• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

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

Student: Zavorokhina Alina

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses