MARKETING ASSIGNMENT

COMPANY: PHONEPE

GUIDED BY:
PROF. KUMAR MOHANTY
KSOM, BBSR

PRESENTED BY:
AKANKSHYA MISHRA (22202176)
ALOK KUMAR BEHERA (22202177)
NIKHIL KUMAR PARIDA (22202348)
ANSHUL SINGH GAUTAM (22202362)
DEBASHREE MISHRA (22202364)
ABOUT PHONEPE
Phone-Pe is a digital payments and financial services company based in Bengaluru,
Karnataka, India. In December of 2015, Sameer Nigam, Rahul Chari, and Burzin Engineer
established Phone-Pe. The Phone-Pe app, which uses the Unified Payments Interface (UPI),
went live in August 2016. The Phone-Pe app can be used with eleven Indian languages.
Phone-Pe users are able to send and receive money, recharge mobile, DTH, and data cards,
pay for utilities, shop, purchase insurance, mutual funds, digital gold, and invest in tax-saving
funds. They can also pay for utilities.
Phone-Pe is accepted by over 3.5 crore offline and online merchants, or 99 percent of the
country's pin codes. The app had more than 10 million users as of June 2018, had processed
500 million transactions by December 2019, and was processing 10 million transactions per
day by April 2022. It has in excess of 44 million enrolled clients and in excess of 20 million
month to month dynamic clients. Over one crore people downloaded the app within three
months of its launch. Phone-Pe was the first Indian payment app to earn a five-million badge
on the Google Play Store in 2018. The Phone-Pe application surpassed BHIM to turn into the
market chief in UPI exchanges in August 2017.
Phone-Pe was the first UPI TPAP (Third Party Application Providers) app in 2022 to allow
Aadhaar to activate UPI. A year later, it launched international UPI payments, making it
possible for customers to pay foreign merchants using the Unified Payments Interface (UPI).
Phone-Pe currently has a 48% stake in the UPI market, according to data from the NPCI's
UPI ecosystem.

Type of business Digital payments and financial services

Founded 2015
Languages Multilingual
available
Headquarter Salarpuria Softzone, Bangalore, Karnataka
Founders Sameer Nigam (Co-founder and CEO), Rahul Chari (Co-
founder and CTO) and Burzin Engineer (Co-founder and
CRO)
Industry Internet, E-commerce, Fintech, Financial services, Mutual
funds, Insurance, Digital gold, Payment gateway
Revenue ₹1646 crore (USD $199.3 million) (FY 2021-22)
Users 45crores +
 Available in Android and iOS
URL www.phonepe.com
Parent Walmart

TURNOVER

the first nine months of 2022 (January through September), PhonePe carried out 2,721.1
million transactions for a total payment value of Rs 45.3 trillion. Getting back to revenue, it
processed payment transactions for 99 percent of its total operating income. During the three
quarters, this segment contributed Rs 1,913 crore to PhonePe's finances. PhonePe is likely to
surpass its FY22 numbers in FY23 at this rate. It was able to increase its scale by 2.4 times to
Rs 1,646 crore in FY22. In any case, the two information focuses couldn't measure up
straightforwardly.
The company anticipates generating Rs 17,772 crore in revenue and Rs 7,720 crore in
EBITDA over the next five years, as stated in the valuation report.

PRODUCT PORTFOLIO
Utilizing PhonePe, clients can send and get cash, re-energize portable, DTH, information
cards, make utility installments, pay at shops, put resources into charge saving assets, fluid
assets, purchase protection, common assets, and computerized gold.
 NEW PRODUCT LAUNCHED
Phone-Pe Pulse, India's first interactive website with data, insights, and trends on digital
payments, was launched by Phone-Pe, India's leading fintech platform. On an interactive map
of India, the Phone-Pe Pulse website displays more than $2 billion in consumer transactions.
Phone-Pe's data, which represents the country's digital payment habits, has more than 45%
market share.
Phone-Pe sent off another shopping application called "Pincode," which is based on top of the
ONDC stage. The app is now available for download on both the Google Play Store and the
App Store, and its primary focus will be hyperlocal e-commerce. It hopes to digitally connect
customers with all of the neighborhood stores that they typically buy from and promote local
merchants and shopkeepers.
On the app, Phone-Pe introduced a new savings product called "Liquid Fund." With the ease
and liquidity of a Savings Account, the all-digital product will assist over 175 million
customers in growing their savings by offering higher short-term FD-like returns.

