The Study of Promotional Strategy for Launchof new

Payment Wallet called Zaggle App

Submitted by
Shane Komal
MMM - Batch:(2014 2017)

Under the guidance of

Ms. Rashmi Kanitkar
Faculty of
Chetanas Institute of Management & Research

TABLE OF CONTENTS

Sr.No.

Description

1.

Introduction to the study

2.

The Zaggle App

3.

The Company Profile

4.

The Zaggle App Product details

5.

The Celebrate Bandra Project

6.

Marketing Campaigns

7.

Organized Retail

8.

Need for the Study

Page
No.

9.

Review of Literature

10.

Objectives of the Study

11.

Acknowledgment

12.

Conclusion

Chapter 1
Introduction
Introduction to the study

In todays digital payments world, every company has to study

consumer purchasing power & behavior prior to develop a marketing
plan for its product. This enables the marketer to understand who
constitutes the market, what and why the market buys, who participate in
& influences the buying process & how, when & where consumer buy.

But such knowledge is critical for marketers since having a strong

understanding of behavior will help shed light on what is important to
the customer & also suggest the important to the customer decision
making. Using this information marketers can create marketing
programs that they believe will be interest to customers.

Buyer behavior is deeply rooted in psychology will dashes of sociology

thrown in just to make things more interesting since every person in the
word is different, it is impossible to have simple rules that explain how
buying decisions are made contemporary approaches to business
emphasize the importance of adopting a consumer focus. Marketing in
particular, beings & ends with the consumer from determining his or her
needs to ensuring post-purchase satisfaction.

The Zaggle App

The Zaggle App was launched on 1st of December 2015, it is a user

friendly cash back app which offers exclusive deals across various
Restaurants, Bars, Bakery and Cafes in Hyderabad and Pune with over
3500 merchants onboard & the app has been downloaded on both
platforms that is Google playstore & App store.

The total number of downloads in these two platforms have been around
3,50,000 in Pune & Hyderabad. The plan for team Zaggle would be to
launch next in Mumbai, Bangalore & Delhi.

Company Profile

Zaggle is a Digital Payments, Cashback & Analytics Company started of

on the 5th June 2011.
It was founded by Mr. Phani N. Raj, a serial entrepreneur and seed
investor.
Zaggle as a company focuses on Maximizing value & choice for
consumers & partners by creating, marketing and distributing innovative
products.
Zaggle today works with over 1000 corporates and 150 large format
merchants and has 7.5 lakh cards in circulation.
It is a subsidiary of eYantra, a corporate gifting company which worked
for more than 16 years in the Indian gifting space arena.

Zaggle has partnerships with YES Bank & Ratnakar Bank Limited to
issue Visa/Mastercard Prepaid Cards.

Zaggle offers Off the shelf and Custom prepaid gift solutions for

1. Employee Rewards and Recognition (RnR) programs

2. Channel Partner Incentivization
3. Corporate Gifting
4. Employee Benefits
Zaggle Mobile App:
A deals, discovery and cash-back app that offers a variety of
features like Group dining and spend analyzer.
The app can also be used for corporate reward/incentive
distribution.
Zaggle Wave Card:
A gift card that can be used online and in store at Lifestyle, Caf
Coffee Day, Dominos, Croma, Velvetcase and Inox.

 Zaggle Bomb Card:

An entertainment and Wellness Gift card that can be used online
and in store at Bookmyshow, PVR, Inox, O2Spa, PVR BluO,
Wave Cinemas, EsselWorld & Water Kingdom.

 Zaggle Kuber Card:

Prepaid card that can be used online and in store across all VISA
merchants in India.
Zaggle Kohinoor Card:
A Jewelry card for use at all Jewelry stores in India.
Zaggle Super Card:
360 program customization, offering 150 plus merchant vouchers.
Retail Brand Gift Vouchers :
Vouchers from 150 plus leading Retail Brands across categories.

How does the Zaggle App work?

StSteepp 124

Celebrate Bandra Project

In Mumbai prior to launching the app throughout the city, we are

working with a firm called Strategic Caravan to launch the Zaggle App
in Bandra through a biennial cultural festival called Celebrate Bandra.
This festival has been happening since the year 2003, & every year since
the inception the community comes together for the betterment of its
people through the Celebrate Bandra Trust, the localites Celebrate
Bandra like no other. This cultural festival happens every once in two
years that showcases the best Bandra has to offer in terms of the heritage
of Bandra, Music, Food, Art & Film.

