This document analyzes the impact of India's demonetization on the customer base of Mobikwik, a digital wallet company. It outlines Mobikwik's aggressive two-phase marketing strategy after demonetization that included campaigns like "Khatam Karo ATM Shay" and partnerships with brands. Analysis of Mobikwik's social media statistics and transactions shows its customer base grew from 30 million to 40 million users and app downloads increased from 7 million to 10 million from phase 1 to phase 2. However, Mobikwik saw smaller transaction growth than competitor Paytm. The conclusion is that demonetization provided a boost to digital wallets like Mobikwik and its customer base was positively impacted by its changing marketing strategies

1. Demonetization Impact on Mobikwik
Marketing Strategy
by,
Sayantan Samanta (2K15MKT020)

2. Flow of the Presentation
• Company Profile
• Funding
• Revenue Model & Service Offered
• Objective of the study
• Research Methodology
• Marketing strategies
• Analysis
• Findings
• Conclusion

3. Company Profile
• Founded by Bipin Preet Singh and Upasana Taku in 2009
• Offers its users to use this virtual wallet to make any kind of payments be it
online or offline
• Tied up with various online merchants to provide accessibility of their
wallet as a payment option on e-commerce sites(Café Coffee Day,
Domino’s Pizza, Pizza Hut, PVR, eBay, Jabong, Snapdeal, ShopClues, etc)

4. Funding so far

5. Revenue Model & Service
offered
• Advertisement Revenue model
• Mobikwik Wallet
• Transaction Revenue Model
• Prepaid
• Postpaid
• DTH
• Data card
• Landline
• Gas
• Insurance

6. Objective of the study
• To understand the impact of Demonetization on the customer base of
Mobikwik with respect to marketing strategy change.

7. Research Methodology
• The study is based on secondary sources of data/ information. Different
books, journals, newspapers and relevant websites have been consulted in
order to make the study an effective one
• Graphical representation has been done as per secondary data.

8. Mobikwik aggressive marketing
strategy
1st Phase (From Nov8 to Nov end) Followed Marketing Strategy
09 th Nov
Khatam Karo ATM ShayTM
16th Nov Be a part of cash less Health Care
23rd Nov MobiKwik Wallet Raised to 20,000/-
27th Nov
Mobikwik introduce Mobikwik Lite(1mb App)

9. 2nd Phase(Dec 1 to Dec end) Followed Marketing Strategy
3rd Dec
Mobikwik Team trained people for using E-wallet on
National Disability Day(Desh Ka Wallet)
9th Dec
At New Delhi Railway Station for helping Auto and
Taxi drivers
21st Dec Tie up with Amul Brand
24th Dec Tie up With PVR, Book My Show etc
28th Dec
Received approval from RBI to setup a Bharat Bill
Payment Operating Unit
Mobikwik has added 1, 50,000 retailers to its networks in the month of
November and now has network reach of 2, 50,000 retailers in India.

10. Analysis of Mobikwik Social statistics on
Post Demonetization

11. Transaction Growth on post Demonetization with
Paytm

12. Impact on Customer base
Ist phase 2nd phase
App Download 7 10
User 30 40
0
5
10
15
20
25
30
35
40
45
NumbersareinMillion
Mobikwik

13. Market Share
Source- Mint

14. Avg refills compare to competitor
Source- Mint

15. Findings
Phase-1
• The early stage of phase-1 Mobikwik Follower on twitter has increased
from 50K to 89K.
• Facebook Likes goes up to 8 Lakh.
• Because of wallet limit increased to 20,000 the customer base has started
increased on post demonetization.

16. Cont…
Phase -2
• On this stage Mobikwik twitter follower has gone up to 1 lakh and FB
likes has gone to 8.5 lakh in a just period of one month.
• Tie up with Amul was the main reason for increase in customer base in
this particular stage.
• There were 400% increase in transaction happen on post
demonetization but Paytm were far ahead with 700% increase.

17. Conclusion
• The cashless transaction system is reaching its growth day by day.
• Just after demonetization e wallets like paytm & Mobikwik has got a
boost up.
• As per social statistics and customer base of Mobikwik it has been
analyzed that Indian people has started using e wallet.
From the graphs it clearly shows that there is an impact of Demonetization
on the customer base of Mobikwik with respect to marketing strategy
change.

18. Thank you