DISTRIBUTION CHANNELS
Users can locate and converse with open and delivering local stores, merchants, and kiranas
near them by using the in-app feature called "Stores." Phone-Pe also collaborates with
delivery companies like Swiggy Genie to deliver products to customers from their offline
store network.
In order to constantly engage with its users through its in-app feature, Phone-Pe Switch,
Phone-Pe has partnered with brands from a variety of portfolios, including education, travel,
entertainment, food, fashion, and fitness. These brands offer perks like cashbacks and
discounts. To further strengthen its proposition, Phone-Pe has also launched a number of
financial services, including insurance and mutual funds.
primary data
Regression

Descriptive Statistics
Mean Std. Deviation N
Age (Yrs) 24.97 3.167 31
How frequently do you use 4.19 1.276 31
PhonePe to send or receive
money?
How user-friendly do you 3.58 1.205 31
think PhonePe is in
compared to its rivals?
How do you think PhonePe 3.68 1.137 31
stacks up against its rivals in
terms of security?
How significant is the 3.90 1.012 31
"PhonePe" brand when
choosing a digital payment
service?
On a scale of 1-5, how likely 3.90 1.044 31
are you to recommend
PhonePe to a friend or family
member?
On a scale of 1-5, how 3.94 1.209 31
satisfied are you with the
user interface of PhonePe?
On a scale of 1-5, how 3.48 1.208 31
satisfied are you with the
customer support provided
by PhonePe?
On a scale of 1-5, how 3.87 1.118 31
satisfied are you with the
speed of transactions on
PhonePe?
 CONCLUSION
Phone-Pe consumer settings:
Phone-Pe is a popular digital payment platform in India. Consumer preferences
for Phone-Pe vary, but common factors that may contribute to its popularity
include ease of use, security, reliability, and the ability to conduct transactions
quickly and conveniently. In addition, platform integration with other apps and
services such as B. E-commerce websites and utility payment gateways to make
them more attractive to consumers.
Consumer Perceptions of Competitors:
Phone-Pe's main competitors in the Indian digital payments space include
Google Pay, Paytm and Amazon Pay. Consumer perceptions of competitors are
influenced by many factors, including brand reputation, ease of use, transaction
fees, availability of offers and discounts, and types of services offered. Phone-
Pe's Role in the Purchase Decision Process:

Phone-Pe's role in the purchase decision process may vary depending on the
specific transaction being performed. For example, when consumers make
payments to sellers or merchants, Phone-Pe acts as an intermediary platform to
facilitate the transaction. Meanwhile, when consumers shop on her e-commerce
site or pay utility bills, Phone-Pe acts as a payment gateway.

Service's Role in Purchasing Decisions:

Services such as customer support, ease of use, and transaction security can all
play a role in a Phone-Pe user's purchasing decision process. Consumers are
more likely to use her Phone-Pe if they perceive it as a secure, reliable platform
that offers great customer support and a seamless user experience. Areas of
Dissonance:

An area of Phone-Pe's dissonance is the transaction fees charged for certain

types of transactions. Some consumers may find these fees higher than those
charged by their competitors, or be unsatisfied with the bonuses and discounts
offered by the platform. You may have concerns about security and platform
reliability.
Suggested marketing mix:
To address the dissonance and improve the marketing mix, Phone-Pe
may consider offering more attractive bonuses and discounts to users,
improving platform security measures, and providing better customer
support. there is. Additionally, Phone-Pe can focus on promoting the
ease of use and reliability of its platform to attract more users and
stand out from the competition. Other strategies include expanding
the types of services offered and further integrating with popular e-
commerce and utility payment portals to make the platform more
accessible and convenient for consumers. increase.