PAYTM

Paytm ("Pay-T-M", pronounced similar to ATM) is

an Indian e-commerce payment system and financial
technology company, based out of Noida, India.

Paytm is available in 11 Indian languages and

offers online use-cases like mobile recharges, utility bill
payments, travel, movies, and events bookings as well
as in-store payments at grocery stores, fruits and
vegetable shops, restaurants, parking, tolls,
pharmacies and educational institutions with the
Paytm QR code. California based PayPal had filed a
case

against Paytm in the Indian trademark office for using a

logo similar to its own on 18 November 2016. As of
January 2018, Paytm is valued at $10 billion and it is
planning to launch its initial public offering (IPO) in
2022.
 As per the company, over 7 million merchants
across India use this QR code to accept payments
directly into their bank account. The company also uses
advertisements and paid promotional content to
generate revenues.
Paytm was founded in August 2010 with an
initial investment of $2 million by its founder Vijay
Shekhar Sharma in Noida, a region adjacent to India's
capital New Delhi. It started off as a prepaid mobile
and DTH recharge platform, and later added data card,
postpaid mobile and landline bill payments in 2013.

By January 2014, the company launched the

Paytm Wallet, and the Indian Railways and Uber added
it as a payment option. It launched into e-commerce
with online deals and bus ticketing. In 2015, it unveiled
more use-cases like education fees, metro recharges,
electricity, gas, and water bill payments. It also started
powering the payment gateway for Indian Railways.

In 2016, Paytm launched movies, events and

amusement parks ticketing as well as flight ticket
bookings and Paytm QR. Later that year, it launched
rail bookings and gift cards.
 MISSION
“To bring half a billion Indians to mainstream economy
by 2020”
VISION
“To be the most trusted mobile commerce platform in
India”
TAGLINE
“Paytm Karo”
The tagline “Paytm Karo” soon became synonymous
with digital payments in India.
MARKETING STRATEGY
(1)With the increase of mobile phone users in the
country, potential market for online marketing as well
as cashless transactions have increased too. The
company has been able to reach the smart phone users
with its schemes for cashless transactions.
(2)In its path of journey, the company has to cross over
a realm of hurdles. The biggest of those hurdles was, of
course, making the people of India accept the wallet as
a mean of transaction.
(3)The target market for the company was the internet
as well as the smart phone users. All the phones with
Android, IOS or Windows back-up have access to
Paytm wallet.
(4)The efficiency that the company has shown in the
bill payments in the earlier times has helped it to earn
confidence of the customers.
(5)The drifting over the online and offline media has
also helped in establishing the brand. While the wallet
and App are transcended across the country, the basic
services are carried through the native bases.
(6)The offline channels of communication for the
company were newspaper, transit media and the one n
only television. Success in branding during the World
Cup has led them into launching of new television
commercial during IPL season 8. Digital and Print
media as well as Radio services have earned from the
campaigns made by Paytm.
(7)Being the associate sponsor in IPL has helped in
setting the standards. The company has got 120
seconds of airtime of each of the marches played in the
tournament.
(8)Co-branding exploration is another USP of the
company. It has successfully made brand cooperation
with companies like the Uber and the Meru Cabs.
Many more brands of repute has been helpful in
bringing Paytm with hosts of new consumers.
(9)The online advertising strategy of the company is
based on bringing the visibility everywhere. The main
ordeal of it was undoubtedly motivating people to try
the offers that have been run by the company till date.
Marketing Ideas To Retain Existing
Customers
1. Safety Flowchart
No matter how much modern people have grown
day by day but transferring and paying money
online creates a bit of confusing thoughts among
users that would it be safe or not. But Paytm
made a flowchart depicting how using their digital
wallet is as safe as compared to credit and debit
cards. As digital wallet is not connected to bank
account so its amount is limited and also if any
case of hacking occurs or fraud ones bank account
remains untouched!
2. Bank Account Protection
Just before you click on purchase option in any e-
commerce site pops up a spartan warrior with his
shield giving the message that PayTm guards
users bank accounts.
3. Facebook Live
It’s very important to make people believe and
understand of how their account is protected and
free of hacking with Paytm digital Wallet. what
could have been a better way rather than using
Facebook Live!

4. Soldier Mobile Game

Perfect campaign for tech-savvy people and game
lovers. Users could download a soldier game from
Paytm app. The game is about Spartan PayTm
soldiers fighting against an army of frauds.
Basically to make people aware of how Paytm
protects ones account!

5. Automatic Start Of The Month SMS

Withh the start of the month Paytm started
sending reminder payment messages to users
andsayingit can be done stress freely by using
Paytm digital wallet.
6. Workshops
Parenting camp were introduced where the
trainers spoke how teenagers nowadays tend to
bad habits due to use of free pocket money. This
can be used by limiting their account and
payments by using Paytm.

7. Mumbai Dabbawallas
They tied up with Mumbai dabbawallas, rather
with the lunch services to accept Paytm cash only
for more usage of app.

8. MBA Contest
A free video contest for MBA first year students
were conducted. A team of four were asked to
create a video about how Paytm can be used and
the video that would get maximum likes would
win. This became viral and gave more user
retention to Paytm.

Gaining New Users Marketing Strategies

1. Pocket Dance
This was the best of the ad campaigns. It was
known as Pocket dance. The miseries of taking out
wallet a to pay and checking for money on various
pockets of a user. It can be made easy by just
pulling out ones mobile and Paytm-ing the
amount. It ended with the message- Why do the
pocket dance every time looking for money?
Paytm karo!

2. Celebrity Endorsements
Famous dancing stars like Shiamak Davar and
Remo D’Souza were seen doin pocket dance in
television. In internet cartoons and GIF’s were
made on famous people doing pocket dance that
went viral.
3. Interactive Fun App
Do you like Talking Tom or Chip Munks? They
made something similar, an app where famous
people in their animated avatarwould teach you
the pocketdance. The instructions came like –
Right bottom pocket, Left bottom pocket and Back
pocket. One can adjust the speed and choose
songs too.
4. Gabbar Singh viral video
Humour was added aby using dialogues of famous
character Gabbar that went viral. The video
opened up by Gabbar asking his dacoits to go and
loot the village people. he dacoits return empty
handed. When Gabbar enquired ‘Khali Hatth kyu
Aya Hai? the dacoits replied,’ Kisike paas paisa nhi
hai, sab Paytm kar rahe!’

These marketing strategies has been great by

Paytm to attract audience and they have been
successful. Let us watch out on how they further
build up a strong network in marketing.