Easypaisa Case Study

Easypaisa, as a brand, has come a long way. The brand’s success can be measured through the fact that it is now almost synonymous with different financial services in Pakistan, specifically money transfer.

Promotional Mix

According to Mr. Khalil, Easypaisa’s promotional strategy today is focused less on Above-the-Line marketing, and focuses more on Below-the-Line methods. This is not to discard ATL activities completely, but they divert more of their efforts towards indirect methods of promotion.

Over the years, and especially in its initial years, Easypaisa relied heavily on advertising. This was important because it was needed at the time to build awareness and create the need/market for the solution it was offering. But now that the brand has established itself as a key player, the need to rely on these methods is not as great as it once was. Telenor Bank’s representative talked us through the various ATL/BTL integrtation methods used by the team. These were mainly along the lines of sales promotion, another aspect of the promotional mix. These were distributed in two; consumer promotions and trade promotions.

i. Consumer Promotions: Easypaisa always tries to build attractive packages for its customers

He mentioned how the shift has also taken place towards online marketing through social media channels. These channels are regularly updated for e.g Easypaisa Facebook Page. But the content of these efforts are targeted towards people of a higher SEC, in possession of a smartphone, using their Mobile Wallet and Easypay products. At the OTC level, their methods are consistent. They have found the medium through which their brand message and promise gets delivered to their TG. They focus more on POP merchandising through banners, print ads, wall hangings etc (seen