A CASE STUDY ON
BRANDING STRATGEY OF EASYPAISA
Mohammad Badar Siddiqi
Ammar Akram Qureshi
Mr. Najeeb Agrawala
Date of submission:
TABLE OF CONTENTS
About the Brand Easypaisa5
About Telenor Pakistan5
About Tameer Bank Pakistan6
Branding Theory With Reference to EASYPAISA 7
Branding of Easypaisa13 Financial Services13
Brand Value Evaluation15
Competitive SWOT Analysis (vs. UBL OMNI)16
“It was so hard few years back to pay our bills and take out cash from our bank account without getting toiled out. But thanks to EASYPAISA, all this is just a matter of moving my fingers and thumb on my cell phone”, says a customer at a Telenor’s franchise.
The unique brand in Easypaisa, as they say “Badlay zindagi asani se” or changing lives with ease, has actually made a lot of difference in people’s lives who want to make money transaction of any sort. And it’s not just those people who own a bank account; it’s also the ones who haven’t visited any bank in their entire life.
In this study, we will touch upon the concept of branding, see some best practices and then look at the branding strategy employed by Easypaisa, the challenges they faced, which turned out to be opportunities during different phases of the process and the way forward in making the brand much more successful than it is today.
ABOUT THE BRAND EASYPAISA
Welcome to the world of convenience!! Easypaisa, the largest branchless banking service in Pakistan offers the most convenient access to financial services for all Pakistanis! Whether you have a mobile phone or not, Easypaisa offers services that...