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Demonetization Impact on Mobikwik
Marketing Strategy
by,
Sayantan Samanta (2K15MKT020)
Flow of the Presentation
• Company Profile
• Funding
• Revenue Model & Service Offered
• Objective of the study
• Research Methodology
• Marketing strategies
• Analysis
• Findings
• Conclusion
Company Profile
• Founded by Bipin Preet Singh and Upasana Taku in 2009
• Offers its users to use this virtual wallet to make any kind of payments be it
online or offline
• Tied up with various online merchants to provide accessibility of their
wallet as a payment option on e-commerce sites(Café Coffee Day,
Domino’s Pizza, Pizza Hut, PVR, eBay, Jabong, Snapdeal, ShopClues, etc)
Funding so far
Revenue Model & Service
offered
• Advertisement Revenue model
• Mobikwik Wallet
• Transaction Revenue Model
• Prepaid
• Postpaid
• DTH
• Data card
• Landline
• Gas
• Insurance
Objective of the study
• To understand the impact of Demonetization on the customer base of
Mobikwik with respect to marketing strategy change.
Research Methodology
• The study is based on secondary sources of data/ information. Different
books, journals, newspapers and relevant websites have been consulted in
order to make the study an effective one
• Graphical representation has been done as per secondary data.
Mobikwik aggressive marketing
strategy
1st Phase (From Nov8 to Nov end) Followed Marketing Strategy
09 th NovKhatam Karo ATM ShayTM
16th NovBe a part of cash less Health Care
23rd NovMobiKwik Wallet Raised to 20,000/-
27th NovMobikwik introduce Mobikwik Lite(1mb App)
2nd Phase(Dec 1 to Dec end) Followed Marketing Strategy
3rd DecMobikwik Team trained people for using E-wallet on
National Disability Day(Desh Ka Wallet)
9th DecAt New Delhi Railway Station for helping Auto and
Taxi drivers
21st Dec Tie up with Amul Brand
24th Dec Tie up With PVR, Book My Show etc
28th DecReceived approval from RBI to setup a Bharat Bill
Payment Operating Unit
Mobikwik has added 1, 50,000 retailers to its networks in the month of
November and now has network reach of 2, 50,000 retailers in India.
Analysis of Mobikwik Social statistics on
Post Demonetization
Transaction Growth on post Demonetization with
Paytm
Impact on Customer base
Ist phase 2nd phase
App Download 7 10
User 30 40
0
5
10
15
20
25
30
35
40
45
Nu
mb
ers
are
in
Millio
n
Mobikwik
Market Share
Source- Mint
Avg refills compare to competitor
Source- Mint
Findings
Phase-1
• The early stage of phase-1 Mobikwik Follower on twitter has increased
from 50K to 89K.
• Facebook Likes goes up to 8 Lakh.
• Because of wallet limit increased to 20,000 the customer base has started
increased on post demonetization.
Cont…
Phase -2
• On this stage Mobikwik twitter follower has gone up to 1 lakh and FB
likes has gone to 8.5 lakh in a just period of one month.
• Tie up with Amul was the main reason for increase in customer base in
this particular stage.
• There were 400% increase in transaction happen on post
demonetization but Paytm were far ahead with 700% increase.
Conclusion
• The cashless transaction system is reaching its growth day by day.
• Just after demonetization e wallets like paytm & Mobikwik has got a
boost up.
• As per social statistics and customer base of Mobikwik it has been
analyzed that Indian people has started using e wallet.
From the graphs it clearly shows that there is an impact of Demonetization
on the customer base of Mobikwik with respect to marketing strategy
change.
Thank you