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Development of a Communication Strategy to Attract People Preferring Cash Payments in Remote Financial Services

Student: Alina Zavorokhina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2016

Market of electronic wallets in Russia, that is one of the main operating fields of QIWI Сompany, faced the user’s base stagnation – while awareness of electronic wallets is increasing, the conversion rate into usage is decreasing. Nowadays, one of the most attractive market niches is the audience preferring paying in cash. The main aim of this research is to develop a communication strategy to attract people preferring cash payments in remote financial services. Theoretical framework contains an analysis of different approaches to develop effective integrated marketing communication (IMC) strategy and systematization of the most efficient ways of making the unbanked population banked. Empirical part of the research contains an analysis of remote financial services market in Russia and a product of Visa QIWI Wallet, target audience description and the results of a qualitative research aimed at finding consumer insights. The result of the research is the preposition of IMC strategy for QIWI Company.

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