Excerpt from :

......

Demonstrations may be effective, but are best used to target illiterate customers with no TVs, which is not the BeamCard target market. Direct mail is a potential option, but the costs relative to SMS are high, plus it is essential that potential customers have cell phones, so SMS more directly hits the target market. Likewise, cinemas can reach a huge market in India, but the high production costs and considerable spillover into non-target markets makes this option relativley inefficient. Television will hit the target market more directly, as fewer Indians can afford televisions than can afford a trip to the movies


Merchants will not be marketed to directly. In the highly competitive Indian market, merchants will respond quickly to consumer demand. If demand is generated among SEC A and SEC B consumers, merchants will move quickly to stock BeamCards. This means that the distribution channels are the most important part of the marketing mix when the merchants seek the card, they must be able to find it. Thus, finding the right 700 distributors and ensuring their motivation through an appropriate commission structure will be of utmost importance. The merchant fees should therefore undercut the credit card companies, in

Need this essay? If it's not quite what you're looking for there are over 50,000 more to search from, so you can find the term paper or essay that meets your needs.