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14/02/2014 1.1.1
Presentation on Marketing of Money Transfer in India Post
Introduction
• DOP offers number of Products & Services to its customer• In order to remain competitive, DOP should to be aware of
its– Market Share – Customer needs & Expectations– Customer Satisfaction Level
• For this purpose, DOP through IMRB International conducted a customer satisfaction survey among the customer of Seven product/service categories
• One such category is Money Transfer – Domestic – International14/02/2014 1.1.2
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Money Transfer
Domestic International -InwardInternational -
Outward
With Bank Account
Without Bank Account
NEFT
RTGS
CARDS
Cheques/Drafts
ATMs
Mobile Platform
Formal INFORMAL
India Post-Traditional
Banks(DD<20000)
India Post electronic , instant
India Post-MMTS
With Bank Account
Without Bank Account
SWIFT/Wire Transfer
Cheque/DD
Cards
Direct Transfer
Mobile Platform
Money Transfer Agents
Banks –various platforms
India Post –MO Videsh
Various Modes of Money Transfer
• Domestic Transfer (Without Bank Account)– Official (India Post, Banks)– Unofficial (agents, friends & relatives)
• Domestic Transfer (with Bank Account)– Transfers using NEFT, RTGS, Cards, Cheque/Draft, ATM , mCheck etc.
• International Transfer (Without Bank Account)– Inbound (through Money Transfer Agents like WUMT, MoneyGram)– Outbound (India Post’s MO Videsh)
• International Transfer (With Bank Account)– SWIFT/Wire Transfer, Cheque/Draft, Cards & Direct Transfer
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Various Modes of Money Transfer
Money Transfer Channels
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Market Share(Domestic)
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Market Share (International)
• India receives the most inward remittance in the world
• World bank estimates USD 63.5 billion (Rs. 342900 crores) inward remittances in India
• A small part of this remittances made through agencies like Western Union and they come into play only when recipient does not have a bank a/c
• Majority of remittances are done through banking channels as they are faster and cheaper
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• Remittance by India Post through WU are approximately 2.5%
• Total remittance done by WU into India is 15000 crores of which India Post’s share is 44.3%
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Market Share (International)
The 4 Ps of Marketing are • Product • Place • Pricing• Promotion
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Product
• In Domestic Money transfer the key would be– Switch to electronic mode– Increase the speed of delivery
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• Awareness and perception are not major problem areas
• Most users and non-users are aware of Money Transfer service by India Post
• Communication regarding Electronic/Instant Money Transfer can be done
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Promotion
• Even though there is not much flexibility for pricing we still can attempt to reduce the impact of non competitive pricing through– Appointment of franchisees– Use of vast network of postmen to collect money
from the sender
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Price
MONEY REMITTANCE SERVICESDiscussion on Self Study
Material
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MEASUREMENT PHILOSOPHY
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Business Success & Customer Loyalty
Business Success
Loyalty
Perceptions & Attitudes
Transactions & Experiences
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Business Success & Customer Loyalty
• Business Success is a function of Loyal Customers• Customers in turn base their loyalty behavior on
the basis of their perceptions regarding the Department
• Perceptions may be related to Value, Cost, Quality of products & services & image perceptions
• These perceptions are due to a combination of experiential and non-experiential factors
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STRATEGIC PRIORITY&
EXPECTATION OF CUSTOMERS
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Critical Improvement Areas
• Procedure/Documentation– Time taken at the Post Office, to complete the
documentation– Ease of filling up the form– Options available in terms of amount of money
that can be sent/received
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• Postal Employees– Helpfulness of the postal employees in giving
information or solving the customer queries– Knowledge of Employees about Money Transfer
Process, locations– Politeness of the Postal Employee– Speed in responding to customer queries
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Critical Improvement Areas
Customer Comments/Suggestions
• “Money should reach fast, Service charge should be lower”
• “Postal Staff should be helpful, Transactions should be fast”
• “Acknowledgement receipt of delivery”• “Postal employees should tell about Tracking
Facility”• “There should be better queue management”
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CONCLUSION &
RECOMMENDATIONS
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Key strengths
• Positive perception of being ‘Safe and Secure’• Key differentiating facilities like ‘Delivery to
home address’ in eMO• Price/Commission• No bank account required on part of receiver
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Key Focus Areas
• Training for Postal Staff• Timeliness of the remittance• Create awareness of Instant Money Order• Create awareness of the amounts that can be
transferred• Acknowledgement incase of iMO• Convenience of timings
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