INTRODUCTION

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.

Paytm is India's largest leading payment gateway that offers comprehensive payment services for
customer and merchants. We offer mobile payment solutions to over 7 million merchants and allow
consumers to make seamless mobile payments from Cards, Bank Accounts and Digital Credit
among others. We pioneered and are the leader of QR based mobile payments in India. With the
launch of Paytm Payments Bank, we aim to bring banking and financial services to half-a-billion
un-served and under-served Indians.

Our investors include Softbank, SAIF Partners, Alibaba Group and Ant Financial. Paytm, the brand
owned by One97 Communications, India’s largest digital payments company is the undisputed
leader in Payment Gateway industry with over 50 percent standalone market share. Our Payment
Gateway is significantly ahead of the competition with the largest volume of transactions. We have
the largest merchant base and we process over 400 million transactions each month. This is 5 times
higher than the next biggest player in the PG market. We are the preferred payment gateway for a
majority of leading and the largest online platforms. This includes IRCTC, Zomato, Oyo, Grofers,
Big Basket, PVR, Club Factory, Dominos, JIO and Idea among others.

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.
 SWOT ANALYSIS OF PAYTM IN SOCIAL MEDIA

STRENGTH

 Paytm has got extremely high brand awareness across India.

 Universal compatibility of app and website in all platforms.

 Strong marketing campaigns have helped spread brand awareness in social media.

 Increases market place by offering shopping and buying facilities.

 Always ready to accept query and give solution to their customer.

 Without celebrity endorsement Paytm increase awareness among the people through social
media.

 Paytm is largely accepted by merchants across India, which has helped the brand grow.

 Try to make cashless economy by spreading information on social media.

 Huge population in target audience.

WEAKNESS

 Overload site and slow severs.

 Increasing number of unsuccessful payments.

 Paytm has diversified too much.

 Unable to handle traffic when new offers are introduce.

 Offer a lot of functionality other than its chief purpose.

OPPORTUNITIES

 Increasing awareness of app among people.

 Increasing usage of internet of daily needs.

 Offer more banking services along with online payment options.

 Exponential growth in online shopping to recent time.

 Paytm can educated customers on accepting cashless transactions and online payments
which would in turn boost their customer base
 Paytm can cater to a larger audience with some offline presence as well

THREATS

 Connectivity problems in many areas.

 Highly capable competition.

 Security and privacy of user is a concern for paytm.

 STRATEGY OF PAYTM IN SOCIAL MEDIA

 Paytm has tried its level best to popularize itself through various social/digital media
platforms like Facebook, Twitter, Instagram etc. It has used the tag ”#Paytmkaro”. The
#PaytmKaro campaign is led by TVC with an objective to depict Paytm as the most
convenient and easy pezy simple solution to everyday transactions. They made sure that
more and more people get engaged in using their E-wallets. #PaytmKaro became the new
hashtag that started trending on Twitter.

 Not only this, on Facebook they started to post videos of people who have had awesome
experience of using Paytm. Day by day new commercials were realized. All of these
commercials had very catchy lines and tunes.

 The overall up-to-down 360 degree campaign made sure that all their offers reach out to its
targeted audience on social media too. Sharing their ad on Facebook and Twitter,and even
sponsored posts on Instagram and at time even Snapchat.
 However, the most effective of all strategies was the hashtag #PaytmKaro. It was being
added to almost every conversation that is being driven on Facebook and Twitter. All the
feedbacks, complaints (if any), comments etc started excessive use of this hashtag
#Paytmkaro .

 It’s observed that the ad rolls out some life situations such as money transfer, online
shopping, mobile recharge, paying at petrol pump etc, which is made easy by Paytm
services. This TV commercial that rides the emotional route to connect with Indian mobile
customers, has gained over 50K views on YouTube.

