Dexit Case Study

DEXIT A MARKETING OPPORTUNITY

Our Team: “Team last but One”

Nachiappan.PLNagesh Kashyap

Neeraj DurejaPrashanth Pattamatta

Rahul SeshadriVaibhav Vardhan

Dexit Inc.

A Bird’s Eye View

The Product

Light

Fast

Secure

Easy

THE DEXIT SYSTEM

The Market

First to burn their Fingers

• Mondex Canada• Mondex Canada Again….• Scotia Bank along with Visa Cash

The Blue Print

• Customer Solution

• Merchant Solution

The Revenue Model

• Customer Service• Merchant Service• Equipment Sales• Others

Did we miss something…………

Objectives• Determine the target market• Plan an appropriate marketing mix • Push or Pull strategy• National or local launch• Sustainability, Scalability• learning

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

SWOT AnalysisOpportunities

• Pioneer, capture the market

• Market for Low cost transaction

• Competitive Advantage

Threats

• Earlier failures• Time to Break Even• Credit/Debit/Gift cards

Target Market

Customer

• Students• Proletariat Class• Bulk deals in industries

Target MarketMerchant• retail outlets, stationeries located near

schools colleges• Coffee shops, restaurants especially near bus

stops• Auto vending machines• Grocery stores, MLPL

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•

Push & Pull approach

Customer Approach Merchant Approach

National & Local launchInfluenced by

Cost of equipment + serviceIdentity of companyPull approach for merchant

Sustainability & ScalabilityDiversified utility of productEarly playerIts not only product, its service

Learnings