This festival is a stepping stone to launching the app in Mumbai, where

we have collaborated with Strategic Caravan, a consulting firm that
works with us on multiple projects.
Zaggles management went back & forth, while deciding whether &
when to launch the app in 3 Tier One cities that is Mumbai, Delhi &
Bangalore. The company tested the waters in the two cities Pune &
Hyderabad & after trial & error was confident enough to take a decision
to start work on the others cities planned for ahead.
Today in India Bandra is one of the most affluent places to launch any
project be it real estate, hyper local, a new salon or an unknown eatery,
they are all aware of its credentials & possibilities to penetrate the
market at best.
So fittingly we decided by popular demand to start off with the Cash
back app.
For the first time since 2003, the project will be getting an added option
where food & beverage merchant partners will get walk-ins through the
Zaggle App, prospective clients will get to indulge in the local cuisine
the place has to offer, also the Celebrate Bandra festival has the Times
of India covering the festival & being its mouthpiece for all the 8 days of
the festival.

How does this activity benefit the merchants that participate?

1. Apart from their regular customers, through this activity of the

cashback app, merchants get more visibility; more spends walk-ins
at their stores & restaurants in Bandra.
2. This medium of marketing gives merchants the opportunity, not to
pay any commercials or any money upfront.

3. This cashback app gives the visibility through mailers, sms & push
notifications to a whole new set of audience to try & utilize the app
for their benefit.
4. The merchant partner doesnt need to train his staff or have any
software added to his system, since the entire process is done on
our platform for the end user.

Marketing Campaigns

How does Zaggle make money?

Since the Business to Consumer model had to be tested, we had
launched the Zaggle app on the 1st December 2015. With cashback &
incentivizing the consumer was the model put in place, for both cities.

Pune & Hyderabad. The company had taken time to build the product
from the ground up & also build enough traction to launch in the Tier 1
cities.

Eventually the company decided to monetize the product & put a

commission in place, so that we could finally break even.
e.g. If there is a 20% cashback on bill, 10% would be kept by the
company & the pending 10% would be handed down to the end user.

How organized retail plays a huge part integral part

Introduction
The Indian retail industry has emerged as one of the most dynamic and
fast-paced industries due to the entry of several new players. It accounts
for over 10 per cent of the countrys Gross Domestic Product (GDP) and

around 8 per cent of the employment. India is the worlds fifth-largest

global destination in the retail space.

Market Size
Indias retail market is expected to nearly double to US$ 1 trillion by
2020 from US$ 600 billion in 2015, driven by income growth,
urbanisation and attitudinal shifts. While the overall retail market is
expected to grow at 12 per cent per annum, modern trade would expand
twice as fast at 20 per cent per annum and traditional trade at 10 per
cent. Indias Business to Business (B2B) e-commerce market is
expected to reach US$ 700 billion by 2020 whereas the Business to
Consumer (B2C) e-commerce market is expected to reach US$102
billion by 2020. Online retail is expected to be at par with the physical

stores in the next five years. India is expected to become the worlds
fastest growing e-commerce market, driven by robust investment in the
sector and rapid increase in the number of internet users. Various
agencies have high expectations about growth of Indian e-commerce
markets. Indian e-commerce sales are expected to reach US$ 120 billion
by 2020 from US$ 30 billion in FY2016. Further, India's e-commerce
market is expected to reach US$ 220 billion in terms of gross

merchandise value (GMV) and 530 million shoppers by 2025, led by

faster speeds on reliable telecom networks, faster adoption of online
services and better variety as well as convenience at Indias direct
selling industry is expected to reach a size of Rs 23,654 crore (US$ 3.51
billion) by FY2019-20, as per a joint report by India Direct Selling
Association (IDSA).
Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI)
equity inflows totaling US$ 537.61 million during April 2000March
2016, according to the Department of Industrial Policies and Promotion
(DIPP).

With the rising need for consumer goods in different sectors including
consumer electronics and home appliances, many companies have
invested in the Indian retail space in the past few months.

International Finance Corporation (IFC), the investment arm of

The World Bank, plans to invest up to Rs 134 crore (US$ 19.86
million) in Kishore Biyani's Future Consumer Enterprises Ltd,
which is expected to aid the company in driving its growth plans.

 Amazon India has opened six new fulfillment centres across

Chennai, Coimbatore, Delhi, Jaipur and Mumbai, which will open
up 5.5 million square feet of storage space for sellers on the
marketplace who use the Fulfilled by Amazon service.

