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)

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

Services

Present across m and e-platform

What Paytm Looks Like In India

Competitors and their services

Competitors comparison

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

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

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]

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

Post Demonetisation– Reach In India

Who’s new? Grocery vendors, Roadside retail

Flipkart, Amazon – unsuccessful deterrence

IRCTC, State Bus Transport payment

terminals

Print Ads

Customer engagement Promotions

Customer inclusion One stop solution

Digital Presence

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

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

Thank you!