Idea money is the m-banking system. The ppt the various rural marketing strategies to be adopted by the firm in general to enter the rural market, taking idea money as example.

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Sakar Thakur- 51
Ganesh Tripathi -52
Parth Vora53
Pooja Vora54
Sanket Vyas -55

2. Uttar Pradesh
History
Geography
Demography

3. Reasons for going rural
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Huge untapped market
Urban saturation
Increasing per capita income
Lesser competition

4. Facts you must know
 More than 50% rural population with no bank accounts
 Fast moving and thriving India and not on ‘METRO’ cities
 Few banks within proximity
 Travel to shop, to pay bills
 Leads to INCONVENIENCE

5. About Idea-money

6. Demo
Outlet
REGISTER
USING
*333#
Safe & secure
through mPIN
Pay anywhere,
anytime
No long queues
for bill payments
Get special
offers

7. Pros and Cons answers WHY ???
 Literacy Rate
 Competitor
 Idea cellular penetration in UP :
:
:
70%
Airtel Money
29% - 30%
 Product can cater to people on PAN India basis

8. Pros and Cons answers WHY ???

Legal Constraints

More than 90% of the country’s population uses cash to pay for its daily
needs
 Mobile telephony enriches lives of more than 75% Indian population
 Transactions migrants remit home is expected to touch more than $2
billion annually

9. Pricing
Limits and Offers
Silver
Gold
Platinum
Allowed transactions
Spend, Send & Withdraw
Spend, Send & Withdraw
Spend, Send & Withdraw
Maximum
amount/transaction on
other channels *
Rs. 10,000
Rs. 50,000
Rs. 10,000
Minimum
amount/transaction
Rs. 10
Rs. 10
Rs. 10
Interest
No interest
No interest
3.5% per annum

10. Pricing
Processing fee
Register for silver accout
Rs. 15
Register or upgrade to a
gold acount
Rs. 50
Register for platinum
account
Rs. 50

11. transaction
Telecom and DTH
payments(except BSNL and
MTNL)
charge*
FREE
Load cash through credit
Free
card
Utility payments(electricity, Free
gas, insurance,BSNL/MTNL)
Online travel booking
1% (max. Rs. 50)
IRCTC railway ticket booking Free
Online Shopping
Movie ticket booking
FREE
FREE
Shops, restaurants etc.
FREE

12. Send money to idea money
account
0-50 – Free
51-1000 – Rs 15
1001 – 3000 – Rs 35
3001 – 5000 – Rs 50
Send money to bank
account
Slab wise pricing*
0-50 – Free
51-1000 – Rs 15
1001 – 3000 – Rs 35
3001 – 5000 – Rs 50
Send money to mobile (only 0-50 – Free
for platinum accounts)
51-1000 – Rs 20
1001 – 3000 – Rs 60
3001 – 5000 – Rs 100
Withdraw money (only for
platinum accounts)
0-50 – Free
51-1000 – Rs 20
1001 – 3000 – Rs 60
3001 – 5000 – Rs 100

13. Competitor Analysis
 Started in 2012
 New campaign builds an emotional high ground
 Positioning money as an emotional currency and not just a financial one
 Airtel Money campaign goes Digital
 The UPPERHAND

14. Marketing Plan
 Analysis & identification
 Campaign Details
 Sales Pitch
 Impact visualization
 Cost benefit analysis
 Replicability potential
 Support

15. How will we Market it ?
Print Media & Outdoor Visibility
Social media
Electronic Media
Events & Activations
Promotional Offers

16. Campaign
 TVC Campaign:
What an Idea Sirji !
 Print Campaigns:
A network you can BANK on
BANK is where your HOME is

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19. Print Media
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4.
Outdoor :
Hoardings
Billboards
Posters
Wall-paintings (for Rural)
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1.
2.
3.
4.
Instore Branding :
Mobile shops
Standees
Buntings
Banks
Mobile Wallet
Dial *333# to register

20. Outdoor Media
Hoarding

22. Instore Branding

23. Wall Paintings

25. Social media
An Idea-money link to the idea website
 About
 Offers and Limits
 Demos
 Idea-money
recharge

26. Electronic Media
 Radio: Jingles
 TVC :
30-sec ads
10-sec ads

27. TVC ADS
30-sec TVC ad :
A commercial based on the message ‘What an Idea Sirji’ starring Abhishek
Bachchan as the brand ambassador.
Abhishek Bachchan depicted as a common man and explaining a hassled
person about the Idea-Money uses
10-sec TVC ad:
• Targeting the emotional appeal of son paying his father’s hospital bill
• Use of the Indian wedding rituals

28. Events and Activations
Games
Quizes
Prize to be given:
Idea sim-cards with idea money registration
Mall Activation
College/University Activation

29. Events and Activations
A road show beside an idea –money outlet stall
Free sim-cards with idea money activation for:
PEOPLE
CUSTOMERS
Haats
Melaas

30. Promotional Offers
 Free idea sim-cards with the registration of the silver scheme
 Tie ups with banks and internet shopping sites in the long run
 Low processing fee after a certain limit of transactions
 Seasonal Offers

31. Expansion Plan
• Northern belt
• Central India
• Southern states – Southern superstar, regional
channels and languages, in-film branding

32. Conclusion
• (Thank you picture)