IKEA, the worlds largest furniture retailer, plans to invest Rs

10,500 crore (US$ 1.56 billion) to set up 25 stores across India and
hire over 15,000 permanent employees and 37,500 temporary
employees to assist in running its stores.

Amazon Inc. has announced that the company would invest an

additional US$ 3 billion in India operations, thereby taking its
committed investment in the country to over US$ 5 billion.

Aditya Birla Fashion and Retail Limited (ABFRL) has announced

that it will acquire exclusive online and offline rights of Forever
21, an American fast fashion brand, in the Indian market.

 Massimo Dutti, a premium fashion brand from Spain offering

sophisticated womenswear, menswear, footwear and accessories,
has entered India by opening its first store at the Select Citywalk
mall in New Delhi.

Lenskart, India's largest online eyewear retailer, has raised Rs 400

crore (US$ 59.3 million) in series D round of funding led by World
Bank's investment arm International Finance Corporation (IFC),
which will be used to enhance its technology, supply chain, lens
manufacturing, and expand the reach of its high-quality eyewear
products across Tier-3 and Tier-4 cities of India.

Neil Barrett, one of the leading Italian fashion brands, has forayed
into the Indian market by establishing its retail presence through an
exclusive partnership with Fervour, a multi-brand boutique that
stocks international designer brands.

New York-based designer brand Kate Spade will be launched in

India later this year and will set up a network of stand-alone stores
across major cities, thus becoming one more global brand entering

the Indian retail space after the Government of India relaxed single
brand retail norms recently.

KartRocket, a Delhi based e-commerce enabler has completed its

US$ 8 million funding round by raising US$ 2 million from a
Japanese investor, which will be used to enhance Kraftly, a
mobile-first online-to-offline marketplace targeting small sellers,
individuals and home-based entrepreneurs in India in product
categories such as apparel and accessories.

PurpleTalkInc, a US based mobile solutions company, has invested

US$ 1 million in Nukkad Shops, a Hyderabad based uber-local
commerce platform that helps neighborhood retail stores take
their businesses online through a mobile app.

Mumbai-based baby care and kids products e-tailer, Hopscotch.in,

has raised US$ 13 million in a Series C round of funding from
Facebook co-founder Mr Eduardo Saverin, which will help the

firm in growth and expansion of its technology platform.

Gurgaon-based e-commerce firm Shopclues has raised US$ 150

million from Singapore government's GIC and its existing
investors Tiger Global and Nexus Venture Partners, at a valuation
of US$ 1.1 billion, thereby becoming the latest among several
e-commerce companies from India reaching a billion dollar
valuation.

Amazon India expanded its logistics footprint three times to more

than 2,100 cities and towns in 2015, as Amazon.com invested
more than US$ 700 million in its India operations since July 2014.

Adidas AG, known for its Adidas and Reebok sports brands,
has become the first foreign sports company to get government
approval to open 100 per cent foreign-owned stores in India.

Walmart India plans to add 50 more cash-and-carry stores in India

over the next four to five years.

 Aeropostale, an American teen fashion retailer, has chosen to enter

India over China, and expects India to be among its top three
markets over the next four years with revenue target of Rs 500
crore (US$ 74.12 million).

Opinio, a hyperlocal delivery start-up, has raised US$ 7 million in

a Series-A funding from Gurgaon-based e-commerce fulfilment
service firm Delhivery along with investment from Sands Capital
and Accel Partners.

Textile major Arvind Limited has announced a partnership with

Sephora, owned by LVMH Moet Hennessy Louis Vuitton, a
French luxury conglomerate, in order to enter into the beauty and
cosmetics segment.

Mobile wallet company MobiKwik has partnered with Jabong.com

to provide mobile payment services to Jabongs customers.

DataWind partnered with HomeShop18 to expand its retail

footprint in the country. Under the partnership, HomeShop18 and

DataWind would jointly launch special sales programmes across
broadcast, mobile and internet media to provide greater access to
the latters tablet range.

FashionAndYou has opened three distribution hubs in Surat,

Mumbai and Bengaluru to accelerate deliveries.

Abu Dhabi-based Lulu Group plans to invest Rs 2,500 crore (US$

370.6 million) in a fruit and vegetable processing unit, an
integrated meat processing unit, and a modern shopping mall in
Hyderabad, Telangana.

