Marketing Plan Requirement in AGSB Marketing Management v79 S30

3. Buy Load, Pay Bills, Send Money

4. Young Adults at the frontline
Steering transformative role in PH Financial Technology Sector
1. GCash PTM are mobile-active, internet-dependent female young
adults.
2. Who loves to transact online due to busy lifestyle balancing work,
studies, hobbies, family and relationship.
3. Can choose between paying online/digital or lining up/waiting paying
through debit cards, credit and cards and cold cash.
4. Gap is that all digital payments claim fast and convenient.
5. GCash offers several payment options and financial solutions.
ExecutiveSummary

5. Young Adults at the frontline
Steering transformative role in PH Financial Technology Sector
6. The market size is PHP 92 Billion.
7. GCash is a one stop in one click app financial platform providing a
safe, secure and customer protected digital transactions available
nationwide, trusted and supported around the GLOBE.
8. Is priced slightly higher compared to Paymaya but lower than cash
transactions.
9. Uses digital advertising, sales promotion and events and experiences.
10. Is available nationwide thru its mobile app and partners.
11. Uses differentiation strategy to win in a competitive market.
ExecutiveSummary

6. 1. GCash Primary Target Market (PTM) are mobile active, internet-
dependent young adults.
Women, 23-33 years old
belonging to middle range social
class AB and C
Socially engaged individuals
balancing pressures of work and
career while still enjoying the fruits
of their labor
Active online shoppers, financial
literate, tech savvy and prolific
social media users.
.ProfilePTM

8. The GCash users belong to Gen Y (Millennials)

9. The GCash subscriber has the following NEEDS and WANTS in their financial transactions.
I need to provide for my family,
and to stay connected with my
friends and family members.
I want to manage
my finances well
I want to use the new
technological
advancement today.
I need to be safe from the COVID virus.
I want my personal identity, transactions safe and secure.
I need to pay the bills, utilities, buy food, medicine,
vitamins, sanitation items and grocery.

10. Who is the typical GCash user, pre-COVID?
1. Maria is an ordinary “adulting”millennial Filipina working in
Manila with family she supports in the province.
2. She is the busy young professional working her way up in the
company.
3. She still has a life and prefers a convenient and hassle-free
transactions that would give her more time with her career, family
and friends.
4.Amidst a very busy schedule, she doesn't want to miss her
monthly bills payments. She still needs to alot some
portion of her salary to savings.
5. Her OFW mother trusts her to receiving and managing
remittance from abroad.

11. Contactless is preferred and Social Distancing is STRICTLY implemented

12. Contactless innovations keep the world moving amid COVID19

13. Who is the typical GCash user, post-COVID?
1. Maria is still busy adapting to the new normal of day-to-day
living, working from home with seldom days reporting to
work.
2. She highly prefers convenient and hassle-free
transactions which allows social distancing.
3. She seldom get out of home to do essential activities.
With this, she prefer places closest to her home.
4. She still needs to do a lot of personal finances
(insurance, savings, subscriptions, etc) especially during during
pandemic
5. She values personal data security and safety with the
rise of account hacking, fraud among others.

14. What hinders
customers like
Maria from doing
all financial
transactions
online?
VALUE FOR MONEY
• Filipinos are price
conscious but not
conservative spenders
METICULOUS CUSTOMERS
• Filipinos perform 6-7
searches before arriving at a
purchase decision
• Filipinos have longer buyer’s
journey
DESIRE TO PAY CASH
• 99% of all transactions
are cash (2019) - BSP

15. Rising Filipino mobile wallet users with
GCash record high subscription amidst
large percentage of unbanked
subscribers.

16. In 2018, 85% of the transactions or about 400 million
are made by individuals.

17. Overview on Mobile Banking and Mobile Wallet as the
Primary Driving Force in Philippine FinTech Industry

18. GCASH: POWER TO CHOOSE, RIGHT AT YOUR FINGERTIPS
Customer can do both local and international purchases.
Customer can shop and pay online then wait for the delivery of the product
right on their doorstep.
Customer has the option to buy now and pay later.
Customer can borrow load, request money, loan, save and invest.
Customer can withdraw through GCASH partners outlet nationwide.
Customer can pay bills and do bank transactions anytime, anywhere.

