Young Marketers Elite 3 Graduation Presentation - BIE

Download Young Marketers Elite 3 Graduation Presentation - BIE

Post on 08-Jan-2017

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  • B U S I N E S S C H A L L E N G E

    MOMO

    C O M P E T I T O R S

    C H A N L E N G E

    Acquiring user is not a problem retain them is a much harder task

    L O W R E T E N T I O N

    Unlock the daily payment feature for user to change their financial behaviors and creating reason to re-use.

    An e-wallet

  • E-wallet a Fintech for

    daily payment

    E-WALLET = TRADITIONAL WALLET + TECHNOLOGY

    Convert traditional wallet User toe-wallet user via

    With ambition to replace

    traditional wallet

    C A T E G O R Y T R U T H

  • ( 1 8 - 2 2 )

    F I R S T J O B B E R & U P I S T H E P O T E N T I A L T A R G E T F O R M O M O

    S t u d e n t F i r s t j o b b e r & u p

    ( 2 3 - 3 0 )

    Limited budget

    Small amount per

    each payment

    Traditional wallet can

    well-address their

    payment needs

    Have fixed income & able to

    control their own budget

    Higher amount per each

    payment

    Have more needs of

    payment

    Traditional wallet is not

    enough

    SIZE

    7.2 mil potential user in 6

    key cities

    63% penetration of smart

    phone among this group

    Average income ~ 9

    mil/month

    T e c h n o l o g y e a r l y a d o p t e r ( 1 8 - 3 0 )

  • Frist jobber & up

    ( 2 3 - 3 0 )

    7.2 mil potential user in 6 key cities

    63% penetration of smart phone among this group Average income ~ 9 mil/month They are progressive in life Payment attitude: Payment on experiences over buying stuff Payment means rewarding & enjoyment

    PAYMENT JOURNEY

    P r e p a y P a y P o s t p a y

    Non-daily payment

    Daily payment

    T H E I R P A Y M E N T J O U R N E Y

    All steps in payment journey

  • H o w t o c o n v e r t t h e m f r o m u s i n g t r a d i t i o n a l

    w a l l e t t o E - w a l l e t ?

    HUMANTRUTH

    INSIGHTCONSUMERPROBLEM

    They always make the best & get more out

    of their spending

    As a first jobber, I always

    want to get more of

    each money in my

    pocket. But I often over-

    look the daily spending

    as its a bothersome to

    do that

    Big payment tend to be more

    careful & cautious

    Daily payment, however, are

    often over-look. They dont know

    payment per time is small but

    total is very big.

    P R O D U C T

    I N S I G H T

  • An E-wallet help you to take away the bothersome via automatically look for & suggest the best options

    that you can get more from daily payment.

    P R O D U C T C O N C E PT

    MAKE PAYMENT

  • B R A N D I N S I G H T

    Every payment I make is a way to

    enjoy life. Weighting daily payment

    holds me back from enjoying life

    fully.

  • Provide to Whom what Need the Uniqueness by RTB

    First jobber

    Age: 23-30

    Liv ing in 6 key cities

    Daily payment

    maximization

    Suggest daily

    payment options that

    you can get more

    from them

    Big Data: ecosystem,

    payment behavior

    tracking & targeting

    S H O R T - T E R M P R O P O S I T I O N

    P e r i o d 1 P e r i o d 2 P e r i o d 3

    Pay less, get more Upgrade your enjoying standardManage your payment, lead your

    life.

    L O N G - T E R M P R O P O S I T I O N

    MOMO

    Enjoyable payment

  • Roots: E-wallet with largest agent network

    Target consumer

    First jobbers

    Competitive environment:

    All players offer the same functional benefit

    Consumer insight: Every payment I make is a way to enjoy life. Weighting daily payment holds me back from

    enjoying life fully.

    Benefits:

    Integrate all the physical

    member, loyalty card,

    promotion voucher into one

    e-wallet, you dont miss any

    good offer

    Discriminators:

    Real-time promotion

    providing good offer

    Value-belief-personalities:

    Mr Know-It-All, all good offers in the

    hand. Actively guide you.

    Reason to believe

    Big Data: ecosystem, payment behavior

    tracking & targeting

    Brand essence:ENJOYABLE PAYMENT

    B R A N D P O S I T I O N I N G

  • ONLINE

    MERCHANT

    OFFLINE

    MERCHANT

    MOMO

    USERS

    LINK FROM ONLINE

    TO OFFLINE

    SOURCES

    OF FUND

    (BANK..)

    T H E E C O S Y S T E M

  • P O R T F O L I O P L A N N I N G

    App

    feature

    POS

    expanding

    Merchant

    category

    Merchant browsing Get more from defined

    payment

    Location BaseCheck-in & Direct payment in-store

    Get more together - Enjoy together

    Momo Share

    Target 6 key cities in first 3 years.

    Food & DrinkCinema/Entertain

    mentFashion Tourism

  • PRODUCT- Payment suggestion.

    PACKAGINGFriendly & Lifestyle

    design

    PRICE Download: Free Source of biz: Deal

    with merchant to get fee from each transaction.

    PLACEAndroid, iOS

    PROMOTIONLaunching plan with SOLOMO activation.

    PROPOSITIONSPEND LESS GET MORE

    6 P

  • An enjoyable

    life

    Daily little enjoyment in life

    Enjoyment in daily payment

    BRAND ESSENCE

    ACTIVATION

    PLATFORM

    BCI

    B R A N D C O M M U N I C A T I O N

  • K E Y S U C C E S S E S L O O K L I K E

    NEW USER RECRUITMENT = +300,000 active users.

    BRAND AWARENESS GAIN = +10 mio users

    MERCHANT NETWORK BUILDING:

    Online: 2000 merchants

    Offline: 4000 merchants in 5 key cities

  • Frist jobber & up (23 30)

    Have fixed income & able to control their own budget

    Higher amount per each payment Have more needs of payment

    Traditional wallet is not enough

    Get more everyday, bothersome goes away

    Target consumer

    Insight

    CAMPAIGN IDEA

    Phase 1 (2 weeks) Phase 2 ( 1.5 month ) Phase 3 (2 weeks)

    AWARENESS ENGAGEMENT AMPLIFICATION

    Trigger their bothersome in their

    daily payment

    Drive trial by promotion and direct

    product introduction in merchants

    Leverage bothersome went away

    with Momo story

    Dramatize their bothersome in

    daily payment

    Series of short videos

    LCD, Digital, merchantsPR & Social

    Maximize trial

    Advisors in merchants

    Digital, Merchants, Buildings...

    Spreading their real experience while

    using Momo

    Word of mouth creators/opinion leaders experiences on digital

    platform

    Digital, merchants, Officebuildings

    Key task

    Key hook

    Channel

    As a first jobber, I always want to get more of each money in my pocket. But I often over-look the

    daily payment as its a bothersome to do that

    Brand Role Helping them to get more in their daily payment without bothersome with the best options

    L A U N C H I N G P L A N

  • THANK YOU