Aditya Birla Retail, a part of the US$ 40 billion Aditya Birla

Group and the fourth-largest supermarket retailer in the country,
acquired Total hypermarkets owned by Jubilant Retail.

With an aim to strengthen its advertising segment, Flipkart

acquired mobile ad network AdiQuity, which has a history of
mobile innovations and valuable experience in the ad space.

 US-based Pizza chain Sbarro plans an almost threefold increase in

its store count from the current 17 to 50 over the next two years
through multiple business models.

Government Initiatives

The Government of India has taken various initiatives to improve the

retail industry in India.

Government of India has allowed 100 per cent Foreign Direct

Investment (FDI) in online retail of goods and services through the
automatic route, thereby providing clarity on the existing
businesses of e-commerce companies operating in India.

The Government of Andhra Pradesh signed pacts worth Rs 1,500

crore (US$ 222.36 million) in a wide range of sectors including
retail and steel and gas with Walmart India, Future Group, Arvind
Lifestyle Brands Ltd and Spencers Retail, during the Partnership
Summit in Visakhapatnam, while also unveiling a retail policy

aimed to attract retail businesses to invest in the state.

The Ministry of Urban Development has come out with a Smart

National Common Mobility Card (NCMC) model to enable

seamless travel by metros and other transport systems across the

country, as well as retail purchases.

IKEA, the worlds largest furniture retailer, bought its first piece of
land in India in Hyderabad, the joint capital of Telangana and
Andhra Pradesh, for building a retail store. IKEAs retail outlets
have a standard design and each location entails an investment of
around Rs 500600 crore (US$ 7489 million).

The Government of India has accepted the changes proposed by

RajyaSabha select committee to the bill introducing Goods and
Services Tax (GST). Implementation of GST is expected to enable
easier movement of goods across the country, thereby improving
retail operations for pan-India retailers.

 The Government has approved a proposal to scrap the distinctions

among different types of overseas investments by shifting to a
single composite limit, which means portfolio investment up to 49
per cent will not require government approval nor will it have to

comply with sectoral conditions as long as it does not result in a

transfer of ownership and/or control of Indian entities to
foreigners. As a result, foreign investments are expected to be
increase, especially in the attractive retail sector.

The Road Ahead

E-commerce is expanding steadily in the country. Customers have the

ever increasing choice of products at the lowest rates. E-commerce is
probably creating the biggest revolution in the retail industry, and this
trend would continue in the years to come. Retailers should leverage the
digital retail channels (e-commerce), which would enable them to spend
less money on real estate while reaching out to more customers in tier-2
and tier-3 cities.
Both organised and unorganised retail companies have to work together
to ensure better prospects for the overall retail industry, while generating

new benefits for their customers.

Nevertheless, the long-term outlook for the industry is positive,
supported by rising incomes, favourable demographics, entry of foreign
players, and increasing urbanisation.

Competitor of the Zaggle App

1. Nearbuy.com
2. Crownit
3. Paytm
4. Zomato

Need for the Study

Studying customers provides clue for developing new products, product
features price and other marketing-mix elements.
To understand the buyers consciousness about the product and the
purchasers decisions.
This study helps concern to get the decisions about the Zaggle App &
Payment Wallet (product) devise suitable strategies for marketing.
Study helps the concern in the fixation of price point for the new product
that is Zaggle App & Payment Wallet.
It helps to learn about the consumer taste and preferences with regards to
the cashback model.
The study helps to estimate about the Zaggle App & Payment Wallet
sales and its future in the market.

Review of Literature
Customer Satisfaction
Degree of satisfaction provided by the goods or services of a firm as
measured by the number of repeat customers.
Customer satisfaction is in the Advertising, Marketing, Selling and
Customer Relations & Services subjects.
Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. It
is seen as a key performance indicator within business and is part of the
four perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers
while targeting non-customers; measuring customer satisfaction provides
an indication of how successful the organization is at providing products
and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the
actual manifestation of the state of satisfaction will vary from person to
person and product/service to product/service. The state of satisfaction
depends on a number of both psychological and physical variables
which including follow-on database maintenance and management.

Baseline Measurement of Customers' Satisfaction Levels. This

measurement will able to quantify your customers' satisfaction
levels, and know the reasons for satisfaction or dissatisfaction.
We'll calculate and rank the importance of a number of
satisfaction-related attributes.
Customer Satisfaction Tracking System. This will enable to tell
how effective are the efforts at improving customer satisfaction
have been.
Competitive Customer Satisfaction Measurement. This tells you
just where you stand on customer satisfaction relative to key
competitors that you identify.

