Case​ ​Study:​ ​Product​ ​Marketing​ ​for​ ​GrabPay

Scenario

You​ ​are​ ​the​ ​product​ ​marketing​ ​lead​ ​for​ ​GrabPay​ ​tasked​ ​with​ ​expanding
GrabPay​ ​features​ ​currently​ ​available​ ​in​ ​Singapore​ ​into​ ​Manila.

Our​ ​full​ ​GrabPay​ ​suite​ ​in​ ​Singapore​ ​includes​ ​the​ ​following:

- GrabPay​ ​Credits​​ ​can​ ​be​ ​used​ ​to​ ​pay​ ​for​ ​Grab​ ​rides,​ ​transfer​ ​funds​ ​to
another​ ​Grab​ ​user​ ​(​peer​ ​to​ ​peer​ ​transactions​),​ ​or​ ​pay​ ​at​ ​GrabPay
merchants​ ​(​peer​ ​to​ ​merchant​ ​transactions​).​ ​Passengers​ ​can​ ​only​ ​top​ ​up
their​ ​GrabPay​ ​Credits​ ​using​ ​their​ ​debit/credit​ ​cards.
- GrabRewards​ ​points​​ ​are​ ​the​ ​same,​ ​earned​ ​for​ ​every​ ​$​ ​spent​ ​using
GrabPay​ ​Credits.​ ​These​ ​reward​ ​points​ ​can​ ​be​ ​redeemed​ ​for​ ​a​ ​number​ ​of
offers​ ​in​ ​the​ ​GrabRewards​ ​catalogue

In​ ​contrast,​ ​our​ ​Manila​ ​GrabPay​ ​offering​ ​is​ ​limited​ ​to​ ​the​ ​following:
- GrabPay​ ​Credits​ ​can​ ​only​ ​used​ ​to​ ​pay​ ​for​ ​Grab​ ​rides
- GrabRewards​ ​points​,​ ​earned​ ​for​ ​every​ ​$​ ​spent​ ​using​ ​GrabPay​ ​Credits.
These​ ​reward​ ​points​ ​can​ ​be​ ​redeemed​ ​for​ ​a​ ​number​ ​of​ ​offers​ ​in​ ​the
GrabRewards​ ​catalogue

Key​ ​Manila​ ​assumptions:

- The​ ​vast​ ​majority​ ​of​ ​our​ ​user-base​ ​are​ ​cash-based​ ​and​ ​thus​ ​do​ ​not​ ​have
an​ ​easy​ ​way​ ​of​ ​topping​ ​up​ ​their​ ​GrabPay​ ​account
- Awareness​ ​of​ ​GrabPay​ ​is​ ​~50%​ ​of​ ​Grab’s​ ​monthly​ ​active​ ​users
- 5%​ ​Grabs​ ​monthly​ ​active​ ​users​ ​pay​ ​for​ ​rides​ ​using​ ​GrabPay​ ​Credits
- Monthly​ ​active​ ​users​ ​are​ ​around​ ​1M

The​ ​Objectives

You​ ​are​ ​the​ ​product​ ​marketing​ ​lead​ ​for​ ​GrabPay​ ​and​ ​have​ ​been​ ​tasked​ ​with
introducing​ ​GrabPay​ ​peer-to-peer​ ​and​ ​peer-to-merchant​ ​transactions​ ​into
Manila​ ​with​ ​the​ ​following​ ​objectives​ ​in​ ​the​ ​first​ ​three​ ​months​ ​of​ ​market​ ​entry:
- Increase​ ​awareness​ ​of​ ​GrabPay​ ​to​ ​90%​ ​of​ ​Grab​ ​transport​ ​monthly​ ​active
users
- Increase​ ​usage/trial​ ​of​ ​all​ ​GrabPay​ ​transactions​ ​(for​ ​rides,​ ​peer​ ​to​ ​peer,
and​ ​peer​ ​to​ ​merchants)​ ​to​ ​20%​ ​of​ ​Grab’s​ ​monthly​ ​active​ ​users

Our​ ​ask

Put​ ​together​ ​a​ ​clear​ ​go-to-market​ ​product​ ​strategy​ ​including:

 1) Target​ ​customer​ ​segments​ ​and​ ​personas​ ​(consider​ ​both​ ​GrabPay​ ​users
and​ ​merchants)
2) Key​ ​use​ ​cases​ ​and​ ​product​ ​value​ ​propositions​ ​differentiated​ ​from
competition
3) Critical​ ​communication​ ​channels​ ​to​ ​our​ ​target​ ​segments
4) Suggestions​ ​on​ ​how​ ​to​ ​phase​ ​rollout​ ​plan

You​ ​may​ ​make​ ​suggestions​ ​of​ ​changes​ ​to​ ​the​ ​product​ ​that​ ​may​ ​help​ ​GrabPay
awareness​ ​and​ ​trial.

The​ ​presentation

You​ ​will​ ​be​ ​asked​ ​to​ ​present​ ​this​ ​case​ ​study​ ​to​ ​a​ ​few​ ​members​ ​of​ ​the​ ​regional
team,​ ​where​ ​you​ ​will​ ​be​ ​asked​ ​questions​ ​as​ ​if​ ​this​ ​were​ ​a​ ​real​ ​proposal​ ​for
consideration.​ ​You​ ​will​ ​have​ ​approximately​ ​one​ ​week​ ​to​ ​prepare​ ​this
homework.

You​ ​can​ ​schedule​ ​a​ ​30​ ​min​ ​call​ ​with​ ​Kaia​ ​Lai​ ​to​ ​ask​ ​any​ ​questions​ ​you​ ​have.