19. GCASH: DELIVERING REAL-TIME CONVENIENCE,PERKS & MORE!
Customer can AVAIL SPECIAL OFFERS, REWARDS, DISCOUNTS and OTHER PERKS.
Customer can do banking transaction with ZERO CHARGES.
Customer has MONEY-BACK GUARANTEE for unauthorized transactions.

20. GCASH: PIONEERING PH M-COMMERCE JOINING THE
WORLD’S DIGITAL FINANCIAL TRANSFORMATION
BSP awards GCash for digital transformation & innovative mobile financial
service.
GCash remains the biggest mobile wallet with >60K local merchant partners.
It is the leading mobile application with largest app subscribers and records
highest transaction volume and value.
A local player with global network.

21. GCASH: Uncontested Reliability and Award Winning
Excellence since 2004
2019 Outstanding Partner for Digital Transformation (BSP)
Outstanding Partner for Innovative Financial Services (BSP)
2018 Best Mobile Payment Service Award (Telecom Asia Awards)
Outstanding City Partner (City of Makati)
2017 Mobile Payment Product of the Year (The Asian Banker)
Outstanding Marketing Knowledge Partner (MarkProf Foundation)
2016 The Chairman’s Prize (Ayala Innovation Excellence Award)
2015 Best Mobile Payment Implementation (Smart Awards Asia)
2010 Best IMT Programme (Mobile Money Transfer Awards)

22. GCash is a one stop in one click app
financial platform providing a safe, secure and
customer protected digital transactions
available nationwide, trusted and
supported around the GLOBE.
UNIQUE SELLING PROPOSITION

23. GCash is transaction centric targeting
more monthly transactions in volume and in
value, in line with its goal to continue leading
and capturing higher market share leading to
greater financial inclusion.
RATIONALE BEHIND THE USP

24. Benefits Matrix
Points of
Parity
Pay Bills
Make Bank Transfers
Send and Receive Money
Shop Online
Shop In-Store through thru QR
code or physical cards
Cash Out or Withdraw
Buy Load
Claim Remittance

25. Benefits Matrix
Points of
Differentiation
Grow Money
Provides personal revolving
credit line via Gscore
Request Money from friends
Easy way of splitting of bills
Avail Prepaid Load on Credit
GCASH offers ACCESSIBLE, AFFORDABLE and TIME EFFICIENT
Financial and Banking Services

26. 2 x 2 MATRIX
PRODUCT
Security Availability of Options
PLACE
Online Facilities
Paymaya GCash
Physical
Facilities
Cash Credit and Debit Cards
GCASH OFFERS MULTIPLE OPTIONS ON DIFFERENT FINANCIAL PLATFORMS
AND PAYMENT MODES WHERE CUSTOMERS CAN CHOOSE FROM

27. Product Features /
Age Matrix
7-17 yrs 18-34 yrs 35 - 50 yrs 50 above
Pay Bills
Send and Receive
Money
Cash In and Cash
Out
Shop Online
Shop In-Store
Buy Load
Borrow Load
GCredit
Gcash
GCASH is a designer product made for Millennials
Grabpay
Gcash
Gcash
PaymayaPaypal
GCash
Gcash
GCash
Gcash
Paymaya
Paymaya
GCash
Paymaya
GCash
GCash
GCash
GCash
Paymaya

28. 410 million transactions amounting to Php 350.5 billion (12% of 490
million) of the monthly digital payment transactions in PH, are made
by individuals (P2X)

29. Php 39 B are done thru Mobile wallets (i.e., Gcash,Paymaya, etc..)
Digital payments Monthly
transaction
volume
(in millions)
Monthly
transaction
amount
(in millions)
Prepaid cards 285.5 244,923
Debit cards 54 46,163
Credit cards 24 20,517
Mobile wallets 45.5 38,896
Ave amount of digital payment = Php 855
There are 45.5 Million monthly payment transactions in PH amounting to
Php 39 Billion (11% of 410 million total monthly transactions).

