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