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Marketing Management of Paytm Assignment

   

Added on  2021-01-01

17 Pages5962 Words405 Views
MarketingManagement

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Overview of company and industry ......................................................................................1Marketing audit, external market attractiveness and potential for market growth.................2Market segmentation, market targeting and competitive positioning....................................7New marketing mix actions to achieve gaps between Paytm's present marketing strategy andexternal environment............................................................................................................10CONCLUSION.............................................................................................................................12REFERENCES................................................................................................................................1

INTRODUCTIONMarketing refers to management and study of exchange relationship It is businessprocess in which relationships are created with customers and their satisfaction. It is one of mostcrucial factor of management of business. Paytm is e-commerce industry which provides userwith digital wallet. Services like recharge, online shopping, booking tickets for travelling andentertainment are covered in their application. This report covers about Paytm and Internetindustry. It provides complete details related to internal and external environment of Paytm inwhich SWOT and Pestle analysis is done. It also include segmentation, targetting and positioningof Paytm in which focus is on demographics. New marketing mix is created to find gap betweenexisting and new strategies. Overview of company and industry PAYTM (Pay through mobile) is an Indian company which deals with digital wallet ande-commerce payment system. It was founded in 2010 by Vijay Shekhar Sharma and hasheadquarter in Noida, Uttar Pradesh, India. Initial investment was of $2 million and it startedwith DTH recharge platform and prepaid mobile. Then they also started giving landline billpayments, post-paid mobile and data card payments in 2013. Then they provided additionalfeatures in 2014 by launching Paytm Wallet. It was used by Uber and Indian Railways as apayment option.It is private business which serves in India and Canada. Products which are being offeredby Paytm are Paytm payments bank, Paytm gamepind, Paytm money and Paytm mall. It providesservices like digital wallets, payment systems and digital wallets. Revenue made by them isaround 814 crore (US$110 million) and their parent company is One97 Communications Ltd. Itis in present in 10 different Indian languages and offers mobile recharges, travel, event bookings,movies and utility bill payments. Apart from this, services are also provided in-store payments infruits, vegetable shops, pharmacies, tolls, parking, restaurants, education institutions and grocerystores with usage of Paytm QR code.Around 7 million merchants in India use QR code to make payments into their bankaccount directly. Through paid promotional content and usage of advertisements, companygenerate their revenues. It became India's first app which crossed 100 million downloads in 2017and it also started with Paytm gold which provided users with facility to buy pure gold online as1

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