CAMPAIGN

Paytmkaro had no digital campaign budget initially. TV and social media was the primary medium
for the campaign and that is understood with the campaign. However, it seems that the brand had
decided not to invest a sizable budget for its digital marketing campaign. With an objective of
making Paytm a household name when it comes to mobile money transfer, it was really surprising
that why the brand had ignored the social media savvy audience. But lately they realized its
importance and grabbed the opportunity. The brand planned to run a social media campaign and
even succeeded in it. Also at a more later stage it can obviously drive meaningful conversations
with fans around #PaytmKaro.

#No more hunger pains on the train #paytmkaro

Paytms tied up with IRCTC’s e-catering. It now allows you to book your meals on the go! Around
1516 trains without pantry cars are now enabled with the facility to have meals on the go booked by
you via Paytm. This is a major relief to those who travel via train to often! Paytm is keen to bring
the experience to all users across platforms, in every walk of life. Let’s go cashless!Happy eating &
#PaytmKaro

“ Scan Any QR Code to pay using Paytm”

A new marketing campaign “Scan Any QR Code to Pay using Paytm” that is focused around the
power of choice and flexibility of allowing the customer to use their preferred mode of payments at
retail shops. As we strive forward to enable digital payments across India, we now empower our
users the make payments by scanning any QR code using our app and directly from their linked bank
A/C (using UPI). We aim to understand the ever-evolving needs of our users and believe in
providing innovative solutions that simplify their day-to-day lives. Keeping this in mind, our
marketing team has come up with this compelling campaign that highlights real-life scenarios in a
series of TV and Ads on social media which talks about how Paytm is the ‘only app’ that customers

need to make payments at neighborhood shops and earn exciting cashback.

STRATEGIES ADOPTED BY PAYTM TO INCREASE ITS REVENUE

Basically, Paytm uses two strategies behind their heavy discounts/cash backs/sales.

 Killing the competition thereby increasing their market – PayTm has chosen the formula of
giving and take. It has started offering huge discounts to its customers for any type of
transactions they make. They provide certain codes for cash back which are only
redeemable on either their website or android/ios application. The whole idea is to offer
huge discounts and indirectly force the competitors to go out of business. Once they set
their foot in the market and acquire major share they will start selling at market price or
even higher price.
 Make people use their wallet service – as digitalization is taking over people are more
inclined towards E-wallet, net banking and credit cards and debit card transactions.
Considering the e-commerce platform as an effective tool to fill the online wallets, the
discounts and cash backs offered by Paytm are directly credited to the customer’s wallet as
Paytm cash, which is not eligible to be withdrawn in their respective bank accounts. There’s
a little trick behind this whole concept. They give huge discounts and cash backs and credit
the money in their Paytm wallets only so that the customer visits again and again and use
their wallet, thereby increasing their shares. This whole idea and strategy are quite similar to
that of visa and master card.

SEGMENTATION AND TARGETING OF PAYTM

 Paytm segment their market to those people who are having smartphones and looking for
cashless payment transactions. The Paytm mobile app is available on all possible platforms
including Android, IOS and windows. Because in Paytm wallet has always been the pivot on
which Paytm built first its recharges and payments business, followed by its full- fledged
marketplace all within two years. It enables people to use their phones to pay for their
shopping or services not just at Paytm but thousands of destinations outside Paytm.

 Paytm used external media, as well as the Paytm platform itself to reach millions of
customers coming ach day since it is a great medium for advertising.

 The publicity strategy was uniform and aimed at mass audiences across all cities. To truly
reach everyone, including those in regional markets, the brand even began using local
vernacular with its press ads in an attempt to reach out to regional markets.

 Paytm target to many leading internet based companies and collaborated with it like
Bookmyshow, Makemytrip, FoodPanda, IRCTC it so as to receive payments.

RECOMMENDATION
 There is no use of Paytm debit card because there is no ATM machine for Paytm debit
cards.

 Highly taxable in debit card.

 Earlier Paytm are giving cashback but now they have started giving voucher which are non
-usable.

 There should be Paytm gift voucher so they can share to their friends or relative on special
occasion through social media like (marriage, birthday, Diwali gift etc)

 Celebrity endorsement can also increase Paytm base as compare to its competitor.

 Organize weekly or monthly quizzes and reward the winners.