The document outlines the digital marketing plan for bKash, a mobile financial service provider in Bangladesh. It discusses bKash's company description, mission, and vision. The 7 steps in the digital marketing plan are then presented: 1) situation analysis including SWOT analysis and environmental factors, 2) digital marketing strategic planning covering segmentation, targeting, and positioning, 3) objectives, 4) e-marketing strategy, 5) implementation plan, 6) budget, and 7) evaluation plan. The budget outlines expected capital contributions and projected profit and loss.

1. Presentation
On
Digital Marketing plan

2. Name ID No
1.Thowhidul Riad 15304111
2.Annee Sharkar 15304039
3.Subarna datta 15304038
4.Sujan Paul Anik 15304078
TEA
M

3. bkash

4. Company Description:
bKash Limited, a subsidiary of BRAC Bank, started as a joint venture between
BRAC BANK Limited. Bangladesh and Money in motion LLC, USA. The ultimate
objective of bKash is to ensure access to a broader range of financial services
for the people of Bangladesh. It has a special focus to serve the low income
group of the country to achieve broader financial inclution by providing services
that are convenient, affordable, and reliable.

5. Mission:
By providing financial services that are convenient, affordable, and reliable.
bKash aims to wider the net of financial inclusion. bKash wants to provide a
solution for mobile financial services,build on a highly scalable mobile
money platform allowing the people of Bangladesh to safely send and
receive money via mobile devices.

6. Vision:
The ultimate objective of bkash is to ensure access to a broader range of
financial services for the people of Bangladesh and also to empower the
unbanked people.

7. 7 Steps in the digital marketing plan of
bkash:
1. SITUATION ANALYSIS
2. DIGITAL MARKETING STRATEGIC PLANNING
3. OBJECTIVES
4. E-MARKETING STRATEGY
5. IMPLEMENTATION PLAN
6. BUDGET
7. EVALUATION PLAN

8. Political
ENVIRONMENTAL FACTORS
P T
E
L
E
S
Economy
Social
Technology
Environment
Legal
1. SITUATION ANALYSIS

9. SWOT Analysis
S
Strengths
• First mover
advantage and
monopoly
• Unparalleled
technological support
• Only sustainable
system that can
abide by the Federal
Reserve in
Bangladesh
• Connected with the
four largest telecom
service providers in
Bangladesh
W O T
Weaknesses Opportunities Threats
• Limited authorized
field agents across
Bangladesh (1600)
• User interface of
Bkash is still complex
for users
• Lack of customer
support
• No refund policy
• Large number of
people that are not
familiar with
conventional
banking system.
• Ecommerce system
has been growing
in Bangladesh since
2013
• Has potential to
serve as global
logistics support
• Competition will
become more
intense for bkash if
it does not adopt
innovation
• Customer support
must be more
informative to
users
• Public relations
build stronger
bond with
customers.

10. 2.Digital Marketing Strategic Planning
Segmenting Targeting Positioning
The marketers of bkash uncover opportunities that help formulating
strategic planning by

11. 2.Digital Marketing Strategic Planning
Bkash Customer
Segment
Lower income
group living both
in rural and
urban areas
Higher income
group living both in
home country and
abroad
Segmenting

12. 2.Digital Marketing Strategic Planning
Market targeting
After evaluating different segments , a company must decide how and
how many segments it will target . A target market consists of a set of
buyers who share common needs or characteristics that company
decides to serves .

13. 2.Digital Marketing Strategic Planning
Positioning
Consumer Side
Currently bKash is fulfilling the 4 Financial needs from the consumer side
on their competitive advantage -
 Providing a storage of idle money
 A fast & reliable channel to transfer money
 Platform to save with collaboration of commercial bank
 Make instant payments; for example - shopping or different bills
instantly using cell phone
Business Side
Currently providing businesses with following solutions at finger tip
 Payment solutions
 Money transaction

14. 3.OBJECTIVES:
 To give an overview of mobile financing
industry in Bangladesh.
 To find out about the future prospects in the
industry.
 To evaluate the performance of bKash.
 To evaluate the competitiveness of bKash in
the market.
 To get an insight of the products of bKash.

15. 4. E-MARKETING STRATEGY:
Strategies related to the 4 Ps and relationship
management to achieve objectives.
 Product strategies
 Pricing strategies
 Distribution strategy
 Promotion
 Marketing communication strategy
 Relationship management strategies

16. 5. IMPLEMENTATION PLAN
 Marketing mix tactics
 Relationship management tactics
 Information gathering tactics
 Website forms, cookies, feedback e-mail, social
media comments and likes, etc.

17. 6.BUDGET
• The plan must identify the expected returns from marketing
investments, in order to develop:
– Cost and profit analysis
– Return on marketing investment (ROMI)

18. 6.BUDGET
 Budget capital will be collected from our partners
and by bank loan.
NAME AMOUNT
1.Thowhidul Riad 1000000 tk
2.Annee Sharkar 2000000 tk
3.Subarna datta 1000000 tk
4.Sujan Paul Anik 1700000 tk
5.Bank loan 1500000 tk
TOTAL 620000 TK

19. Profit and loss statement
Explaination Amount (tk) Amount ( tk)
Revenue :
Sales
- Cost of goods sold
Gross profit
(-) Expense
Product expense
Technology costs
Site design
Legal fees
Office
Working capital
Miscellaneous
Employee salary
Total expenses
Net profit
200000
900000
20000
30000
15000
40000
50000
19000
80000
1100000
(254000)

20. 7.EVALUATION PLAN.
• Review customer feedback from section on website.
• Measuring performance and efficiency through analytics.
• Get feedback from social media comments and likes and then
adjust the performance.
• Get direct feedback from e-mail and take necessary steps if
necessary.

21. Thank You