Helps to get idea about market segmentation of bKash

1. Welcome to our Presentation
Topics name: Market Segmentation of bKash
Course Name: E-Commerce and Web Security
Course Code: PMIT-6109
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2. Group Information
Md. Shahin Kadir
Student ID: 183235
Md. Ibrahim Ali
Student ID: 183202
Md. Shams Sayied Haque
Student ID: 183227
Saleh Ahmmed Miajee
Student ID: 183228
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3. Mobile Banking
• Mobile banking or mobile financial service is mainly dominated by the banks
operating in Bangladesh.
• Mobile financial service is a Bangladesh Bank’s initiative to execute financial
inclusion of the people who do not have access to traditional banking
services.
• The key suppliers of this industry are the mobile phone network operators.
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4. Present Scenario
60+ Banks 28 got license
20 started operation
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5. bKash
bKash started as a joint venture between BRAC Bank
Limited, Bangladesh and Money in Motion LLC, USA in 2010.
The ultimate objective of bKash is to ensure access to a
broader range of financial services for the people of
Bangladesh.
Currently, bKash is running a network of more than 180,000
agents throughout urban and rural areas of Bangladesh with
over 30 million registered accounts.
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6. Market Segmentation of bKash
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7. Segmentation
 Breaking down the pool of all customers into specific groups.
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8. Market Segmentation of bKash
More than
70% of the
population of
Bangladesh
lives in rural
area
Less than
15% of
Bangladeshi
are
connected to
the formal
banking
system
Over 68%
people have
mobile
phones
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9. Market Segmentation of bKash
Demographic Segmentation
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10. Market Segmentation of bKash
Psychographic Segmentation
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11. Market Segmentation of bKash
Behavioral Segmentation
High
Medium
Low
Usage Rate User Status
Regular user
First time user
Ex-user
Potential user
Non user
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12. Market Segmentation of bKash
Benefit Segmentation
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13. Market Segmentation of bKash
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14. Thank you
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15. Reference
 https://www.bkash.com/about/company-profile
 https://www.studocu.com/en/document/university-of-
dhaka/fundamental-of-marketing/mandatory-
assignments/marketing-strategy-of-b-kash/1944525/view
 https://www.assignmentpoint.com/business/management/compa
rative-analysis-of-bkash-limited.html
 https://en.wikipedia.org/wiki/Banking_in_Bangladesh
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16. Any Question Please
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