 Customer Retention Research. Find out why clients are leaving,

and what would make them stay. Use this information to design a
customer retention program.
Transfer of an Existing Customer Satisfaction Tracking
Program. If there are existing customer satisfaction programs, this
can continue its operation for company. The transfer will be
seamless, and you may benefit from a fresh look at your company's
existing approach.
1. Know Your Customer. Understand what it is about your organization
that makes customers come to you instead of your competition. Identify
your strengths and build upon them.
2. Know Your Competition. Know what your competition is doing at all
times. Are they doing something new or different? Are they doing
something better than you? How can you do something better than
them? Always ask yourself these questions. Keep your business on top
when it comes to quality of products and service.
3. Retain Your Customers. It can cost 5-10 times more to acquire a new
customer than it does to keep an existing one. Keep your customers
delighted. Treat them like gold. After all, our customers are the reason
we are in business. And remember, every customer you lose is a
customer gained by your competition!
4. Create a Positive First Impression. The first contact your customers
have with your organization is critical. Take measures to make sure that
first contact is a magic moment instead of a tragic moment. In these days
of shrinking profit margins, little things can make a big difference.
Mother Theresa put it very well when she said, "Kind words can be short
and easy to speak, but their echoes are truly endless."

5. Approach Complaints with a Positive Attitude. When you're dealing

with customers on an ongoing basis, you'll undoubtedly receive your fair
share of complaints. So keep in mind Al Capone's motto: "Don't take it
personally, it's just business." After that, it's simply a question of
approaching the problem with the right attitude to ensure customer
satisfaction.
6. Sharpen Your Customer Service Skills. Customer service training is
the most valuable tool you can give yourself or, as a manager, your
employees. The skills mastered will enable everyone to become more
productive, enjoy their job more, increase their value to the company
and improve customer service at all levels.
7. Measure Customer Satisfaction. Continuously monitor your
business. Never sit back and relax. Offer new products or services as
needs require. Always ask the customer what you can do better. That
information is the vital link between your business and your customers
and can help provide the kind of service and satisfaction that builds
customers for life.
In any business today, the superior customer service commitment must
be renewed every day. We have to tend to it, we have to feed it, we have
to care about it and we have to live it. When we do, that commitment
translates into delighted customers, repeat business, referrals and
increased profits.

Customer satisfaction Research can address a variety of issues,

including, but not limited to:

o How satisfied are your customers?

o How satisfied are your competitors' customers?

o How do consumers/businesses use the products and services in

your industry?

o Are your target customers aware of your business?

o What is the image of your business among target customers?

o Is your advertising effective? What could make it more effective?

o How should you design a new product or service to meet the needs
of the market?

o What is the appropriate price to charge for a product?

Central message:

High customer satisfaction makes money and enhances

profitability.

Periodic customer satisfaction surveys are absolutely essential to

any growing business.

Objective of the Study

Primary Objective

To identify the satisfactory level of consumers of Zaggle App &

Payment Wallet.

Secondary Objectives
To find out customer preferences and expectations on the cash back
model.
To evaluate the new product & understand its bearing on the market.
To find out the customer satisfaction & how well he is able to utilize
offers provided at hand.

CONCLUSION

From the study it was found that the Zaggle has to position its product in
such a manner to bring in walk-ins create credible footfalls & bring in a
sustainable business model.
Thus it can said that management can improve the product with effective
use of resources. High productivity refers to doing the work in a shortest
possible time with least expenditure on inputs without satisfying quality
and with minimum wastage resource. So, this helps the management to
achieve the optimum level of profit.
Any one need not search for opportunities for productivity improvement,
they exist in every workplace situation all of the time. It's for managers,
trainers and employees at any level who wish to develop their
understanding of productivity and their ability to improve the efficiency
and utilization of resources in their organizations and who see achieving
targets and budgets as merely minimum starting standards.
This study helps the build the use of this product to the masses.

ACKNOWLEDGEMENT
I take this opportunity to express my gratitude in few words and respect
to all those who helped me in the completion of this project.

Prof. Rashmi Kanitkar, who have contributed significantly towards the

completion of the project. Mam has provided the guideline on which this
project was made.

Bibliography:1) Google.com
2) Wikipedia.com
3) Kotler on Marketing (Philip Kotler)
4) Slideshare.com
5) Zaggle.in