Idea money is the m-banking system.
The ppt the various rural marketing strategies to be adopted by the firm in general to enter the rural market, taking idea money as example.
3. Reasons for going rural
•
•
•
•
Huge untapped market
Urban saturation
Increasing per capita income
Lesser competition
4. Facts you must know
More than 50% rural population with no bank accounts
Fast moving and thriving India and not on ‘METRO’ cities
Few banks within proximity
Travel to shop, to pay bills
Leads to INCONVENIENCE
7. Pros and Cons answers WHY ???
Literacy Rate
Competitor
Idea cellular penetration in UP :
:
:
70%
Airtel Money
29% - 30%
Product can cater to people on PAN India basis
8. Pros and Cons answers WHY ???
Legal Constraints
More than 90% of the country’s population uses cash to pay for its daily
needs
Mobile telephony enriches lives of more than 75% Indian population
Transactions migrants remit home is expected to touch more than $2
billion annually
9. Pricing
Limits and Offers
Silver
Gold
Platinum
Allowed transactions
Spend, Send & Withdraw
Spend, Send & Withdraw
Spend, Send & Withdraw
Maximum
amount/transaction on
other channels *
Rs. 10,000
Rs. 50,000
Rs. 10,000
Minimum
amount/transaction
Rs. 10
Rs. 10
Rs. 10
Interest
No interest
No interest
3.5% per annum
13. Competitor Analysis
Started in 2012
New campaign builds an emotional high ground
Positioning money as an emotional currency and not just a financial one
Airtel Money campaign goes Digital
The UPPERHAND
27. TVC ADS
30-sec TVC ad :
A commercial based on the message ‘What an Idea Sirji’ starring Abhishek
Bachchan as the brand ambassador.
Abhishek Bachchan depicted as a common man and explaining a hassled
person about the Idea-Money uses
10-sec TVC ad:
• Targeting the emotional appeal of son paying his father’s hospital bill
• Use of the Indian wedding rituals
29. Events and Activations
A road show beside an idea –money outlet stall
Free sim-cards with idea money activation for:
PEOPLE
CUSTOMERS
Haats
Melaas
30. Promotional Offers
Free idea sim-cards with the registration of the silver scheme
Tie ups with banks and internet shopping sites in the long run
Low processing fee after a certain limit of transactions
Seasonal Offers
31. Expansion Plan
• Northern belt
• Central India
• Southern states – Southern superstar, regional
channels and languages, in-film branding