30. GCash has 64% of the 45.5 million total monthly payment transaction
in PH translating to Php 25.2 Million in total transaction value.
Mobile
wallets
Current
Subscriber
(in millions)
Monthly
transaction
volume
(in millions)
Monthly
transaction
amount
(in millions)
Gcash 20,000 29,575 25,283
Paymaya 8,000 11,375 9,724
Others 1,000 4,550 3,889
Ave amount of digital payment = Php 855
Gcash has 20 million subscribers, with 29.5 million monthly transactions.

31. In 2020, mobile wallets to handle 108 million transactions/month
worth Php 92 Billion.
Ave amount of digital payment = Php 855
Digital
payments
Monthly
transaction
volume
(in millions)
Monthly
transaction
amount
(in millions)
Prepaid cards 350 299,207
Debit cards 75 64,115
Credit cards 33 28,495
Mobile wallets 108 92,611
BSP targets of 39% increase in the share of digital payment setting a
total of 567 million transaction amounting to Php 484 Billion.

32. GCash aims to continue leading the mobile wallet segment
increasing its market share from 65 to 80% in 2020.
Ave amount of digital payment = Php 855
Monthly mobile
wallet
transaction
Computation Gcash Target
Based on 80%
Transaction
value in PHP in
billion
92 74
Total number of
transactions in
million
108 86
GCash to target 86 million total of monthly transactions valued at Php 74 Billion.

33. Make fast, secure,
and hassle-free
payments for
personal and
business use!
Make fast and
secure mobile
payment with
GCash!
Daily commute,
it’s more
rewarding with
Grabpay!
Outwin the
norm with
Paypal!

35. GCash is building a cashless
ecosystem, currently with 20 million
subscribers and over 60K partners.

36. GCash offers a variety of lifestyle services.. from primary
services to secondary ones, you’ll not missed a thing or two.

37. Leading the Digital Fintech revolution, GCash
offers extended financial services closer to the
customer, even during pandemic.

38. GCash keeps your transactions covered.

40. Paymaya can do the primary services GCash offers

41. Paymaya can do the primary services GCash offers.

42. PAYMAYA is offering
multiple cards while
GCash only provides
one per subscriber.

44. A unique QR code for your
business connected to your
personal GCash account.
Secured personal information.
No need to share mobile number
Wallet Size Limit of PHP 100K
PHP 500K with a linked bank
account
Convenience of accepting
mobile payments whether in
online website or offline store.
Regular transaction reports
All funds sent directly to
linked bank account.
QR kit with GCash merch.
No monthly limits.
Easy management of
employee payroll, allowance,
incentive etc..

45. Start accepting
payments at low
cost and enjoy
lower merchant
discount rates than
most debit and
credit cards!
Enjoy auto-sweeping of
your daily transactions
into your account the
next banking day.
Reach out to Gcash’s
nationwide customer base
and boost visibility of your
sales and promotions

46. GCash allows business of all sizes to join in its financial ecosystem.

47. Give your customers a better online checkout experience.

48. Level up your business with a device that can keep up
One by PayMaya Static QR

50. What makes GCash different as a product?
1. Pay your bills to over 400+ billers!
2. Transfer funds over 40 banks in PH!
3. #ScanToPay with GCash QR today with over
70,000+ stores nationwide
4. Add a touch of fun to your Send Money
transactions with send with a clip!
5. Collect any amount by requesting money from
anyone in GCash!

51. What makes GCash different as a product?
6. By KKB, split any bill with friends whether they
have GCash or not!
7. Extend your budget with GCredit!
8. Enjoy 3.1% Interest rate with any amount you
deposit in Save money
9. Invest money managed by professional partner
provider
10. Claim and send remittance hassle free!

