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  • Dexit Case Study

    Cargado por

    Paskalis Sergius Noeng
    987 vistas17 páginas
    This document discusses a marketing plan for Dexit, an electronic payment system using RFID technology. It analyzes the opportunity in the Canadian market, where consumers are heavy users of electronic payments but transactions are typically low value. It proposes a revenue model from transaction fees and equipment/tag sales. Strengths include convenience and speed, while weaknesses include potential loss of tags and high upfront costs. The target market segments are frequent, low-value users and retail merchants. Pricing and promotion strategies are outlined, as is a launch plan starting in key provinces.

    Descripción original:

    B2B case analysis

    Título original

    Dexit case study

    Derechos de autor

    © Attribution Non-Commercial (BY-NC)

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    This document discusses a marketing plan for Dexit, an electronic payment system using RFID technology. It analyzes the opportunity in the Canadian market, where consumers are heavy users of electronic payments but transactions are typically low value. It proposes a revenue model from transaction fees and equipment/tag sales. Strengths include convenience and speed, while weaknesses include potential loss of tags and high upfront costs. The target market segments are frequent, low-value users and retail merchants. Pricing and promotion strategies are outlined, as is a launch plan starting in key provinces.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Descargue como PPTX, PDF, TXT o lea en línea desde Scribd
    Marcar por contenido inapropiado
    987 vistas17 páginas

    Dexit Case Study

    Cargado por

    Paskalis Sergius Noeng
    This document discusses a marketing plan for Dexit, an electronic payment system using RFID technology. It analyzes the opportunity in the Canadian market, where consumers are heavy users of electronic payments but transactions are typically low value. It proposes a revenue model from transaction fees and equipment/tag sales. Strengths include convenience and speed, while weaknesses include potential loss of tags and high upfront costs. The target market segments are frequent, low-value users and retail merchants. Pricing and promotion strategies are outlined, as is a launch plan starting in key provinces.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Descargue como PPTX, PDF, TXT o lea en línea desde Scribd
    Marcar por contenido inapropiado
    de 17

    Dexit: A Marketing Opportunity Group-5

    Situation Analysis

    Market analysis/opportunity Revenue model Internal analysis(strength /weakness) Target market/ Segmentation Competitors analysis

    Market Analysis/Opportunities
    Canadians- Heaviest users of electronic payment systems

    in the world. Highest per capita users of ATMs & debit cards. Average value of debit transaction- Smallest. Purchases made through credit & debit cards have high growth rates- 14.7 % and 13%. Mondex Canada (failed twice) & Scotiabank (VisaCash) have already tested the market with latter getting success. Opportunity- Retail business characterized by highfrequency, low-value transactions. Smart checkouts.

    Revenue Model
    Transaction fee from merchants Usage fee from consumers.

    Interest revenues on prepaid funds.


    Sale of RFID tags / Dexit POS Terminals Expected Margins- 40 cents/ dollar

    Internal Analysis- Strength


    Easy to use , convenient electronic payment system. Time Saving system- Less than 3 secs for transaction. RFID technology- Highly reliable history. Favourable market Canada. High utility product- Avoids the need of Carry lose

    coins/ withdraw money from ATMs. Better personal budgeting.

    Internal Analysis- Weakness


    Easy to lose Mondex & Scotiabank are examples Dexit A greenhorn in the business

    High Capital investment for Electronic systems as

    well as services rendered.


    Security & Technical Issues.

    Target Market/ Segmentation


    Segmentation of both the concerned entities- Consumers

    & Merchants.
    Consumers- Comfortable with newer technologies and

    should be heavy users but of low value transactions. Ex- Students , Low & middle income classes etc
    Merchants- Retail stores, food outlets, coffee shops,

    Grocery stores, Auto Vending machines, Stationery shops etc.

    Competitors Analysis

    Retailers who issued their own proprietary payment

    cards Ex- Starbucks coffee


    Gifts cards by retailers- Stored value payment cards.

    However in low value transactions- Dexit has clear

    advantage due to wide variety of merchants.

    Product
    A key chain Processing system-secure, hassle Free and of high quality

    The 4Ps

    Price
    1. No charge initially for 1st six months from the consumers there after charge a fixed monthly fee 2. Charge merchant differential basis Sale entire system on Profit to merchant Provide loan facility or EMI option to merchant

    The 4Ps

    Pricing

    First 10,000 transactions free

    Thereafter charges as given below

    <1000/day transactions -5% 1000-5000 /day- 4% 5000-10000/day- 3% >10000/day-2%

    Price
    3. Sale entire system on Profit to merchant 4. Provide loan facility or EMI option to merchant

    The 4Ps

    The 4Ps
    Promotion
    1. Initially push system 2. Hire sales force to sell to merchants 3. Promote through all means because of new nature of service 4. Use consumer promotion

    The 4Ps
    Place
    Launch Plan

    Launch plan

    Quebec Ontario

    British Columbia

    The 4Ps
    Place
    Launch Plan Registration on website Delivery of tags from nearest merchant

    Thank You

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