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Case Overview
POEM
Framewor
k
Indian Prepaid
Card Industry
Proposed
Business
Model
Financial
Analysis
Marketing
Strategy
Particulars
Case Overview
Cause
Response/E
ffect
Yes Bank
Almost 95 % of transactions
within India are cash based. Cash
transactions are inefficient and
hassle prone
INR 32.1 billion of cost is incurred
in printing currency
Direct cost of running a cash
based economy is 0.25% of GDP
Banks and governments have
woken up to this fact
Technology internet, mobile led
to growth of online transactions
Online shopping: +50%(2014-16)
Mobile wallet transactions: +3X
Mobile bank transactions : +100%
Solutions
Employee Prepaid
Card
One of Indias fastest growing
prepaid card companies
1000+ corporates and 6 lakhs
cards in distribution
Innovation and marketing are
core competencies
Zaggle
Source: Case facts
+
Marketing
Strategy
Case Overview
POEM
Framewor
k
Indian Prepaid
Card Industry
Proposed
Business
Model
Financial
Analysis
Marketing
Strategy
Particulars
II. PRODUCT
1.
2.
3.
4.
5.
III. FINANCES
1.
2.
3.
4.
5.
Healthy margins
Demand constraints
Supply constraints
Sunk costs
Cash flow requirements
IV. TIMING
1.
2.
3.
4.
5.
V. COMPETITION
1.
2.
3.
4.
5.
Limited competition
Competitor fitness
Your teams fitness
Defensible position
Barriers to entry
I. CUSTOMER
Source:
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Financial
Analysis
Marketing
Strategy
Particulars
30%
ICICI
Others
M
ar
ke
t
Ta
rg
et
Not as
intense !!
70%
sis
y
l
na
A
et
k
r
Ma
Co
m
pe
tit
io
es
ic
rv
Se
d
an
ts
uc
od
Pr
Axis Bank
Partnership with Zaggle
Payroll, Gift,
can be a differentiator
Meal, Travel,
Reimbursement
1000
800
600
400
200
0
Value in billion $
609
767
2014
2015
Expected
CAGR till
2020 : 11%
May lead to
cannibalization of debit
cards
Case Overview
POEM
Framewor
k
Indian Prepaid
Card Industry
Proposed
Business
Model
Financial
Analysis
Marketing
Strategy
Particulars
Case Overview
POEM
Framewor
k
Indian Prepaid
Card Industry
Proposed
Business
Model
Financials
Financial
Analysis
Marketing
Strategy
Particulars
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Financial
Analysis
Marketing
Strategy
Particulars
Marketing Strategy(1/2)
Level 6
Level 5
Level 4
Level 3
4Ps
Level 2
Level 1
Defining Goals
Brand Building
PayZag Card needs to increase the
brand visibility of both Yes Bank and
Zaggle
Should be positioned in such a way that
it becomes the preferred choice of any
employer seeking to establish deeper
relationships with their employees
Retain and acquire customers
Target customer base of ..
Same side network effects can be
leveraged in order to acquire newer
customers from existing ones
Focus should also be given to forging
partnerships with Flipkart, Zomato etc.
Driving profitability
POS, ATM and Online transactions
form the bulk of the revenue model
Projected revenue for the first year is
INR 11.3 crores
Aim should be to reach within this figure
with a tolerance of 5%.
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Financial
Analysis
Marketing
Strategy
Particulars
Marketing Strategy(1/2)
Level 6
Level 5
Level 4
Level 3
4Ps
Level 2
Level 1
Defining Goals
Segmentation
Target customer base of ..
Same side network effects can be
leveraged in order to acquire newer
customers from existing ones
Focus should also be given to forging
partnerships with Flipkart, Zomato etc.
Targeting
Target customer base of
..
Same side network
effects can be leveraged
in order to acquire newer
customers from existing
ones
Focus should also be
given to forging
partnerships with Flipkart,
Zomato etc.
Positioning
Target customer base of
..
Same side network
effects can be leveraged
in order to acquire newer
customers from existing
ones
Focus should also be
given to forging
partnerships with
Flipkart, Zomato etc.
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Financial
Analysis
Marketing
Strategy
Particulars
Marketing Strategy(1/2)
Level 6
Level 5
Level 4
Level 3
4Ps
Product
The prepaid card will be
issued to corporates which
they can use to disburse
salaries, reimbursements,
incentives to employees.
Zaggle will be the e-service
provider
Place
End customer is the
employee who are working
in various corporate offices
across India
Corporate offices in
metros will be targeted first
Price
Level 2
Level 1
Defining Goals
Promotion
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Marketing Strategy(1/2)
Level 6
Level 5
Level 4
Level 3
4Ps
Level 2
Level 1
Defining Goals
Financial
Analysis
Marketing
Strategy
Particulars
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Financial
Analysis
Marketing
Strategy
Particulars
Marketing Strategy(1/2)
Owned Media
Level 6
Level 5
Level 4
Level 3
4Ps
Social Media
Level 2
Level 1
Case Overview
POEM
Framewor
k
Proposed
Business
Model
Indian Prepaid
Card Industry
Financial
Analysis
Marketing
Strategy
Particulars
Marketing Strategy(1/2)
Level 6
Level 5
Level 4
Level 3
4Ps
Level 2
Level 1
Defining Goals
Frequency of usage
Customers frequency of usage and most visited
avenues to be analysed
Return on investment
Revenues compared to marketing and
operational costs
Case Overview
POEM
Framewor
k
Indian Prepaid
Card Industry
Proposed
Business
Model
Source:
Financial
Analysis
Marketing
Strategy
Particulars