Music
11. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
8.2 Sample model costing
As per the above model, on a borrowed money of amount 100, Simpl is making approximately
rupees 4 in a month. The money is further circulated and hence the returns are multiplied. Simpl
works on the model of circulating money to generate returns.
8.3 Profit and loss statement with expected figures ( Amt in Lakh Rs)
Since Simpl is a new startup, currently it is a loss-making company which believes in the power
of leveraging debt to generate income and the surplus income along with debt is again poured
into the business to expand the company. Clearly the growth in the income is faster than the
12. Marketing Strategy | Shekhar Kanodia, Shashi Kulkarni, Sumanth, Sudheer, Sumedh, Deepak M
Marketing Management | PGPEM 2019
growth of expenses which shows than soon Simpl which achieve break-even and eventually
become a profitable company.
8.4 Marketing Budget
Marketing Budget of Rs 11 Crore helps the entity to achieve its goal and move the entity towards
right direction. Intentionally, we have considered many methods of advertisement because,
these are initial years and we don’t know which mode will give more traction. After a year, we
will measure performance and plan accordingly. For now, we are not ready to miss any targeted
customer sub-group.
Amt in Lakh Rs
9. References
• https://getsimpl.com/merchants-we-support
• https://getsimpl.com/help/article/360023491374
• https://gadgets.ndtv.com/apps/features/how-simpl-is-bridging-the-gap-between-credit-and-
payments-1758940
• https://www.ncbi.nlm.nih.gov/pubmed/11815703
• https://en.wikipedia.org/wiki/Urbanisation_in_India
• https://www.thehinducentre.com/multimedia/archive/03188/Youth_in_India-201_3188240a.pdf
• https://economictimes.indiatimes.com/news/economy/indicators/literacy-rate-at-71-in-rural-india-
86-in-urban-survey/articleshow/47886609.cms
• https://www.livemint.com/technology/tech-news/virtual-credit-cards-buy-now-pay-later-for-
those-with-no-credit-lines-1562744813721.html
• https://www.opengovasia.com/the-digital-payment-revolution-in-india/
• https://www.livemint.com/politics/policy/digital-payments-to-more-than-double-to-135-2-bn-by-
2023-1560711978627.html
• https://www.thehindubusinessline.com/money-and-banking/payments-industry-seeks-stable-
regulatory-framework/article25182708.ece