dexit case study
TRANSCRIPT
DEXIT A MARKETING OPPORTUNITY
Our Team: “Team last but One”
Nachiappan.PLNagesh Kashyap
Neeraj DurejaPrashanth Pattamatta
Rahul SeshadriVaibhav Vardhan
Dexit Inc.
A Bird’s Eye View
The Product
Light
Fast
Secure
Easy
THE DEXIT SYSTEM
The Market
First to burn their Fingers
• Mondex Canada• Mondex Canada Again….• Scotia Bank along with Visa Cash
The Blue Print
• Customer Solution
• Merchant Solution
The Revenue Model
• Customer Service• Merchant Service• Equipment Sales• Others
Did we miss something…………
Objectives• Determine the target market• Plan an appropriate marketing mix • Push or Pull strategy• National or local launch• Sustainability, Scalability• learning
SWOT AnalysisStrengths
• Easy to use• Knowledge about
market• Utility of product
Weakness
• Easy to lose• Novice• Investment size both for product and service• Concentrating on many things • Security and technical issues
SWOT AnalysisOpportunities
• Pioneer, capture the market
• Market for Low cost transaction
• Competitive Advantage
Threats
• Earlier failures• Time to Break Even• Credit/Debit/Gift cards
Target Market
Customer
• Students• Proletariat Class• Bulk deals in industries
Target MarketMerchant• retail outlets, stationeries located near
schools colleges• Coffee shops, restaurants especially near bus
stops• Auto vending machines• Grocery stores, MLPL
Marketing MixPrice Product
• free service for customer• Temp free service to merchant- 3 months• service charge to be same as that of debit card, maintenance cost• credit EMI facilities for merchant• High margin on equipment
• Should be like a key chain fob• Not a “yet another card”• Merchants machine should be of high quality
Place Promotion
• Launch in few cities depending on density of target market• target bulk deals for customers • later go for POS • merchants themselves can be POS
• Customer loyalty•
Push & Pull approach
Customer Approach Merchant Approach
National & Local launchInfluenced by
Cost of equipment + serviceIdentity of companyPull approach for merchant
Sustainability & ScalabilityDiversified utility of productEarly playerIts not only product, its service
Learnings