Download - Dexit Case Study
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DEXIT A MARKETING OPPORTUNITY
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Our Team: “Team last but One”
Nachiappan.PLNagesh Kashyap
Neeraj DurejaPrashanth Pattamatta
Rahul SeshadriVaibhav Vardhan
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Dexit Inc.
A Bird’s Eye View
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The Product
Light
Fast
Secure
Easy
THE DEXIT SYSTEM
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The Market
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First to burn their Fingers
• Mondex Canada• Mondex Canada Again….• Scotia Bank along with Visa Cash
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The Blue Print
• Customer Solution
• Merchant Solution
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The Revenue Model
• Customer Service• Merchant Service• Equipment Sales• Others
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Did we miss something…………
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Objectives• Determine the target market• Plan an appropriate marketing mix • Push or Pull strategy• National or local launch• Sustainability, Scalability• learning
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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
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SWOT AnalysisOpportunities
• Pioneer, capture the market
• Market for Low cost transaction
• Competitive Advantage
Threats
• Earlier failures• Time to Break Even• Credit/Debit/Gift cards
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Target Market
Customer
• Students• Proletariat Class• Bulk deals in industries
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Target MarketMerchant• retail outlets, stationeries located near
schools colleges• Coffee shops, restaurants especially near bus
stops• Auto vending machines• Grocery stores, MLPL
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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•
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Push & Pull approach
Customer Approach Merchant Approach
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National & Local launchInfluenced by
Cost of equipment + serviceIdentity of companyPull approach for merchant
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Sustainability & ScalabilityDiversified utility of productEarly playerIts not only product, its service
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Learnings
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