52. Transactions
Send money to same platform FREE FREE FREE FREE
Send money to Smart Padala N/A 1.5% N/A N/A
Send money to remittance
center
2% 1.5% N/A N/A
Bank transfer and other e-
wallets
FREE FREE FREE
FREE banks
N/A-Ewallets
Cash-in via Online banking
FREE (BPI/
Unionbank)
FREE
(BPI/BDO)
FREE FREE
Cash-in via Instapay FREE FREE FREE FREE
Cash-in via PESOnet FREE FREE FREE FREE
Cash-in via Paypal FREE
FREE (above
7k) N/A FREE

53. Transactions
Cash-in via partner payment and
remittance centers
FREE
(below 8k)
2%(above 8k)
21 partners
FREE
23 partners
1.5%
(Smart
Padala)
FREE
(below 8k)
P50(below
7k)
N/A
Cash-in via Mastercard and visa
bank cards
Suspended
starting July
6, 2020 until
further
notice.
P30 FREE 3.5% + P15
Foreign currency transaction fee
N/A 2% 4.4% + P15

54. GCash uses promotions, advertisements, events and
experiences as primary promotional activities.

55. Shift of Branding towards the Masses (PTM)
From Grit to Power: Transforming Women to Fashionably Rich Lady Bosses!

56. Adopt brand communication catered to the PTM
Communicate the brand effectively closer to the C markets.

57. Shift of Branding towards the Masses (PTM)

58. Twitter Instagram
Website
Facebook

59. RACE TO WANT MORE? DO MORE! SAVE MORE!!

60. RACE TO WANT MORE? DO MORE! SAVE MORE!!

61. Save on Cash, Plant with Gcash!
Your cost reduction produces less carbon emission

62. Live the BRAND, Capitalize the BSP Award!
INDICATOR PHILIPPINES ASEAN
Financial Inclusion 34% 76%
Smartphone
adoption
68% 60%
Internet penetration 44% 58%
Mobile Connectivity 67% 75%
Ave. Connection
Speed
5.5 Mbps 17.2 Mbps
Cost of Internet 7.10 USD
(10 hours of work to
afford 1 GB data)
4.9 USD
(5.5 hours of work to
afford 1 GB data)
Gcash is one with BSP in driving the share of digital payments to 20% by 2020.
Gcash is a catalytic partner in transforming PH into a digitally financial literate country.

63. Claim Remittances with GCash is FREE!

64. MORE TO FINANCIAL INCLUSION, NO BUSINESS TOO SMALL!!

65. MORE TO FINANCIAL INCLUSION, NO ONE LEFT BEHIND!

67. Be the TOP OF MIND choice
for Government Transactions

68. Be the TOP OF MIND choice
for Government Transactions

69. BE IN THE KNOW AND INTENTIONALLY BE KNOWN
CREATE THE BUZZ ..

70. HOME PAGE
PROMO PAGE
Website PC View should be as appealing as their Mobile Viewing Setting.

71. Website PC View should be as appealing as their Mobile Viewing
Setting.
PROMO PAGE
HOME PAGE

72. Intensified LGU Intentional Partnership
towards Financial Inclusive Philippines

73. Aggressive Visibility for Key Out of Home Advertisements

74. Widen Reach to the Unserved and Underserved (Untapped Markets)

75. Out of Home Advertisements
for the Underserved and Unserved Markets

76. GCash Generic Winning Strategy is
DIFFERENTIATION.

77. Young Adults at the frontline
Steering transformative role in PH Financial Technology Sector
1. PTM: Female, 23-33 years old
2. Problem: Need for Social Distancing and Contactless Transactions
3. Present Choices: Cash, Debit & Credit Cards, Digital Payment Options
4. Proposition: Transaction centric app with focused on financial inclusion
5. Plot: Offers several payment options and financial solutions
6. Peso Market Size is PHP 92 Billion.
ExecutiveSummary

78. Young Adults at the frontline
Steering transformative role in PH Financial Technology Sector
7. Products: Various payment and financial solutions
8. Price: Affordable than cash transactions
9. Place: Online thru mobile phones supported by nationwide partners
10.Promo: Digital marketing (social media), promos, advertisements,
public relations, events and experiences
11. Panalo: Differentiation and Availability of Options to choose from.
ExecutiveSummary